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  • 1. TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. April 15,2011 http://annalimedina.blogspot.com
  • 2. 1. Which is considered to be a “push” strategy? <ul><li>A. Happee toothpaste brand doing a “trade in/swap” of your old toothpaste for its new line extension of a mouth wash </li></ul><ul><li>B. Product sampling of Clinique Happy Perfume </li></ul><ul><li>at Rustans Department Store </li></ul><ul><li>C. Globe Telecom advertising its new “Super SIM” </li></ul>http://annalimedina.blogspot.com
  • 3. 1. Which is considered to be a “push” strategy? <ul><li>A. Happee toothpaste brand doing a “trade in/swap” of your old toothpaste for its new line extension of a mouth wash </li></ul><ul><li>B. Product sampling of Clinique Happy Perfume </li></ul><ul><li>at Rustans Department Store </li></ul><ul><li>C. Globe Telecom advertising its new “Super SIM” </li></ul>http://annalimedina.blogspot.com Answer
  • 4. 2. What is considered to be a “high-value deal seeker?” <ul><li>A. People that gather information from many channels, but still buy from their favorite channels regardless of price </li></ul><ul><li>B. People that gather information from all possible channels but will purchase from a low-cost channel while taking advantage of support from a high-touch channel </li></ul><ul><li>C. People who “channel surf” before closing in to buying at the lowest possible price </li></ul>http://annalimedina.blogspot.com
  • 5. 2. What is considered to be a “high-value deal seeker?” <ul><li>A. People that gather information from many channels, but still buy from their favorite channels regardless of price </li></ul><ul><li>B. People that gather information from all possible channels but will purchase from a low-cost channel while taking advantage of support from a high-touch channel </li></ul><ul><li>C. People who “channel surf” before closing in to buying at the lowest possible price </li></ul>http://annalimedina.blogspot.com Answer
  • 6. 3. Identify the one phrase which does not pertain to channel member functions <ul><li>Gathering of Information </li></ul><ul><li>Develop and disseminate persuasive communication </li></ul><ul><li>Reach agreements on price and terms </li></ul><ul><li>Budgeting and Planning </li></ul><ul><li>Assume risks </li></ul><ul><li>Provide for storage </li></ul><ul><li>Provide for buyers payment of bills </li></ul><ul><li>Oversee actual transfer of ownership </li></ul>http://annalimedina.blogspot.com
  • 7. 3. Identify the one phrase which does not pertain to channel member functions <ul><li>Gathering of Information </li></ul><ul><li>Develop and disseminate persuasive communication </li></ul><ul><li>Reach agreements on price and terms </li></ul><ul><li>Budgeting and Planning </li></ul><ul><li>Assume risks </li></ul><ul><li>Provide for storage </li></ul><ul><li>Provide for buyers payment of bills </li></ul><ul><li>Oversee actual transfer of ownership </li></ul>http://annalimedina.blogspot.com Answer
  • 8. 4. Identify the one phrase which is not an example of a zero-level channel <ul><li>Direct Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Internet Marketing </li></ul><ul><li>Internet Selling </li></ul><ul><li>Re-selling of goods </li></ul><ul><li>Re-selling to smaller retail outlets </li></ul>http://annalimedina.blogspot.com
  • 9. 4. Identify the one phrase which is not an example of a zero-level channel <ul><li>Direct Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Internet Marketing </li></ul><ul><li>Internet Selling </li></ul><ul><li>Re-selling of goods </li></ul><ul><li>Re-selling to smaller retail outlets </li></ul>http://annalimedina.blogspot.com Answer
  • 10. 5. Marketing channels must not just ______ markets, but must also ________ markets <ul><li>Provide, Create </li></ul><ul><li>Serve, Make </li></ul><ul><li>Create, Build </li></ul><ul><li>Supply , Formulate </li></ul>http://annalimedina.blogspot.com
  • 11. 5. Marketing channels must not just ______ markets, but must also ________ markets <ul><li>Provide, Create </li></ul><ul><li>Serve, Make </li></ul><ul><li>Create, Build </li></ul><ul><li>Supply , Formulate </li></ul>http://annalimedina.blogspot.com Answer
  • 12. 6. Three most important trends of a market are _____, _________, and _______ <ul><li>vertical marketing systems, horizontal marketing systems and multichannel marketing systems </li></ul><ul><li>types of intermediaries, the number of its intermediaries, its terms and responsibilities </li></ul><ul><li>vertical marketing systems, horizontal marketing systems, multichannel systems </li></ul>http://annalimedina.blogspot.com
  • 13. 6. Three most important trends of a market are _____, _________, and _______ <ul><li>vertical marketing systems, horizontal marketing systems and multichannel marketing systems </li></ul><ul><li>types of intermediaries, the number of its intermediaries, its terms and responsibilities </li></ul><ul><li>vertical marketing systems, horizontal marketing systems, multichannel systems </li></ul>http://annalimedina.blogspot.com Answer
  • 14. 7. Which statement about the marketing channel is most true? <ul><li>Marketing channel decisions is critical to a product/ service / company’s success </li></ul><ul><li>A company’s chosen channel profoundly affects all other marketing decisions </li></ul><ul><li>Marketing channels are characterized by continuous and sometimes dramatic change. Three of its most important trends are the growth of vertical marketing systems, horizontal marketing systems and multichannel marketing systems </li></ul>http://annalimedina.blogspot.com
  • 15. 7. Which statement about the marketing channel is most true? <ul><li>Marketing channel decisions is critical to a product/ service / company’s success </li></ul><ul><li>A company’s chosen channel profoundly affects all other marketing decisions </li></ul><ul><li>Marketing channels are characterized by continuous and sometimes dramatic change. Three of its most important trends are the growth of vertical marketing systems, horizontal marketing systems and multichannel marketing systems </li></ul>http://annalimedina.blogspot.com Answer
  • 16. 8. Which statement about evaluating channel members is false? <ul><li>It is common practice that producers must periodically evaluate intermediaries’ performance against standards such as; sales quota attainment, average inventory levels, customer delivery time, treatment of damaged and lost goods, and cooperation in promotional and training programs </li></ul><ul><li>Underperformers need to be counseled, retrained, motivated or terminated </li></ul><ul><li>A producer must periodically modify its channel design to help intermediaries meet their performance standards </li></ul><ul><li>No marketing channel will remain effective over the whole product life cycle </li></ul>http://annalimedina.blogspot.com
  • 17. 8. Which statement about evaluating channel members is false? <ul><li>It is common practice that producers must periodically evaluate intermediaries’ performance against standards such as; sales quota attainment, average inventory levels, customer delivery time, treatment of damaged and lost goods, and cooperation in promotional and training programs </li></ul><ul><li>Underperformers need to be counseled, retrained, motivated or terminated </li></ul><ul><li>A producer must periodically modify its channel design to help intermediaries meet their performance standards </li></ul><ul><li>No marketing channel will remain effective over the whole product life cycle </li></ul>http://annalimedina.blogspot.com Answer
  • 18. 9. The following are all examples of vertical marketing systems/ practices except: <ul><li>Multichannel VMS </li></ul><ul><li>Corporate VMS </li></ul><ul><li>Administered VMS </li></ul><ul><li>Contractual VMS </li></ul>http://annalimedina.blogspot.com
  • 19. 9. The following are all examples of vertical marketing systems/ practices except: <ul><li>Multichannel VMS </li></ul><ul><li>Corporate VMS </li></ul><ul><li>Administered VMS </li></ul><ul><li>Contractual VMS </li></ul>http://annalimedina.blogspot.com Answer
  • 20. 10. All are alternatives to identifying a channel except: <ul><li>Type of intermediaries </li></ul><ul><li>Number of intermediaries </li></ul><ul><li>Terms & Responsibilities </li></ul><ul><li>Intermediaries dependence on the manufacturer </li></ul>http://annalimedina.blogspot.com
  • 21. 10. All are alternatives to identifying a channel except: <ul><li>Type of intermediaries </li></ul><ul><li>Number of intermediaries </li></ul><ul><li>Terms & Responsibilities </li></ul><ul><li>Intermediaries dependence on the manufacturer </li></ul>http://annalimedina.blogspot.com Answer
  • 22. TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. April 15,2011 http://annalimedina.blogspot.com

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