中山大学吴柏林教授 广告创意绝密资料TIF14.docx
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中山大学吴柏林教授 广告创意绝密资料TIF14.docx
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中山大学吴柏林教授广告创意绝密资料TIF14
Chapter14—DesigningandManagingValueNetworks
andMarketingChannels
True/FalseQuestions
1.Marketingchannelsaresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.True(easy)p.267
2.Consumerpaymentsflowbackwardinachannel.True(moderate)p.270
3.Thetermsupplychainsuggestsa“sense-andrespond”viewofthemarket.False(moderate)p.267
4.Intermediariesmayperformthefunctionsofpromotion,ordering,andpossession,butnevertaketitletothegoodstheyarefacilitating.False(moderate)p.268
5.Atwo-levelchannelconsistsofamanufacturersellingdirectlytothefinalcustomerthroughInternetselling,door-to-doorsales,homeparties,mailorder,telemarketing,TVselling,andmanufacturer-ownedstores.False(moderate)pp.270-271
6.Backwardchannelsrecycletrashandoldorobsoleteproductsnolongerusedbycustomers.True(easy)p.271
7.Azero-levelchannelinvolvestheproducersellingtotheretailer.Thisisthebaselineofchannels.False(moderate)p.270
8.Forwardchannelsrefertosituationswhereonechannellevelacquiresalevelforwardinthechannel,suchasTexacoowningitsservicestations.False(moderate)p.271
9.Thefirststepindesigningamarketingchannelisanalyzingconsumerneedsforserviceoutputs.True(moderate)p.272
10.Theserviceoutputthatreferstothedegreetowhichthemarketingchannelmakesiteasyforcustomerstopurchasetheproductiscalledspatialconvenience.True(moderate)p.272
11.Agentintermediaries,suchasbrokers,manufacturersreps,andsalesagents,seekoutcustomersandnegotiateontheproducer’sbehalf,butdonottaketitletothegoodstheyareselling.True(moderate)p.273
12.Exclusivedistributionmeansseverelylimitingthenumberofintermediaries.True(moderate)p.273
13.Coca-Colaismostlikelytouseexclusivedistributionforitsmulti-packs.False(easy)p.273
14.Producersofspecialtyproducts,suchasFerrariautomobiles,willtypicallyseekselectivedistribution.False(difficult)p.273
15.Movingfromexclusivetoselectivetointensivedistributioncouldhurtlong-termperformanceofaproductthatdifferentiateditselfonthebasisofitshighqualityconstruction.True(moderate)p.273
16.Franchiseoperations,suchasKrispyKremeDonuts,PapaJohn’sPizza,andH&RBlock,areexamplesofcontractualVMSs.True(difficult)p.279
17.Oncethedifficultprocessofsettingupasuccessfulchanneliscomplete,marketingmanagementdoesnotneedtorevisitthechannelissueagain.False(moderate)p.278
18.Single-channeloccurswhenasinglefirmusestwoormoremarketingchannelstoreachoneormorecustomersegments.False(moderate)pp.279-280
19.When50independenthardwarestorescooperatedtoformHWIastheirownwholesalenetwork,thiswasanexampleofawholesaler-sponsoredvoluntarychain.False(difficult)p.279
20.Astrategyinwhichthesellerallowsonlycertainoutletstocarryitsproductsiscalledfull-lineforcing.False(difficult)p.282
MultipleChoiceQuestions
21._______________aresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.
a.)Marketingchannels(easy)p.267
b.)Retailerchains
c.)Wholesalers
d.)Distributors
e.)Consumers
22.Whichofthefollowingisnottrueaboutmarketingchannels?
a.)Theynormallytakeyearstobuild.
b.)Theyarenoteasilychanged.
c.)Someoftheirfunctionscanbeeliminated.(difficult)p.268
d.)Theyrepresentasignificantorganizationalcommitment.
e.)Theyrankinimportanceonalevelwithengineeringandmanufacturing.
23.Whichofthefollowingmayflowbackwardinachannel?
a.)paymentfortheproduct(moderate)pp.267-268
b.)physicalpossessionofaproduct
c.)titletoaproduct
d.)advertisingcommunications
e.)consumerpromotions
24.Whichofthefollowingisnotakeyfunctionofmarketingchannelmembers?
a.)Theygatherinformationaboutpotentialcustomers.
b.)Theydisseminatepersuasivecommunicationstostimulatepurchases.
c.)They“digout”thechanneltomakeitmoreefficient.(moderate)p.269
d.)Theyassumerisks.
e.)Theyoverseetransferofownership.
25.Azero-levelchannel_______________.
a.)mayalsobecalledabackwardchannel
b.)isthesameasadirectmarketingchannel(difficult)p.270
c.)hasonlyoneintermediarybetweenproducerandconsumer
d.)hasthreemembers
e.)referstointensivedistributionchannelswherethereareanindeterminatenumberofchannelmembers
26.PenguinsellsbooksthroughA’sonlinestore,thisisanexampleofusinga
a.)zero-levelchannel
b.)one-levelchannel(moderate)p.270
c.)two-levelchannel
d.)three-levelchannel
e.)reverse-flowchannel
27.Whichofthefollowingtypesofchannelsrecycletrashandoldorobsoleteproductsnolongerusedbycustomers?
a.)zero-levelchannel
b.)one-levelchannel
c.)two-levelchannel
d.)three-levelchannel
e.)reverse-flowchannel(moderate)p.271
28.Whichofthefollowingisanexampleofareverse-flowchannel?
a.)Rhetbuysausedsuitatathriftshop.
b.)Codytrades15largepepperonipizzasforthree30-secondcommercialsonKLZY.
c.)Goranuseshairhesweptupfromabeautysalonasamulch.
d.)Bethaniecleansoutmoldyfoodcontainersfromherfridge.
e.)Garnbuysscrapcopperhecanmeltdownandresell.(moderate)p.271
29.Thegoalofchannelsintheservicesectoristomaketheservice_______________.
a.)availableandaccessible(moderate)p.271
b.)affordable,differentiated,andeasytofind
c.)riskfree,readilyavailable,anddifferentiated
d.)differentiated,targeted,andaffordable
e.)affordableandaccessible
30.Amarketingchannelintermediaryknowsitscustomerswanttobeabletobuyinlargequantity,soitneedstobeespeciallyconcernedaboutthe_______________itprovidestocustomers.
a.)spatialconvenience
b.)servicebackup
c.)lotsize(difficult)p.272
d.)waitingtime
e.)productvariety
31.Theserviceoutputthatreferstothedegreetowhichthemarketingchannelmakesiteasyforcustomerstopurchasetheproductiscalled_______________.
a.)spatialconvenience(moderate)p.272
b.)servicebackup
c.)lotsize
d.)waitingtime
e.)productvariety
32.
HomeDepotcarriesanextensivelineoftools,includingmanybrands,qualitylevels,andpriceranges.Thisisanexampleofamarketingchannelproviding_______________.
a.)spatialconvenience
b.)waitingtime
c.)lotsize
d.)servicebackup
e.)productvariety(moderate)p.272
33.Ifamanufacturerisconcernedwiththebreadthoftheassortmentitsdistributorcanprovidecustomers,themanufacturerisexpressingaconcernaboutthe_______________thedistributorprovides.
a.)spatialconvenience
b.)waitingtime
c.)lotsize
d.)servicebackup(moderate)p.272
e.)productvariety
34.Acompanythatisdevelopinganationalchainofdealershipstosellusedrecreationalvehiclesatfixedpricesneedstobeconcernedaboutprovidingitscustomerswithwhichofthefollowingservicesdesiredbycustomers?
a.)ahighlevelofspatialconvenience(difficult)p.272
b.)productdifferentiation
c.)marketaggregation
d.)formutility
e.)anarrowassortmentbreadth
35.Whichofthefollowingstrategiesofdistributionmeansseverelylimitingthenumberofintermediaries?
a.)exclusivedistribution(moderate)p.273
b.)selectivedistribution
c.)intensivedistribution
d.)fragmenteddistribution
e.)massdistribution
36.Afirmmightchoose__________whenitwantstomaintaincontrolovertheservicelevelandserviceoutputsofferedbytheresellers.
a.)exclusivedistribution(moderate)p.273
b.)massdistribution
c.)intensedistribution
d.)mini-distribution
e.)full-lineforcing
37.Forwhichofthefollowingproductsisitsmanufacturermostlikelytouseexclusivedistribution?
a.)bluejeans
b.)handtools
c.)bedsheets
d.)brandedfurniture(moderate)p.273
e.)Spider-Manmerchandise
38.
Thedistributionstrategythatinvolvestheuseofmorethanafewbutlessthanalloftheintermediarieswhoarewillingtocarryaparticularproductiscalled_______________.
a.)exclusivedistribution
b.)selectivedistribution(moderate)p.273
c.)intensivedistribution
d.)fragmenteddistribution
e.)massdistribution
39.SchmaedickCorporationhasdevelopedanMP3player-theUltraGigaMega5000-thatwillallowtheusertolistentoupto24hoursofdifferentmusicwithoutneedingadditionalbatteriesordrivespace.Theusercancategorizethemusicinupto50categoriesifheorshechooses.Obviously,thisproductwouldsellbestwithbetterthanaveragesellingeffort.However,sincetheplayershavebeenaroundalittlewhileandtheproducthasclearrelativeadvantages,aggressivesellingisnotneeded.Thebestformofdistributionwouldbe_______________distribution.
a.)selective(moderate)p.273
b.)intensive
c.)inclusive
d.)exclusive
e.)restrictive
40.Forwhichofthefollowingwouldamanufacturerbemostlikelytouseselectivedistribution?
a.)M&Ms
b.)USAToday
c.)souvenirtee-shirts
d.)FUBUjeans(moderate)p.273
e.)Budweiserbeer
41._______________distributionconsistsofthemanufacturerplacingthegoodsorservicesinasmanyoutletsaspossible.
a.)Selective
b.)Intensive(easy)p.273
c.)Inclusive
d.)Exclusive
e.)Restrictive
42.Producersofconveniencegoodstypicallyseek_______________distribution.
a.)selective
b.)intensive(easy)p.273
c.)inclusive
d.)exclusive
e.)restrictive
43.Forwhichofthefollowingproductswouldamanufacturerbemostlikelytouseintensiv
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