Marketing 410 chapter 1 – Flashcards

Unlock all answers in this set

Unlock answers
question
Consumers often view the marketing channel as simply:
answer
A lot of middlemen standing between them and the producer of the product.
question
A distinction is made between channel members and facilitating agencies because
answer
The channel management problems are often different for channel members versus facilitating agencies.
question
Which type of strategy did Walmart decide to use to compete with Amazon?
answer
Mass distribution via its own online channel
question
A multi-channel strategy means
answer
A company reaches its customers through more than one channel.
question
The Coors Company has decided to focus on channel strategy as the key factor in achieving sustainable competitive advantage because
answer
The relationship between a manufacturer and its channel members is not copied easily by competitors.
question
Ten producers of garden tools all sell through one wholesaler to five retailers. The number of contacts needed for all of the manufacturers to contact all of the retailers is __________. If the wholesaler were eliminated from the channel, the number of contacts needed would be:
answer
15; 50
question
The five flows in marketing channels discussed in the text are
answer
Ownership, product, negotiation, promotion, information.
question
According to the view taken in the text, the marketing channel may be defined as:
answer
the external contactual organization that management operates to achieve its distribution objectives.
question
The channel structure depicted as M->W->R->C indicates:
answer
The channel manager has allocated distribution tasks to his/her own firm, wholesalers, retailers and consumers.
question
The concept of specialization and division of labor
answer
Is of equal importance in production and distribution.
question
When a firm finally invents the Star-Trek® Transporter, its marketing channel will come into existence only after:
answer
The negotiatory functions have taken place.
question
In order to reach its customers, Ralph Lauren apparel uses all of the following in its multi-channel strategy, except
answer
Catalogs.
question
The channel manager should allocate the distribution task to:
answer
Those firms that can perform them most efficiently
question
Which of the following is a true statement about Internet-based channels?
answer
Internet-based channels have become a mainstream channel in the channel mixes of many firms
question
The text argues that the role of marketing channels in marketing management is:
answer
Of strategic importance in many cases
question
Four heavy equipment producers decide to sell their forklifts directly to 12 warehouses. The number of contacts necessary is:
answer
48
question
Marketing channel management should be considered:
answer
A major strategic area of marketing management.
question
From the standpoint of the channel flows concept, only those parties who participate in the __________ flows are considered members of the marketing channel.
answer
Negotiation and ownership
question
For accounting firms and other producers of services
answer
Marketing channels often include agents or brokers.
question
A sustainable competitive advantage is one that
answer
is difficult for competitors to match.
question
Which of the following is a true statement?
answer
E-commerce technology that includes online sales is a common component in today's multi-channel structure.
question
According to the text, the confusion over the definition of the marketing channel stems mainly from which of the following causes?
answer
The differing perspectives or viewpoints used.
question
According to the text, the most promising avenue for gaining a sustainable competitive advantage today is through an emphasis on:
answer
Channel strategy.
question
Which of the following statements is false?
answer
The flexibility to respond to consumers does not appear to be relevant to channel design
question
In the development of channel strategy, the channel manager is faced with:
answer
An allocation decision
question
The channel manager should allocate the distribution task to
answer
Those firms that can perform them most efficiently
question
The only major difference between the specialization and division of labor principle as applied to a production versus a distribution situation is:
answer
Production tasks are often allocated intra-organizationally, while distribution tasks are frequently allocated inter-organizationally.
question
A hot tub manufacturer estimates it will take ten personal sales calls, each of which costs $250, and 25 phone calls, each costing $25, to get five retailers to carry its product. The measure of contactual efficiency in dollar terms is:
answer
$3,125.
question
In developing and managing the ancillary structure versus the channel structure, the problems faced by the channel manager are
answer
Usually less difficult and complex
question
When considering the flows in the marketing channel for lawn tractors, product flows __________ and negotiation flows __________.
answer
Down the channel; both up and down
question
Which of the following is not relevant to the definition of, channel?
answer
Internal, meaning the channel exists as part of the firm
question
The channel manager is:
answer
Anyone in the firm who makes marketing channel decisions.
question
The five flows discussed in the text
answer
Convey the dynamic nature of marketing channels
question
Using the concept of specialization and division of labor, a channel manager might engage in any of the following activities except:
answer
Allocate transportation of product to the retailer
question
Which of the following statements is true?
answer
Channel management and logistics are the two major components of distribution strategy.
question
A distinction is made between channel members and facilitating agencies because:
answer
The channel management problems are often different for channel members versus facilitating agencies.
question
Management should develop and operate the marketing channel in such a way as to:
answer
Support and enhance the other strategic variables of the marketing mix.
question
Management of the marketing channel frequently involves all of the following except:
answer
Interorganizational management.
question
The Internet and World Wide Web has connected millions of people and institutions and
answer
Is an important determinant in the use of intermediaries in marketing channels.
question
Which of the following is a true statement about Internet-based channels?
answer
Internet-based channels have become a mainstream channel in the channel mixes of many firms.
question
Ten manufacturers of wallpaper all sell through one wholesaler to five retailers. The number of contacts needed for all of the manufacturers to contact all of the retailers is:
answer
15.
question
In developing and managing the ancillary structure versus the channel structure, the problems faced by the channel manager are:
answer
Usually less difficult and complex.
question
Contactual efficiency viewed from the channel manager's perspective is:
answer
The relationship between negotiation effort relative to achieving the distribution objective
question
Channel management should be viewed as:
answer
One of the major strategic areas of marketing management.
question
Ideally, the channel manager would like to exercise __________ over which firms in the channel perform the distribution tasks.
answer
Total control
question
In the development of channel strategy, the channel manager is faced with:
answer
An allocation decision
question
Contactual efficiency viewed from the channel manager's perspective is:
answer
The relationship between negotiation effort relative to achieving the distribution objective.
question
Because the Sales Coordinator at Borden, Inc. makes channel decisions, he/she can be considered:
answer
A channel manager.
question
In the context of the channel flows concept, logistics involves
answer
Management of the product flow.
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New