Exam 15: Designing and Managing Integrated Marketing

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 and then design the supply chain backward from that point.This view is called ________.

Channel objectives should never be stated in terms of targeted service outputs and levels but instead stated in terms of dollar costs.

Regarding distribution systems,one of the most difficult decision that a firm must make at some time involves ________ the channel strategy.

Channel objectives should be stated in terms of ________ service output levels.

The five types of power available to the producer to elicit cooperation from channel members includes all of the following EXCEPT ________ power.

Channel objectives vary with product characteristics.

________ means resorting to a neutral third party who is skilled in conciliating the two parties' interests.

When you deliver the products to the customer,exchange title of the goods,or even conduct a sales promotion,you are conducting a forward flow of activity through the channel.Explain the elements for a backward flow from customers to the company.

As a recent college graduate,you dream of opening up your own business.You have explored franchising.In fact,one of the companies that you are strongly interested in is a service organization (fast food)that has a whole system designed to bring its service efficiently to consumers.This is an example of a ________.

As the channel manager at a consumer products firm,you develop a channel incentive program in which channel members receive an extra 2% discount on all purchases when the channel members agree to pass half of this discount along to their customers in terms of a price decline.This is an example of what type of channel power

Define the term "marketing channels."

A ________ strategy creates consumer demand through promotions and advertising as a way to induce intermediaries to carry the product.

In adding e-commerce,a brick-and-click company need not worry about backlash from retailers,brokers,agents,or other intermediaries.

In designing a marketing channel system,the marketer must understand the service output levels desired by target customers.Channels provide five service outputs.List and briefly describe each of these outputs.

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

Explain the differences between a vertical marketing system (VMS)and a conventional marketing system

One of the major causes of channel conflict is goal incompatibility between the manufacturer and the channel members.

Identify four things that marketers can do to better integrate their online and off-line channels.

Jenny gathers information from a variety of channels,conducting extensive research on the advantages/disadvantages of the products available.She visits a number of high-priced retailers,asks numerous questions,and tries many of the products.When the time comes to purchase,she always purchases through the lowest-cost channel.Jenny is best described as a ________.

List the main elements in the "trade-relations mix" between producers and channel members.