Exam 15: Designing and Managing Integrated Marketing

In deciding to take your product to market,one of the first considerations must 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 ________.

Delegating some of the selling functions to intermediaries means loss of control over how and to whom the products are sold.

________ means companies decide to purchase goods,services,and information from various online suppliers.

The ability by the consumer to access information via the Internet,conduct business transactions either by phone,Internet,or in person is an example of a company using what type of marketing channels

Channel arrangements,once constructed,need not be modified over time.

Rolex is very selective when choosing the retailers that will sell its watches.The company needs to view its retailer in the same way as it views its end users.The firm needs to determine intermediaries' needs and construct a channel positioning such that its channel offering is tailored to provide ________ to these retailers.

In setting up your distribution channel,you note that you must account for the physical transfer of the product from your location to the consumer and must receive payment for the goods sold.These are part of the channel functions.All channel functions must be performed and have three things in common.List the three things that all functions have in common.

Your company has decided to use a distribution channel that consists of a wholesaler,a jobber,and a retailer to reach your final consumer or user of your product.How many channel levels are involved in the distribution of your product to the final user

Designing a marketing channel involves analyzing customer needs,establishing channel objectives,and identifying cost-saving channels,identifying key channel partners,and evaluating all alternatives.

A textbook manufacturer uses a direct sales force to reach the college market,a telemarketing division to reach small independent bookstore owners,and rack jobbers to reach retail outlets.This is an example of what type of marketing systems

Top marketing companies typically employ either a push or a pull strategy.

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

A hybrid channel is one in which the manufacturer uses two or more different channels of distribution to reach the target markets.

A company's various channels should ideally work in complete isolation.

Palm,the leading manufacturer of handheld devices,consists of a whole community of suppliers and assemblers of semiconductor components,plastic cases,LCD displays,and accessories; of off-line and online resellers; of 275,000 developers in the Palm Developer Network who have created over 21,000 software programs and 100 hardware add-ons for the Palm operating system for handheld computers and smartphones.Combined,these make up Palm's ________.

Physical functions,title functions,and promotional functions are example of ________ flow of activity from the company to the customer.

Coercive power is objectively observable,whereas legitimate,expert,and referent power are more subjective.

________ is an effort by one organization to win the support of the leaders of another organization by including them in advisory councils,board of directors,and the like.

There are several mechanisms for effective channel conflict management.These include the following,EXCEPT ________.

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 ________.