7794825-mq7 - 1. Molly goes shopping at Publix, picks up 25...

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1. Molly goes shopping at Publix, picks up 25 items that she needs for the week, and is quickly on her way. Publix, being an intermediary, makes it possible for Molly to buy all of her items in one place with only one transaction instead of ordering each item separately from 25 different manufacturers. Even though marketing intermediaries may sometimes cause headaches for manufacturers, they are here to stay because intermediaries: Student Response Value Correct Answer Feedback A. make the channel of distribution more efficient. 100% B. have a higher success rate because they are franchises. 0% C. cause less channel conflict. 0% D. can avoid the "supply chain management " fallacy. 0% E. are always "channel captains". 0% General Feedback : Lecture page 92: A. Correct! Marketing intermediaries are very important. Imagine if Molly had to purchase her 25 different items from 25 different manufacturers. She might have to make 25 different trips to accomplish this. As a result, it is more efficient for Molly to visit just one store, in this case Publix, for all 25 items. B. This answer choice makes no sense in the context of the question. C. Intermediaries are often a source of channel conflict. D. Created term. E. A channel captain refers to the firm that maintains the most influence over
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how the channel operates, and can be the manufacturer, the wholesaler, or the retailer. Score: 1/1 2. Macy's is referred to as an "anchor store" in a large regional mall. It carries a wide variety of merchandise, including clothing, shoes, and household merchandise. Macy's would best be described as a _______. Student Response Value Correct Answer Feedback A. Power Retailer 0% B. Discounter 0% C. Specialty Store 0% D. Wholesaler 0% E. Departmen t Store 100% General Feedback : Lecture page 91: A. Power retailers, known as category killers, are large and generally have a narrow product line with great depth. The question states that Macy’s carries a wide variety of merchandise, thus we can eliminate this possible answer choice. B. Discounters generally have many product lines with shallow selection. Unlike department stores such as Macy’s, discounters do not add much value to the products they sell. Examples of discounters include Target and Wal- Mart. C. Specialty stores are generally small and carry limited product lines, the exact opposite of Macy’s. D. A wholesaler acts as an intermediary between manufacturers and retailers. E. Correct! Department stores are large, carry a wide variety of product lines with average to deep selection, and are generally the anchor stores within malls. This accurately describes Macy’s. Score: 1/1
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3. The two types of channel conflict are: Student Response Value Correct Answer Feedback A. divisional and organizational. 0%
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This note was uploaded on 11/10/2010 for the course MAR 3023 taught by Professor Lutz during the Fall '10 term at University of San Francisco.

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7794825-mq7 - 1. Molly goes shopping at Publix, picks up 25...

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