Mktg 351 ch14 testbank

13. Describe the three forms of vertical marketing systems. ANSWER: Most vertical marketing systems take one of three forms: corporate, administered, or contractual. A corporate VMS combines all stages of the marketing channel, from producers to consumers, under a single owner. In an administered VMS, channel members are independent, but informal coordination achieves a high level of inter-organizational management. A contractual VMS is the most popular type of vertical marketing system. Channel members are linked by legal agreements spelling out each member's rights and obligations.

13. 수직적 마케팅 시스템의 세 가지 형태를 기술한다. 답변: 대부분의 수직적 마케팅 시스템은 기업, 관리 또는 계약의 세 가지 형태 중 하나를 취한다. 기업 VMS는 생산자부터 소비자에 이르기까지 마케팅 채널의 모든 단계를 한 명의 소유주 밑에 결합한다. 관리되는 VMS에서 채널 구성원은 독립적이지만 비공식적인 조정은 조직간 높은 수준의 관리를 달성한다. 계약 VMS는 수직적 마케팅 시스템의 가장 인기 있는 유형이다. 채널 멤버들은 각 멤버들의 권리와 의무를 철자하는 법적 합의에 의해 연결된다.

14. Discuss the importance of order processing in the physical distribution system. ANSWER: Order processing is the receipt and transmission of sales order information. Computerized order processing provides a platform for information management, allowing all supply-chain members to increase their productivity. When carried out quickly and accurately, order processing contributes to customer satisfaction, decreased costs and cycle time, and increased profits. Order processing entails three main tasks: order entry, order handling, and order delivery.

14. 물리적 유통 시스템에서 주문 처리의 중요성에 대해 논의한다. 답변: 주문 처리란 판매 주문 정보를 수령하고 전송하는 것이다. 전산화된 주문처리는 모든 공급망 구성원이 생산성을 높일 수 있도록 정보 관리를 위한 플랫폼을 제공한다. 신속하고 정확하게 주문 처리가 이루어지면 고객 만족도, 비용 및 주기 시간 감소, 이익 증대 등에 기여한다. 주문처리에는 주문입력, 주문취급, 주문배달 등 3가지 주요 업무가 수반된다.

15. Explain how electronic data interchange (EDI) and just-in-time (JIT) inventory management might be used in combination to improve physical distribution effectiveness and efficiency. ANSWER: Whether a company uses a manual or an electronic order-processing system depends on which method provides greater speed and accuracy within cost limits. Manual processing suffices for small-volume orders and can be more flexible in certain situations. Most companies, however, use electronic data interchange (EDI), which uses computer technology to integrate order processing with production, inventory, accounting, and transportation. Within the supply chain, EDI functions as an information system that links marketing channel members and outsourcing firms together. It reduces paperwork for all members of the supply chain and allows them to share information on invoices, orders, payments, inquiries, and scheduling. Many companies encourage suppliers to adopt EDI to reduce distribution costs and cycle times. Efficient inventory management with accurate reorder points is crucial for firms that use a just-in-time (JIT) approach, in which supplies arrive just as they are needed for use in production or for resale. Companies that use JIT (sometimes referred to as lean distribution) can maintain low inventory levels and purchase products and materials in small quantities only when needed. Usually there is no safety stock in a JIT system. Suppliers are expected to provide consistently high-quality products exactly when they are needed. JIT inventory management requires a high level of coordination between producers and suppliers, but it eliminates waste and reduces inventory costs. When a JIT approach is used in a supply chain, suppliers may move operations close to their major customers in order to provide goods as quickly as possible.

15. 물리적 유통 효과와 효율성을 개선하기 위해 전자 데이터 교환(EDI)과 적시(JIT) 재고 관리를 함께 사용하는 방법을 설명하십시오. 답변: 기업이 매뉴얼 또는 전자 주문 처리 시스템을 사용하는지는 비용 한도 내에서 속도와 정확도를 높이는 방법에 따라 결정된다. 수동 프로세싱은 소량 주문에 충분하며 특정 상황에서 더 유연할 수 있다. 그러나 대부분의 기업은 주문 처리를 생산, 재고, 회계, 운송과 통합하기 위해 컴퓨터 기술을 사용하는 전자 데이터 교환(EDI)을 사용한다. 공급망 내에서 EDI는 마케팅 채널 회원사와 아웃소싱 회사를 연계하는 정보 시스템 역할을 한다. 공급망의 모든 구성원에 대한 서류 작업을 줄이고 송장, 주문, 결제, 문의, 일정 등에 대한 정보를 공유할 수 있게 한다. 많은 회사들이 공급자들에게 유통 비용과 주기 시간을 줄이기 위해 EDI를 채택하도록 권장하고 있다. 정확한 재주문 포인트를 갖춘 효율적인 재고 관리는 생산이나 재판매에 필요한 대로 공급품이 도착하는 JIT(Just-in-Time) 접근방식을 사용하는 기업에게 중요하다. JIT(때로는 린 유통이라고도 한다)를 사용하는 기업은 재고수준을 낮게 유지할 수 있고 필요할 때만 소량으로 제품 및 자재를 구입할 수 있다. 보통 JIT 시스템에는 안전 재고가 없다. 공급자들은 그들이 필요할 때 일관되게 고품질 제품을 제공할 것으로 기대된다. JIT 재고 관리는 생산자와 공급자 간의 높은 수준의 조정이 필요하지만, 낭비를 없애고 재고 비용을 절감한다. JIT 접근방식이 공급망에서 사용될 때, 공급자들은 가능한 한 빨리 상품을 제공하기 위해 그들의 주요 고객 가까이에 영업을 이동할 수 있다.

16. Why is the choice of warehouse facilities an important strategic consideration? ANSWER: Choosing appropriate warehouse facilities is an important strategic consideration because they allow a company to reduce transportation and inventory costs and improve service to customers. The wrong type of warehouse can lead to inefficient physical distribution and added costs. Warehouses fall into two general categories: private and public. In many cases, a combination of private and public facilities provides the most flexible warehousing approach.

16. 창고 시설의 선택이 중요한 전략적 고려인 이유는? 답변: 적절한 창고 시설을 선택하는 것은 운송 및 재고 비용을 절감하고 고객에 대한 서비스를 개선할 수 있기 때문에 전략적으로 중요한 고려사항이다. 잘못된 유형의 창고는 비효율적인 물리적 분배와 추가 비용을 초래할 수 있다. 창고는 민간과 공공의 두 가지 범주로 나뉜다. 많은 경우, 민간 시설과 공공 시설의 결합은 가장 유연한 웨어하우징 접근방식을 제공한다.

17. Identify the various transportation modes and describe in detail two modes of transportation. ANSWER: The basic transportation modes for moving physical goods are railroads, trucks, waterways, airways, and pipelines. Each has distinct advantages. Many companies adopt physical handling procedures that facilitate the use of two or more modes in combination. Trucks provide the most flexible schedules and routes of all major transportation modes in the United States because they can go almost anywhere. Trucks are more expensive and somewhat more vulnerable to bad weather than trains. They are also subject to size and weight restrictions on the loads they carry. Waterways are the cheapest method of shipping heavy or low-value, nonperishable goods. Water carriers offer considerable capacity. The vast majority of international cargo is transported by water at least part of the way. However, many markets are inaccessible by water transportation and must be supplemented by rail or truck. Droughts and floods also may create difficulties for users of inland waterway transportation.

17. 다양한 운송 모드를 식별하고 두 가지 운송 모드를 자세히 설명한다. 답: 물자를 이동시키는 기본 교통수단은 철도, 트럭, 수로, 항공로, 파이프라인이다. 각각 뚜렷한 이점이 있다. 많은 회사들은 둘 이상의 모드를 조합하여 사용할 수 있도록 하는 물리적 처리 절차를 채택한다. 트럭은 거의 어디든 갈 수 있기 때문에 미국의 모든 주요 교통 수단 중에서 가장 유연한 일정과 노선을 제공한다. 트럭은 기차보다 비싸고 악천후에는 다소 취약하다. 그들은 또한 그들이 운반하는 하중의 크기와 무게 제한을 받는다. 수로는 중저가, 불멸의 상품을 운송하는 가장 저렴한 방법이다. 수상 수송기는 상당한 용량을 제공한다. 국제 화물의 대부분은 최소한 일부분의 물로 운송된다. 그러나, 많은 시장들은 수상 운송으로 접근이 불가능하며, 철도나 트럭으로 보완되어야 한다. 가뭄과 홍수는 또한 내륙의 수로 교통 이용자들에게 어려움을 야기할 수 있다.

36. Cassie and Julian both are buying new iPhones this week. Cassie goes to the Apple store because she wants to actually see the phone before she makes a final decision. Julian knows that he does not need to see the phone, because he just wants to update from his older version. He simply orders it online. Cassie is purchasing her phone through_____, while Julian is purchasing his through ___. a. an indirect-marketing channel; the most efficient channel of distribution b. the most common type of marketing channel; an indirect channel c. a retailer; a direct-marketing channel d. a business-to-business channel; a direct-marketing channel e. a retail channel; an indirect-marketing channel

a retailer; a direct-marketing channel

60. Starbucks has an agreement with PepsiCo through which Pepsi distributes Starbucks' coffee drink, Frappuccino, to grocery stores and other retail outlets. This is an example of a. a strategic channel alliance. b. exclusive distribution. c. multichannel distribution. d. horizontal channel integration. e. channel leadership.

a strategic channel alliance.

83. When a single channel member manages an integrated marketing channel to achieve low-cost, efficient distribution for satisfying target markets, ____ exists. a. a vertical marketing system b. horizontal channel integration c. channel power d. channel cooperation e. extensive distribution

a vertical marketing system

88. In an administered vertical marketing system (VMS), inter-organizational relationships are a. achieved by informal coordination. b. formalized through contracts. c. combined under the ownership of a single organization. d. guided by legal agreements. e. achieved by clearly defining the obligations and rights of all channel members.

achieved by informal coordination.

54. Rob Stevens is the head of a company that produces computer software for production scheduling. The firm is small and presently does not generate enough volume to justify hiring a sales force. The firm is probably using ____ to maintain contact with the firms using its products. a. wholesalers b. brokers c. agents d. merchants e. retailers

agents

52. A producer is not likely to receive ____ from an industrial distributor. a. selling activities in local markets b. market information about consumers c. aggressive promotion of its brand d. reduced capital requirements e. a reduced financial burden from customers

aggressive promotion of its brand

21. The supply chain includes a. producers, wholesalers, and retailers. b. suppliers, producers, intermediaries, and customers. c. suppliers and suppliers' suppliers. d. all entities that facilitate product distribution. e. buyers, sellers, marketing intermediaries, and agents.

all entities that facilitate product distribution.

75. Nike maintains a good deal of control over how its products are promoted, displayed, and sold. Because of this control, Nike would be appropriately described as the channel a. intermediary. b. captain. c. allocator. d. terminator. e. price leader.

captain.

74. A single leader who controls and organizes a marketing channel is called a a. channel champion. b. distribution leader. c. marketing maverick. d. channel captain. e. lead distributor.

channel captain.

79. Marketing channel members are likely to experience misunderstandings, frustration, and poorly coordinated strategies as a result of a. channel conflict caused by inefficient communication between channel members. b. open communication among the channel members. c. methods of channel coordination designed to reduce ambiguity. d. negotiating territorial issues among regional distributors of a product. e. allowing one member of the channel to take the role of channel captain.

channel conflict caused by inefficient communication between channel members.

76. When one company in a marketing channel has the ability to influence another member's goal achievement, the company has a. channel control. b. channel power. c. marketing leadership. d. a channel captain. e. distributive influence.

channel power.

81. Goodyear allows companies like Sears and Discount Tire to distribute and discount its tires. This action significantly increases the possibility of channel ____ with independent Goodyear dealers. a. understanding b. power c. leadership d. communication e. conflict

conflict

90. In the distribution channel for Domino's Pizza, channel members are linked by legal agreements that spell out the obligations and rights of each member. This is an example of a(n) ____ vertical marketing system. a. contractual b. administered c. corporate d. negotiated e. institutional

contractual

78. Overall channel goals and individual channel member goals cannot be achieved together without a. conflict. b. captains. c. leadership. d. cooperation. e. tying agreements.

cooperation.

86. The Limited, which produces and retails clothing products in a coordinated channel, is an example of a(n) a. administered vertical marketing system (VMS). b. conventional marketing channel. c. channel network. d. contractual marketing channel. e. corporate vertical marketing system.

corporate vertical marketing system.

80. When produce companies such as Dole Bananas bypass wholesalers and sell directly to retailers, it is likely to a. create channel conflict between Dole and these wholesalers. b. increase cooperation between Dole and the wholesalers. c. show that Dole is integrating its channel intermediaries. d. create horizontal integration between channel members. e. increase the vertical integration of the channel intermediaries.

create channel conflict between Dole and these wholesalers.

24. The driving force behind marketing channel decisions should be a. convenience. b. cost reduction. c. environmental concerns. d. customer satisfaction. e. quality.

customer satisfaction.

99. The main objective of physical distribution should be to a. decrease costs while increasing market coverage. b. increase service and market coverage. c. decrease costs while increasing service. d. increase market coverage and channel power. e. balance costs and market coverage.

decrease costs while increasing service.

37. Netflix sells its movie services using its website while Redbox sells its movie services using vending machines. Each requires the products to be distributed through different channels. Netflix is using ____, while Redbox is using ___ to get the movies to its vending machines. a. multichannel distribution; digital distribution b. digital distribution; just-in-time distribution c. intensive distribution; selective distribution d. multichannel distribution; physical distribution e. digital distribution; physical distribution

digital distribution; physical distribution

23. A marketing channel is defined as a group of individuals and organizations that a. consumes about one-half of every dollar spent on products in the United States. b. directs the flow of products from producers to customers. c. links producers to other marketing intermediaries. d. takes title to products and resells them. e. manages transportation and warehousing functions.

directs the flow of products from producers to customers.

72. Expensive, high-quality products that are purchased infrequently often reach consumers through a. selective distribution. b. highly-selective distribution. c. sole-source retailers. d. complex marketing channels. e. exclusive distribution.

exclusive distribution.

64. The major levels of intensity at which a company can choose to distribute its products are ____ distribution. a. vertical and horizontal b. cooperative, conflicting, and integrated c. intensive, extensive, and exclusive d. selective, cooperative, and conflicting e. exclusive, selective, and intensive

exclusive, selective, and intensive

77. If Purina forced Kroger's grocery chain to place all of its products in the stores' most favorable locations, it would be a. demonstrating sound channel leadership. b. insisting on exclusive exposure. c. exercising channel power. d. minimizing channel conflict. e. creating a coordinate system.

exercising channel power.

45. Organizational buyers are especially partial to direct marketing channels when a. they buy cheap materials in large quantities. b. they try a new product for the first time. c. they are filling an order for a very important customer. d. a modified rebuy type of decision is involved. e. expensive and/or complex equipment is involved.

expensive and/or complex equipment is involved.

92. To expand the number of its retail outlets in the Washington, D.C. area, Whole Foods bought out a small chain of organic food stores in northern Virginia. This type of integration is called a. vertical. b. retail. c. horizontal. d. backward. e. forward.

horizontal.

48. Jeff Wood's company buys machine tools from large producers and sells them to several Midwestern manufacturing companies. The company Jeff works for carries inventories of the tools, which reduces capital requirements for the producers. Jeff's company is an example of a(n) ____ in a distribution channel. a. direct distributor b. manufacturers' agent c. industrial distributor d. producers' agent e. wholesalers' agent

industrial distributor

47. River City, Inc. is an independent business that takes title to products and carries inventories. River City, Inc. is most likely a(n) a. industrial distributor. b. intermediary. c. agency. d. wholesaler. e. producer.

industrial distributor.

65. When Busch Light Beer was introduced as part of the Anheuser-Busch product line, the company most likely used ____ distribution. a. horizontal b. intensive c. selective d. agent e. exclusive

intensive

67. Paper towels and trash can bags are most likely distributed through ____ and ____. a. selective distribution; multiple channels b. intensive; multichannel distribution c. strategic channel alliances; intensive distribution d. exclusive distribution; a single channel e. multichannel distribution; convenience channels

intensive; multichannel distribution

82. Vertical channel integration a. results in two or more different management teams for each member of the channel. b. is made possible when a large corporation divests itself of smaller subsidiaries. c. is a shift back to the conventional channel of distribution. d. combines institutions at the same level of operation. e. is made possible by purchasing the operations of a link in the channel.

is made possible by purchasing the operations of a link in the channel.

26. Josh is a vice-president for 20th Century Fox, a movie production company. He has the responsibility for managing the firm's marketing channels and its relationships with its marketing intermediaries. As a manager of its marketing intermediaries, part of Josh's role is to a. link movie wholesalers to other wholesalers. b. link film producers to other middlemen. c. always oversee the sale of movies to retailers. d. maintain quality of the movie product. e. engage in short-term commitments to the least expensive channel member.

link film producers to other middlemen.

28. If Nokia decides to make changes in its marketing channels, the strategic significance is that channel decisions are a. long-term commitments. b. short-term commitments. c. easier to change than prices. d. easier to change than promotion. e. impossible to change.

long-term commitments.

55. An independent businessperson who is paid a commission to sell complementary products of different producers in an assigned territory without actually taking title of the merchandise is a(n) a. sole intermediary. b. manufacturers' agent. c. producers' broker. d. industrial distributor. e. channel facilitator.

manufacturers' agent.

63. When considering the best channel to use, all of the following are true with regard to larger firms except they a. can use an extensive product mix as a competitive tool. b. may be better able to negotiate better deals with vendors or other channel members. c. may have more distribution centers. d. may have the resources to develop their own sales force. e. may be better suited to serve customers in a particular region.

may be better suited to serve customers in a particular region.

57. Del Monte markets ketchup for household use to supermarkets through grocery wholesalers. It markets ketchup for institutional use through industrial distributors and food brokers. Del Monte is using a. multichannel distribution. b. industrial distribution. c. strategic channel alliance. d. supply-chain management. e. an unethical marketing channel.

multichannel distribution.

58. Many companies use more than one marketing channel to distribute their products to the same target market, a tactic called a. multiple channeling. b. strategic channel alliance. c. intensive distribution. d. multichannel distribution. e. market splitting.

multichannel distribution.

59. Apple makes its computers available through its own stores, its website, and some major retailers. This is an example of a. multichannel distribution. b. vertical integration. c. horizontal integration. d. tying agreements. e. exclusive dealing.

multichannel distribution.

33. Eliminating a wholesaler from a marketing channel will a. cut costs and lower prices. b. not eliminate the functions performed by that wholesaler. c. eliminate the functions performed by that wholesaler. d. lead to lower costs but higher prices. e. reduce channel conflict.

not eliminate the functions performed by that wholesaler.

95. When Zappos, Inc., an online marketer of shoes, accessories, and clothing, contracts out the physical distribution task to third parties such as UPS, this arrangement is called ____. This is due to the fact that UPS does not have managerial authority within the Zappos marketing channel. a. illegal b. logistics c. warehousing d. wholesaling e. outsourcing

outsourcing

98. As her Internet quilt and bed linen business grew, Danielle could no longer perform all the distribution activities, so she hired a shipper and an information technology firm to assist with these functions. Danielle is using ____ for physical distribution for her business. a. producers b. wholesalers c. retailers d. selling agents e. outsourcing

outsourcing

96. If a firm decides to contract its physical distribution functions to third parties that have no managerial authority within the marketing channel, it is using a. outsourcing. b. sole-sourcing. c. logistics. d. wholesaling. e. distribution services.

outsourcing.

93. Order processing, inventory management, materials handling, warehousing, and transportation are the activities that define a. wholesaling. b. retailing. c. physical distribution. d. channel management. e. drop shipping.

physical distribution.

29. Marketing channels create four types of utility for consumers including a. place, time, possession, and form. b. location, form, availability, and suitability. c. form, time, location, and promotion. d. marketer, retailer, wholesaler, and producer. e. position, price, possession, and place.

place, time, possession, and form.

44. Steelcase, Inc. markets furniture directly to businesses. This is an example of a(n) ____ channel. a. producer-to-business buyer b. producer-to-industrial-distributor-to-business buyer c. producer-to-agent-to-business buyer d. equipment e. consumer

producer-to-business buyer

31. Consumers receive the benefits of place utility when a. they have to travel excessively to obtain products they want. b. retailers remain open 24 hours a day. c. they can stock up on products they need but not use them right away. d. they make purchases with credit and debit cards. e. products are available in locations where consumers want to buy them.

products are available in locations where consumers want to buy them.

35. Without wholesalers and other intermediaries, a. most products would be much less expensive because fewer companies would be handling the product. b. products would be cheaper because the functions of intermediaries would be eliminated. c. products would likely be more expensive due to the use of less efficient channel members. d. products would never be able to make it to the ultimate consumer at any price without passing through intermediaries. e. many products would be more expensive because retailers would expect more profit.

products would likely be more expensive due to the use of less efficient channel members.

22. Supply chains for durable goods typically begin at _____ and end at _____. a. raw materials; the retailer b. suppliers; the retailer c. raw materials; the customer d. suppliers; the customer e. retailers; the customer

raw materials; the customer

38. After direct marketing, the next slightly longer marketing channel adds a(n) a. retailer. b. producer. c. wholesaler. d. agent. e. consumer.

retailer.

39. When Sophie buys organic produce for her household using a channel with only one intermediary, that intermediary is classified as a a. retailer. b. wholesaler. c. broker. d. functional middleman. e. producer.

retailer.

68. Using only some of the available outlets to distribute a product is called a. selective distribution. b. intensive distribution. c. channel conflict. d. vertical channel integration. e. exclusive distribution.

selective distribution.

69. Durable goods such as television sets and appliances generally reach their target markets through ____; goods such as car batteries and tires generally reach their target markets through _____. a. intensive distribution; intensive distribution b. exclusive distribution; intensive distribution c. selective distribution; exclusive distribution d. selective distribution; intensive distribution e. selective distribution; selective distribution

selective distribution; selective distribution

66. When Amazon.com introduced its Kindle Fire HD, it was available through Amazon.com, Staples office supplies stores, and a few other retailers. The Kindle Fire HD was most likely distributed through the _____ of distribution. a. selective level b. extensive level c. intensive level d. exclusive level e. agent form

selective level

62. Fragile products that require special handling are more likely to be distributed through a. longer channels. b. shorter channels. c. direct channels. d. strategic alliances. e. exclusive outlets.

shorter channels.

89. In an administered VMS, informal coordination brings about a high level of inter-organizational management. Nonetheless, a. decision making does not take into account the goals of the system. b. the channel members do not remain autonomous. c. the decision making is not coordinated. d. the channel members remain autonomous. e. the goals of the individual firms are not congruent with the goals of the system.

the channel members remain autonomous.

30. Possession utility is best described as a. products being available in places where the customers wish to purchase them. b. the customer having access to the product to use now or store and use later. c. having a company's products available when a customer needs them. d. being able to legally own a product despite restrictions on trade. e. getting the products to the consumers in as little time as possible for ownership.

the customer having access to the product to use now or store and use later.

94. The notion of physical distribution is a. speed of delivery. b. used only by manufacturers. c. the movement of products from producers to end users. d. primarily the wholesaler's responsibility. e. an assessment of distribution costs.

the movement of products from producers to end users.

27. Channel decisions are important to marketers mostly because a. they are relatively flexible to change quickly. b. consumers value reasonable prices delivered through marketing channels. c. they dictate what promotional strategies companies should use. d. many businesses are marketing intermediaries. e. they involve long-term commitments and affect customer accessibility.

they involve long-term commitments and affect customer accessibility.

97. Physical distribution activities may be performed by a producer, wholesaler, retailer or a. not performed at all. b. the customer. c. investors in any of the previous three. d. solely through technology. e. they may be outsourced.

they may be outsourced.

85. The reasons a vertically integrated channel can be more effective against competition is because of all of the following except a. the consolidation of power. b. tightly controlled and bureaucratic management style. c. the ability to inhibit competitors. d. the sharing of responsibilities and information. e. increased bargaining power.

tightly controlled and bureaucratic management style.

100. The best way to reduce overall distribution costs is to a. use a total-cost approach to analyze and evaluate the entire system. b. minimize the costs associated with materials handling and transportation. c. reduce the number of distribution functions that are necessary. d. find the cheapest price for each function and use them to create the system. e. lower the service standards that the company has.

use a total-cost approach to analyze and evaluate the entire system.

84. Warner Bros. sells cookie jars, puzzles, photo albums, and other items featuring its popular cartoon characters directly through its own retail outlets. This is an example of a. channel leadership. b. channel cooperation. c. channel conflict. d. horizontal channel integration. e. vertical channel integration.

vertical channel integration.

56. What is a primary difference between an industrial distributor and a manufacturers' agent? a. A manufacturers' agent does not acquire title nor usually take possession of the products whereas an industrial distributor does. b. A manufacturers' agent is employed by the manufacturers while an industrial distributor is independent. c. An industrial distributor is employed by the manufacturers while a manufacturers' agent is independent. d. A manufacturers' agent rarely adds any value to the marketing channel while an industrial distributor reduces costs significantly. e. An industrial distributor does not form relationships with customers for repeat business whereas a key asset of a manufacturers' agent is his knowledge of his customers.

A manufacturers' agent does not acquire title nor usually take possession of the products whereas an industrial distributor does.

41. The marketing channel of producer-retailer-consumer is most likely to be used by producers of which of the following products? a. KitchenAid appliances b. Tobacco c. Automobiles d. Apples and oranges e. Wedding photographs

Automobiles

46. Caruthers Paint Manufacturing Company buys the chemicals it needs for producing its products from a chemical producer, Roth Chemicals. In this instance, the chemicals are being distributed to Caruthers through which of the following types of channels? a. Industrial distributor b. Direct distribution c. Retail d. Wholesaler-sponsored e. Producer

Direct distribution

70. Product and target market characteristics usually determine the type of coverage a product receives. For which of the following products is selective distribution most appropriate? a. Gasoline b. Jaguar automobiles c. Skippy peanut butter d. Laundry detergent e. Organic foods

Organic foods

43. Which of the following is the most commonly used channel for distributing business products? a. Producer, agents, industrial distributors, organizational buyers b. Producer, industrial distributors, organizational buyers c. Producer, agents, organizational buyers d. Producer, organizational buyers e. Industrial distributors, organizational buyers

Producer, organizational buyers

40. Large retailers such as JCPenney and Target are most likely to participate in which of the following channels? a. Producer, industrial distributors, retailers, consumers b. Producer, consumers c. Producer, wholesalers, retailers, consumers d. Producer, retailers, consumers e. Producer, agents, wholesalers, retailers, consumers

Producer, retailers, consumers

61. Which of the following is least likely to be a factor affecting the selection of marketing channels? a. Customer characteristics b. Product attributes c. Product packaging d. Competition e. Environmental forces

Product packaging

73. For which of the following products would exclusive distribution be most appropriate? a. Gasoline b. Rolls Royce automobile c. Ray-Ban sunglasses d. Louis Vuitton luggage e. Harley-Davidson motorcycle

Rolls Royce automobile

20. Rovio, the parent company of the popular Angry Birds app, made several marketing mix decisions that were considered to be part of its distribution. Which of the following was not a decision that relates to distribution? a. Downloads of the game Angry Birds b. The sale of T-shirts and stuffed birds and pigs through its website c. The sale of Halloween costumes through Amazon d. The opening of retail stores in Finland and China e. The licensing of the Angry Birds to producers of T-shirts and costumes

The licensing of the Angry Birds to producers of T-shirts and costumes

1. How do marketing channel decisions influence the rest of the marketing mix? ANSWER: Channel decisions are critical because they determine a product's market presence and accessibility. Without marketing channel operations that reach the right customers at the right time, even the best goods and services will not be successful. Marketing channel decisions have strategic significance because they generally entail long-term commitments among a variety of firms (e.g., suppliers, logistics providers, and operations firms). Once a firm commits to a distribution channel, it is difficult to change. Marketing channels also serve multiple functions, including creating utility and facilitating exchange efficiencies.

1. 마케팅 채널 결정은 나머지 마케팅 믹스에 어떤 영향을 미치는가? 답변: 채널 결정은 제품의 시장 존재와 접근성을 결정하기 때문에 매우 중요하다. 적기에 적절한 고객들에게 도달하는 마케팅 채널 운영이 없다면 아무리 좋은 상품과 서비스라도 성공하지 못할 것이다. 마케팅 채널 결정은 일반적으로 다양한 기업(예: 공급업체, 물류 제공업체 및 운영 회사) 간의 장기 약속을 수반하기 때문에 전략적 의미가 있다. 한 번 유통채널에 계약을 맺으면 변하기 어렵다. 마케팅 채널은 또한 효용 창출과 교환 효율을 촉진하는 것을 포함한 여러 가지 기능을 제공한다.

10. Discuss channel cooperation and conflict. How might each one affect distribution channel functions? ANSWER: Channel cooperation is vital if each member is to gain something from the other members. Cooperation enables retailers, wholesalers, suppliers, and logistics providers to speed up inventory replenishment, improve customer service, and cut the costs of bringing products to the consumer. Because the supply chain is an interrelated system, the success of one firm in the channel depends in part on other member firms. Without cooperation, neither overall channel goals nor individual member goals can be realized. Thus, marketing channel members should make a coordinated effort to satisfy market requirements. Channel cooperation leads to greater trust among channel members and improves the overall functioning of the channel. Cooperation also leads to more satisfying relationships among channel members. Although all channel members work toward the same general goal—distributing products profitably and efficiently—members sometimes may disagree about the best methods for attaining this goal. If self-interest creates misunderstanding about role expectations, the end result is frustration and conflict for the whole channel. For individual organizations to function together, each channel member must clearly communicate and understand role expectations. Communication difficulties are a potential form of channel conflict because ineffective communication leads to frustration, misunderstandings, and ill-coordinated strategies, jeopardizing further coordination. Many firms use multiple channels of distribution, especially now that most retail firms have an online presence. The Internet has increased the potential for conflict and resentment between manufacturers and intermediaries. Channel conflicts also arise when intermediaries overemphasize competing products or diversify into product lines traditionally handled by other intermediaries. When a producer that has traditionally used franchised dealers broadens its retailer base to include other types of retail outlets, for example, conflict can arise with the traditional outlets. Sometimes conflict develops because producers strive to increase efficiency by circumventing intermediaries.

10. 채널 협력과 갈등을 논의한다. 각각이 분배 채널 기능에 어떤 영향을 미칠 수 있는가? 답변: 각 멤버가 다른 멤버들로부터 무언가를 얻으려면 채널 협력이 필수적이다. 협력은 소매업자, 도매업자, 공급업자, 물류 제공업자가 재고 보충을 가속화하고 고객 서비스를 개선하며 소비자에게 제품을 가져오는 비용을 절감할 수 있도록 한다. 공급망은 상호 관련성이 있는 시스템이기 때문에, 채널에서 한 기업의 성공은 부분적으로 다른 회원사에 의존한다. 협력이 없으면 전체 채널 목표도, 개별 회원 목표도 실현할 수 없다. 따라서 마케팅 채널 회원들은 시장 요건을 충족시키기 위해 협력적인 노력을 해야 한다. 채널 협력은 채널 구성원 간의 신뢰 증대로 이어지고 채널의 전반적인 기능을 개선한다. 협력은 또한 채널 멤버들 간의 더 만족스러운 관계를 이끌어내기도 한다. 모든 채널 구성원이 동일한 일반 목표(제품의 이익적이고 효율적으로 분배)를 향해 일하지만, 구성원들은 때때로 이 목표를 달성하기 위한 최선의 방법에 대해 동의하지 않을 수 있다. 이기심이 역할 기대감에 대한 오해를 불러일으킨다면 최종 결과는 채널 전체에 대한 좌절과 갈등이다. 개별 조직이 함께 기능하기 위해서는 각 채널 구성원이 역할 기대치를 명확하게 전달하고 이해해야 한다. 의사소통의 어려움은 비효율적인 의사소통이 좌절, 오해, 잘못된 조정 전략으로 이어져 추가적인 조율을 위태롭게 하기 때문에 채널 갈등의 잠재적인 형태다. 많은 회사들이 다양한 유통 경로를 사용하는데, 특히 대부분의 소매 회사들이 온라인에 존재하기 때문에 더욱 그렇다. 인터넷은 제조자와 중개자 사이의 갈등과 원망의 가능성을 높였다. 채널 갈등은 중개업자가 경쟁 제품을 지나치게 강조하거나 다른 중개업자가 전통적으로 취급하는 제품군으로 다양화할 때도 발생한다. 예를 들어, 전통적으로 프랜차이즈 딜러를 사용해 온 생산자가 다른 유형의 소매점을 포함하도록 소매점 기반을 넓힐 때, 전통적인 판매점과 충돌이 발생할 수 있다. 때때로 생산자들이 중간자를 우회하여 효율성을 높이기 위해 노력하기 때문에 갈등이 발생한다.

11. Compare and contrast horizontal and vertical channel integration. ANSWER: Vertical channel integration combines two or more stages of the channel under one management. This may occur when one member of a marketing channel purchases the operations of another member, or simply performs the functions of another member, eliminating the need for that intermediary. Vertical channel integration represents a more progressive approach to distribution in which channel members become extensions of one another as they are combined under a single management. Combining organizations at the same level of operation under one management constitutes horizontal channel integration. An organization may integrate horizontally by merging with other organizations at the same level in the marketing channel. Although horizontal integration permits efficiencies and economies of scale in purchasing, marketing research, advertising, and specialized personnel, it is not always the most effective method of improving distribution.

11. 수평 및 수직 채널 통합 비교 및 대조 답변: 수직 채널 통합은 두 개 이상의 채널 단계를 하나의 관리 하에 결합한다. 이것은 마케팅 채널의 한 구성원이 다른 구성원의 운영을 구매하거나 단순히 다른 구성원의 기능을 수행하여 그 중개자의 필요성을 없앨 때 발생할 수 있다. 수직 채널 통합은 채널 구성원이 단일 관리 하에 결합될 때 서로 확장되는 분배에 대한 보다 진보적인 접근방식을 나타낸다. 동일한 수준의 조직을 하나의 관리 하에 통합하는 것은 수평적 채널 통합을 구성한다. 조직은 마케팅 채널에서 동일한 수준에서 다른 조직과 합병하여 수평적으로 통합할 수 있다. 수평적 통합은 구매, 마케팅 연구, 광고, 전문 인력 등에서 효율성과 규모의 경제를 허용하지만, 그것이 항상 가장 효과적인 분배 개선 방법은 아니다.

12. List the three major levels of market coverage and define each of them. ANSWER: There are three levels of market coverage: intensive, selective, and exclusive. Different types of products are best handled using different intensities of market coverage. In choosing intensive distribution, producers strive to make a product available to all possible dealers. In selective distribution, only some outlets in an area are chosen to distribute a product that requires more consideration and effort on the part of the consumer before purchase. Exclusive distribution is used for more expensive items and usually gives a single dealer rights to sell a product in a large geographic area.

12. 3대 시장 커버리지 수준을 나열하고 각각 정의한다. 답변: 시장 적용 범위에는 세 가지 수준이 있다: 집약적, 선택적, 독점적. 다른 유형의 제품은 시장 커버리지의 다른 강도를 사용하여 가장 잘 처리된다. 집중적인 유통을 선택할 때, 생산자들은 가능한 모든 딜러들이 제품을 사용할 수 있도록 노력한다. 선택적 유통에서는 한 지역의 일부 아웃렛만 구매 전 소비자 측의 더 많은 고려와 노력이 필요한 제품을 유통하도록 선택된다. 배타적 유통은 더 비싼 품목에 사용되며, 일반적으로 단일 딜러에게 넓은 지리적 지역에서 제품을 판매할 수 있는 권리를 부여한다.

18. Explain the legal ramifications of attempts to control distribution functions. ANSWER: The following practices are among those frequently subject to legal restraint. The courts have deemed restricted sales territories a restraint of trade among intermediaries handling the same brands (except for small or newly established companies). They have also held that exclusive territories can actually promote competition among dealers handling different brands. At present, the producer's intent in establishing restricted territories and the overall effect of doing so on the market must be evaluated for each individual case. When a supplier (usually a manufacturer or franchisor) furnishes a product to a channel member with the stipulation that the channel member must purchase other products as well, it has negotiated a tying agreement. The courts accept tying agreements when the supplier is the only firm able to provide products of a certain quality, when the intermediary is free to carry competing products as well, and when a company has just entered the market. Most other tying agreements are considered illegal. When a manufacturer forbids an intermediary to carry products of competing manufacturers, the arrangement is called exclusive dealing. The legality of an exclusive-dealing contract is determined by applying three tests. If the exclusive dealing blocks competitors from as much as 15% of the market, the sales volume is large, and the producer is considerably larger than the retailer, then the arrangement is considered anticompetitive. If dealers and customers in a given market have access to similar products or if the exclusive-dealing contract strengthens an otherwise weak competitor, the arrangement is allowed. For nearly a century, courts have held that producers have the right to choose or reject the channel members with which they will do business. Within existing distribution channels, however, suppliers may not legally refuse to deal with wholesalers or dealers merely because these wholesalers or dealers resist policies that are anticompetitive or in restraint of trade. Suppliers are further prohibited from organizing some channel members in refusal-to-deal actions against other members that choose not to comply with illegal policies.

18. 분배 기능을 제어하려는 시도의 법적 영향 설명 답변: 다음 관행은 자주 법적 구속을 받는 관행들 중 하나이다. 법원은 제한된 판매 지역을 동일한 브랜드를 취급하는 중개자 사이의 거래 제한(소규모 또는 신설된 회사 제외)으로 간주했다. 그들은 또한 독점적인 영토가 다른 브랜드를 취급하는 딜러들 간의 경쟁을 실제로 촉진시킬 수 있다고 주장해왔다. 현재, 한정된 영토를 설정하려는 생산자의 의도와 시장에 대한 전반적인 효과는 각각의 개별 사례에 대해 평가되어야 한다. 공급자(대개 제조업체 또는 프랜차이즈 업체)가 채널 멤버에게 다른 제품도 구매해야 한다는 규정을 두고 제품을 납품할 때, 동점 계약을 체결하였다. 법원은 공급업체가 특정 품질의 제품을 제공할 수 있는 유일한 회사일 때, 중개인이 경쟁 제품도 자유롭게 운반할 수 있을 때, 그리고 회사가 막 시장에 진입했을 때, 동점 계약을 받아들인다. 대부분의 다른 동점 계약들은 불법으로 간주된다. 제조자가 경쟁 제조업체의 제품을 운반하는 중개인을 금지할 때, 이 약정을 독점 거래라고 한다. 독점 계약의 합법성은 세 가지 시험을 적용하여 결정한다. 독점거래가 경쟁자를 시장의 15%에 이르는 시장으로부터 차단하고 판매량이 크고 생산자가 소매업체보다 상당히 큰 경우에는 약정은 반경쟁적으로 간주된다. 특정 시장의 딜러와 고객이 유사한 상품에 접근할 수 있거나 독점 계약으로 그렇지 않은 약한 경쟁자가 강화될 경우 약정이 허용된다. 거의 1세기 동안, 법원은 생산자들이 그들이 사업을 할 채널 멤버를 선택하거나 거부할 권리가 있다고 주장해왔다. 그러나 기존의 유통 경로 내에서, 공급자들은 단지 이러한 도매상이나 판매상들이 반경쟁적이거나 무역을 억제하는 정책에 저항한다는 이유만으로 도매상이나 판매상과의 거래를 법적으로 거부할 수 없다. 공급자들은 불법적인 정책을 따르지 않기로 선택한 다른 회원들에 대한 거래 거부 조치에서 일부 채널 회원들을 조직하는 것이 금지된다.

2. What is a marketing intermediary, and what are the activities that marketing intermediaries perform? ANSWER: Marketing intermediaries link producers to other intermediaries or to ultimate consumers through contractual arrangements or through the purchase and resale of products. Marketing intermediaries play key roles in customer relationship management, not only through their distribution activities but by maintaining databases and information systems to help all members of the marketing channel maintain effective customer relationships. These marketing intermediaries facilitate exchanges, set promotional objectives, establish pricing policies, and encourage physical distribution.

2. 마케팅 중개업자는 무엇이며, 마케팅 중개업자가 수행하는 활동은 무엇인가? 답변: 마케팅 중개업자는 생산자를 계약상 약정이나 제품의 구매 및 재판매를 통해 다른 중개업자나 최종 소비자와 연결시킨다. 마케팅 중개업자는 유통 활동뿐만 아니라 마케팅 채널의 모든 구성원이 효과적인 고객 관계를 유지할 수 있도록 데이터베이스와 정보 시스템을 유지함으로써 고객 관계 관리의 핵심 역할을 수행한다. 이러한 마케팅 중개업자들은 교류를 촉진하고, 홍보 목표를 설정하고, 가격 정책을 수립하며, 물리적 유통을 장려한다.

32. In a simple economy of five producers and five consumers, there would be ____ transactions possible without an intermediary and ____ transactions possible with one intermediary. a. 10; 25 b. 30; 10 c. 25; 15 d. 16; 8 e. 25; 10

25; 10

3. Name and define the four types of utility created by marketing channels. ANSWER: Marketing channels create four types of utility: time, place, possession, and form. Time utility refers to making products available when the customer wants them. Place utility is making products available in locations where customers wish to purchase them. Possession utility means that the customer has access to the product to use it or to store it for future use. Possession utility can occur through ownership or through arrangements that give the customer the right to use the product, such as a lease or rental agreement. Channel members sometimes create form utility by assembling, preparing, or otherwise refining the product to suit individual customer needs.

3. 마케팅 채널에 의해 창출되는 4가지 유형의 효용에 대해 명명하고 정의한다. 답변: 마케팅 채널은 시간, 장소, 소유, 형태 등 네 가지 유형의 효용을 창출한다. 시간효용이란 고객이 원할 때 제품을 사용할 수 있게 하는 것을 말한다. 플레이스 유틸리티는 고객이 제품을 구매하고자 하는 장소에서 제품을 사용할 수 있도록 하고 있다. 소유 효용이란 고객이 제품을 사용하거나 나중에 사용하기 위해 제품을 보관할 수 있는 권한을 갖는 것을 의미한다. 소유 효용은 소유권이나 임대 계약과 같이 고객에게 제품 사용권을 부여하는 약정을 통해 발생할 수 있다. 채널 멤버들은 때때로 개별 고객의 필요에 맞게 제품을 조립, 준비 또는 다른 방법으로 정제함으로써 폼 유틸리티를 만든다.

4. How do marketing channels increase efficiency in exchange situations? ANSWER: Marketing intermediaries facilitate exchange efficiencies, often reducing the costs of exchanges by performing certain services and functions. Even if producers and buyers are located in the same city, there are costs associated with exchanges of goods and services. Marketing intermediaries can reduce these expenses by performing services and functions efficiently. They provide valuable assistance because of their access to and control over important resources used in the proper functioning of marketing channels.

4. 교환 상황에서 마케팅 채널이 효율성을 높이는 방법은? 답변: 마케팅 중개자는 교환 효율성을 촉진하며, 종종 특정 서비스와 기능을 수행함으로써 교환 비용을 절감한다. 생산자와 구매자가 같은 도시에 있다고 해도 상품과 서비스의 교환과 관련된 비용이 있다. 마케팅 중개업자는 서비스와 기능을 효율적으로 수행함으로써 이러한 비용을 줄일 수 있다. 그들은 마케팅 채널의 적절한 기능에 사용되는 중요한 자원에 접근하고 통제하기 때문에 귀중한 지원을 제공한다.

9. Under what circumstances is selective distribution a desirable level of market coverage? ANSWER: Selective distribution is desirable when a special effort, such as customer service from a channel member, is important to customers. Shopping products require differentiation at the point of purchase. Selective distribution is often used to motivate retailers to provide adequate service. Dealers can offer higher-quality customer service when products are distributed selectively, such as Apple products, which are only distributed through authorized Apple dealers and Apple stores, and some cosmetics, which are only available in certain department stores.

9. 어떤 상황에서 선택적 유통이 바람직한 시장 커버리지 수준인가? 답변: 채널 멤버의 고객 서비스와 같은 특별한 노력이 고객에게 중요한 경우 선택적 배포가 바람직하다. 쇼핑 상품은 구매 시점에서 차별화를 요구한다. 선택적 유통은 소매업자들이 적절한 서비스를 제공하도록 동기를 부여하는 데 종종 사용된다. 대리점은 공인된 애플 대리점과 애플 매장을 통해서만 유통되는 애플 제품, 특정 백화점에서만 판매되는 일부 화장품 등 선별적으로 유통될 때 고품질의 고객 서비스를 제공할 수 있다.

5. Wholesalers are often criticized for being inefficient and for causing consumers to pay higher prices than they would if there were no wholesalers. Discuss. ANSWER: Critics accuse wholesalers of being inefficient and adding to costs. Buyers often think that making the distribution channel as short as possible will decrease the prices for products, but this is not the case. Critics who suggest that eliminating wholesalers will lower prices for customers fail to recognize that this would not eliminate the need for the services the wholesalers provide. Although wholesalers can be eliminated, their functions cannot. Other channel members would have to perform those functions, perhaps not as efficiently, and customers still would have to pay for them. In addition, all producers would deal directly with retailers or customers, meaning that every producer would have to keep voluminous records and hire sufficient personnel to deal with a multitude of customers. In the end, customers might end up paying a great deal more for products because prices would reflect the costs of an inefficient distribution channel. To mitigate criticisms, wholesalers should only perform the marketing activities that are desired, and they must strive to be as efficient and customer focused as possible.

5. 도매업자는 비효율적이고 도매업자가 없을 경우보다 소비자가 더 높은 가격을 지불하게 만든다는 비판을 자주 받는다. 상의하다 답변: 비평가들은 도매상들이 비효율적이고 비용을 증가시킨다고 비난한다. 구매자들은 유통채널을 최대한 짧게 만들면 제품 가격이 떨어질 것이라고 생각하는 경우가 많지만 그렇지 않다. 도매상을 없애면 고객들의 가격을 낮출 것이라고 제안하는 비평가들은 이것이 도매상들이 제공하는 서비스의 필요성을 없애지 못할 것이라는 것을 인식하지 못한다. 도매상들은 없어질 수 있지만, 그들의 기능은 없어질 수 없다. 다른 채널 멤버들은 그러한 기능들을 효율적으로 수행하지 못할 수도 있고, 고객들은 여전히 그 기능들에 대한 비용을 지불해야 할 것이다. 게다가, 모든 생산자들은 소매점이나 고객들을 직접 상대할 것이고, 이것은 모든 생산자들이 많은 고객들을 상대할 충분한 인원을 고용해야 한다는 것을 의미한다. 결국, 고객들은 비효율적인 유통 채널의 비용을 반영하기 때문에 제품에 대해 훨씬 더 많은 돈을 지불하게 될 수도 있다. 비판을 완화하기 위해서는 도매업자들은 원하는 마케팅 활동만 해야 하며, 그들은 가능한 한 효율적이고 고객 중심적이 되도록 노력해야 한다.

34. When three buyers purchase the products of three producers, nine transactions are required. If one intermediary serves both producers and buyers, the number of possible transactions is a. 15. b. 5. c. 18. d. 6. e. 20.

6.

6. What is supply-chain management? List the activities involved in it. ANSWER: Supply-chain management is the set of approaches used to integrate the functions of operations management, logistics management, supply management, and marketing channel management so products are produced and distributed in the right quantities, to the right locations, and at the right time. It includes activities like manufacturing, research, sales, advertising, and shipping. Supply-chain management involves all entities that facilitate product distribution and benefit from cooperative efforts, including suppliers of raw materials and other components to make goods and services, logistics and transportation firms, communication firms, and other firms that indirectly take part in marketing exchanges.

6. 공급망 관리란? 관련된 활동을 나열하십시오. 답변: 공급망 관리는 운영 관리, 물류 관리, 공급 관리 및 마케팅 채널 관리 기능을 통합하여 적절한 양, 적절한 위치, 적절한 시기에 제품을 생산 및 배포하기 위해 사용되는 일련의 접근방식이다. 그것은 제조, 연구, 판매, 광고, 운송과 같은 활동을 포함한다. 공급망 관리는 상품과 서비스를 만들기 위한 원자재 및 기타 구성요소의 공급자, 물류 및 운송 회사, 통신 회사 및 간접적으로 마케팅 거래에 참여하는 기타 회사를 포함하여 제품 유통을 촉진하고 협력적 노력의 혜택을 받는 모든 기업을 포함한다.

7. What are the key tasks in supply-chain management? How does each of these facilitate supply-chain management? ANSWER: ​Supply-chain management involves all entities that facilitate product distribution and benefit from cooperative efforts, including suppliers of raw materials and other components to make goods and services, logistics and transportation firms, communication firms, and other firms that indirectly take part in marketing exchanges. The key tasks involved in supply-chain management include: Operations management: Organizational and system-wide coordination of operations and partnerships to meet customers' product needs. Supply management: Sourcing of necessary resources, goods, and services from suppliers to support all supply-chain members. Logistics management: All activities designed to move the product through the marketing channel to the end user, including warehousing and inventory management. Channel management: All activities related to selling, service, and the development of long-term customer relationships.

7. 공급망 관리의 핵심 과제는? 이러한 각각의 기능은 공급망 관리를 어떻게 용이하게 하는가? 답변: 공급망 관리는 상품과 서비스를 만들기 위한 원자재 및 기타 구성요소의 공급자, 물류 및 운송 회사, 통신 회사 및 간접적으로 마케팅 교환에 참여하는 기타 회사를 포함하여 제품 유통을 촉진하고 협력적 노력의 혜택을 받는 모든 기업을 포함한다. 공급망 관리와 관련된 주요 업무는 다음과 같다. 운영 관리: 고객의 제품 요구를 충족하기 위한 운영 및 파트너십의 조직 및 시스템 전반의 조정 공급관리: 모든 공급망 구성원을 지원하기 위해 공급자에게 필요한 자원, 물품, 서비스 소싱 물류 관리: 웨어하우징 및 재고 관리를 포함하여 마케팅 채널을 통해 제품을 최종 사용자에게 이동시키도록 설계된 모든 활동 채널 관리: 판매, 서비스 및 장기 고객 관계 개발과 관련된 모든 활동

8. What advantages do industrial distributors offer? What are some of the disadvantages of using industrial distributors? ANSWER: An industrial distributor is an independent business that takes title to products and carries inventories. Industrial distributors offer sellers several advantages. They can perform the needed selling activities in local markets at a relatively low cost to a manufacturer and reduce a producer's financial burden by providing customers with credit services. Also, because industrial distributors usually maintain close relationships with their customers, they are aware of local needs and can pass on market information to producers. By holding adequate inventories in local markets, industrial distributors reduce producers' capital requirements. Using industrial distributors has several disadvantages. They may be difficult to control because they are independent firms. Industrial distributors usually sell standardized items, such as maintenance supplies, production tools, and small operating equipment. Industrial distributors may be difficult to control because they are independent firms. They often stock competing brands, so a producer cannot depend on them to promote its brand aggressively. Furthermore, industrial distributors incur expenses from maintaining inventories and are less likely to handle bulky or slow-selling items, or items that need specialized facilities or extra selling efforts.

8. 산업 유통업체들은 어떤 이점을 제공하고 있는가? 산업 유통업체를 이용하면 어떤 단점이 있을까? 답변: 산업 유통업체는 제품에 대한 소유권을 가지고 재고를 운반하는 독립적인 사업이다. 산업 유통업체들은 판매자들에게 몇 가지 이점을 제공한다. 그들은 지역 시장에서 필요한 판매 활동을 제조자에게 비교적 저렴한 비용으로 수행할 수 있으며, 고객에게 신용 서비스를 제공함으로써 생산자의 재정적 부담을 줄일 수 있다. 또한 산업 유통업체들은 대개 고객과 긴밀한 관계를 유지하고 있기 때문에 현지 니즈를 인식하고 생산자에게 시장 정보를 전달할 수 있다. 국내 시장에서 충분한 재고를 보유함으로써 산업 유통업체들은 생산자의 자본 요건을 줄인다. 산업 유통업체를 이용하는 것은 몇 가지 단점이 있다. 그들은 독립적인 회사이기 때문에 통제하기 어려울 수 있다. 산업 유통업체들은 보통 정비용품, 생산도구, 소형 운영장비 등 표준화된 품목을 판매한다. 산업 유통업체들은 독립적인 회사들이기 때문에 통제하기가 어려울 수 있다. 그들은 종종 경쟁하는 브랜드를 비축하기 때문에, 생산자는 그들의 브랜드를 공격적으로 홍보하기 위해 그들에게 의존할 수 없다. 더욱이, 산업 유통업자들은 재고유지에 따른 비용을 부담하고 부피가 크거나 판매가 저조한 품목이나 전문 시설이나 추가적인 판매 노력이 필요한 품목들을 취급할 가능성이 적다.

91. Select the greatest advantage of horizontal channel integration. a. The flexibility of the channel is decreased. b. The markets are more heterogeneous. c. The expanded number of units is coordinated. d. Efficiencies in advertising, marketing research, and purchasing are increased. e. Planning and research are increased to cope with increased competition.

Efficiencies in advertising, marketing research, and purchasing are increased.

71. Honey Farms is a maker of fine chocolates. The company's latest product, Fudge-Dipped Strawberries, is the premier product in its Fudge-Dipped line. The product is very expensive and targeted to upscale consumers. Which form of distribution would Honey Farms be likely to use for its new product? a. Intensive b. Selective c. Targeted d. Exclusive e. Premier

Exclusive

25. What links producers to consumers through the purchase and reselling of products or contractual agreements? a. Marketing intermediaries b. Distributors c. Suppliers d. Middle marketers e. Marketing channels

Marketing intermediaries

50. Which of the following describes a disadvantage of using industrial distributors? a. Industrial distributors possess considerable market information. b. Their marketing exchange relationships are very focused. c. They are unlikely to handle bulky items or items that are slow sellers. d. Industrial distributors sell specific brands aggressively. e. Industrial distributors acquire title to the products and take possession.

They are unlikely to handle bulky items or items that are slow sellers.

51. Which of the following is an advantage of using an industrial distributor? a. These firms are easy to control because they work directly for the producers. b. Inventory holding costs are minimized because they can store inventory very cheaply. c. They are closer geographically to all of the producers' customers. d. They possess a high level of technical knowledge about their products. e. They help reduce a producer's financial burdens by extending credit to customers.

They help reduce a producer's financial burdens by extending credit to customers.

42. All of the following products are likely to use the producer-retailer-consumer marketing channel except for a. pharmaceutical drugs. b. U-Pick farm produce. c. Amazon Kindle Fire. d. designer wedding gowns. e. microbrew beers.

U-Pick farm produce.

53. A channel that includes both a manufacturers' agent and an industrial distributor is appropriate under which of the following circumstances? a. When the firm wants specialized personnel to follow up the work of the sales force b. When the marketer wishes to enter a new geographic market but does not wish to expand the existing sales force c. When only one or two channels of distribution are available for products d. When the sales force is large and the marketer is thinking of cutting it down e. When customers are highly concentrated in one geographic area

When the marketer wishes to enter a new geographic market but does not wish to expand the existing sales force

49. Which of the following is most likely to be a product stocked solely by an industrial distributor? a. Tires b. Wind turbines c. Roofing nails d. Kitchen countertops e. Office supplies

Wind turbines

87. When channel members are linked by legal agreements that specify each member's rights and responsibilities, ____ exists. a. horizontal channel integration b. an administered VMS c. a corporate VMS d. a channel captain e. a contractual VMS

a contractual VMS

19. The coordination of all the activities involved with the flow and transformation of supplies, products, and information throughout the supply chain to the ultimate consumer is called a. ​supply-chain management. b. ​vertical channel integration. c. ​industrial management. d. ​industrial distribution. e. ​marketing management.

​supply-chain management.