Expert Answers

Part A:     What are the advantages and disadvantages of advertising, public relations, personal selling, and sales promotion from the perspective of a small independent retailer?

Part B:     Develop a promotional budget for a new ready-to-assemble furniture retailer located in a college town using the objective-and-task method.

Part C:     Develop a vertical audit form for customer service for the same ready-to-assemble furniture retailer specializing in the college student market.

Part D:     Explain how the same ready-to-assemble furniture retailer can improve its customer service program through use of the principles of the total retail experience and relationship retailing.