科特勒市场营销第十二章习题与答案.docx
《科特勒市场营销第十二章习题与答案.docx》由会员分享,可在线阅读,更多相关《科特勒市场营销第十二章习题与答案.docx(14页珍藏版)》请在冰豆网上搜索。
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)