Module 10 Marketing
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- 1.Which of the following cities were innovative distribution hubs because their canals allowed goods to be loaded and unloaded directly into a merchants warehouse?
- A.
Venice
- B.
Amsterdam
- C.
London
- D.
Both A and B
- E.
All of the above
- 2.Intermediaries add what type of utility to a manufacturers’ product?
- A.
Time utility
- B.
Place utility
- C.
Time and place utility
- D.
Convenience utility
- 3.Which of the following statements is true about reaching target customers?
- A.
Channel segmentation is important in distribution reach strategy
- B.
The most common function of a marketing channel member is to provide reach and to resell the product into a market where the original seller can’t reach efficiently or effectively
- C.
Retailers can give manufacturer both location and image competitive positioning
- D.
Both A and B
- E.
A, B, and C
- 4.Reach is short for?
- A.
% of target customers the company distribution reaches
- B.
Gross reach
- C.
Net reach
- D.
Selective reach
- 5.Which of the following is the basic channel activity discussed in distribution?
- A.
Reaching target customers, where they are and where they shop
- B.
Informing and serving the customer
- C.
Moving the product
- D.
Financing the venture
- E.
All of the above
- 6.Risk-taking and financing activities of channel intermediaries _____________
- A.
Are an important basic channel function these days
- B.
Have been greatly increased over the last one hundred years
- C.
Have been greatly reduced over the last one hundred years
- D.
Both A and B
- 7.Which of the following criteria does the basic channel choice NOT depend on?
- A.
Capability
- B.
Cost
- C.
Control
- D.
Conviviality
- E.
All of the above
- 8.Channel evolutionary rigidity occurs when channels___________________.
- A.
Rigidly adopt new technology and processes that increase efficiency
- B.
Very slowly adopt new technology and processes that increase efficiency
- C.
Very quickly adopt new technology and processes that increase efficiency
- D.
None of the above
- 9.In markets suffering from evolutionary rigidity, the potential rewards from innovating are
- A.
Significant
- B.
No change
- C.
Small
- D.
None of the above
- 10.As markets mature:
- A.
The need for pioneer personal selling efforts increase
- B.
The need for pioneer personal selling efforts decrease
- C.
The need for direct selling and billing efforts increase
- D.
The need for pioneer personal selling, direct selling and billing efforts decrease
- E.
Both B and C
- 11.Which of the following statements best describes convenience products?
- A.
Shoppers will go out of their way to buy the preferred alternative
- B.
Shoppers will purchase the next preferred alternative when the product or service is not available
- C.
The best distribution for a convenience product is to be everywhere
- D.
Both B and C
- 12.What kinds of products are best suited for mass distribution?
- A.
Products that are frequently purchased
- B.
Products that are expensive
- C.
Products that are major durables
- D.
Products that are high risk purchases
- E.
Both A and C
- 13.Reseller, image, services and marketing are NOT as important in?
- A.
Franchising
- B.
Mass distribution
- C.
Selective distribution
- D.
All of the above
- 14.Most of the focus in mass distribution is on?
- A.
Reducing the cost of distribution
- B.
Keeping the shelves stocked
- C.
Keeping the quality of service high
- D.
Both A and B
- E.
A, B and C
- 15.Which of the following statements is true about franchising?
- A.
Franchisees are imitators; there is little innovation in a franchise system
- B.
About a quarter of all retailing is franchised
- C.
Franchising is a way for an innovator to earn higher innovation profits
- D.
Franchising is a big part of going global and acting global
- E.
Both C and D
- 16.Which of the following products is suited for mass distribution?
- A.
A Coach purse
- B.
A Chanel watch
- C.
A pack of Charmin toilet paper
- D.
A marketing textbook
- 17.A retail store’s assortment of customers has varying degrees of uniqueness, measured in terms of:
- A.
Individual differences (age or income)
- B.
Product usage and needs
- C.
Perceptions of the competitive offerings
- D.
Sensitivity to different promotional strategies
- E.
All of the above
- 18.As discussed in the distribution module, what is the major concern for a supplier of a mass distribution product?
- A.
Quality of its product or services
- B.
Design of it product or services
- C.
How to get into the mass distribution channels
- D.
How to innovate new products frequently
- 19.When choosing a channel partner, a manufacturer seeks:
- A.
A partner whose customers fit the manufacturer’s target market segment
- B.
A partner whose service and current products complement its products and service
- C.
A partner with inferior buying, marketing, merchandising and selling skills
- D.
Both A and B
- E.
A, B and C
- 20.Relationship synergy occurs when the effectiveness, capability and success of the partnership is:
- A.
The marketing strategies and implementation skills of two trading partners
- B.
When the retailer’s positioning and strategy appeal to the manufacturer’s management
- C.
More than the sum of the seller’s and buyer’s separate capabilities
- D.
When the manufacturer’s positioning and strategy appeal to the retailer’s served market
- E.
None of the above
- 21.Relationship synergy occurs when there is a ____ served market fit and a ____ fit between the marketing strategies and the implementation skills of two trading partners.
- A.
Low, low
- B.
High, low
- C.
Low, high
- D.
High, high
- 22.In trading relationship and processes, which of the following statements is true?
- A.
A unique trading relationship advantage comes from the manufacturer and channel partner working well together to reduce the costs of doing business
- B.
If the cost reduction efforts of both parties are synchronized and if this synchronization is better than any other trading relationship, the trading relationship will have a unique competitive cost advantage
- C.
Both A and B
- 23.What is/are the competitive advantage(s) for IKEA?
- A.
Elegant Swedish design
- B.
Flat packing furniture saves manufacturing and distribution costs for IKEA
- C.
Customer convenience and lower final delivery costs for IKEA compared to other furniture competitors
- D.
Both B and C
- E.
All of the above
- 24.When containers were first introduced, a Harvard University transportation economist _______ container-based transportation would lead to a reduction in U.S. manufacturing jobs.
- A.
Warned about how
- B.
Could not see how
- C.
Had nothing to say about how
- 25.Four of the following phrases appear in the physical distribution QFD figure. Please indicate which of the phrases appears in the box on the right side.
- A.
Transportation process quality and cost
- B.
Order-taking, picking, and packing process quality and costs
- C.
Product quality and cost
- D.
Customer service process quality and cost
- E.
Inventory holding process quality and cost
- 26.Four of the following phrases appear in the physical distribution QFD figure. Please indicate which of the phrases appears in the box on the left side.
- A.
Transportation process quality and cost
- B.
Order-taking, picking, and packing process quality and costs
- C.
Product quality and cost
- D.
Customer service process quality and cost
- E.
Inventory holding process quality and cost
- 27.When you make a physical distribution system more reliable and regular in its processes:
- A.
It has no effect on inventory
- B.
You increase the need for inventory
- C.
You reduce the need for inventory
- D.
None of the above
- 28.If the reliability of a delivery system (longest time – average time) is reduced by five days for a buyer who uses 100 boxes a day and the annual inventory carrying cost of each box is $12, how much does the buyer save annually?
- A.
$5,000
- B.
$6,000
- C.
$10,000
- D.
$12,000
- 29.If the reliability of a delivery system (longest time – average time) is reduced by 10 days for a buyer who uses 200 boxes a day, and the annual inventory carrying cost of each box is $150, how much does the buyer save annually?
- A.
$150,000
- B.
$200,000
- C.
$300,000
- D.
$400,000
- 30.The development of a new logistics relationship between businesses and trading partners requires which of the following?
- A.
The development of new attitudes that change old habits
- B.
Enough trust to work together to develop competitive added value for both of you
- C.
A willingness to not exploit the new relationship at the expense of long run cooperation
- D.
Patience; payoff often takes time and there are always initial glitches
- E.
All of the above
- 31.Safety stock is held:
- A.
Against running out of demand because of order-delivery process unreliability
- B.
Against running out of supply because of order-delivery process unreliability
- C.
Against the cost of materials increasing
- D.
None of the above
- 32.Which of the following is/are advantage(s) of computerization in order-taking processes?
- A.
It greatly increase the variability in order processing time
- B.
It often allows immediate notification of item availability
- C.
It can produce courtesy confirmation e-mails that are automatically sent to buyers
- D.
Both B and C
- E.
A, B, and C
- 33.Which of the following might be a reason for a company to distribute through new channels?
- A.
Introduction of new products
- B.
A different retail channel may reach a different segment of shoppers
- C.
If the manufacturer does not supply the new retailer, other competitors will
- D.
All of the above
- 34.A manufacturer has to reach its target customers, and if those customers shift which channels they shop, then the manufacturer has to ____________.
- A.
Add those channels
- B.
Convince customers to switch back
- C.
Manufacture products that are purchased in the old channel
- D.
All of the above
- 35.Which of the following statements is the key to operating multiple channels?
- A.
Through customer research undertaken together with channel members, establish whether the current and new channels share the same customers
- B.
The manufacturer sets and follows the same well-defined performance criteria
- C.
Each trading relationship’s uniqueness has to be recognized
- D.
Both A and C
- E.
A, B, and C
- 36.Which of the following companies successfully added new distribution channels, as discussed in the distribution module?
- A.
Elizabeth Taylor’s Black Pearl fragrance
- B.
Levi Strauss
- C.
Both A and B
- D.
None of the above
- 37.When a manufacturer creates its own retail outlets, what is the real rationale for it?
- A.
The outlets are test labs for new product lines and merchandising innovations
- B.
It strengthens the appeal of the brand sold through other retailers
- C.
The manufacturer can make higher profits by retailing as well as manufacturing them
- D.
All of the above
- 38.A manufacturer prefers:
- A.
Intra-brand competition
- B.
Inter-brand competition
- C.
Both intra-brand and inter-brand competition are the same to a manufacturer
- D.
None of the above
- 39.A manufacturer’s launching of its own outlet stores is mainly because____________.
- A.
Consumers like to shop in outlet stores
- B.
Manufacturers produce too many products and too many product lines
- C.
Retail channels take advantage of generous buy-back programs and return a lot of stuff
- D.
All of the above
- 40.As discussed in the distribution module, a common source of conflict between manufacturers and partners is misunderstanding the other party’s viewpoint when it comes to planning and implementing joint marketing programs. These misunderstandings may include:
- A.
Retailers have the time and merchandising skills to set up promotional displays, and marketing people sent by a manufacturer to help only get in the way
- B.
Manufacturers get upset when they run advertisements that draw prospective customers into the retail store but lose sales because the in-store marketing push is missing
- C.
Both A and B
- D.
None of the above
- 41.Which of the following is the biggest retail line of business in the U.S., according to U. S. Commerce Department Statistics?
- A.
Food and beverage retailing
- B.
General merchandise retailing
- C.
Automotive dealer retailing
- D.
Eating and drinking retailing
- E.
Gas station retailing
- 42.Retailing success depends on:
- A.
Store location
- B.
The assortment or selection of products offered for sale
- C.
The quality of merchandise presentation
- D.
The attractiveness of the store interior
- E.
All of the above
- 43.Retailers and manufacturers need to seek the balance for:
- A.
Product variety and quality
- B.
Quality and price
- C.
Price and product variety
- D.
Both B and C
- 44.As discussed in distribution module, retailing is about:
- A.
Price
- B.
Supply chain cost control
- C.
Positioning
- D.
Promotion
- E.
Both B and C
- 45.Which of the following statements is true about Walmart in Britain?
- A.
Walmart always wins with its everyday low pricing positioning
- B.
Walmart’s acquisition of Asda was a failure as it didn’t gain market from Sainsbury
- C.
Walmart continued to promote every-day low prices, ignoring the fact that rivals were flourishing by marketing selection, quality, organic brands and prepared foods
- D.
None of the above
- 46.Which of the following retailing areas has been greatly impacted by Internet marketing, as mentioned in the distribution module?
- A.
Home furniture market
- B.
Auto market
- C.
Clothing market
- D.
Computer market
- 47.Which of the following channel members was negatively affected by Internet marketing?
- A.
Travel agencies
- B.
Orbitz.com
- C.
Airline industries
- D.
Hotels
- E.
Consumers
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