Question 1

What are the various functions performed by members of a marketing channel? Provide examples.

Accepted Answer

Some of the functions that the members o

Question 2

Flash Designs is an apparel manufacturing company and has adopted a franchising model to distribute and sells its garments. The company recently received complaints from a particular franchisee that another competing franchisee was infringing on its territory. What type of conflict is this?

Accepted Answer

This is an example o

Question 3

A manufacturer uses the company's sales force and trade promotions to carry, promote, and sell products to end users. Which of the following strategies is this manufacturer using?

Accepted Answer

A)  personalization strategy 
B)  tailoring strategy 
C)  push strategy 
D)  pull strategy 
E)  consumer promotion strategy 
A)  personalization strategy 
B)  tailoring strategy 
C)  push strategy 
D)  pull strategy 
E)  consumer promotion strategy

Question 4

A direct marketing channel is a ________.

Accepted Answer

A)  one-level channel 
B)  two-level channel 
C)  zero-level channel 
D)  three-level channel 
E)  reverse-flow channel 
A)  one-level channel 
B)  two-level channel 
C)  zero-level channel 
D)  three-level channel 
E)  reverse-flow channel

Question 5

Explain the concept of a value network.

Accepted Answer

A company can be seen as being at the ce

Question 6

Atronix Solutions is a major manufacturer of electronic measuring devices in the U.S. The company often threatens to terminate its relationship with its intermediaries if they do not agree with its terms and conditions. What channel power does Atronix use? What are its effects?

Accepted Answer

Here, the manufacturer is usin

Question 7

________ call(s)for the producer to establish a schedule of discounts and allowances that intermediaries see as equitable and sufficient.

Accepted Answer

A)  Exclusive dealings 
B)  Mutual services 
C)  Territorial rights 
D)  Price policy 
E)  Tying agreements 
A)  Exclusive dealings 
B)  Mutual services 
C)  Territorial rights 
D)  Price policy 
E)  Tying agreements

Question 8

Briefly explain the various levels of marketing channels.

Accepted Answer

A zero-level channel, also called a dire

Question 9

Using the push strategy is most appropriate when ________.

Accepted Answer

A)  consumers are able to perceive differences between brands 
B)  the product being sold is an impulse item 
C)  there is high brand loyalty for the product 
D)  the product is a high involvement purchase 
E)  consumers choose the brand before they go to the store 
A)  consumers are able to perceive differences between brands 
B)  the product being sold is an impulse item 
C)  there is high brand loyalty for the product 
D)  the product is a high involvement purchase 
E)  consumers choose the brand before they go to the store

Question 10

In a retailer cooperative, ________.

Accepted Answer

A)  profits are equally divided among members 
B)  members plan their advertising jointly 
C)  nonmembers cannot buy through the co-op 
D)  members rely on distribution programming 
E)  members standardize their selling practices 
A)  profits are equally divided among members 
B)  members plan their advertising jointly 
C)  nonmembers cannot buy through the co-op 
D)  members rely on distribution programming 
E)  members standardize their selling practices

Question 11

Dell computers is a manufacturer of computers. Dell accepts orders for computers online and ships the products to the customer. Depict the likely physical flow of materials in this case.

Accepted Answer

Suppliers ->Transpor

Question 12

Which of the following channel alternatives is most suited to handle complex products and transactions?

Accepted Answer

A)  sales forces 
B)  the Internet 
C)  dealers 
D)  telemarketers 
E)  direct mails 
A)  sales forces 
B)  the Internet 
C)  dealers 
D)  telemarketers 
E)  direct mails

Question 13

JSE Securities Exchange is the largest stock exchange in Africa. The JSE provides a market where securities can be traded freely under a regulated procedure. The company acts as an intermediary between the traders. JSE is an example of a(n)________.

Accepted Answer

A)  internal broker 
B)  infomediary 
C)  customer community 
D)  market maker 
E)  third party arbitrator 
A)  internal broker 
B)  infomediary 
C)  customer community 
D)  market maker 
E)  third party arbitrator

Question 14

________ channel conflict occurs between channel members at the same level.

Accepted Answer

A)  Horizontal 
B)  Vertical 
C)  Multichannel 
D)  Administrative 
E)  Contractual 
A)  Horizontal 
B)  Vertical 
C)  Multichannel 
D)  Administrative 
E)  Contractual

Question 15

Which of the following types of power is objectively observable?

Accepted Answer

A)  coercive power 
B)  legitimate power 
C)  group power 
D)  expert power 
E)  referent power 
A)  coercive power 
B)  legitimate power 
C)  group power 
D)  expert power 
E)  referent power

Question 16

A(n)________ VMS consists of independent firms at different levels of production and distribution, integrating their programs on a contractual basis to obtain more economies or sales impact than they could achieve alone.

Accepted Answer

A)  administered 
B)  contractual 
C)  corporate 
D)  regulated 
E)  referent 
A)  administered 
B)  contractual 
C)  corporate 
D)  regulated 
E)  referent

Question 17

What is channel power? Explain the various types of channel powers.

Accepted Answer

Channel power is the ability to alter ch

Question 18

Which of the following channels is associated with the lowest cost per transaction?

Accepted Answer

A)  Internet 
B)  telemarketing 
C)  retail stores 
D)  distributor 
E)  sales force 
A)  Internet 
B)  telemarketing 
C)  retail stores 
D)  distributor 
E)  sales force

Question 19

Total Beverages, a maker of fruit juices and health drinks, recently launched a new brand of packaged drinking water called AquaPure. In order to induce distributors to carry the product, Total offers all its intermediaries a free refrigerator to store bottles of AquaPure. This is an example of a ________.

Accepted Answer

A)  consumer promotion 
B)  push strategy 
C)  backward flow 
D)  reverse flow 
E)  pull strategy 
A)  consumer promotion 
B)  push strategy 
C)  backward flow 
D)  reverse flow 
E)  pull strategy

Question 20

Lot size refers to the total number of units a channel can transmit from the manufacturer's place to the service outlet.

Accepted Answer

A) True 
 B)False

Exam 15: Designing and Managing Integrated Marketing Channels

What are the various functions performed by members of a marketing channel? Provide examples.

Flash Designs is an apparel manufacturing company and has adopted a franchising model to distribute and sells its garments. The company recently received complaints from a particular franchisee that another competing franchisee was infringing on its territory. What type of conflict is this?

A manufacturer uses the company's sales force and trade promotions to carry, promote, and sell products to end users. Which of the following strategies is this manufacturer using?

A direct marketing channel is a ________.

Explain the concept of a value network.

Atronix Solutions is a major manufacturer of electronic measuring devices in the U.S. The company often threatens to terminate its relationship with its intermediaries if they do not agree with its terms and conditions. What channel power does Atronix use? What are its effects?

________ call(s)for the producer to establish a schedule of discounts and allowances that intermediaries see as equitable and sufficient.

Briefly explain the various levels of marketing channels.

Using the push strategy is most appropriate when ________.

In a retailer cooperative, ________.

Dell computers is a manufacturer of computers. Dell accepts orders for computers online and ships the products to the customer. Depict the likely physical flow of materials in this case.

Which of the following channel alternatives is most suited to handle complex products and transactions?

JSE Securities Exchange is the largest stock exchange in Africa. The JSE provides a market where securities can be traded freely under a regulated procedure. The company acts as an intermediary between the traders. JSE is an example of a(n)________.

________ channel conflict occurs between channel members at the same level.

Which of the following types of power is objectively observable?

A(n)________ VMS consists of independent firms at different levels of production and distribution, integrating their programs on a contractual basis to obtain more economies or sales impact than they could achieve alone.

What is channel power? Explain the various types of channel powers.

Which of the following channels is associated with the lowest cost per transaction?

Lot size refers to the total number of units a channel can transmit from the manufacturer's place to the service outlet.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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