科特勒市场营销第十二章习题与答案.docx
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科特勒市场营销第十二章习题与答案
Chapter12MarketingChannels:
DeliveringCustomerValue
1）WhichofthefollowingisNOTatypicalsupplychainmember?
A）resellers
B）customers
C）intermediaries
D）governmentagencies
E）rawmaterialssupplier
Answer:
D
Diff:
1PageRef:
337
Skill:
Concept
Objective:
12-1
2）________themanufacturerorserviceprovideristhesetoffirmsthatsupplytherawmaterials,components,parts,information,finances,andexpertiseneededtocreateaproductorservice.
A）Downstreamfrom
B）Upstreamfrom
C）Separatedfrom
D）Congruousto
E）Parallelwith
Answer:
B
Diff:
2PageRef:
337
Skill:
Concept
Objective:
12-1
3）Anothertermforthesupplychainthatsuggestsasenseandrespondviewofthemarketis________.
A）supplyanddemandchain
B）demandchain
C）channelofdistribution
D）distributionchannel
E）physicaldistribution
Answer:
B
Diff:
3PageRef:
338
Skill:
Concept
Objective:
12-1
4）Acompany'schanneldecisionsdirectlyaffectevery________.
A）channelmember
B）marketingdecision
C）customer'schoices
D）employeeinthechannel
E）competitor'sactions
Answer:
B
Diff:
2PageRef:
339
Skill:
Concept
Objective:
12-1
5）Distributionchanneldecisionsofteninvolve________withotherfirms,particularlythosethatinvolvecontractsorrelationshipswithchannelpartners.
A）short-termcommitments
B）long-termcommitments
C）majorproblems
D）financiallosses
E）disagreements
Answer:
B
Diff:
3PageRef:
339
Skill:
Concept
Objective:
12-1
6）JoeBlanco,likeotherproducers,hasdiscoveredthathisintermediariesusuallyofferhisfirmmorethanitcanachieveonitsown.WhichofthefollowingismostlikelyanadvantagethatJoecreatesbyworkingwithintermediaries?
A）financialsupport
B）fastservice
C）scaleofoperation
D）workingrelationshipswithforeigndistributors
E）promotionalassistance
Answer:
C
Diff:
2PageRef:
339
Skill:
Concept
Objective:
12-1
7）Intermediariesplayanimportantroleinmatching________.
A）dealerwithcustomer
B）supplyanddemand
C）producttoregion
D）manufacturertoproduct
E）informationandpromotion
Answer:
B
Diff:
2PageRef:
340
Skill:
Concept
Objective:
12-1
8）Adistributionchannelismorethanacollectionoffirmsconnectedbyvariousflows;itisa（n）________inwhichpeopleandcompaniesinteracttoaccomplishindividual,company,andchannelgoals.
A）addedvaluechain
B）complexbehavioralsystem
C）corporatemarketingsystem
D）verticalmarketingsystem
E）multichannelsystem
Answer:
B
Diff:
2PageRef:
342
AACSB:
Communication
Skill:
Concept
Objective:
12-2
9）Anadvantageofachannelofdistributionoversellingdirecttoconsumersisthateachchannelmemberplaysa________inthechannel.
A）time-savingpart
B）specializedrole
C）decisionalrole
D）informationalrole
E）disciplinaryrole
Answer:
B
Diff:
2PageRef:
342
Skill:
Concept
Objective:
12-2
10）Achannelconsistingofoneormoreindependentproducers,wholesalers,orretailersthatseektomaximizetheirownprofitsevenattheexpenseofprofitsforthechannelasawholeisa（n）________.
A）verticalmarketingsystem
B）conventionaldistributionchannel
C）independentchannelallocation
D）corporateVMS
E）administeredverticalmarketingsystem
Answer:
B
Diff:
2PageRef:
344
Skill:
Concept
Objective:
12-2
11）AdistinguishingfeatureofacontractualVMSisthatcoordinationandconflictmanagementamongtheindependentmembersofthechannelareattainedthrough________.
A）agentsandbrokers
B）workingpartnerships
C）limitedliabilityincorporation
D）contractualagreements
E）naturalcompetitiveforces
Answer:
D
Diff:
1PageRef:
345
AACSB:
Communication
Skill:
Concept
Objective:
12-2
12）Themostcommontypeofcontractualagreementinbusinessisthe________.
A）franchiseorganization
B）verticalmarketingsystem
C）conventionalmarketingchannel
D）corporateVMS
E）administeredVMS
Answer:
A
Diff:
3PageRef:
345
Skill:
Concept
Objective:
12-2
13）Leadershipinwhichtypeofmarketingsystemisassumednotthroughcommonownershiporcontractualtiesbutthroughthesizeandpowerofoneorafewdominantchannelmembers?
A）horizontalmarketingsystem
B）administeredVMS
C）corporateVMS
D）multichanneldistributionsystem
E）conventionalmarketingchannel
Answer:
B
Diff:
2PageRef:
345
Skill:
Concept
Objective:
12-2
14）AsmarketingmanagerforGlobeImportsandExports,youwanttostartreapingthebenefitsofamultichanneldistributionsystem.YouwilllikelyenjoyallofthefollowingEXCEPTwhichone?
A）expandedsales
B）expandedmarketcoverage
C）sellingatahighergrossmargin
D）opportunitiestotailorproductsandservicestotheneedsofdiversesegments
E）AandC
Answer:
C
Diff:
3PageRef:
346
Skill:
Concept
15）Sometimesaproducerchoosesonlyafewdealersinaterritorytodistributeitsproductsorservices.Generallythesedealersaregivenarightto________distribution.
A）exclusive
B）selective
C）intensive
D）administered
E）corporate
Answer:
A
Diff:
1PageRef:
351
Skill:
Concept
Objective:
12-3
16）ChannelmembersshouldbeevaluatedusingallofthefollowingcriteriaEXCEPTwhichone?
A）economicfactors
B）control
C）adaptivecriteria
D）channelleadership
E）noneoftheabove
Answer:
D
Diff:
3PageRef:
351
Skill:
Concept
Objective:
12-3
17）Marketingchannelmanagementcallsforselecting,managing,________,andevaluatingchannelmembersovertime.
A）reducingconflict
B）reducingwaste
C）motivating
D）pruning
E）alloftheabove
Answer:
C
Diff:
2PageRef:
352
Skill:
Concept
Objective:
12-4
18）Acompanyshouldthinkofitsintermediariesasbothits________and________.
A）competitors;partners
B）customers;partners
C）competitors;marketers
D）customers;employees
E）competitors;customers
Answer:
B
Diff:
2PageRef:
353
Skill:
Concept
Objective:
12-4
19）Exclusivedealingislegalaslongasitdoesnot________ortendtocreateamonopolyandaslongasbothpartiesenterintotheagreement________.
A）substantiallylessencompetition;coercively
B）restricttrade;foracause
C）substantiallylessencompetition;voluntarily
D）interferewithcompetitors;forcefully
E）createasmallermarket;permanently
Answer:
C
Diff:
3PageRef:
356
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
12-4
20）Marketinglogisticsinvolvesgettingtherightproducttotherightcustomerintherightplaceattherighttime.WhichoneofthefollowingisNOTincludedinthisprocess?
A）planningthephysicalflowofgoodsandservices
B）implementingtheplanfortheflowofgoodsandservices
C）controllingthephysicalflowofgoods,services,andinformation
D）gatheringcustomer'sideasfornewproducts
E）AandC
Answer:
D
Diff:
1PageRef:
356
Skill:
Concept
Objective:
12-5
21）Thegoalofmarketinglogisticsshouldbetoprovidea________levelofcustomerserviceattheleastcost.
A）maximum
B）targeted
C）moderate
D）minimum
E）competitive
Answer:
B
Diff:
2PageRef:
357
Skill:
Concept
Objective:
12-5
22）Toreduceinventorymanagementcosts,manycompaniesuseasystemcalled________,whichinvolvescarryingonlysmallinventoriesofpartsormerchandise,oftenonlyenoughforafewdaysofoperation.
A）reduction-inventorymanagement
B）just-in-timelogistics
C）limitedinventorylogistics
D）supplychainmanagement
E）economicorderquantity
Answer:
B
Diff:
2PageRef:
359
AACSB:
UseofIT
Skill:
Concept
Objective:
12-5
23）Throughtheuseof________,or"smarttag"technology,acompanyisabletolocateexactlywhereaproductiswithinthesupplychain.
A）RFID
B）PRM
C）VMS
D）IT
E）3PL
Answer:
A
Diff:
2PageRef:
359
AACSB:
UseofIT
Skill:
Concept
Objective:
12-5
24）Whichofthefollowingtransportationmodesisusedfordigitalproducts?
A）trucks
B）rail
C）theInternet
D）air
E）ship
Answer:
C
Diff:
1PageRef:
359
AACSB:
UseofIT
Skill:
Concept
Objective:
12-5
25）JoanieCalvertisexperiencingadisagreementwithintermediariesinthechanneloverwhoshoulddowhatandforwhatrewards.Joanieisexperiencing________.
A）channeldelusion
B）channelconflict
C）channeldisintermediation
D）channelmismanagement
E）channelintermediation
Answer:
B
Diff:
1PageRef:
342
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
12-2
26）Whichofthefollowingisanexampleofhorizontalchannelconflict?
A）managersoftwoseparateHolidayInnsdisagreeingoverwhatconstitutespoorservice
B）UnitedAirlinescompetingwithNorthwestAirlinesforcustomers
C）disgruntledfactoryworkerscomplainingaboutasmallpayraise
D）theBMWdealershipinFortWaynecomplainingthattheBMWdealershipinIndianapolisissituatedtooclose
E）AandD
Answer:
E
Diff:
3PageRef:
342
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
12-2
27）Whichofthefollowingisanexampleofamultichanneldistributionsystem?
A）Wal-Martlocatingtoseveralcountries
B）J.C.Penney'scatalogandretailstoresales
C）Avon'sdoor-to-doordistribution
D）Starbuck'slocationinsideofbookstores
E）ahotelprovidingguestprivilegesatahealthspaacrossthestreet
Answer:
B
Diff:
2PageRef:
346
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
12-2
28）Chewinggumisstockedinmanyoutletsinthesamemarketorcommunity;infact,itisplacedinasmanyoutletsaspossible.Thisisanexampleof________distribution.
A）exclusive
B）selective
C）multichannel
D）intensive
E）disintermediated
Answer:
D
Diff:
2PageRef:
351
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
12-3
29）Whichproduct（s）willmostlikelybeintensivelydistributed?
A）
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