Designing and Managing Integrated Marketing Channels
Chapter 15:
Designing and Managing Integrated Marketing Channels
GENERAL CONCEPT QUESTIONS
Multiple Choice
1. Intermediaries who buy, take title to, and resell the merchandise are called ________.
2. Companies that search for customers and may negotiate on the producer’s behalf but do not take title to the goods are called ________.
3. Transportation companies, independent warehouses, banks, and advertising agencies that assist in the distribution process but neither take title to goods nor negotiate purchases or sales are called ________.
4. One of the chief roles of marketing channels is to convert potential buyers into profitable ________.
5. 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.
6. 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.
7. A ________ strategy creates consumer demand through promotions and advertising as a way to induce intermediaries to carry the product.
8. Today customers expect channel integration to work smoothly. Which of the following is NOT one of the characteristics of channel integration? a. The ability to order the product online and pick it up at a retail location b. The ability to return an online purchase at the retail location c. The right to receive discounts based on total online and off-line purchases d. Offering gift certificates that can be redeemed online and off-line e. None of the above are characteristics of channel integration
9. Generally speaking, buyers fall into four categories. Which of the following is NOT one of these categories? a. Habitual shoppers b. High-value deal seekers c. Low-involvement shoppers d. Variety-loving shoppers e. High-involvement shoppers
10. Shoppers who
Designing and Managing Integrated Marketing Channels
GENERAL CONCEPT QUESTIONS
Multiple Choice
1. Intermediaries who buy, take title to, and resell the merchandise are called ________.
2. Companies that search for customers and may negotiate on the producer’s behalf but do not take title to the goods are called ________.
3. Transportation companies, independent warehouses, banks, and advertising agencies that assist in the distribution process but neither take title to goods nor negotiate purchases or sales are called ________.
4. One of the chief roles of marketing channels is to convert potential buyers into profitable ________.
5. 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.
6. 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.
7. A ________ strategy creates consumer demand through promotions and advertising as a way to induce intermediaries to carry the product.
8. Today customers expect channel integration to work smoothly. Which of the following is NOT one of the characteristics of channel integration? a. The ability to order the product online and pick it up at a retail location b. The ability to return an online purchase at the retail location c. The right to receive discounts based on total online and off-line purchases d. Offering gift certificates that can be redeemed online and off-line e. None of the above are characteristics of channel integration
9. Generally speaking, buyers fall into four categories. Which of the following is NOT one of these categories? a. Habitual shoppers b. High-value deal seekers c. Low-involvement shoppers d. Variety-loving shoppers e. High-involvement shoppers
10. Shoppers who