Exam 15: Designing and Managing Integrated Marketing

Each channel alternative needs to be evaluated against economic,control,and power criteria.

Channel arrangements,once constructed,need not be modified over time.

As the "channel manager" for your firm,you have been asked by senior managers to identify new distribution channels for the launch of a new product.Your presentation describes a channel alternative as having three sets of elements.What are the three elements that would be contained in your presentation?

With ________,the company does not need to worry about too many outlets;it can gain adequate market coverage with more control and less cost that intensive distribution.

________ occurs when channel members are brought together to advance the goals of the channel,as opposed to their own potentially incompatible goals.

A company's various channels should ideally work in complete isolation.

By granting ________,the producer hopes to obtain more dedicated and knowledgeable selling.

________ describes the use of electronic means and platforms to conduct a company's business.

________ means companies decide to purchase goods,services,and information from various online suppliers.

In deciding to take your product to market,one of the first considerations must be your channel or channels of distribution.If you decide to sell your product (a)in exclusive franchisee operations and (b)to mass distributors/retailers concurrently,to the same target market,this may lead to a ________.

The emergence of rental car counters,hair salons,banks,and dry cleaners found in such stores as Wal-Mart,Target,grocery retailers,and others is an example of ________ marketing systems.

For a brick-and-click company to add e-commerce to its marketing mix,the firm must be aware that it creates the threat of a backlash from its channel partners.The question remains: How to sell both through intermediaries and online? Three strategies for successfully answering this question were postulated in the chapter.List and briefly define these three strategies.

Channel conflict is generated when one channel member's actions prevent another channel from achieving its goal.

Physical functions,title functions,and promotional functions are example of ________ flow of activity from the company to the customer.

Channel objectives should be stated in terms of ________ service output levels.

When we talk about manufacturers' redemption centers,community groups,trash-collection specialists,recycling centers,and central processing warehouses,we are talking about what kind of distribution channels?

In adding e-commerce,a brick-and-click company need not worry about backlash from retailers,brokers,agents,or other intermediaries.

________ occurs when a single firm uses two or more marketing channels to reach one or more customer segments.

Channel objectives vary with product characteristics.

Coercive power is objectively observable,whereas legitimate,expert,and referent power are more subjective.