Question 1

Buybooks generates more sales volume from its website than its stores.This is an example of a promotional website.

Accepted Answer

This statement describes a sales volume comparison between online and physical sales channels, not the purpose or type of the website, which would be needed to classify it as a promotional website.

Question 2

Supply chain activities are generally considered outside of the scope of marketing.

Accepted Answer

Supply chain activities are increasingly being recognized as an integral part of marketing strategy, as they play a crucial role in ensuring the timely delivery of goods to customers and in building customer satisfaction and loyalty. Marketing efforts can also impact supply chain decisions, such as product design and inventory management. Therefore, supply chain activities are not outside the scope of marketing, but rather an important aspect of it.

Question 3

Sporty Feet produces a special brand of footwear called FootTrekkers and sells it to wholesalers.The wholesalers are intermediaries.

Accepted Answer

Sporty Feet sells their footwear to wholesalers who act as intermediaries between Sporty Feet and the retailers who ultimately sell the products to consumers.

Question 4

Multichannel marketing is the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and in the online marketspace.

Accepted Answer

Multichannel marketing refers to the use of multiple channels such as social media, email, print media, television, etc. to reach and engage customers in a variety of ways. These channels work together to provide a seamless experience for customers regardless of where they shop, ultimately leading to customer retention and loyalty.

Question 5

Business channels are typically shorter than consumer channels.

Accepted Answer

The answer of Business channels are typically shorter than consumer...

Question 6

Tiffany & Co., the exclusive jewellery retailer, manufactures about half of the fine jewellery items that are offered for sale through its 150 stores and boutiques worldwide.This is an example of backward integration.

Accepted Answer

Backward integration is when a company takes control of its suppliers, and in this case, Tiffany & Co. is manufacturing its own jewellery items, which means they have taken control of their suppliers and their supply chain.

Question 7

Berta does online research on laptops.She reads various reviews by laptop owners and makes her choice.She later goes to a retail store to purchase the laptop.Berta is a cross-channel shopper.

Accepted Answer

Berta uses both online and retail channels to research and purchase her laptop, indicating that she is a cross-channel shopper.

Question 8

User manuals are an example of information utility.

Accepted Answer

User manuals provide users with information on how to use a product effectively, making it an example of information utility.

Question 9

Mozza cheese, a popular cheese distributor, distributes its cheeses to liquor stores across Canada, to use the liquor stores marketing channel.This is an example of dual distribution.

Accepted Answer

Dual distribution refers to a company using two or more different types of distribution channels to reach its customers, such as selling directly to consumers as well as through retailers. In this scenario, Mozza cheese is using a single type of distribution channel (liquor stores), not multiple channels.

Question 10

Under a contractual vertical marketing system, a firm at one level of a channel owns the firm at the next level or owns the entire channel.

Accepted Answer

In a contractual vertical marketing system, independent firms at different levels of the distribution channel work together through contracts to achieve greater economies or sales impact than they could achieve alone. Ownership is not transferred between the firms.

Question 11

Channel length refers to the number of intermediaries in a distribution channel.

Accepted Answer

Channel length indeed refers to the number of intermediaries, such as wholesalers, distributors, and retailers, involved in moving a product from the manufacturer to the consumer.

Question 12

If a producer owns the intermediary at the next level down in the channel, it is referred to as backward integration.

Accepted Answer

Backward integration refers to a company acquiring or merging with companies that supply its inputs, not the intermediaries at the next level down in the channel. Forward integration, on the other hand, involves a company owning or controlling the distribution or retail outlets where its products are sold.

Question 13

Transactional websites are used less frequently by manufacturers of consumer products.

Accepted Answer

Manufacturers of consumer products often rely on retailers and distributors to sell their products, so they may not prioritize transactional websites as much as direct-to-consumer brands do.

Question 14

Dual distribution is an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product.

Accepted Answer

Dual distribution refers to the use of multiple distribution channels by a company to reach different segments of customers for the same product. This may involve both direct and indirect channels, for instance, selling through both company-owned stores and independent retailers.

Question 15

A marketing channel includes the individuals and firms involved in making products and services available.

Accepted Answer

A marketing channel, also known as a distribution channel, involves all the parties involved in making products and services available to customers. This includes manufacturers, wholesalers, retailers, and other intermediaries who assist in the movement of products from production to consumption.

Question 16

Gourmet Coffees sells its coffees through Gourmet Coffee stores and select gift shops, and its Morning Fresh brand of coffees through supermarket stores.This is an example of an electronic marketing channel.

Accepted Answer

This is not an example of an electronic marketing channel as it does not involve the use of internet or any other electronic media.

Question 17

Amazon.ca is an example of an electronic marketing channel.

Accepted Answer

Amazon.ca is a website that allows customers to purchase products online, making it an electronic marketing channel.

Question 18

Shoppers' Galore issues credit cards to consumers so that they can buy now and pay later.This is an example of a transactional function of an intermediary.

Accepted Answer

Issuing credit cards to facilitate purchases is an example of a facilitating function of an intermediary, which includes services that make transactions easier for buyers and sellers, rather than a transactional function which involves buying, selling, and risk-taking activities.

Question 19

Form utility involves efforts by intermediaries to help buyers take possession of a product or service, such as providing various ways for payment to be made for a product-by credit card, debit card, cash, or cheque.

Accepted Answer

Form utility refers to how well a product or service meets the customer's needs or wants through its form, design, and function, not the methods of payment or delivery.

Question 20

Proctor & Gamble sells products to consumers utilizing only retailers in the channel.This exemplifies a direct channel.

Accepted Answer

Proctor & Gamble utilizing only retailers in the channel would be an example of an indirect channel, where the products pass through one or more intermediaries before reaching the consumers. A direct channel would involve P&G selling products directly to consumers, bypassing any intermediaries.

Quiz 10: Marketing Channels and Supply Chain