kotler15tifMarketing management习题.doc

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1、Chapter 15: Designing and Managing Value Networks and ChannelsGENERAL CONCEPT QUESTIONSMultiple Choice 1.Intermediaries who buy, take title to, and resell the merchandise are called _. a. retailers b. facilitators c. marketersd.agents e.merchants Answer: ePage: 468 Level of difficulty: Easy2.Compani

2、es that search for customers and may negotiate on the producers behalf but do not take title to the goods are called _. a.marketers b.merchantsc. facilitators d.agentse.none of the above Answer: dPage: 468 Level of difficulty: Easy 3.Transportation companies, independent warehouses, banks, and adver

3、tising agencies assisting in the distribution process but neither take title to goods nor negotiate purchases or sales are called _. a.marketersb.facilitatorsc.agentsd.merchantse.none of the storeAnswer: b Page: 468 Level of difficulty: Easy4.One of the chief roles of marketing channels is to conver

4、t potential buyers into profitable _. a.sales b.marketers c. customersd. orderse. consumers Answer: d Page: 468 Level of difficulty: Medium5.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 fir

5、m.a. marketing channelsb. distribution/warehouse channelsc. finance channels d. management channelse. advertising channelsAnswer: 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,

6、and sell the product to end users. a.push b.pullc.promoted.provide e. none of the above Answer: a Page 468 Level of difficulty: Hard7.A _ strategy involves the manufacturer using advertising and promotion to persuade consumers to ask intermediaries for the product, thus inducing the intermediaries t

7、o order it. a.pushb.pullc.promoted. providee. none of the above Answer: b Page: 468 Level of difficulty: Hard8. 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

8、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 offlinee. Offer specific specials to online and separate ones to o

9、ffline consumers Answer: e Page: 469 Level of difficulty: Medium9.Generally speaking, buyers fall into four categories. Which of the following is NOT one of these categories?a. Habitual shoppersb.High value deal seekersc.Low-involvement shoppersd.Variety-loving shopperse.High-involvement shoppers An

10、swer: cPage: 470 Level of difficulty: Hard10.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.va

11、lue network b.demand chain planning c.demand retail planning d.customer planninge. none of the above Answer: bPage: 470 Level of difficulty: Easy11. A value network includes a firms suppliers and its suppliers suppliers, and its immediate customers and their end _. a.retailers b.marketersc.shoppers

12、d. customers e.procedures Answer: dPage: 471 Level of difficulty: Medium12. Intermediaries normally achieve _ in making goods widely available and accessible to target markets. Through their contact, experience, specialization, and scale of operation, intermediaries usually offer the firm more than

13、it can achieve on its own. a.superior products b.superior use of technology c. superior efficiencyd.superior contactse.superior distribution channelsAnswer: cPage: 472Level of difficulty: Easy13.A marketing channel performs the work of moving goods from producers to consumers. It overcomes the time,

14、 place, and _ gaps that separate goods and services from those who need or want them. a. possessionb.retailc.consumersd.policies e. buyers Answer: a Page: 472Level of difficulty: Easy14. Physical functions, title functions, and promotional functions are example of _ flow of activity from the company

15、 to the customer. a. lateral b. forwardc.backwardd.sidewisee.none of the above Answer: bPage: 472Level of difficulty: Easy15.The question regarding the various channel functions is not whether or not they need to be performed but who is to perform them. All channel functions have three things in com

16、mon. Which of the following is NOT one of these channel functions? a.They use up scare resources. b.They can often be performed better through specialization. c. They can be shifted among channel members. d. They require substantial investments by the producer. e. None of the above. Answer: dPage: 4

17、73 Level of difficulty: Hard16.A _ channel consists of a manufacturer selling directly to the final customer. a. three-level b. two-levelc. zero-level d. multiple levele. one-level Answer: cPage: 474Level of difficulty: Easy 17.Designing a marketing channel system involves analyzing customer needs,

18、_, identifying major channel alternatives, and evaluating major channel alternatives. a.establishing channel partners b.establishing channel costsc.establishing channel membersd.establishing channel budgetse.establishing channel objectives Answer: ePage: 476Level of difficulty: Medium18.In designing

19、 the marketing channel, the marketer must understand the service output levels desired by the target customers. Channels produce five service outputs. Which of the following is NOT one of these outputs?a.Product variety b.“Entertainment shopping experience” c.Spatial convenience d.Waiting and delive

20、ry timee.Lot size Answer: bPages: 476477Level of difficulty: Medium 19.Channel objectives should be stated in terms of _ service output levels. a. efficient b.budgetedc.targetedd.affordablee.none of the aboveAnswer: c Page: 477Level of difficulty: Easy20.A channel alternative is described by three e

21、lements: the types of available business intermediaries, the number of intermediaries needed, and the _.a. area of expertise of each channel member b.terms and responsibilities of each channel member c.quality of the channel member organization d.size of each channel membere.depth of commitment of e

22、ach channel member Answer: bPage: 477Level of difficulty: Hard 21. Companies deciding on the number of intermediaries to use at each channel level have three strategies available to them. They can use exclusive distribution, _ distribution, and intensive distribution. a. selective b.extensivec.self-

23、petitive e.collective Answer: a Page: 480 Level of difficulty: Medium22.When the producer wants to maintain control over the service level and outputs offered by the resellers it most likely will use _ distribution. petitive b.extensivec.intensived.exclusive e. selective Answer: d Page: 480 Level of

24、 difficulty: Easy23.Manufacturers are constantly tempted to move from exclusive or selective distribution to more intensive distribution in order to _ coverage and sales. a.increaseb. decrease c. enter the marketd.leave the market e.none of the above Answer: aPage: 480Level of difficulty: Easy 24._

25、distribution consists of the manufacturer placing his goods and services in as many outlets as possible. a.Selective b.Exclusive c.Intensived.“Shotgun”e.ScatteredAnswer: cPage: 480 Level of difficulty: Easy 25. The main elements in the “trade-relations mix” are price policies, conditions of sale, _,

26、 and specific services to be performed by each party. petitive policiesb. distribution policies c.service policiesd.credit policiese.territorial rights Answer: ePage: 481 Level of difficulty: Hard 26. Each channel alternative needs to be evaluated against _, control, and adaptive criteria. a. econom

27、ic b. manufacturing c.delivery d.financiale.timing issues Answer: aPage: 481 Level of difficulty: Easy27.One of the control issues of using a sales agency as a channel partner is that the sales agency is an independent firm seeking to _ its profits. a.find new customers b.increase sales c.lower its

28、costs and d. maximize e.none of the above Answer: dPage: 482Level of difficulty: Easy28. Companies that are successful in switching their customers to lower-cost channels, assuming no loss of sales or deterioration in service quality, will gain a _. a.channel relationships b.channel advantagec.chann

29、el premium d.selective channel memberse. channel partnersAnswer: bPage: 482 Level of difficulty: Easy 29. After a company has chosen a channel alternative, individual intermediaries must be _, trained, motivated, and evaluated. a. selectedb. researchedc. compensatedd.induced e.none of the above Answ

30、er: aPage: 483 Level of difficulty: Easy30. It is important for the company to select their channel members carefully because to the customers, the channels _ the company. a. are independent entrepreneurs b.distance themselves fromc.are not d.are e. look likeAnswer: dPage: 483 Level of difficulty: E

31、asy31._ can be defined as the ability to alter channel members behavior so that they take actions they would not have taken otherwise. a.Marketingb.Superior products c.Channel powerd.Channel relationshipse.Channel concernsAnswer: c Page: 484 Level of difficulty: Easy32. The five types of power avail

32、able to the producer to elicit cooperation from channel members includes all of the following EXCEPT _ power.a.expert b.positionc. coercived.referente.rewardAnswer: bPage: 484 Level of difficulty: Medium 33.In competitive markets with low entry barriers, the optimal channel structure will inevitably

33、 _ over time. a.become cumbersome b.hardenc.stay the samed. increasee.change Answer: ePage: 485Level of difficulty: Medium34. Regarding distribution systems, one of the most difficult decision that a firm must make at some time involves _ the channel strategy. a.discontinuing b.revising c.decreasing

34、 membersd.increasing memberse.scraping Answer: bPage: 486 Level of difficulty: Medium 35. A conventional marketing channel comprises an _, wholesaler(s), and retailer(s) each acting in his own self-interest.a. brokersb.manufacturing agents c.manufacturing representatives d.merchant wholesalerse.inde

35、pendent producer Answer: ePage: 486Level of difficulty: Medium36.A _ comprises the producer, wholesaler(s), and retailers(s) acting as a unified system. a. corporate VMS b.distributor relationshipc.vertical marketing systemd.distribution systeme.administered system Answer: cPage: 487 Level of diffic

36、ulty: Medium37.A _ consists of independent firms at different levels of production and distribution integrating their programs on a contractual basis to obtain more economies or sales impact than they could achieve alone. a.contractual VMSb. distributor VMSc.administered VMSd.vertical marketing syst

37、em e.none of the above Answer: aPage: 488Level of difficulty: Medium38.Two or more unrelated companies put together resources or programs to exploit an emerging marketing opportunity it is called a _. a.coop marketing systemb.horizontal marketing systemc.financial marketing systemd.vertical marketin

38、g systeme.cross-marketing systemAnswer: bPage: 488 Level of difficulty: Medium 39. Contractual VMSs now constitute one of the most significant developments in the economy and come in three types. Which of the following is a type of contractual VMS? a. Specialty storesb. Franchise organizationsc. Kio

39、sks storesd.Catalog storese.None of the aboveAnswer: bPage: 488 Level of difficulty: Hard 40. _ occurs when a single firm uses two or more marketing channels to reach one or more customer segments. a. Multichannel marketing b.Multimarket marketingc. Diversified marketing d.Integrated marketing e.Non

40、e of the aboveAnswer: aPage: 489 Level of difficulty: Easy41. By adding more channels, companies can gain three important benefits. First, they can increase their market coverage, second, they can lower channel costs by moving to a lower cost channel, and third they can provide _. a.effective dollar

41、 costs/sale b.increased exposure c.increased volume of potential customersd.increased volume of salese.more customized sellingAnswer: ePages: 489490 Level of difficulty: Medium 42._ is generated when one channel members actions prevent the channel from achieving its goal. a.Channel power b.Channel c

42、onflictc.Channel coordination d.Channel advertisemente.None of the above Answer: bPage: 491 Level of difficulty: Easy 43. _ involves conflict between members at the same level within the channel. a. Vertical channel conflictb. Circular channel conflict c. Multichannel conflictd. Horizontal channel c

43、onflicte. None of the above Answer: dPage: 491Level of difficulty: Medium44. _ means conflict between different levels within the same channel. a. Vertical channel conflictb. Circular channel conflict c. Multichannel conflictd. Horizontal channel conflicte. None of the above Answer: aPage: 491Level of difficulty: Hard45. _ exists when the manufacturer has established two or more channels that sell to the same market. a. Vertical channel