Marketing Chapter 15 – Flashcards
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Contacting potential customers, promoting products, and seeking orders would be an example of a(n) __________ function that intermediaries perform.
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Transactional
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Which statement regarding responsive supply chains is most accurate?
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Responsive supply chains use common platforms and common components across several products.
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Total logistic cost factors in a supply chain include transportation, order processing, stockout, inventory, returns, and __________.
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warehousing and materials handling
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Marketing executives typically consider three questions when choosing a marketing channel and intermediaries. These include: (1) which channel and intermediaries will provide the best coverage of the target market, (2) which channel and intermediaries will best satisfy the buying requirements of the target market, and (3) which channel and intermediaries will be the:
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most profitable
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Having a product or service when you want it is a function of __________ utility.
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Time
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Callaway Golf markets its products through more than 15,000 on- and off-course golf retailers and sporting goods retailers; the firm also has its own online store. This makes Callaway Golf an example of a(n) __________ marketer.
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multichannel
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Which of the following statements regarding electronic marketing channels is most accurate?
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Internet marketing channels employ the Internet to make products and services available for consumption or use by consumers or organizational buyers.
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Which of the following is the most popular type of vertical marketing system?
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Contractual vertical marketing systems
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Adding a wholesaler to the marketing channel for consumer products is most common for:
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low-cost, low unit value items.
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Customers currently link to Cisco's website to configure, price, and order its networking equipment. Cisco then sends orders back out across the Internet to producers and assemblers including Celestica, Flextronics, and Solectron. Products are built and tested to Cisco standards, sometimes with procedures run remotely by Cisco. Most are then drop-shipped to buyers, untouched by human hands on Cisco's payroll. The individuals who monitor these transactions and make sure each is performed in a cost-effective and timely fashion are engaged in __________.
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supply chain management
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A channel intermediary that acts on behalf of the seller but does not take title to products is called a(n):
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agent or broker
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Having a Chevron gas station located on a long stretch of lonely highway is an example of __________ utility.
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place
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Kroger supermarkets operate manufacturing facilities that produce everything from aspirin to cottage cheese for sale under the Kroger label. This example shows that Kroger uses:
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backward integration
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A wholesaler-sponsored voluntary chain refers to:
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a contractual relationship between a wholesaler and small independent retailers to standardize and coordinate buying, merchandising, and inventory management efforts.
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The purpose of a vertical marketing system is to:
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achieve channel economies and maximum marketing impact.
