Exam 15: Designing and Managing Integrated Marketing Channels

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 considers the assortment provided by the marketing channel?

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

A ________ channel consists of a manufacturer selling directly to the final customer.

For established firms, a strategy for selling both through established intermediaries and the Internet includes which of the following?

Explain the concept of a hybrid channel distribution system.

A supply chain view of a firm sees markets as destination points and amounts to a linear view of the flow. The company should first think of the target market, however, and then design the supply chain backward from that point. This view is called

Many traditional companies worry that adding an e-commerce channel creates the threat of a ________ from retailers, brokers, agents, and other intermediaries.

Comment on the potential of M-commerce.

Explain how channel objectives vary with product characteristics.

M-commerce refers to ________.

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

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

In deciding to take your product to market, one of the first considerations has to be your channel or channels of distribution. If you decide to sell your product a) in exclusive franchisee operations and b) to mass distributors/retailers concurrently, to the same target market, this may lead to a ________.

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

When you purchase a Subway franchise, the corporate office delivers to you an entire system designed to bring the services efficiently to the consumer. This is an example of what type of contractual VMS?

The traditional system of franchise is the manufacturer-sponsored wholesaler franchise.

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 ________ its profits.

What are the benefits of exclusive arrangements?

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

A marketing channel system is the particular set of ________ employed by a firm. Decisions about the marketing channel system are among the most critical facing a firm.