Question 1

Companies that search for customers and may negotiate on the producer's behalf but do not take title to the goods are called

Accepted Answer

Agents search for customers and negotiate on the producer's behalf, but they do not take title to the goods.

Question 2

A ________ strategy involves the manufacturer using advertising and promotion to persuade consumers to ask intermediaries for the product, thus inducing the intermediaries to order it.

Accepted Answer

A pull strategy involves the manufacturer using advertising and promotion to persuade consumers to ask intermediaries for the product, thus inducing the intermediaries to order it. This strategy "pulls" the product through the distribution channels.

Question 3

Your product has low brand loyalty in its category; brand choice is often made by the consumer in the store, often at the very moment of purchase. Which promotion strategy would hold the greatest opportunity for incremental sales for your product based upon the consumer criteria above?

Accepted Answer

Push strategies are effective in situations where brand loyalty is low and purchase decisions are made at the point of sale, as they focus on promoting products through the distribution channels to encourage retailers to highlight them to consumers.

Question 4

A marketing channel system is the particular set of ________ employed by a firm. Decisions about the marketing channel system are among the most critical facing a firm.

Accepted Answer

Marketing channels refer to the set of intermediaries, such as wholesalers, retailers, and agents, that a firm uses to move its products from the producer to the end consumer. Decisions about the marketing channel system have significant implications for a firm's sales, costs, and overall success.

Question 5

A marketing channel performs the work of moving goods from producers to consumers. It overcomes the time, place, and ________ gaps that separate goods and services from those who need or want them.

Accepted Answer

The marketing channel helps in transferring the ownership of the product or service from the seller to the buyer, thereby bridging the possession gap. It also assists in overcoming the time and place gaps between the producers and consumers, but policies, buyers, and retail are not relevant in this context.

Question 6

Transportation companies, independent warehouses, banks, and advertising agencies assisting in the distribution process but neither take title to goods nor negotiate purchases or sales are called

Accepted Answer

Facilitators assist in the distribution process by providing services such as transportation, storage, financing, and advertising without taking ownership of the goods or negotiating sales.

Question 7

Today customers expect ________ to work smoothly. The ability to order the product online and pick it up at a convenient retail location is an example of this.

Accepted Answer

Channel integration refers to the seamless integration of various distribution channels to provide a smooth and convenient customer experience. The ability to order a product online and pick it up at a nearby retail location is an example of such integration, which meets the customers' expectations of a hassle-free shopping experience.

Question 8

A ________ strategy involves the manufacturer using its sales force and trade promotion money to induce intermediaries to carry, promote, and sell the product to end users.

Accepted Answer

This is a description of a push strategy, where the manufacturer is pushing the product through the distribution channels to the end user. They are using incentives such as sales promotions to encourage intermediaries to carry the product and promote it to the end user.

Question 9

A supply chain view of a firm sees markets as destination points and amounts to a linear view of the flow. The company should first think of the target market, however, and then design the supply chain backward from that point. This view is called

Accepted Answer

The view of designing the supply chain backward from the point of the target market is called demand chain planning.

Question 10

A company selling exercise equipment may need to establish three channels of distribution one channel to sell the product to retailers and distributors (a sales channel); a second channel to deliver the product (a delivery channel), and a ________ channel to ensure that the products are used correctly after the sale.

Accepted Answer

The missing channel needed to ensure that the products are used correctly after the sale is a service channel. This channel would provide customer support, technical assistance, and possibly maintenance and repair services.

Question 11

Storage and movements functions, title functions, and communication functions are example of ________ flow of activity from the company to the customer.

Accepted Answer

Forward flow of activity refers to the flow of activities from the company to the customer, which includes storage and movements functions, title functions, and communication functions. Lateral flow refers to the flow of activities within the company, sidewise flow refers to the flow of activities between two departments, upward flow refers to the flow of information from lower-level employees to higher-level employees, and backward flow refers to the flow of activities from the customer to the company.

Question 12

A value network includes a firm's suppliers and its suppliers' suppliers, and its immediate customers and their end

Accepted Answer

A value network includes a firm's suppliers and its suppliers' suppliers, and its immediate customers and their end customers. Therefore, the best choice is B, customers.

Question 13

One of the chief roles of marketing channels is to convert potential buyers into profitable

Accepted Answer

The main function of marketing channels is to create a path or process that leads potential buyers to become loyal customers of a brand or product. Therefore, the correct answer is B) customers.

Question 14

When is a pull strategy appropriate?

Accepted Answer

The answer of When is a pull strategy appropriate?
...

Question 15

Your product enjoys high brand loyalty and high involvement in the category. Your product has perceived differences that consumers recognize between brands. Your product is one of the few that its consumers choose before selecting the retail store/Web site to purchase the product. Which promotion strategy would hold the greatest opportunity for incremental sales for your product based upon the consumer criteria above?

Accepted Answer

The consumer criteria mentioned indicates that the product has high brand loyalty and involvement, and consumers choose the brand before selecting the retail store or website. This suggests that a pull strategy, which focuses on creating brand awareness and demand among consumers, would be the best choice for incremental sales. By increasing brand visibility and awareness through advertising, social media, and other promotional activities, the pull strategy can attract more customers to the brand, leading to increased sales. Additionally, high brand loyalty suggests that existing customers are likely to spread positive word-of-mouth about the brand, further enhancing the effectiveness of a pull strategy.

Question 16

Intermediaries normally achieve ________ in making goods widely available and accessible to target markets. Through their contact, experience, specialization, and scale of operation, intermediaries usually offer the firm more than it can achieve on its own.

Accepted Answer

Intermediaries are valued for their effectiveness and efficiency in distribution, leveraging their contacts, experience, specialization, and scale to make goods widely available and accessible, often more so than a firm could achieve independently.

Question 17

Intermediaries who buy, take title to, and resell the merchandise are called

Accepted Answer

Merchants are intermediaries who buy, take title to, and resell merchandise. They are distinguished from agents, who do not take title to the merchandise, and retailers, who are merchants selling directly to consumers. Facilitators and marketers are broad terms that could refer to various types of intermediaries, but do not specifically indicate buying and reselling merchandise.

Question 18

The question regarding the various channel functions is not whether or not they need to be performed but who is to perform them. All channel functions have three things in common. Which of the following channel functions can result in lowered producer costs and prices?

Accepted Answer

The answer of The question regarding the various channel functions...

Question 19

When managing a hybrid channel, the channel manager must ensure that these different channels work seamlessly in the consumer's opinion. When the consumer can order a product online and pick it up at the nearby retail store or be able to return the Internet ordered product to the retail store, we state that the channel has

Accepted Answer

When the different channels, in this case, online and retail stores, are seamlessly integrated to allow for easy ordering, pickups, and returns, this is referred to as channel integration. Therefore, the best choice is D.

Question 20

Using the push strategy is most appropriate when ________.

Accepted Answer

The push strategy is most appropriate when the product being sold is an impulse item, meaning the consumer is not actively seeking the product and may not be aware of its existence. In this case, the push strategy involves pushing the product onto store shelves and encouraging retailers to promote the product to their customers.

Quiz 15: Designing and Managing Integrated Marketing Channels