How do channel firms interact and organize to do the work of the channel.. A company’s channel decisions not only impact distribution, but also directly affect every other ________c. Dis
Trang 1NỘI DUNG THẢO LUẬN CHỦ ĐỀ 7:
THẢO LUẬN
1 Thảo luận các hình thức nhượng quyền thương hiệu?
2 Thảo luận vì sao nhà marketing lại xem trọng khái niêm shopper marketing? Cho ví dụ thực tế minh hoạ.
CÂU HỎI TRẮC NGHIỆM:
1 from the manufacturer 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
b Upstream
c Separated
d Congruous
e None of the above
2 The term supply chain may be too limited, according to the author, a better term for would be
a supply and demand chain
b demand chain
c channel of distribution
d distribution channel
e physical distribution
3 A partnership of suppliers, distributors, and customers designed to improve the performance of the entire system is referred to as
a value delivery network
b channel of distribution
c supply chain
d demand chain
e none of the above
4 Mary Conti, the logistics and distribution manager of Belmont Tile, Inc., regularly deals with the four major issues concerning marketing channels These include all of the following questions EXCEPT
a How do channel firms interact and organize to do the work of the channel?
b What is the nature of marketing channels and why are they important?
c What problems do companies face in designing and managing their channels?
d What role do financial and transportation members play in retaining customers?
e B and D
5 Most producers today sell their goods to
a final users
b final users and marketing members
c intermediaries
d the government at various levels
e competitors
Trang 26 A company’s channel decisions not only impact distribution, but also directly affect every other
a channel member
b marketing decision
c customer’s choices
d employee in the channel
e competitor’s actions
7 Distribution channel decisions often involve with other firms
a short-term commitments
b long-term commitments
c major problems
d financial losses
e disagreements
8 Intermediaries create greater efficiency in making goods available to target markets through their contacts, experience, specialization, and
a financial support
b fast service
c scale of operation
d working relationships with foreign distributors
e promotional assistance
9 From the economic system’s point of view, the role of marketing intermediaries is to transform the made by producers into the wanted by consumers
a products; products
b assortment of products; products
c products; assortment of products
d assortment of products; assortment of products
e products; needs
10 The major reason that producers benefit from using intermediaries is because they
a offer greater efficiency in making goods available to target markets
b operate less expensively
c save a lot of work
d are generally backlogged with orders
e refuse to store products for longer than a couple of days
11 Intermediaries play an important role in matching
a dealer with customer
b supply and demand
c product to region
d A and B
e none of the above
12 Channel members add value by bridging the major gaps of that separate goods and services from those who would use them
a time, place, and form
b place, possession, and form
c time, place, and possession
d place, time, and need
e place, need, and distribution
Trang 313 All of the following are key functions that intermediaries play in completing transactions EXCEPT
a promotion
b information
c negotiation
d financing
e pricing
14 All of the following are key functions that intermediaries play in helping to fulfill a completed transaction EXCEPT
a physical distribution
b promotion
c financing
d risk taking
e product assessment
15 In marketing terms, we say that the number of intermediary levels indicates the of a channel
a depth
b complexity
c involvement
d length
e width
16 Two of the concerns that a producer of goods, would face with a greater number of channel levels are and greater channel complexity
a less profit
b less control
c more potential ideas
d higher taxes
e all of the above
17 All of the institutions in a channel are connected by various flows These include physical flow, flow of ownership, payment flow, flow, and flow
a information; promotion
b acquisition; customer
c customer; promotion
d return product; acquisition
e by-product; information
18 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 part
b specialized role
c decisional role
d informational role
e disciplinary role
19 Historically, conventional channels have lacked the leadership to
a assign channel member roles and attain efficiency
Trang 4b attain efficiency and assign member roles
c assign member roles and manage conflict
d all of the above
e none of the above
20 By definition, a conventional distribution channel consists of one or more independent producers, wholesalers, and
a products
b retailers
c contracts
d strangers
e merchants