Marketing Chapter 12

In which of the following situations is the channel a direct marketing​ channel?

A consumer stops at Dunkin Donuts on the way to work to buy a dozen donuts for the office.

There are many ways in which intermediaries in the marketing channel add value to the flow from raw materials to the final consumer. Why would the marketing manager avoid additional intermediaries in the channel​ structure?

Intermediaries make the transaction less expensive.

Choosing to use multiple forms of resellers can add value to the​ consumer's purchase.​ However, increasingly more firms are looking to disintermediate the channel because longer channels can cause problems. Which of the following issues is an advantage of using the longer channel​ structure?

It tends to focus the targeting.

All members of the channel help to create and perpetuate flow in many ways through to the final customer. Which of the following is an element of flow the marketing manager would avoid when using a longer​ channel?

Manufacturing flow

Which of the following is an example of a horizontal marketing​ system?

McDonald's restaurants are placed inside Walmart stores.

Apple Computer sells its products such as iTunes and iMovies​ online, and sells its hardware through its own stores and through other​ retailers, such as Best Buy and​ Costco, and through vending machines. How is the Apple distribution system​ described?

Multichannel marketing

Most companies see their intermediaries as​ first-line customers and then subsequently partners in the creation of a value delivery system that meets the needs of both the company and its marketing partners. What is the system advised for​ long-term arrangements with channel​ members?

Partner relationship management

Because logistics is complicated and viewed as a hassle by many​ firms, increasingly a growing number of firms now outsource some or all of their logistics to firms such as​ Ryder, Penske​ Logistics, BAX​ Global, DHL​ Logistics, FedEx​ Logistics, and UPS Business Solutions. What are firms like Ryder and FedEx​ called?

Third-party logistics​ (3PL) providers

Producing a product or service and making it available to buyers requires building relationships with upstream and downstream​ partners, which are known together as the​ ________.

supply chain

One of the largest firms in the world is​ Coca-Cola, which sells its products all over the world in a variety of locations by controlling the manufacture of the​ syrup, and then selling it only to licensed bottlers. Which type of vertical marketing system is​ this?

Contractual VMS​ manufacturer-sponsored wholesaler franchise system

In a​ channel, one or more independent​ producers, wholesalers, and retailers is a separate business seeking to maximize its own​ profits, perhaps even at the expense of the system as a whole. This type of channel is described as what kind of distribution​ system?

Conventional

Distribution channel decisions are integrated into decisions about other variables within the marketing mix. In what​ way, however, are distribution decisions different from other mix​ decisions?

Distribution channel decisions tend to be long term when compared to decisions about other mix variables.

Coach products are sold in a carefully controlled number of locations across the world. Some locations are owned and managed by the firm and some are managed through other retailers. Which type of distribution strategy is Coach​ using?

Exclusive distribution

Apple uses selective distribution for several reasons such as the ability to develop good working relationships with selected channel members and for what other​ reason?

It can expect a​ better-than-average selling effort from the channel member.

In which country do Western companies have perhaps the greatest difficulty penetrating the very lengthy and complex channel​ system?

Japan

American Standard Plumbing Supplies makes​ bathtubs, washbowls,​ toilets, and other items for the bathroom. To expand the​ firm's reach and offer greater​ service, it relies on​ wholesalers, retailers, and other resellers to help move the product toward the consumer. What are these intermediaries​ called?

Marketing channels

Intermediaries provide customers with greater utility in what manner when they shape offers to meet the​ buyer's needs, including activities such as​ manufacturing, grading,​ assembling, and​ packaging?

Matching

In setting the channel​ objectives, they should be stated in terms of targeted levels of customer service. There are many elements that influence how those objectives are set. Which of the following factors does the marketing manager typically avoid when determining the​ firm's channel​ objectives?

Maximization of total channel cost

Piggyback and fishyback are forms of what logistics​ element?

Multimodal transportation

Channel members depend on one​ another, but they often act alone in their own​ short-run best interests and often disagree on who should do what and for what rewards. Which of the following best illustrates horizontal​ conflict?

One​ Wendy's franchise in the Chicago region does not contribute to the general​ Wendy's advertising​ pool, but due to its excellent​ location, it benefits from the increased traffic generated by the ads.

An important element of managing the channel is designing its structure from the outset. Four of the following are significant factors in channel design. Which of the following factors does the marketing manager want to avoid when designing the​ channel?

Pricing the product

A company designs a logistics system that will minimize the cost of attaining the​ firm's distribution objectives. There are traditionally four major functions of the logistics systems. From the​ following, identify the function that plays a role in decision making other than logistics design.

Pricing the products

Companies can design their distribution channels as long or as short as they choose to make products and services available to customers in different ways. There are two players that are always part of the channel that delivers value. What are those two player​ roles?

The producer and the final consumer

Originally consumers went to bookstores like Borders and B. Dalton to buy books. Amazon started shipping books to buyers who bought​ online, and then invented the Kindle to electronically​ "ship" books to the​ reader's device. This technology is defined as​ ________ of the channel by Amazon.

disintermediation

Once a firm has defined its channel​ objectives, it should next identify its major channel alternatives in three dimensions. Those dimensions include the types of​ intermediaries, the​ ________ of​ intermediaries, and the responsibilities of each channel member.

number