Chapter 12 Designing and Managing Integrated Marketing Channels

Chapter 12 Designing and Managing Integrated Marketing
Channels
1) are sets of interdependent organizations participating in the process of making
a product or service available for use or consumption.
A) Marketing channels
B) Interstitials
C) Communication channels
D) Sales territories
E) Marketing terrains
Answer: A
Diff: 1
LO: 17.1: What is a marketing channel system and value network?
AACSB: Reflective thinking

2) A merchant is a(n) in the marketing channel.
A) wholesaler
B) broker
C) sales agent
D) warehouse
E) advertising agency
Answer: A
Diff: 1
LO: 17.1: What is a marketing channel system and value network?
AACSB: Reflective thinking

3) A manufacturer uses the company's sales force and trade promotions to carry, promote,
and sell products to end users. Which of the following strategies is this manufacturer using?

,A) personalization strategy
B) tailoring strategy
C) push strategy
D) pull strategy
E) consumer promotion strategy
Answer: C
Diff: 1
LO: 17.1: What is a marketing channel system and value network?
AACSB: Application of knowledge

,4) Total Beverages, a maker of fruit juices and health drinks, recently launched a new brand
of packaged drinking water called AquaPure. In order to induce distributors to carry the
product, Total offers all its intermediaries a free refrigerator to store bottles of AquaPure.
This is an example of a .
A) consumer promotion
B) push strategy
C) backward flow
D) reverse flow
E) pull strategy
Answer: B
Diff: 2
LO: 17.1: What is a marketing channel system and value network?
AACSB: Analytical thinking; Application of knowledge

5) Spike Inc. is a sportswear manufacturer that recently launched its new line of
customizable running shoes. The shoes come with a digital component that allows them to
adapt to the runner's biomechanics. To promote this new product, Spike launches an
advertising campaign and entices a famous athlete to endorse the product. This is an
example of a .
A) trade promotion
B) reverse flow
C) push strategy
D) pull strategy
E) backward flow
Answer: D
Diff: 2
LO: 17.1: What is a marketing channel system and value network?
AACSB: Analytical thinking; Application of knowledge

6) When is a pull strategy appropriate?
A) when there is low brand loyalty
B) when consumers are able to perceive differences between brands
C) when brand choice is made in the store
D) when it is a low involvement purchase
E) when the product is an impulse item
Answer: B
Diff: 2
LO: 17.1: What is a marketing channel system and value network?
AACSB: Reflective thinking

, 7) Using the push strategy is most appropriate when .
A) consumers are able to perceive differences between brands
B) the product being sold is an impulse item
C) there is high brand loyalty for the product
D) the product is a high involvement purchase
E) consumers choose the brand before they go to the store
Answer: B
Diff: 2
LO: 17.1: What is a marketing channel system and value network?
AACSB: Analytical thinking

8) A firm uses its sales force to sell to large accounts and outbound telemarketing to sell to
medium-sized accounts. The firm is using marketing.
A) hybrid
B) pull
C) personalized
D) vertical
E) internal
Answer: A
Diff: 1
LO: 17.1: What is a marketing channel system and value network?

9) A computer manufacturing company allows customers to place orders online, which they
can later pick up from a convenient retail location. Which of the following terms best
represents this practice?
A) channel integration
B) mass customization
C) online personalization
D) push strategy
E) internal marketing
Answer: A
Diff: 2
LO: 17.1: What is a marketing channel system and value network?
AACSB: Application of knowledge