Study Quiz for Chapter 15 Kotler

Topics: Marketing, Marketing management, Distribution Pages: 38 (8303 words) Published: March 16, 2013
Chapter 15:
Designing and Managing Value Networks and Channels


Multiple Choice

1.Intermediaries who buy, take title to, and resell the merchandise are called ________. a. retailers
b. facilitators
c. marketers
Answer: ePage: 468 Level of difficulty: Easy

2.Companies that search for customers and may negotiate on the producer’s behalf but do not take title to the goods are called ________. a.marketers
c. facilitators
e.none of the above
Answer: dPage: 468 Level of difficulty: Easy

3.Transportation companies, independent warehouses, banks, and advertising agencies assisting in the distribution process but neither take title to goods nor negotiate purchases or sales are called ________. a.marketers

e.none of the store
Answer: b Page: 468 Level of difficulty: Easy

4.One of the chief roles of marketing channels is to convert potential buyers into profitable ________. a.sales
c. customers
d. orders
e. consumers
Answer: d Page: 468 Level of difficulty: Medium 5.A marketing channel system is the particular set of ________ employed by a firm. Decisions about the marketing channel system are among the most critical facing a firm. a. marketing channels

b. distribution/warehouse channels
c. finance channels
d. management channels
e. advertising channels
Answer: a Page 468Level of difficulty: Easy

6. A ________ strategy involves the manufacturer using its sales force and trade promotion money to induce intermediaries to carry, promote, and sell the product to end users. a.push
e. none of the above
Answer: a Page 468 Level of difficulty: Hard

7.A ________ strategy involves the manufacturer using advertising and promotion to persuade consumers to ask intermediaries for the product, thus inducing the intermediaries to order it. a.push

d. provide
e. none of the above
Answer: b Page: 468 Level of difficulty: Hard

8. Today customers expect channel integration to work smoothly. Which of the following is NOT one of the characteristics of channel 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 offline e. Offer specific specials to online and separate ones to offline consumers Answer: e Page: 469 Level of difficulty: Medium

9.Generally speaking, buyers fall into four categories. Which of the following is NOT one of these categories? 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: Hard

10.A supply chain view of a firm sees markets as destination points and amounts to a linear view of the flow. The company 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: Easy

11. A value network includes a firm’s suppliers and its suppliers’ suppliers, and its immediate customers and their end ________. a.retailers
d. customers
Answer: dPage: 471 Level of...
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