Exam 15: Designing and Managing Integrated Marketing

When you deliver the products to the customer,exchange title of the goods,or even conduct a sales promotion,you are conducting a forward flow of activity through the channel.Explain the elements for a backward flow from customers to the company.

As more women entered the workforce and were unavailable to Avon's traditional door-to-door system for selling cosmetics,Avon ventured into selling its cosmetics in JCPenney.Avon revised its channel strategy due to ________.

Manufacturers are constantly tempted to move from exclusive or selective distribution to more intensive distribution in order to ________.

Different consumers have different needs during the purchase process.Researchers Nunes and Cespedes argue that,in many markets,buyers fall into four categories.List and briefly define these four categories.

A direct marketing channel consists of a manufacturer selling directly to one retailer.

Each channel alternative needs to be evaluated against ________,control,and adaptive criteria.

When managing a hybrid channel,the channel manager must ensure that these different channels work seamlessly in the consumer's opinion.When the consumer can order a product online and pick it up at the nearby retail store or be able to return the Internet-ordered product to the retail store,we state that the channel has ________.

A leading manufacturer of watches maintains a set of very exclusive networks of retailers (exclusive distribution)that are authorized to sell its watches.This exclusivity ensures that the company can control the service level,distribution,and outputs offered by the retail stores doing business with them.Recently,however,there has been pressure on the company (by Wall Street investors)to expand its products to more and more retailers (intensive distribution)in order to increase sales.What are some of the dangers that the company might encounter when moving from one form of distribution to another?

The five types of power available to the producer to elicit cooperation from channel members includes all of the following EXCEPT ________ power.

Habitual shoppers purchase from the same places in the same manner over time.

It is important for the company to select its channel members carefully because to the customers,the channels _________ the company.

Designing a marketing channel system involves analyzing customer needs,________,identifying major channel alternatives,and evaluating major channel alternatives.

By adding more channels,companies can gain three important benefits.First,they can increase their market coverage;second,they can lower channel costs;and third,they can provide ________.

As a marketing manager for a national company that uses brokers as your field sales agents,you suggest to your senior management the creation of an "advisory team" composed of retailers,food brokers,sales managers,and inside marketing and management personnel.Your objective is to win support of the leaders of another organization by including them in planning discussions.You are advocating what type of conflict management resolution?

The question regarding the various channel functions is not whether or not they need to be performed but who is to perform them.All channel functions have three things in common.Which of the following is NOT one of these channel functions?

A hybrid channel is one in which the manufacturer uses two or more different channels of distribution to reach the target markets.

________ distribution consists of the manufacturer placing his goods and services in as many outlets as possible.

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

The ability by the consumer to access information via the Internet,conduct business transactions either by phone,Internet,or in person is an example of a company using what type of marketing channels?

Top marketing companies typically employ either a push or a pull strategy.