Chapter 13—Marketing Channels MULTIPLE CHOICE 1. A _____ is a business structure of interdependent organizations that reaches from the point of product origin to the consumer. a. facilitating agency or place member b. marketing mix intermediary c. selective distribution channel d. marketing channel or channel of distribution e. transportation channel or channel of movement ANS: D This is the definition of a marketing channel, also called the channel of distribution. PTS: 1 REF: 197 OBJ: 13-1 TYPE: Def TOP: 2. Jones Soda is positioned as the anti-Coke. In the early years, few mainstream retailers sold Jones soda. Fans had to get their Jones fix in surf shops, tattoo parlors, and bookstores, adding to the brand's mys-tique. Jones Soda used its _____ to create a competitive advantage. a. channel ascendancy b. distribution channel c. channel conflict d. channel focus e. vertical integration ANS: B Its unusual retail venues added to the brand's mystique. PTS: 1 REF: 197 OBJ: 13-1 TYPE: App TOP: 3. Kayak.com is a company that allows customers to efficiently search databases to find the best airline and hotel deals all over the Web. Kayak does not make bookings, but rather provides recommenda-tions for the best travel plans. Travel providers pay Kayak a commission when customers click through to their sites. Kayak.com, travelers, the airlines, and the hotels are all part of a: a. facilitating agency b. marketing mix intermediary c. selective promotion channel d. marketing channel or channel of distribution e. transportation channel or channel of movement
ANS: D A marketing channel is a business structure of interdependent organizations that reaches from the point of product origin to the consumer. PTS: 1 REF: 197 OBJ: 13-1 TYPE: Def TOP: 4. Marketing channels can achieve economies of scale through: a. overcoming spatial discrepancies b. contact expertise c. specialization and division of labor d. overcoming temporal discrepancies e. overcoming discrepancies of quantity ANS: C The concept of specialization and division of labor involves breaking down a complex task into smal-ler, simpler ones and allocating them to specialists, creating greater efficiency and lower average pro-duction costs. PTS: 1 REF: 198 OBJ: 13-1 TYPE:Comp TOP: 5. Distribution channels aid in overcoming barriers to exchange that are created in the production process by overcoming all of the following types of discrepancies EXCEPT: a. possession b. assortment c. quantity d. spatial e. temporal ANS: A Channels facilitate the end goal of possession of the goods, but they do not help to overcome a discrep-ancy of possession. PTS:
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