Question 1

Employing the internet to make products and services available for consumption or use by consumers or business buyers is referred to as _________.

Accepted Answer

The term "electronic marketing channels" refers specifically to using the internet to distribute products and services to buyers. While choices A and C imply the use of the internet, they are not specific enough to indicate electronic marketing channels. Choices D and E are not relevant to the concept of using the internet to distribute products and services.

Question 2

Direct marketing refers to

Accepted Answer

Direct marketing refers to a method of marketing that allows consumers to buy products by interacting with various advertising media without a face-to-face meeting with a salesperson. This can include mail, telephone, email, or online advertising. Direct marketing is often used to target specific groups of consumers and can be more cost-effective than traditional advertising methods.

Question 3

Multichannel marketing seeks to integrate a firm's electronic and delivery channels, catalogs can serve as shopping tools for online purchasing, and web sites can help consumers do their homework before visiting a store.In addition,

Accepted Answer

Multichannel marketing allows a firm to leverage the strengths and unique value-adding capabilities of different channels to reach a wider customer base and create a seamless buying experience for the customer. For example, a company may use their website for online sales, social media for advertising and customer engagement, and physical stores for product demos and in-person sales. By using multiple channels, a company can offer customers a wider range of options and convenience, increasing their overall value proposition.

Question 4

Dual distribution refers to

Accepted Answer

Dual distribution refers to the use of two or more different types of channels for the same product by a firm. This allows the firm to reach different types of buyers through different channels, such as selling through both a direct sales force and independent retailers.

Question 5

Which of the following services or products must be provided by traditional marketing channels?

Accepted Answer

Health care services cannot be entirely provided through online channels, as they often require physical examinations and in-person consultations.

Question 6

Pharmaceutical companies sell to hospitals and clinics directly.They market their products to large retail chains that distribute the medicines to their stores across the nation.They also sell to drug wholesalers that sell to the remaining independent drugstores in the u.s.What method of distribution best describes that used by pharmaceutical companies in this example?

Accepted Answer

The method of distribution described involves selling through multiple channels: directly to hospitals and clinics, to large retail chains, and to drug wholesalers. This is characteristic of dual distribution, where a company uses more than one channel to reach the end customer.

Question 7

Electronic marketing channels refer to

Accepted Answer

Electronic marketing channels refer to the use of the internet to market and sell products and services to consumers or business buyers. This includes online advertising, email marketing, social media, and e-commerce websites.

Question 8

An arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product is referred to as _________.

Accepted Answer

Dual distribution refers to a strategy where a firm uses two or more different types of channels to reach different buyers for the same product. This strategy helps the firm to cater to the needs of diverse customer segments, increase customer reach, and ultimately drive sales.

Question 9

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 traditional intermediaries and online, is referred to as _________.

Accepted Answer

Multichannel marketing involves using multiple communication and delivery channels to attract and retain consumers, both in traditional intermediaries such as brick-and-mortar stores, as well as online. The different channels are designed to reinforce each other and provide a seamless experience for the consumer, ultimately building stronger relationships with them. Direct marketing refers to targeting specific individuals with personalized messaging, while indirect marketing involves promoting products or services through third-party channels. Intensive marketing typically involves aggressive sales techniques and promotions, while electronic marketing refers specifically to using digital channels for promotion and communication.

Question 10

In some instances, firms pair multiple channels with a multibrand strategy.The purpose of this strategy would be to __________ of firm's family brand and differentiate the channels.

Accepted Answer

Pairing multiple channels with a multibrand strategy helps minimize cannibalization by differentiating the channels and targeting different market segments, thus reducing the overlap and competition between the firm's own brands.

Question 11

Industrial distributors perform functions that are most like which intermediary in the consumer goods marketing channel?

Accepted Answer

The answer of Industrial distributors perform functions that are most...

Question 12

Multichannel marketing is the blending of different __________ that are __________ in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online.

Accepted Answer

Multichannel marketing involves utilizing both communication and delivery channels to attract and retain customers. These channels need to work together in a complementary way to provide a seamless customer experience, which is why they are described as mutually reinforcing rather than mutually exclusive. Pricing and distribution channels are also important in marketing, but they are not the focus of multichannel marketing.

Question 13

The General Mills-Nestlé strategic channel alliance

Accepted Answer

The strategic channel alliance between General Mills and Nestlé increased their ready-to-eat cereal worldwide market share, as both companies were able to leverage their strengths and reach a larger audience through joint distribution and marketing efforts. There is no evidence to suggest that the alliance decreased their market share or resulted in a lawsuit from other major cereal manufacturers. Additionally, the alliance did not have a significant impact on the chocolate market.

Question 14

Mail order selling, catalog sales, and telemarketing, are all examples of

Accepted Answer

Mail order selling, catalog sales, and telemarketing are all examples of direct marketing channels, where companies directly reach out to customers without relying on intermediaries such as retailers or distributors.

Question 15

International Products, a Burlington, New Jersey, firm that sells industrial cleansers and lubricants wanted to sell its product to factories, hospitals and labs in china, but it did not have the necessary expertise.As a result International products hired Asia Marketing & Management to sell, stock, and deliver a full assortment of Products to the Chinese market.Asia Marketing & Management is an example of a(n) _________.

Accepted Answer

Asia Marketing & Management is an industrial distributor because it sells and delivers industrial cleaning and lubricant products to factories, hospitals, and labs in China for International Products.

Question 16

An example of a(n) __________ occurred when general mills used the distribution system of nestlé, to market its Honey Nut Cheerios in France, the United kingdom, Spain, and Portugal.

Accepted Answer

The situation described is an example of a strategic channel alliance, which is when two or more companies agree to work together to sell products or services in a particular market. In this case, General Mills partnered with Nestlé to use their distribution system to sell Honey Nut Cheerios in several European countries.

Question 17

CPW (Cereals Produced Worldwide) is a __________ designed from the start to be a global business.It joined the cereal manufacturing and marketing capability of General Mills with the distribution clout of Nestlé.

Accepted Answer

CPW is an example of a strategic channel alliance as it involves a partnership between General Mills and Nestlé to bring together their respective strengths in manufacturing, marketing, and distribution of cereals on a global scale.

Question 18

When you order a sweater from an L L.Bean mail-order catalog, what type of marketing channel are you and the company using?

Accepted Answer

LL.Bean mail-order catalog is an example of direct marketing channel, where the company communicates and sells directly to the customers without any intermediaries like retailers. The customers can order the product through the channel and get it delivered to their doorstep.

Question 19

Allowing consumers to buy products by interacting with various advertising media without a face-to-face meeting with a salesperson is referred to as a _________.

Accepted Answer

Direct marketing channel involves allowing consumers to buy products without a face-to-face meeting with a salesperson, and this includes interacting with various advertising media like catalogs, websites, and direct mail. This method is a more efficient and cost-effective way to reach consumers directly and can lead to higher response rates and increased sales. The other options do not fully capture the nature of this type of marketing channel.

Question 20

Machinetools.com sells grinders, boring mills, and engine lathes.The web site has listed goods from over 700 machinery manufacturers, 2,500 distributors of new equipment, and 650 dealers of used inventory for sale at the web site.Machinetools.com relies on a well-established channel of manufacturers, distributors, and machinery dealers to provide the merchandise that is sold through this

Accepted Answer

Machinetools.com uses an electronic marketing channel, as it involves selling products through an online platform, leveraging the internet to connect manufacturers, distributors, and dealers with potential buyers.

Quiz 13: Managing Marketing Channels and Supply Chains