Marketing Chapter 12

Which of the following terms refers to the wholesalers and retailers that form a vital link between the firm and its customers?

downstream partners

A ________ is made up of the company, suppliers, distributors, and customers who partner to improve the performance of the entire system.

value delivery network

Which of the following is most likely true of marketing channel decisions?

the often involve long-term commitments to other firms

At its most basic form, a marketing channel consists of the producer and the ________.

consumers

________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities.

intermediaries

A ________ is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.

marketing channel

The term supply chain is considered limited because it ________.

suggests that planning begins with raw materials and factory capacity

Producing a product or service and making it available to buyers requires building relationships not only with customers but also with key suppliers and resellers in the company's ________.

supply chain

The sets of firms that supply companies with the raw materials, components, parts, information, finances, and expertise needed to create products or services are known as

upstream partners

Distribution channel decisions frequently require long-term commitments between firms. A primary reason is that ________.

when they set up distribution through franchisees they cannot readily replace these channels with company-owned stores or internet sites if conditions change