MARKETING GTAMINE
Marketing
management final
exam bank questions
and answers
1. Producing a product or service and making it available to buyers
requires building relationships not only with customers but also with
key suppliers and resellers in the company's .
A: supply chain
2. The sets of firms that supply companies with the raw materials,
components, parts, information, finances, and expertise needed to
create products or services are known as .
A: upstream partners
3. Which of the following terms refers to the wholesalers and retailers that
form a vital link between the firm and its customers?
A: downstream partners
4. The term supply chain is considered limited because it .
A: suggests that planning begins with raw materials and factory capacity
5. The term demand chain is considered limited because it .
A: takes a step-by-step, linear view of purchase-production-consumption
activities.
,6. A view of the market that specifies that planning starts by identifying
the needs of target customers, to which the company responds by
organizing a chain of resources and activities with the goal of creating
customer value is a(n)
view.
,A: sense-and-respond
7. A is made up of the company, suppliers, distributors, and
customers who partner to improve the performance of the entire
system.
A: value delivery network
8. play an important role in matching supply and demand by
providing consumers with a broad assortment of products in small
quantities.
A: Intermediaries
9. Which of the following questions is NOT of major concern
regarding marketing channels?
A: What impact do marketing channels have on the profitability of
the firm and its partners.
10. A is a set of interdependent organizations that help make
a product or service available for use or consumption by the
consumer or business user.
A: marketing channel
11. Which of the following is most likely true of marketing channel decisions?
A: They often involve long-term commitments to other firms.
, 12. Distribution channel decisions frequently require long-term
commitments between firms. A primary reason is that .
A: when they set up distribution through franchisees, independent dealers, or large retailers,
they cannot readily replace these channels with company-owned stores or Internet sites if
conditions change.
13. play an important role in efficiently making products available to
target markets in the needed varieties and quantities.
A: Intermediaries
14. From the economic system's
point of view, the role of is to transform the
assortments of products made by producers into the assortments wanted by
consumers.
A: marketing intermediaries
15. A is a layer of intermediaries that performs some work in bringing
the product and its ownership closer to the final buyer.
A: channel level
16. In a(n) channel, the same member both produces and distributes a
product or service to consumers.
A: direct
17. Which of the following companies uses a direct marketing channel?
A: Holly Wreaths, a store that sells Christmas ornaments to customers via its online click-
to-order catalogs
Marketing
management final
exam bank questions
and answers
1. Producing a product or service and making it available to buyers
requires building relationships not only with customers but also with
key suppliers and resellers in the company's .
A: supply chain
2. The sets of firms that supply companies with the raw materials,
components, parts, information, finances, and expertise needed to
create products or services are known as .
A: upstream partners
3. Which of the following terms refers to the wholesalers and retailers that
form a vital link between the firm and its customers?
A: downstream partners
4. The term supply chain is considered limited because it .
A: suggests that planning begins with raw materials and factory capacity
5. The term demand chain is considered limited because it .
A: takes a step-by-step, linear view of purchase-production-consumption
activities.
,6. A view of the market that specifies that planning starts by identifying
the needs of target customers, to which the company responds by
organizing a chain of resources and activities with the goal of creating
customer value is a(n)
view.
,A: sense-and-respond
7. A is made up of the company, suppliers, distributors, and
customers who partner to improve the performance of the entire
system.
A: value delivery network
8. play an important role in matching supply and demand by
providing consumers with a broad assortment of products in small
quantities.
A: Intermediaries
9. Which of the following questions is NOT of major concern
regarding marketing channels?
A: What impact do marketing channels have on the profitability of
the firm and its partners.
10. A is a set of interdependent organizations that help make
a product or service available for use or consumption by the
consumer or business user.
A: marketing channel
11. Which of the following is most likely true of marketing channel decisions?
A: They often involve long-term commitments to other firms.
, 12. Distribution channel decisions frequently require long-term
commitments between firms. A primary reason is that .
A: when they set up distribution through franchisees, independent dealers, or large retailers,
they cannot readily replace these channels with company-owned stores or Internet sites if
conditions change.
13. play an important role in efficiently making products available to
target markets in the needed varieties and quantities.
A: Intermediaries
14. From the economic system's
point of view, the role of is to transform the
assortments of products made by producers into the assortments wanted by
consumers.
A: marketing intermediaries
15. A is a layer of intermediaries that performs some work in bringing
the product and its ownership closer to the final buyer.
A: channel level
16. In a(n) channel, the same member both produces and distributes a
product or service to consumers.
A: direct
17. Which of the following companies uses a direct marketing channel?
A: Holly Wreaths, a store that sells Christmas ornaments to customers via its online click-
to-order catalogs
