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1、415Chapter 15: Designing and Managing Value Networks and ChannelsGENERAL CONCEPT QUESTIONSMultiple Choice 1. Intermediaries who buy, take title to, and resell the merchandise are called _. a. retailers b. facilitators c. marketers d. agents e.merchants Answer: ePage: 468 Level of difficulty: Easy2.
2、Companies that search for customers and may negotiate on the producers behalf but do not take title to the goods are called _. a.marketers b. merchants c. facilitators d. agents e.none of the above Answer: dPage: 468 Level of difficulty: Easy 3. Transportation companies, independent warehouses, bank
3、s, and advertising agencies assisting in the distribution process but neither take title to goods nor negotiate purchases or sales are called _. a.marketers b. facilitators c.agents d. merchants e.none of the store Answer: b Page: 468 Level of difficulty: Easy4. One of the chief roles of marketing c
4、hannels is to convert potential buyers into profitable _. a.sales b. marketers c. customers d. orders e. consumers Answer: d Page: 468 Level of difficulty: MediumPart 6: Delivering Value4165. A marketing channel system is the particular set of _ employed by a firm. Decisions about the marketing chan
5、nel system are among the most critical facing a firm. a. marketing channels b. distribution/warehouse channels c. finance channelsd. management channels e. advertising channels Answer: a Page 468Level of difficulty: Easy 6. A _ strategy involves the manufacturer using its sales force and trade promo
6、tion money to induce intermediaries to carry, promote, and sell the product to end users. a.push b. pull c.promote d. provide e. none of the above Answer: a Page 468 Level of difficulty: Hard7. A _ strategy involves the manufacturer using advertising and promotion to persuade consumers to ask interm
7、ediaries for the product, thus inducing the intermediaries to order it. a.push b. pull c.promote d. provide e. none of the above Answer: b Page: 468 Level of difficulty: Hard8. Today customers expect channel integration to work smoothly. Which of the following is NOT one of the characteristics of ch
8、annel 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 offline purchases d. Offer gift certificates that can be redeemed online and
9、 offline e. Offer specific specials to online and separate ones to offline consumers Answer: e Page: 469 Level of difficulty: MediumChapter 15: Designing and Managing Value Networks and Channels4179. Generally speaking, buyers fall into four categories. Which of the following is NOT one of these cat
10、egories? a. Habitual shoppers b. High value deal seekers c.Low-involvement shoppers d. Variety-loving shoppers e.High-involvement shoppers Answer: cPage: 470 Level of difficulty: Hard10. A supply chain view of a firm sees markets as destination points and amounts to a linear view of the flow. The co
11、mpany should first think of the target market, however, and then design the supply chain backward from that point. This view is called _. a.value network b. demand chain planning c.demand retail planning d. customer planning e. none of the above Answer: bPage: 470 Level of difficulty: Easy11. A valu
12、e network includes a firms suppliers and its suppliers suppliers, and its immediate customers and their end _. a.retailers b. marketers c.shoppers d. customers e.procedures Answer: dPage: 471 Level of difficulty: Medium12. Intermediaries normally achieve _ in making goods widely available and access
13、ible 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. a.superior products b. superior use of technology c. superior efficiency d. superior contacts e.superior distribution channels
14、 Answer: cPage: 472Level of difficulty: EasyPart 6: Delivering Value41813. 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. a. possession b. retail c.consumer
15、s d. policies e. buyers Answer: a Page: 472Level of difficulty: Easy14. Physical functions, title functions, and promotional functions are example of _ flow of activity from the company to the customer. a. lateral b. forward c.backward d. sidewise e.none of the above Answer: bPage: 472Level of difficulty: Easy15. The question regarding the various channel functions is not whether or not they need to be performed b
