Deck 11: Facilitating Marketing Behaviors

Question 1

Define and describe channel length and breadth

Answer 1

.Breadth - the number of service outlets, e.g. one university campus or several branches
.Target audience members determine breadth - make no effort for mass distributed convenience goods or simple social behavior messages; some effort for shopping goods and a strong effort for specialty goods
.Length - The number of levels, the broader the distribution, the longer the channel

Question 2

Describe forward and backward integration

Answer 2

.Forward Integration - where an organization sets up or buys its own distribution functions (e.g. a university publisher setting up its own bookstore
.Backward integration - where the organization sets up or buys out a supplier (e.g. a nursing home setting up a wholesale operation)
.Efficiencies, improved service or additional revenue are deciding factors in determining strategies

Question 3

What impact do occasion strategies have on behaviors?

Answer 3

.To maximize the number of desired behaviors elicited
.To ensure that attractive convenient occasions are created where the targeted audience behavior is:
o Easy to accomplish
o An emotionally positive experience
o Rewarding
o Reinforcing

Question 4

Health Maintenance organizations' health clinics and day surgery centers are examples of

A) health care channels of distribution
B) the direct marketing of healthcare
C) health care occasion strategies
D) the mass distribution of health care
E) health care backward integration strategies

Question 5

The National Cancer Institute had physicians distribute anti-smoking pamphlets. This shows that a:

A) channel can be more efficient and effective by forward integration
B) channel can be more efficient and effective by sharing costs and staff
C) channel can be more efficient and effective by channel breadth
D) channel can be more efficient and effective by backward integration
E) all of the above

Question 6

All things being equal, nonprofit organizations normally prefer to deal with their target audiences directly and not use intermediaries because

A) response time is quicker
B) new channel opportunities emerge
C) offerings can be tailored to target segments
D) it attracts more attention to the offering
E) all of the above

Question 7

Nonprofit organizations use intermediaries because of

A) their experience, specialization and contacts
B) new channel opportunities emerge
C) a desire to keep more revenue
D) it attracts more attention to the offering
E) all of the above

Question 8

A library decides to have a single, large library or a system of many branch libraries. This concerns:

A) length of the channel structure
B) coordination and control of the channel structure
C) breadth of the channel structure
D) forward integration of the channel structure
E) backward integration of the channel structure

Question 9

The Sierra Club manufactures calendars and opens bookstores at national parks through which to sell them. This is called

A) forward integration
B) mass distribution
C) convenience goods
D) shopping goods
E) backward integration

Question 10

Which of the following is NOT an impediment to channel coordination and control?

A) competition for funds
B) too much similarity of goods and values
C) territoriality
D) excessive time and energy costs
E) personality classes between strong-willed executives

Question 11

To achieve exchanges with channel intermediaries, the nonprofit organization should:

A) determine the needs and wants of the final target audience consumer
B) identify all potential target audiences
C) determine the perceived costs and benefits to the intermediaries
D) do a break-even cost benefit analysis
E) determine the cost/benefit ratio for the final consumer

Question 12

A broad strategy to use to get intermediary participation and cooperation is

A) break-even analysis
B) cost/benefit ratio development
C) a contract
D) forward integration
E) backward integration

Question 13

Factors that can make it easier to perform a behavior are:

A) unmet expectations
B) forward integration
C) backward integration
D) economic rewards
E) minimal distractions