Question 1

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

Accepted Answer

The answer of Professionally managed and centrally coordinated marketing channels...

Question 2

Multichannel marketing

Accepted Answer

Multichannel marketing allows a company to use different channels to add value to their products or services. For example, a company may use their website to offer more information about their products while also having a physical store where customers can interact with the products in person. This can create more opportunities for customers to become aware of and purchase the product.

Question 3

The General Mills-Nestlé strategic channel alliance

Accepted Answer

The General Mills-Nestlé alliance increased the ready-to-eat cereal worldwide market share of these companies, as they were able to expand their product offerings and distribution channels through the partnership.

Question 4

Strategic channel alliances refer to

Accepted Answer

Strategic channel alliances refer to a practice whereby one firm's marketing channel is used to sell another firm's products. This can help both companies reach new markets and achieve greater distribution efficiencies.

Question 5

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

When ordering from a catalog, the customer is using a direct marketing channel, as they are placing an order directly with the company.

Question 6

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 the practice of reaching different buyers through two or more different types of channels for the same product. This strategy can help firms increase their reach and market penetration.

Question 7

Dual distribution refers to

Accepted Answer

Dual distribution refers to a strategy where a company employs two or more different types of channels for the same basic product. This allows the company to reach different types of buyers and increase the efficiency of distribution. It is different from exclusive distribution, which limits distribution to a single channel or retailer, and selective distribution, which restricts distribution to a limited number of retailers in a specific geographic area.

Question 8

Multichannel marketing seeks to integrate a firm's electronic and delivery channels.Catalogs can serve as shopping tools for online purchasing,and websites can help consumers do their homework before visiting a store.By blending different communication and delivery channels,

Accepted Answer

Multichannel marketing allows a firm to leverage the strengths and value-adding capabilities of different channels, such as using catalogs as shopping tools for online purchasing and websites to help consumers research before visiting a store. This can result in a more effective and efficient overall marketing strategy.

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

CPW is a strategic channel alliance between General Mills and Nestlé. They partnered to combine their strengths in cereal manufacturing, marketing, and distribution to create a global business.

Question 10

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 carwashes where customers who are waiting for their cars can browse and purchase cards.This would be an example of which type of marketing channel strategy?

Accepted Answer

The answer of Rather than compete with large greeting card...

Question 11

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

Accepted Answer

The purpose of pairing multiple channels with a multibrand strategy is to minimize cannibalization by differentiating the marketing channels, ensuring that different brands target different segments without eating into each other's market share.

Question 12

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

Accepted Answer

The described practice of using one firm's marketing channel to sell another firm's products is known as a strategic channel alliance.

Question 13

Kraft Foods distributes Starbucks coffee in U.S.supermarkets and internationally.These firms are MOST LIKELY using __________ strategy.

Accepted Answer

A strategic channel alliance refers to a cooperative agreement between two or more organizations to distribute their products or services through a shared distribution channel. In this case, Kraft Foods and Starbucks have formed a partnership to distribute Starbucks coffee through Kraft's distribution channels, which qualifies as a strategic channel alliance.

Question 14

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

Accepted Answer

Multichannel marketing involves using multiple communication and delivery channels, such as email, social media, and online ads, to reach and engage with customers. These channels work together to support the overall marketing strategy and create a seamless customer experience across different touchpoints. While pricing, distribution, direct and indirect channels are important elements of the marketing mix, they do not necessarily encompass the full scope of multichannel marketing.

Question 15

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 are especially good for firms to use in global marketing as they allow for the creation of partnerships with established local companies that already have a distribution network in place. This saves the firm both time and money in creating their own marketing channel relationships.

Question 16

Pharmaceutical companies sell some of their products to hospitals and clinics directly.They also market other products to large retail chains like 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 U.S.What method of distribution BEST DESCRIBES the method used by pharmaceutical companies in this example?

Accepted Answer

Pharmaceutical companies in this example use dual distribution, as they employ multiple channels to distribute their products: directly to hospitals and clinics, through retail chains, and via wholesalers to independent drugstores.

Question 17

Mail order selling,catalog sales,telemarketing,interactive media,and televised home shopping are all examples of

Accepted Answer

These are all examples of direct marketing channels, which involve direct communication and transactions between the marketer and the consumer. Unlike indirect marketing channels (such as retail stores or wholesalers), direct marketing channels allow for more targeted and personalized marketing efforts.

Question 18

An example of a(n)__________ is when Kraft Foods uses the distribution system of Ajinomoto,a major Japanese food company,to market its Maxwell House coffee in Japan.

Accepted Answer

The given example describes a strategic channel alliance, which is when two or more companies come together to use each other's distribution channels to reach their target market more effectively. It is not a direct marketing channel because the company is not selling directly to the end consumer, and it is not an industrial distribution system because it is not specifically for industrial goods. Dual distribution refers to a situation where a company uses two or more distribution channels simultaneously, which is not the case here. Franchising operation is a completely different concept that involves giving someone the right to use a company's name and business model in exchange for a fee or royalty.

Question 19

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

The term that best describes 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 multichannel marketing.

Question 20

Nestlé and General Mills have __________ to distribute General Mills products like Cheerios in about 140 markets worldwide.

Accepted Answer

Nestlé and General Mills have formed a strategic channel alliance, which allows them to distribute General Mills products like Cheerios in about 140 markets worldwide.

Quiz 15: Managing Marketing Channels and Supply Chains