Exam 15: Designing and Managing Integrated Marketing

________ distribution consists of the manufacturer placing his goods and services in as many outlets as possible.

Companies deciding on the number of intermediaries to use at each channel level have three strategies available to them.They can use exclusive distribution,________ distribution,and intensive distribution.

For a brick-and-click company to add e-commerce to its marketing mix,the firm must be aware that it creates the threat of a backlash from its channel partners.The question remains: How to sell both through intermediaries and online Three strategies for successfully answering this question were postulated in the chapter.List and briefly define these three strategies.

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

With ________,the company does not need to worry about too many outlets; it can gain adequate market coverage with more control and less cost that intensive distribution.

As more women entered the workforce and were unavailable to Avon's traditional door-to-door system for selling cosmetics,Avon ventured into selling its cosmetics in JCPenney.Avon revised its channel strategy due to ________.

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 ________.

It is important for the company to select its channel members carefully because to the customers,the channels _________ the company.

A vertical marketing system comprises the producer,wholesaler(s),and retailer(s)acting in their own interests.

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.

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

By adding more channels,companies can gain three important benefits.First,they can increase their market coverage; second,they can lower channel costs; and third,they can provide ________.

Channel coordination occurs when channel members are brought together to advance the goals of the channel.

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

One of the chief roles of marketing channels is to convert potential buyers into profitable ________.

What three important benefits can companies gain by adding more channels

Different consumers have different needs during the purchase process.Researchers Nunes and Cespedes argue that,in many markets,buyers fall into four categories.List and briefly define these four categories.

When independent operators such as optometrists or nail and hair salons locate in the front part of selected retail superstores,this is an example of what type of marketing system

A direct marketing channel consists of a manufacturer selling directly to one retailer.