Exam 15: Designing and Managing Integrated Marketing

E-business means that the company or site offers to transact or facilitate the selling of products and services online.

Causes of channel conflict include all of the following,EXCEPT________.

Intensive distribution consists of the manufacturer placing the goods or services in as many outlets as possible.

Companies that search for customers and may negotiate on the producer's behalf but do not take title to the goods are called ________.

A ________ strategy creates consumer demand through promotions and advertising as a way to induce intermediaries to carry the product.

Manufacturers are constantly tempted to move from exclusive distribution or selective distribution to more intensive distribution.Give a reason why this might not be a good long-term strategy for a manufacturer.

Through their contacts,experience,specialization,and scale of operation,intermediaries help firms _______ in making goods widely available.

You own a franchise of a national chain of quick luncheon meals.The corporate office is conducting a nationwide marketing campaign introducing a $5.00 value meal option.This $5.00 value meal option severely cuts into you operating margins.Numerous complaints to the corporate office have resulted in the corporate office taking the position that "the franchisees need to be competitive and this $5.00 meal is competitive." You disagree,noting that even with an increase in store traffic,the reduction in revenue and margin produced by this value menu will result in a net loss for your store.What type of channel conflict is evident here?

Designing a marketing channel involves analyzing customer needs,establishing channel objectives,and identifying cost-saving channels,identifying key channel partners,and evaluating all alternatives.

Jenny gathers information from a variety of channels,conducting extensive research on the advantages/disadvantages of the products available.She visits a number of high-priced retailers,asks numerous questions,and tries many of the products.When the time comes to purchase,she always purchases through the lowest-cost channel.Jenny is best described as a ________.

A ________ strategy involves the manufacturer using its sales force and trade promotion money to induce intermediaries to carry,promote,and sell the product to end users.

Thinking of the target market first,then designing the supply chain backward from that point is called demand chain planning.

The most advanced supply-distributor arrangements for administering VMSs involve distribution programming.Explain the components of distribution programming.

A(n)________ comprises the producer,wholesaler(s),and retailers(s)acting as a unified system.

Tupperware manufactures kitchen goods and has its representatives sell them through home parties.This is an example of a ________.

Rolex is very selective when choosing the retailers that will sell its watches.The company needs to view its retailer in the same way as it views its end users.The firm needs to determine intermediaries' needs and construct a channel positioning such that its channel offering is tailored to provide ________ to these retailers.

Transportation companies,independent warehouses,banks,and advertising agencies that assist in the distribution process but neither take title to goods nor negotiate purchases or sales are called ________.

A conventional marketing channel comprises a(n)________,wholesaler(s),and retailer(s),each acting in his own self-interest.

The text would define eBay,a third party that creates markets by linking buyers and sellers,as a ________.

The reverse-flow channels are not important except in the cases of recycling,refurbishing,and disposal.