Chap015 - CHAPTER 15 MANAGING MARKETING CHANNELS AND...

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CHAPTER 15 MANAGING MARKETING CHANNELS AND WHOLESALING MULTIPLE CHOICE QUESTIONS 15-1 CHAPTER OPENING EXAMPLE: AVON APPLICATION Avon is most closely associated with which type of distribution strategy? a. intensive indirect distribution b. direct distribution c. dual distribution d. selective indirect distribution e. electronic distribution Answer: b Page: 399 Rationale: Avon's system of independent representatives is an example of direct distribution. 15-2 CHAPTER OPENING EXAMPLE: AVON APPLICATION Avon's research showed that 59 percent of women who don't buy Avon products would if they were more accessible. These women were saying that Avon's distribution system that used only independent representatives did not create adequate _____ utilities. a. time and creation b. place and time c. form and place d. possession and form e. application and time Answer: b Page: 399 Rationale: Avon's independent representatives did not make the cosmetics available when and where its potential customers wanted it. 15-3 CHAPTER OPENING EXAMPLE: AVON APPLICATION Avon’s decision to make its cosmetics available through independent sales representatives, at JCPenney stores, and on its website, provided: a. bimodal positioning. b. off peak pricing. c. access to new customers. d. dual targeting. e. indirect placement. Answer: c Page: 399-400 Rationale: Avon’s marketing research indicated that 59 percent of women who don’t buy Avon products would if they were more accessible. JCPenney stores and online shopping provide access to new customers. 865
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15-4 CHAPTER OPENING EXAMPLE CONCEPTUAL Which of the following factors had the greatest impact on Avon's channel choice? a. environmental factors b. supplier factors c. product factors d. competitor factors e. consumer factors Answer: e Page: 399-400 Rationale: Avon's research showed that 59 percent of women who don't buy Avon products would if they were more accessible. Thus, Avon expanded its channels. 15-5 MARKETING CHANNEL DEFINITION Individuals and firms involved in the process of making a good or service available for use or consumption by consumers or industrial users are considered members of a: a. distribution line. b. marketing channel. c. consortium. d. cartel. e. distribution mix. Answer: b Page: 400 Other Locations: SG Rationale: Key term definition—marketing channel 15-6 MARKETING CHANNEL APPLICATION Rob stops at the supermarket to purchase a package of Oreos and other groceries. He is the ultimate consumer in a pipeline from the producer through intermediaries including the grocery store. This pipeline is actually a: a. consumer market. b. marketing intermediary. c. marketing channel. d. transactional function.
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This note was uploaded on 03/11/2012 for the course MKTG 351 taught by Professor Benedicktus during the Fall '08 term at CSU Fullerton.

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Chap015 - CHAPTER 15 MANAGING MARKETING CHANNELS AND...

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