Exam 15: Designing and Managing Integrated Marketing

Harley-Davidson's entry into the Web for their parts and accessory business called for them to "protect" their retailers by referring customers to the local Harley-Davidson dealer.One additional strategy available to firms wishing to protect their channels of distribution yet capitalize on Internet sales is ________.

Each channel alternative needs to be evaluated against economic,control,and power criteria.

As the "channel manager" for your firm,you have been asked by senior managers to identify new distribution channels for the launch of a new product.Your presentation describes a channel alternative as having three sets of elements.What are the three elements that would be contained in your presentation

Explain the concept of a hybrid channel distribution system.

Moving to more intensive distribution to increase coverage and sales may help in the short term,but it can hurt long-term performance by encouraging retailers to compete aggressively.

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

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

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

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

When the producer wants to maintain control over the service level and outputs offered by the resellers,it most likely will use ________ distribution.

By granting ________,the producer hopes to obtain more dedicated and knowledgeable selling.

________ deals between suppliers and retailers,such as Disney's Consumer Products deal with Wal-Mart,are becoming a mainstay for specialists looking for an edge in a business world that is increasingly driven by price.

High-involvement shoppers gather information in all channels,purchasing in a low-cost channel,but taking advantage of customer support from a high-touch channel.

A channel alternative is described by three elements: the types of available business intermediaries,the number of intermediaries needed,and the ________.

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.

________ means conflict between different levels within the same channel.

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

A soft-drink concentrate producer makes a 20% margin on its regular soda and 25% on its diet version of the same drink.The soft-drink bottlers,however,are required to sell both the regular and diet versions to the retailers at the same price.This is a classic example of ________.

Every individual consumer typically chooses the same channels for serving all of their shopping needs in making a purchase.

For the brick-and-click companies,adding an e-commerce channel creates the threat of ________ from retailers,brokers,agents,and other intermediaries.