Chapter 12 Adaptive Reading Assignment

The presence of intermediaries suggests which type of marketing channel?

Indirect

Which of the following is TRUE about marketing channels?

Indirect channels are longer than direct ones.

___________marketing is the blending of different communication and delivery channels, both traditional and online, to create value for the consumer.

Multichannel, Multi-channel, or Omnichannel

Choosing a marketing ______ is a critical decision for a producer because not only does it provide a link to its buyers but also the means through which it implements various elements of its marketing strategy.

channel

Direct and indirect are types of

marketing channels.

Wholesalers are intermediaries who sell to

other intermediaries.

A firm that would typically be called a(n) ________ in consumer markets would perform the same functions as a distributor in business markets.

wholesaler

Which two of the following are intermediaries that have legal authority to act on behalf of the manufacturer?

-Broker -Agent

Which two of the following combine to describe the objective of logistics management for a customer-driven supply chain?

-Minimize logistics costs -Maximize customer service

Which of the following are types of contractual vertical marketing systems?

-Retailer-sponsored cooperatives -Wholesaler-sponsored voluntary chains -Franchising

The inbound portion of the supply chain incorporates which two of the following?

-The flow of raw materials and parts -The supplier network

Which of the following are types of vertical marketing systems?

-contractual -corporate -administered

In the context of a supply chain, customer service is the ability of logistics management to satisfy users in terms of which of these?

-convenience -time -dependability

It is estimated that logistics costs including transportation, distribution center operations, and order processing represent ________ of the retail price that you pay for a new car.

25 to 30%

_________makes possible the flow of goods from a producer, through intermediaries, to a buyer.

A marketing channel

Which of the following channel intermediaries do not take title to products, but instead bring a seller and buyer together?

Agent

Amazon and Orbitz are both part of _______ marketing channels.

Internet

Opentable.com is a reservation mechanism for restaurants. It uses the Internet to allow consumers to reserve tables in many places throughout the United States. It is an example of

Internet marketing channels

__________deals with decisions needed to move a product from the source of raw materials to consumption.

Logistics

What is the correct term for marketing that exploits opportunities with both traditional intermediaries and online?

Multichannel marketing

_______are typically designed to be either responsive or efficient, depending upon a firm's strategy to meet customer requirements.

Supply Chain

______________must be balanced with the four customer service factors of time, dependability, communication, and convenience.

Total logistics costs

________marketing systems are professionally managed and centrally coordinated marketing channels designed to achieve channel economics and maximum marketing impact.

Vertical

Franchising involves

a contractual arrangement between a parent company and another entity that is allowed to operate a business under an established name.

A sequence of firms that perform activities required to create and deliver a product or service to ultimate consumers or industrial users is known as

a supply chain

Logistics involves

activities that focus on getting the right products to the right place at the right time at the lowest possible cost.

A marketing ________ consists of those individuals or firms involved in the process of making products available to consumers or industrial users.

channel

Choice of a marketing ______ by a producer might involve examining a number of factors, including coverage of the target market, buyer requirements, and profitability.

channel

When one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals, ________ arises.

channel conflict

Under a ________ marketing system, independent production and distribution firms integrate their efforts on a contractual basis to obtain greater functional economies and marketing impact than they could achieve alone.

contractual vertical

Wholesaler-sponsored voluntary chains and retailer-sponsored cooperatives are two types of ________ marketing systems.

contractual vertical

A manufacturer that also owns distribution centers and retail outlets is an example of a _______ marketing system.

corporate vertical

Estee Lauder both manufactures MAC cosmetic products and owns the MAC retail stores. This is an example of a ________ marketing system.

corporate vertical

GE sells its large appliances directly to home and apartment builders but uses retail stores like Lowe's to sell to consumers, in a strategy known as

dual distribution

An arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product is known as

dual distribution.

When Martha Stewart's products are found only at Macy's, it is an example of ________ distribution.

exclusive

A contractual arrangement between a parent company and an individual or firm that allows them to operate a certain type of business under an established name and according to specific rules is called

franchising.

A marketing channel consists of ______ involved in the process of making a product or service available for use or consumption by consumers or industrial users.

individuals and firms

The 1 million ATM machines owned by Visa are an example of Visa's strategy to provide a(n) _______ distribution of cash.

intensive

The highest level of distribution density is known as _________distribution.

intensive

Those activities that focus on getting right amount of the right products to the right place at the right time at the lowest possible cost are known as

logistics

Intensive distribution means that a manufacturer places its product in _______ outlets.

many

The objective of logistics management in a customer-driven supply chain is to ________ while delivering ________.

minimize logistics costs; maximum customer service

One difference between intensive and exclusive distribution is that the latter uses ________ retailer(s) in a specified geographical area.

one

The difference between an agent and a wholesaler is that the latter

own the products it sells

Vertical marketing systems are best described as

professionally managed and centrally coordinated marketing channels.

Using electronic data and inventory systems to make the process of reordering and receiving products as simple as possible is known as a(n)

quick response delivery system

Reverse logistics is

the process of reclaiming recyclable and reusable materials for repair, redistribution, or disposal.

Replenishment time refers to

the time between ordering an item and when it is available for use or sale

Firms that buy products from manufacturers and resell them to retailers are known as

wholesalers.