Ch 15 designing and managing integrated marketing channels, estrella

TOP 10 Learning Questions for

Chapter 15: Designing and Managing Integrated Marketing Channels

Efren Ewold EstrellaDecember 17, 2010

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1. Which of the following is an example of Push Strategy

A. NokiaB. StarbucksC. Avon ProductsD. San Miguel ProductsE. None of the Above

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A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product.

The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers.

Push Strategy

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Push Strategy

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1. Which of the following is an example of Push Strategy

A. NokiaB. StarbucksC. Avon ProductsD. San Miguel ProductsE. None of the Above

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2. Which of the following is an example of Pull Strategy?

A. Trade Show Promotions B. Negotiation with your retailers to stock

your product.C. Direct selling to your customers in

showroom or face to face.D. Point of sale display.E. Advertising and mass media

promotion.

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Pull Strategy A “pull” selling strategy is one that

requires high spending on advertising and consumer promotion to build up consumer demand for a product.

If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

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Pull Strategy

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2. Which of the following is an example of Pull Strategy?

A. Trade Show Promotions B. Negotiation with your retailers to stock

your product.C. Direct selling to your customers in

showroom or face to face.D. Point of sale display.E. Advertising and mass media

promotion.

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3. All statements are true except for one:

A. Globe offering a post paid plan for Iphone in an example of Exclusive Distribution

B. 7-11, Mini-Stop, and Mercury Drug is an example of Intensive Distribution.

C. Porsche is an example of Selective Distribution.

D. Honda is an example of Exclusive Distribution..

E. A and D. 10


Three Intermediate strategies that a company use at each channel level.

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Exclusive Distribution

• severely limiting the number of intermediaries. it's appropriate when the producer wants to maintain control over the service level and outputs offered by the resellers.

Selective Distribution

• relies on more than a few but less than all of the intermediaries willing to carry a particular product.

Intensive Distribution

• the manufacturers places the goods or services in as many outlets as possible.


3. All statements are true except for one:

A. Globe offering a post paid plan for Iphone in an example of Exclusive Distribution

B. 7-11, Mini-Stop, and Mercury Drug is an example of Intensive Distribution.

C. Porsche is an example of Selective Distribution.

D. Honda is an example of Exclusive Distribution.

E. A and D. 12


4. These are sets of interdependent organizations involved in the process of making a product or service available for use or consumption.

A. Channel Conflict.B. Marketing Channel.C. Value Networks.D. Vertical Marketing System.E. Horizontal Marketing System..

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Marketing Channel

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Vertical Marketing System is one in which the main members of a distribution channel --

producer, wholesaler, and retailer.

Horizontal Marketinf System means joining of two or more corporations on the same level for the purposes of pursuing a

new marketing opportunity.

Value Networks is a system of partnerships

and alliances that a firm creates to source,

augment and deliver its offerings.

Marketing Channel are sets of interdenpendent organizations involved in the process of making a

product or service available for use or

consumption.

Channel Conflict occurs when one member's

action prevent another channel from achieving

its goal.


4. These are sets of interdependent organizations involved in the process of making a product or service available for use or consumption.

A. Channel Conflict.B. Marketing Channel.C. Value Networks.D. Vertical Marketing System.E. Horizontal Marketing System..

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5. _____________, consists of producers, wholesalers, and retailers acting as a unified system.

A. Horizontal Marketing Channel.B. Conventional Marketing Channel.C. Vertical Marketing System.D. Multichannel Marketing System.E. Unconventional Marketing System.

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Vertical Marketing System

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Vertical Marketing System - consists of producers, wholesaler, and retailers acting as a unified system.


5. _____________, consists of producers, wholesalers, and retailers acting as a unified system.

A. Horizontal Marketing Channel.B. Conventional Marketing Channel.C. Vertical Marketing System.D. Multichannel Marketing System.E. Unconventional Marketing System.

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6. _____________, exists when the manufacturer has established two or more channels that sell to the same market.

A. Channel Conflict.B. Vertical Channel Conflict.C. Horizontal Channel Conflict.D. Multichannel Conflict.E. Channel Coordination.

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Multichannel Conflict

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•is generated when one channel member's actions prevent another channel from achieving its goal.

Channel Conflict

•means conflict between different levels within the same channel.

Vertical Channel Conflict

•is conflict between members at the same level within the channel.

Horizontal Channel Conflict

•exists when the manufacturer has established two or more channels that sell to the same market.

Multichannel Conflict

•occurs when channel members are brought together to advance the goals of the channel.

Channel Coordination


6. _____________, exists when the manufacturer has established two or more channels that sell to the same market.

A. Channel Conflict.B. Vertical Channel Conflict.C. Horizontal Channel Conflict.D. Multichannel Conflict.E. Channel Coordination.

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7. Amazon.com, E-bay, Zappos, and Alibaba are example of what?

A. E-commerce.B. E-Business.C. Pure Click CompaniesD. Bricks and Clicks.E. E-Marketing.

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Pure Click Companies

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E-commerce - means that the company or site offers to transact or facilitate the selling products or services

online.

E-business describe the use of electronic means

and platforms to conduct a company

business.

Pure Click Companies are companies who carry their business

only through internet.

Bricks and Clicks existing companies that have added an online sire for information or

e-commerce

E-marketing describes company efforts to

inform buyers, communicate, promote,

and sell its products and services over the

internet.


7. Amazon.com, E-bay, Zappos, and Alibaba are example of what?

A. E-commerce.B. E-Business.C. Pure Click CompaniesD. Bricks and Clicks.E. E-Marketing.

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8. ____________, purchase from same places in the same manner over time.

A. Habitual Shoppers.B. High-Value Shoppers.C. Variety-Loving Shoppers.D. High-Involvement Shoppers.E. None of the above.

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Understanding the Customer Needs:

A. Habitual Shoppers: purchase from same manner over the same time.

B. High-Value Shoppers: know their needs and “channel surf” a great deal before buying the lowest price.

C. Variety-Loving Shoppers: gather information in many channels, take advantage high-touch services, and then buy in their favorite channel, regardless of price.

D. High-Involvement Shoppers: gather information in all channels, make their purchase in a low-cost channel, but take advantage of customer support from high-touch channel.

E. None of the above. 26


8. ____________, purchase from same places in the same manner over time.

A. Habitual Shoppers.B. High-Value Shoppers.C. Variety-Loving Shoppers.D. High-Involvement Shoppers.E. None of the above.

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9. This is what the company use when they lack the financial resources to carry out direct marketing, when direct marketing is not feasible, and when they can earn money by doing so.

A. Direct Marketing.B. Networking.C. Intermediaries.D. Channeling.E. Funding.

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Intermediaries

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Intermediaries

This is what the company use when they lack the financial resources to carry out direct marketing, when direct marketing is not feasible, and when they can earn money by doing so.

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Companies use intermediaries when they lack the financial resources to carry out direct marketing, when direct marketing is not feasible, and when they can earn more by doing so.The use of intermediaries results from greater efficiency in making goods available to target markets


9. This is what the company use when they lack the financial resources to carry out direct marketing, when direct marketing is not feasible, and when they can earn money by doing so.

A. Direct Marketing.B. Networking.C. Intermediaries.D. Channeling.E. Funding.

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10. What is/are the requirements in Designing Marketing Channel System?

A. Analyzing the customer needs.B. Establishing Channel Objectives.C. Identifying and Evaluating Major

Channel Alternatives.D. All of the above.E. None of the above.

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Designing Marketing Channel System?

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•In designing a marketing channel, the marketer must understand the service output levels its target customers want.

Analyzing Customer Needs

•Channel institutions should minimize total channel costs and still provide desired levels of service outputs.

•Planners can identify several market segments

•Channel objectives vary with product characteristics

•Channel design must take into acccount the strenghts and weaknesses of different types of intermediatries.

Establishing Channel

Objectives

•Alternatives are: sales forces, to agents, distributors, dealers, direct mail,telemarketing, and the internet.

•Each channel has unique strengths as well as weaknesses.

•Most companies now use a mix of channels.

•Each channel hopefully reaches a different segment of buyers and delivers the right products to each at the least cost.

•a channel alternative is described by three elements, the types of available business intermediaries, the number of intermediaries needed and the terms and responsibilities of each channel member.

Identifying and Evaluating Major

Channel Alternatives


10. What is/are the requirements in Designing Marketing Channel System?

A. Analyzing the customer needs.B. Establishing Channel Objectives.C. Identifying and Evaluating Major

Channel Alternatives.D. All of the above.E. None of the above.

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TOP 10 Learning Questions for

Chapter 15: Designing and Managing Integrated Marketing Channels

Efren Ewold EstrellaDecember 17, 2010

35


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