問16
頻出度★★★
マーチャンダイジングの説明として, 適切なものはどれか。
令和3年度 ITパスポート試験 問16
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 16
Incorrectア
Dividing the entire market into smaller markets based on criteria such as consumers' needs, wants, and purchase motives, and narrowing down to a target market, is a description of “market segmentation” and “targeting (selecting a target market)”, not merchandising.
Incorrectイ
Grasping the flow of goods from product shipment through to sale in an integrated manner and effectively managing the entire distribution channel is a description of “logistics” or supply chain management, not merchandising itself.
- ウ
正解 Merchandising (product planning) refers to a series of activities carried out at stores and similar locations to provide the right products and services at the right time, in the right quantity, and at the right price, in a form that matches the needs of purchasers. Through product assortment, display, pricing, and the adjustment of inventory and procurement, it achieves the goal of “building a sales floor that sells”. Choice ウ describes exactly this definition itself, so it is appropriate.
Incorrectエ
Deploying stores at high density within the same area, aiming to reduce delivery costs and increase the frequency of contact with consumers, is a description of the “dominant strategy (area dominance strategy)”, a store-opening strategy concept different from merchandising.
ここがポイント
- Merchandising (product planning) = a series of sales-floor-building activities involving product assortment, display, pricing, procurement, and so on, in order to provide products and services in a form that matches the needs of purchasers.
- Distinguish it from confusingly similar related terms: do not confuse it with segmentation/targeting (subdividing and narrowing down the market), logistics (physical distribution management), or the dominant strategy (high-density store openings within the same area).
用語