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Title:| Exam 2 (Chapters 10-18)|
Started:| July 7, 2011 12:16 AM|
Submitted:| July 7, 2011 2:11 AM|
Time spent:| 01:54:47 |
Total score:| 94/200 = 47% Total score adjusted by 0.0 Maximum possible score: 200 | 1.| Chapter 10 #265|
| Use this information for questions that refer to the World Tennis Ball (WTB) Company case.
World Tennis Ball Co. (WTB) makes tennis balls and sells them only in the U.S. Raul Fernandez, the firm's marketing manager, is comparing his firm's distribution with two major competitors.
1) WTB sells its products through four regional distributors who then sell to 22 sporting goods wholesalers. The wholesalers sell to a total of 7,000 retail outlets. From its website, WTB also sells directly to any customer who will purchase a minimum quantity of 24 tennis balls. WTB cooperates with members of its channel, but maintains some control through its economic power and leadership. It helps to direct the activities of the whole channel and tries to avoid or resolve channel conflicts.
2) American Tennis Ball (ATB) is a competitor that sells through two distributors - each with half the country. The distributors then sell through 6 sporting goods wholesalers, and they, in turn, sell to 1,000 retail outlets (split between two national sporting goods chains and two general merchandise stores). ATB and its channel make little effort to work together. However, because of a relatively low level of competition between the distributors, the wholesalers, or the retail stores, each member of the channel gives the product special attention.
3) National Tennis Ball (NTB) sells its products through only three tennis specialty wholesalers that sell only to tennis clubs. NTB actually owns the wholesale firms that handle its products. NTB's balls are only available at certain tennis clubs and NTB limits coverage to only one club in a particular geographic area.
These three tennis ball producers all rely on retailers to reach consumers who want to buy only a few balls at a time. Apparently they all think that this is an efficient way to | |
| Student Response| Value| Correct Answer| Feedback| A. | deal with sorting activities.| | | |
B. | address discrepancies of quantity.| 100% | | | C. | handle discrepancies of assortment.| | | |
D. | minimize the potential for conflict in the channel.| | | | E. | achieve intensive distribution. | | | |
Score:| 2/2 |
2.| Chapter 10 #185|
| Which of the following statements about channel systems is TRUE? | |
| Student Response| Value| Correct Answer| Feedback| A. | Traditional channel systems are more efficient because of their greater freedom.| | | | B. | Vertical integration works best when discrepancies of quantity are large.| | | | C. | Most corporate channel systems use multichannel distribution.| | | | D. | Some administered channel systems obtain the advantages of vertically integrated systems while still retaining flexibility.| 100% | | | E. | All of the above are true. | | | |
Score:| 2/2 |
3.| Chapter 10 #156|
| Nature Fresh Cereal does not feel satisfied with the location and amount of shelf space it is given at Sunshine Health Food Markets. This creates a source of | |
| Student Response| Value| Correct Answer| Feedback| A. | vertical conflict.| | | |
B. | diagonal conflict.| | | |
C. | horizontal conflict.| 0% | | |
D. | parallel conflict.| | | |
E. | placement conflict. | | | |
Score:| 0/2 |
4.| Chapter 10 #150|
| Channel systems in which the various channel members make little or no effort to cooperate with each other are called ______________ systems. | |