科特勒市场营销第十二章习题与答案.docx

1、科特勒市场营销第十二章习题与答案Chapter 12 Marketing Channels: Delivering Customer Value1) Which of the following is NOT a typical supply chain member?A) resellersB) customersC) intermediariesD) government agenciesE) raw materials supplierAnswer: DDiff: 1 Page Ref: 337Skill: ConceptObjective: 12-12) _ the manufactu

2、rer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service.A) Downstream fromB) Upstream fromC) Separated fromD) Congruous toE) Parallel withAnswer: BDiff: 2 Page Ref: 337Skill: ConceptObjec

3、tive: 12-13) Another term for the supply chain that suggests a sense and respond view of the market is _.A) supply and demand chainB) demand chainC) channel of distributionD) distribution channelE) physical distributionAnswer: BDiff: 3 Page Ref: 338Skill: ConceptObjective: 12-14) A companys channel

4、decisions directly affect every _.A) channel memberB) marketing decisionC) customers choicesD) employee in the channelE) competitors actionsAnswer: BDiff: 2 Page Ref: 339Skill: ConceptObjective: 12-15) Distribution channel decisions often involve _ with other firms, particularly those that involve c

5、ontracts or relationships with channel partners.A) short-term commitmentsB) long-term commitmentsC) major problemsD) financial lossesE) disagreementsAnswer: BDiff: 3 Page Ref: 339Skill: ConceptObjective: 12-16) Joe Blanco, like other producers, has discovered that his intermediaries usually offer hi

6、s firm more than it can achieve on its own. Which of the following is most likely an advantage that Joe creates by working with intermediaries? A) financial supportB) fast serviceC) scale of operationD) working relationships with foreign distributorsE) promotional assistanceAnswer: CDiff: 2 Page Ref

7、: 339Skill: ConceptObjective: 12-17) Intermediaries play an important role in matching _.A) dealer with customerB) supply and demandC) product to regionD) manufacturer to productE) information and promotionAnswer: BDiff: 2 Page Ref: 340Skill: ConceptObjective: 12-18) A distribution channel is more t

8、han a collection of firms connected by various flows; it is a(n) _ in which people and companies interact to accomplish individual, company, and channel goals.A) added value chainB) complex behavioral systemC) corporate marketing systemD) vertical marketing systemE) multichannel systemAnswer: BDiff:

9、 2 Page Ref: 342AACSB: CommunicationSkill: ConceptObjective: 12-29) An advantage of a channel of distribution over selling direct to consumers is that each channel member plays a _ in the channel.A) time-saving partB) specialized roleC) decisional roleD) informational roleE) disciplinary roleAnswer:

10、 BDiff: 2 Page Ref: 342Skill: ConceptObjective: 12-210) A channel consisting of one or more independent producers, wholesalers, or retailers that seek to maximize their own profits even at the expense of profits for the channel as a whole is a(n) _.A) vertical marketing systemB) conventional distrib

11、ution channelC) independent channel allocationD) corporate VMSE) administered vertical marketing systemAnswer: BDiff: 2 Page Ref: 344Skill: ConceptObjective: 12-211) A distinguishing feature of a contractual VMS is that coordination and conflict management among the independent members of the channe

12、l are attained through _.A) agents and brokersB) working partnershipsC) limited liability incorporationD) contractual agreementsE) natural competitive forcesAnswer: DDiff: 1 Page Ref: 345AACSB: CommunicationSkill: ConceptObjective: 12-212) The most common type of contractual agreement in business is

13、 the _.A) franchise organizationB) vertical marketing systemC) conventional marketing channelD) corporate VMSE) administered VMSAnswer: ADiff: 3 Page Ref: 345Skill: ConceptObjective: 12-213) Leadership in which type of marketing system is assumed not through common ownership or contractual ties but

14、through the size and power of one or a few dominant channel members?A) horizontal marketing systemB) administered VMSC) corporate VMSD) multichannel distribution systemE) conventional marketing channelAnswer: BDiff: 2 Page Ref: 345Skill: ConceptObjective: 12-214) As marketing manager for Globe Impor

15、ts and Exports, you want to start reaping the benefits of a multichannel distribution system. You will likely enjoy all of the following EXCEPT which one?A) expanded salesB) expanded market coverageC) selling at a higher gross marginD) opportunities to tailor products and services to the needs of di

16、verse segmentsE) A and CAnswer: CDiff: 3 Page Ref: 346Skill: Concept15) Sometimes a producer chooses only a few dealers in a territory to distribute its products or services. Generally these dealers are given a right to _ distribution.A) exclusive B) selective C) intensive D) administered E) corpora

17、te Answer: ADiff: 1 Page Ref: 351Skill: ConceptObjective: 12-316) Channel members should be evaluated using all of the following criteria EXCEPT which one? A) economic factorsB) controlC) adaptive criteriaD) channel leadershipE) none of the aboveAnswer: DDiff: 3 Page Ref: 351Skill: ConceptObjective:

18、 12-317) Marketing channel management calls for selecting, managing, _, and evaluating channel members over time.A) reducing conflictB) reducing wasteC) motivatingD) pruningE) all of the aboveAnswer: CDiff: 2 Page Ref: 352Skill: ConceptObjective: 12-418) A company should think of its intermediaries

19、as both its _ and _.A) competitors; partnersB) customers; partnersC) competitors; marketersD) customers; employeesE) competitors; customersAnswer: BDiff: 2 Page Ref: 353Skill: ConceptObjective: 12-419) Exclusive dealing is legal as long as it does not _ or tend to create a monopoly and as long as bo

20、th parties enter into the agreement _.A) substantially lessen competition; coercivelyB) restrict trade; for a causeC) substantially lessen competition; voluntarilyD) interfere with competitors; forcefullyE) create a smaller market; permanentlyAnswer: CDiff: 3 Page Ref: 356AACSB: Ethical ReasoningSki

21、ll: ConceptObjective: 12-420) Marketing logistics involves getting the right product to the right customer in the right place at the right time. Which one of the following is NOT included in this process?A) planning the physical flow of goods and servicesB) implementing the plan for the flow of good

22、s and servicesC) controlling the physical flow of goods, services, and informationD) gathering customers ideas for new productsE) A and CAnswer: DDiff: 1 Page Ref: 356Skill: ConceptObjective: 12-521) The goal of marketing logistics should be to provide a _ level of customer service at the least cost

23、.A) maximumB) targetedC) moderateD) minimumE) competitiveAnswer: BDiff: 2 Page Ref: 357Skill: ConceptObjective: 12-522) To reduce inventory management costs, many companies use a system called _, which involves carrying only small inventories of parts or merchandise, often only enough for a few days

24、 of operation. A) reduction-inventory managementB) just-in-time logisticsC) limited inventory logisticsD) supply chain managementE) economic order quantityAnswer: BDiff: 2 Page Ref: 359AACSB: Use of ITSkill: ConceptObjective: 12-523) Through the use of _, or smart tag technology, a company is able t

25、o locate exactly where a product is within the supply chain.A) RFIDB) PRMC) VMSD) ITE) 3PLAnswer: ADiff: 2 Page Ref: 359AACSB: Use of ITSkill: ConceptObjective: 12-524) Which of the following transportation modes is used for digital products?A) trucksB) railC) the InternetD) airE) shipAnswer: CDiff:

26、 1 Page Ref: 359AACSB: Use of ITSkill: ConceptObjective: 12-525) Joanie Calvert is experiencing a disagreement with intermediaries in the channel over who should do what and for what rewards. Joanie is experiencing _.A) channel delusionB) channel conflictC) channel disintermediationD) channel misman

27、agementE) channel intermediationAnswer: BDiff: 1 Page Ref: 342AACSB: Reflective ThinkingSkill: ApplicationObjective: 12-226) Which of the following is an example of horizontal channel conflict?A) managers of two separate Holiday Inns disagreeing over what constitutes poor serviceB) United Airlines c

28、ompeting with Northwest Airlines for customersC) disgruntled factory workers complaining about a small pay raiseD) the BMW dealership in Fort Wayne complaining that the BMW dealership in Indianapolis is situated too closeE) A and DAnswer: EDiff: 3 Page Ref: 342AACSB: Reflective ThinkingSkill: Applic

29、ationObjective: 12-227) Which of the following is an example of a multichannel distribution system?A) Wal-Mart locating to several countriesB) J. C. Penneys catalog and retail store salesC) Avons door-to-door distributionD) Starbucks location inside of book storesE) a hotel providing guest privilege

30、s at a health spa across the streetAnswer: BDiff: 2 Page Ref: 346AACSB: Reflective ThinkingSkill: ApplicationObjective: 12-228) Chewing gum is stocked in many outlets in the same market or community; in fact, it is placed in as many outlets as possible. This is an example of _ distribution.A) exclusiveB) selectiveC) multichannelD) intensiveE) disintermediatedAnswer: DDiff: 2 Page Ref: 351AACSB: Reflective ThinkingSkill: ApplicationObjective: 12-329) Which product(s) will most likely be intensively distributed?A)