Marketing Ch.10-11 – Flashcards
19 test answers
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Which of the following statements is true regarding the selection of qualified channel​ members?
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Producers vary in their ability to attract qualified marketing intermediaries.
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Most companies today see their intermediaries as​ first-line customers and focus on​ ________ to forge​ long-term relationships with channel members.
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partner relationship management
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What is​ omni-channel retailing?
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Creating a seamless​ cross-channel buying experience that integrates​ in-store, online, and mobile shopping
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Which of the following statements about retailer marketing decisions is​ correct?
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Retailers face three major marketing​ decisions: segmentation and​ targeting, store differentiation and​ positioning, and the retail marketing mix.
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Which of the following statements about major retail trends is​ true?
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Online buying is growing at a much brisker pace than retail buying as a whole
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After segmenting and defining their target​ markets, what should retailers do​ next?
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decide how they will differentiate and position themselves in the market.
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A discount store​ (for example,​ Target, Kohl's, or​ Walmart) sells standard merchandise at lower prices. To do​ this, discount stores accept which of the following two​ conditions?
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lower margins and higher sales volume
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The practice of coming into retail stores to check out merchandise and prices but making purchases online using a computer or mobile device is called​ _______.
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showrooming
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When the company has defined its channel​ objectives, it should next identify its major channel alternatives in terms of the types of​ intermediaries, the number of​ intermediaries, and​ __________________.
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the responsibilities of channel members
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Carefully orchestrating the​ store's layout and​ displays, background​ music, colors, and smells is related to​ ________.
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experiential retailing
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Producers of convenience products typically use​ ______ distribution.
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intensive
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​________ refers to the activities involved in selling products or services directly to final consumers for their​ personal, nonbusiness use.
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Retailing
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​A(n)_______ is a layer of intermediaries that performs some work in bringing the product and its ownership closer to find the final buyer.
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channel level
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​Sherwin-Williams sells its paint and other branded products exclusively through​ company-owned retail stores.​ Sherwin-Williams has established​ a(n) _________.
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corporate VMS
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Which of the following is a reason that producers use marketing channels and channel​ intermediaries?
answer
Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.
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