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Retail Marketing (Sales Specialist) Grade 3 | Marketing Trade-Area Research and Promotional Claims Questions 02

1 / 100.0s

Problem 1

A retailer wants to examine a potential new-store site by mapping the distribution of its customer addresses together with the surrounding population and household composition. Which method best fits this purpose?

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jSTAT MAP can combine a user's address or point data with official statistics and aggregate population, households, and other measures for a selected area or travel-time zone. This suits analysis that connects customer distribution with local characteristics, although the dates of the statistics and the accuracy of input data must also be checked.

Problem 2

A store is preparing a customer survey to improve its merchandise assortment. What should it clarify first, before writing the questions?

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A survey should first define its target population, the information sought, and how the results will be used. The method, question content, and required number of responses can then be designed around that purpose. Writing many questions first can omit necessary information while collecting data that will not be used.

Problem 3

The same sale is promoted through newspaper inserts and social media. Which method is most appropriate for identifying which channel generated more store visits?

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Channel-specific coupons or codes allow visits and purchases to be counted by source. This is not perfect attribution because some customers encounter multiple channels, but it makes the sources easier to compare than using identical, untraceable material everywhere.

Problem 4

A residential area is only 300 meters from a store in a straight line, but a river separates it from the store and the nearest bridge greatly extends the walking distance. Which decision about leaflet distribution is most appropriate?

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Accessibility is not determined by straight-line distance alone. Rivers, railways, crossings, slopes, and roads change actual routes and travel time, so the travel-time zone and pedestrian flow should inform distribution. Automatically excluding the area merely because of the river would also ignore available bridges and transport.

Problem 5

A survey asks, "Are you satisfied with the assortment and customer service, and would you like to visit again?" Which revision best makes the responses interpretable?

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The original item combines three matters—assortment, service, and intention to revisit—in one response. Separate questions reveal which matter each evaluation concerns. Encouraging agreement introduces leading language, while merely strengthening a word does not correct the multiple-question problem.

Problem 6

Promotion A costs 100,000 yen and increases gross profit by 180,000 yen. Promotion B costs 300,000 yen and increases gross profit by 240,000 yen. Assume other effects are equal. Which decision is most appropriate from a cost-effectiveness perspective?

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Under the simplified assumptions, A produces 180,000 − 100,000 = 80,000 yen, while B produces 240,000 − 300,000 = −60,000 yen. B has the larger gross-profit increase before promotion cost but does not recover that cost. Other indicators are needed when the objective is awareness, for example, but efficiency cannot be judged while ignoring cost.

Problem 7

Which statement most appropriately distinguishes types of representation under Japan's Act against Unjustifiable Premiums and Misleading Representations?

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Superior misrepresentation concerns quality, standards, content, or similar attributes being presented as substantially better than they are. Advantageous misrepresentation concerns price or other transaction terms being presented as substantially more favorable than they are. The fact that a claim appears on in-store material does not by itself eliminate the risk of a misleading representation.

Problem 8

Assume the general rules for premiums offered to every purchaser apply and there is no special industry restriction. What is the maximum value of a premium given to every purchaser of a 2,500-yen product?

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Under the general rule for premiums offered to all purchasers, when the transaction value is at least 1,000 yen, the maximum premium is 20% of that value. Therefore, 2,500 yen × 20% = 500 yen. The 200-yen ceiling applies when the transaction value is below 1,000 yen. An actual promotion must also be checked for industry-specific notices or fair competition codes.

Problem 9

A store plans to launch a new product at 6,000 yen from the outset while advertising, "Normally 10,000 yen, now 6,000 yen," even though it has never sold the product at 10,000 yen. Which action is most appropriate before publication?

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In comparative price claims, a comparison price that is inaccurate or ambiguous may constitute a misleading representation. Rather than labeling an arbitrary price with no sales history as the normal price, the store should verify the sales reality and basis for the same product and avoid the comparison if no basis exists. Emphasizing the discount does not cure the issue.

Problem 10

A store plans to give its members' personal data to a partner manufacturer for the manufacturer's own advertising. Assume no statutory exception or qualifying opt-out provision applies. Which action is most appropriate before providing the data?

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When personal data is provided to another business for that business's own advertising, the individual's consent must in principle be obtained before provision unless a statutory exception or another permitted route applies. If the provision is foreseeable when the data is collected, consent may be obtained at that time. Being a business partner or using the data for advertising does not justify disclosure without consent.