Exam 15: Designing and Managing Integrated Marketing

Producers of strong brands sometimes sell them to dealers only if the dealers will take some or all of the rest of the line.This practice is called full-line forcing or ________.

Harley-Davidson's entry into the Web for their parts and accessory business called for them to "protect" their retailers by referring customers to the local Harley-Davidson dealer.One additional strategy available to firms wishing to protect their channels of distribution yet capitalize on Internet sales is ________.

As the channel manager at a consumer products firm,you develop a channel incentive program in which channel members receive an extra 2% discount on all purchases when the channel members agree to pass half of this discount along to their customers in terms of a price decline.This is an example of what type of channel power?

Moving to more intensive distribution to increase coverage and sales may help in the short term,but it can hurt long-term performance by encouraging retailers to compete aggressively.

A marketing channel overcomes the time,place,and ________ gaps that separate goods and services from those who need or want them.

A soft-drink concentrate producer makes a 20% margin on its regular soda and 25% on its diet version of the same drink.The soft-drink bottlers,however,are required to sell both the regular and diet versions to the retailers at the same price.This is a classic example of ________.

In competitive markets with low entry barriers,the optimal channel structure will inevitably ________ over time.

Channel objectives should never be stated in terms of targeted service outputs and levels but instead stated in terms of dollar costs.

Once a manufacturer has identified the appropriate channel for its new product,that channel is likely to remain effective over the whole product life cycle.

In designing a marketing channel system,the marketer must understand the service output levels desired by target customers.Channels provide five service outputs.List and briefly describe each of these outputs.

A manufacturer selling a physical product and related services might require three channels: a sales channel,a delivery channel,and a service channel.

A vertical marketing system comprises the producer,wholesaler(s),and retailer(s)acting in their own interests.

Explain the differences between a vertical marketing system (VMS)and a conventional marketing system?

In designing the marketing channel,the marketer must understand the service output levels desired by the target customers.Channels produce five service outputs.Which of the following is NOT one of these outputs?

When independent operators such as optometrists or nail and hair salons locate in the front part of selected retail superstores,this is an example of what type of marketing system?

Channel coordination occurs when channel members are brought together to advance the goals of the channel.

For the brick-and-click companies,adding an e-commerce channel creates the threat of ________ from retailers,brokers,agents,and other intermediaries.

Customers' shopping habits can vary by countries,and retailers that have largely stuck to the same selling formula regardless of geography have sometimes encountered trouble in entering new markets.

One of the control issues of using a sales agency as a channel partner is that the sales agency is an independent firm seeking to ________.

Palm,the leading manufacturer of handheld devices,consists of a whole community of suppliers and assemblers of semiconductor components,plastic cases,LCD displays,and accessories;of off-line and online resellers;of 275,000 developers in the Palm Developer Network who have created over 21,000 software programs and 100 hardware add-ons for the Palm operating system for handheld computers and smartphones.Combined,these make up Palm's ________.