Marketing Final Exam

Marketing channels use unauthorized channel

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Unformatted text preview: ve similarities to the United States. PTS: 1 REF: 213 OBJ: 13-7 TOP: AACSB Reflective Thinking KEY: CB&E Model Distribution | CB&E Model International Perspective MSC: BLOOMS Comprehension 23. Gray marketing channels assist brand name manufacturers in marketing their products more efficiently. ANS: F “Gray” marketing channels use unauthorized channel intermediaries. PTS: 1 REF: 213 OBJ: 13-7 TOP: AACSB Reflective Thinking KEY: CB&E Model Distribution | CB&E Model International Perspective MSC: BLOOMS Knowledge 24. Unlike marketers of physical products, marketers of services do not have to address the question of logistics since services do not require a distribution strategy. ANS: F Logistics activities of services are difficult to visualize. Nevertheless, the same strategies used to manage inventory can also be used to manage service inventory, for instance, hospital beds, bank accounts, or airline seats. PTS: 1 REF: 214 Thinking KEY: CB&E Model Distribution OBJ: 13-8 TOP: AACSB Reflective MSC: BLOOMS Comprehension 25. When discussing the distribution of services, you will often hear channel members discussing the need to minimize wait times. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 214 OBJ: 13-8 KEY: CB&E Model Distribution 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: 201 Thinking KEY: CB&E Model Distribution OBJ: 13-1 TOP: AACSB Reflective MSC: BLOOMS Knowledge 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 mystique. 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: 201 Thinking KEY: CB&E Model Distribution OBJ: 13-1 TOP: AACSB Reflective MSC: BLOOMS Application 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 recommendations 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...
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