Exam 15: Designing and Managing Integrated Marketing

A system of partnerships and alliances that a firm creates to source,augment,and deliver its offering is called a demand chain.

There are several mechanisms for effective channel conflict management.These include the following,EXCEPT ________.

Your product has low brand loyalty in its category;brand choice is often made by the consumer in the store,often at the very moment of purchase.Which promotion strategy would hold the greatest opportunity for incremental sales for your product?

Define the term "marketing channels."

When two or more unrelated companies put together resources or programs to exploit an emerging marketing opportunity,it is called a ________.

After a company has chosen a channel alternative,individual intermediaries must be ________,trained,motivated,and evaluated.

Companies can choose from a wide variety of channels for reaching customers-from sales forces to agents,distributors,dealers,direct mail,telemarketing,and the Internet.

________ describes company efforts to inform buyers,communicate,promote,and sell its products and services over the Internet.

Selective distribution means severely limiting the number of intermediaries.

A horizontal marketing system brings two related firms together to marshal the resources or programs necessary to provide an emerging marketing opportunity.

A textbook manufacturer uses a direct sales force to reach the college market,a telemarketing division to reach small independent bookstore owners,and rack jobbers to reach retail outlets.This is an example of what type of marketing systems?

The purpose of exclusive dealing,where the seller requires that dealers not handle competitors' products,is to substantially limit competition.This is legal as long as both parties enter into the agreement voluntarily.

The ability of a shopper of laundry detergents to visit a grocery retailer and see a wide variety of brands,sizes,and units for purchase is an example of what elements of the channel service output?

Your product enjoys high brand loyalty and high involvement in the category.It has perceived differences that consumers recognize between brands and is one of the few that its consumers choose before selecting the retail store/Web site to purchase the product.Which promotion strategy would hold the greatest opportunity for incremental sales for your product?

________ can be defined as the ability to alter channel members' behavior so that they take actions they would not have taken otherwise.

A value network includes a firm's suppliers and its suppliers' suppliers,and its immediate customers and their end ________.

Intermediaries who buy,take title to,and resell the merchandise are called ________.

________ are companies that have launched a Web site without any previous existence as a firm.

Generally speaking,buyers fall into four categories.Which of the following is NOT one of these categories?

When one Pizza Hut franchisee noticed that his counterpart in the south part of town was using "nonapproved" ingredients in its Pizza Hut pizzas,he complained to the franchise office.This is an example of what type of channel conflict?