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marketing chapter 13

marketing chapter 13 - Chapter 13 Marketing Channels and...

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Chapter 13 Marketing Channels and Supply Management Multiple Choice 1. Caterpillar Company charges premium prices for its heavy equipment. It is successful because _____. a. the equipment is high quality b. its distribution is unparalleled c. its customer support system is strong d. both a and b (d; Moderate; p. 397) 2. Another reason for Caterpillar’s success is that its dealers _____. (b; Moderate; p. 398) 3. Why is Caterpillar’s service to dealers and customers such an advantage in winning and keeping customers? (a; Challenging; 398) 4. Choose the item below that is not a reason why Caterpillar enjoys a close working relationship with its dealers. (a; Moderate: 398) 5. Which of the following is not a typical supply chain member? a. reseller b. customer c. intermediary d. intermediary’s creditor (d; Easy; p. 399) 18
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6. _____ 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. (b; Moderate; p. 399) 7. A better term for supply chain would be _____. (b; Easy; p. 399) 8. With the advent of the Internet, most companies are forming _____ with other firms. (c; Challenging; p.399) 9. When suppliers, distributors, and customers partner with each other to improve the performance of the entire system, they are participating in a _____. a. value delivery network b. channel of distribution c. supply chain d. demand chain (a; Moderate; p. 399) 10. The logistics and distribution manager of BeltWay Enterprises, Inc. regularly deals with the four major questions concerning marketing channels. Identify the one that is not associated. 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? (d; Challenging; p. 399) 19
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