Question 1

In some instances,firms pair multiple channels with a multibrand strategy.The purpose of this strategy is to ________ of the firm's family brand and differentiate its marketing channels.

Accepted Answer

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.In some instances,firms pair multiple channels with a multibrand strategy to minimize cannibalization of the firm's family brand and differentiate its marketing channels.

Question 2

Which of the following statements regarding corporate vertical marketing systems is most accurate?

Accepted Answer

The combination of successive stages of production and distribution under a single ownership is a corporate vertical marketing system.Both forward and backward integration can occur in corporate vertical marketing systems.Companies seeking to reduce distribution costs and gain greater control over supply sources or resale of their products pursue forward and backward integration.Both types of integration increase a company's capital investment and fixed costs,but are pursued to achieve more control.

Question 3

Pharmaceutical companies sell some of their products to hospitals and clinics directly.They also market other products to large retail chains such as Walgreens that distribute them to their stores across the nation.In addition,they sell products to drug wholesalers that sell to the remaining independent drugstores in the United States.What method of distribution best describes the method used by pharmaceutical companies in this example?

Accepted Answer

Dual distribution is an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same product.In this case,pharmaceutical companies use a dual distribution strategy by using direct channels to hospitals and clinics and indirect channels to the other intermediaries.

Question 4

Corporate vertical marketing systems are

Accepted Answer

Key term definition-corporate vertical marketing system.

Question 5

Rather than compete with large greeting card companies for shelf space in supermarkets,several smaller card companies place their cards in pack-and-ship stores where the customer can mail a card on the spur of the moment,and in racks in car washes where customers who are waiting for their cars can browse and purchase cards.This is an example of which type of marketing channel strategy?

Accepted Answer

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,such as in pack-and-ship stores and racks.

Question 6

Vertical marketing systems are

Accepted Answer

Key term definition-vertical marketing systems.

Question 7

Kraft Foods distributes Starbucks coffee in U.S.supermarkets and internationally.These firms are most likely using ________ strategy.

Accepted Answer

A strategic channel alliance occurs when one firm's marketing channel is used to sell another firm's products.An alliance between Kraft Foods and Starbucks is a case in point.

Question 8

Multichannel marketing

Accepted Answer

Multichannel marketing,sometimes called omnichannel 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 traditional intermediaries and online.Multichannel marketing also can leverage the value-adding capabilities of different channels.

Question 9

CPW (Cereals Partners 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

Strategic channel alliances are popular in global marketing,where the creation of marketing channel relationships is expensive and time-consuming.CPW (Cereals Partners Worldwide)is a strategic channel alliance designed from the start to be a global business,joining the cereal manufacturing and marketing capability of U.S.-based General Mills with the worldwide distribution clout of Swiss-based Nestlé.See Marketing Matters.

Question 10

A strategic channel alliance refers to

Accepted Answer

Key term definition-strategic channel alliances.

Question 11

In an example of a(n)________,Kraft Foods uses the distribution system of Ajinomoto,a major Japanese food company,to market its Maxwell House coffee in Japan.

Accepted Answer

Strategic channel alliances are popular in international marketing because developing marketing channel relationships is expensive and time-consuming.An alliance between Kraft Foods and Ajinomoto in Japan is a case in point.

Question 12

Dual distribution refers to

Accepted Answer

Key term definition-dual distribution.

Question 13

The combination of successive stages of production and distribution under a single ownership is referred to as a(n)

Accepted Answer

Key term definition-corporate vertical marketing system.

Question 14

Nestlé and General Mills have ________ to distribute General Mills products like Cheerios under the Nestlé label in about 140 markets worldwide.

Accepted Answer

A strategic channel alliance occurs when one firm's marketing channel is used to sell another firm's products.An alliance between Nestlé and General Mills is a case in point.

Question 15

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

Key term definition-dual distribution.

Question 16

A practice whereby one firm's marketing channel is used to sell another firm's products is referred to as

Accepted Answer

Key term definition-strategic channel alliance.

Question 17

Which type of marketing channel arrangement is especially good for a firm to use in global marketing where the creation of marketing channel relationships is expensive and time-consuming?

Accepted Answer

Strategic channel alliances use one firm's marketing channel to sell another firm's products.Strategic alliances are popular in global marketing,where the creation of marketing channel relationships is expensive and time-consuming.

Question 18

Professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact are referred to as

Accepted Answer

Key term definition-vertical marketing systems.

Question 19

________ seeks to leverage the value-adding capabilities of both electronic marketing and traditional delivery.Catalogs can serve as shopping tools for online purchasing,and websites can help consumers do their homework before visiting a store.

Accepted Answer

Multichannel marketing,sometimes called omnichannel 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 traditional intermediaries and online.Multichannel marketing can leverage the value-adding capabilities of different channels.

Question 20

The three major types of vertical marketing systems are administered,corporate,and

Accepted Answer

The three major types of vertical marketing systems are corporate,contractual,and administered.

Quiz 15: Managing Marketing Channels and Supply Chains

In some instances,firms pair multiple channels with a multibrand strategy.The purpose of this strategy is to ________ of the firm's family brand and differentiate its marketing channels.

Which of the following statements regarding corporate vertical marketing systems is most accurate?

Corporate vertical marketing systems are

Vertical marketing systems are

Kraft Foods distributes Starbucks coffee in U.S.supermarkets and internationally.These firms are most likely using ________ strategy.

Multichannel marketing

CPW (Cereals Partners 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.

A strategic channel alliance refers to

In an example of a(n) ________,Kraft Foods uses the distribution system of Ajinomoto,a major Japanese food company,to market its Maxwell House coffee in Japan.

Dual distribution refers to

The combination of successive stages of production and distribution under a single ownership is referred to as a(n)

Nestlé and General Mills have ________ to distribute General Mills products like Cheerios under the Nestlé label in about 140 markets worldwide.

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

A practice whereby one firm's marketing channel is used to sell another firm's products is referred to as

Which type of marketing channel arrangement is especially good for a firm to use in global marketing where the creation of marketing channel relationships is expensive and time-consuming?

Professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact are referred to as

________ seeks to leverage the value-adding capabilities of both electronic marketing and traditional delivery.Catalogs can serve as shopping tools for online purchasing,and websites can help consumers do their homework before visiting a store.

The three major types of vertical marketing systems are administered,corporate,and