Ch15 designing and managing integrated marketing channels ramchandani

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Ch15 designing and managing integrated marketing channels ramchandani

  1. 1. TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Divya Hassaram Ramchandani September 15, 2011 www.diram28.blogspot.com
  2. 2. 1. When you want to sell your house, you usually opt to get a broker to assist you – one who “searches for customers and negotiates on the owners behalf but does not take title to the goods”. What type of intermediary do they fall under?A. MerchantsB. FacilitatorsC. AgentsD. RetailersE. None of the Above www.diram28.blogspot.com 2
  3. 3. The Intermediaries: The Merchant, The Agent and The FacilitatorMERCHANT Buys, takes title and Resells Negotiates Purchase or Sales AGENT Does not take title Assists in distribution FACILITATORS Does not take title or negotiate purchase or sales www.diram28.blogspot.com 3
  4. 4. 1. When you want to sell your house, you usually opt to get a broker to assist you – one who “searches for customers and negotiates on the owners behalf but does not take title to the goods”. What type of intermediary do they fall under?A. MerchantsB. FacilitatorsC. AgentsD. RetailersE. None of the Above www.diram28.blogspot.com 4
  5. 5. 2. You are the Marketing Manager of Gucci, which promotion strategy would hold the greatest opportunity for additional sales? (Clue: Gucci has high brand loyalty and high involvement in the category)A. Pull StrategyB. Push StrategyC. Branding StrategyD. Hybrid StrategyE. Price Strategy www.diram28.blogspot.com 5
  6. 6. Pull Strategy: “I know what I want before I enter a store.” The use of advertising and promotions to persuade consumers to demand a product. High QualityPull Strategy Products www.diram28.blogspot.com
  7. 7. 2. You are the Marketing Manager of Gucci, which promotion strategy would hold the greatest opportunity for additional sales? (Clue: Gucci has high brand loyalty and high involvement in the category)A. Pull StrategyB. Push StrategyC. Branding StrategyD. Hybrid StrategyE. Price Strategy www.diram28.blogspot.com 7
  8. 8. 3. In many markets, buyers fall into one out of four categories. Which of the following is NOT a category of buyers?A. Habitual ShoppersB. Low-value deal seekersC. Variety-loving shoppersD. High-involvement shoppersE. All of the above are categories of buyers www.diram28.blogspot.com 8
  9. 9. Habitual Shopper:The LV-only Shopper – “It’s either LV or nothing at all” Purchases from the same places in the same manner over time www.diram28.blogspot.com
  10. 10. High-Valued Deal Seekers:Ms. Kuripot – “Baka mas mura sa iba” Knows their needs and “channel surf” a great deal before buying at the lowest possible price. www.diram28.blogspot.com
  11. 11. High Involvement Shoppers:Ms. Plastic – “Makabili nga ng relo sa Divisoria atipapaayos ko sa Greenbelt.” Information in all channels, makes their purchase in a low-cost channel but takes advantage of customer support from high-touch channel. www.diram28.blogspot.com
  12. 12. Variety Loving Shoppers: Ms. Window Shopper – “Baka mas maganda nag damit sa People are People – ay hindi! Sa Forever 21 pa din ako bibili!”Takes advantage of high-touchservices and then buys in theirfavorite channel – regardless ofthe price. www.diram28.blogspot.com
  13. 13. 3. In many markets, buyers fall into one out of four categories. Which of the following is NOT a category of buyers?A. Habitual ShoppersB. Low-value deal seekersC. Variety-loving shoppersD. High-involvement shoppersE. All of the above are categories of buyers www.diram28.blogspot.com 13
  14. 14. 4. All of the following are part of the Forward Flow of activity from the company to the customer EXCEPT:A. OrderingB. Placing a billboard in EdsaC. Exchange of title of the goodsD. Physical Delivery of GoodsE. Conducting a Sales Promotion www.diram28.blogspot.com 14
  15. 15. Forward Flow:Activity Stems from the Company to the Consumer www.diram28.blogspot.com
  16. 16. Backward Flow:Activity Stems from the Consumer to the Company www.diram28.blogspot.com
  17. 17. 4. All of the following are part of the Forward Flow of activity from the company to the customer EXCEPT:A. OrderingB. Placing a billboard in EdsaC. Exchange of title of the goodsD. Physical Delivery of GoodsE. Conducting a Sales Promotion www.diram28.blogspot.com 17
  18. 18. 5. __________ involves the manufacturer using its salesforce and trade promotion money to includeintermediaries to carry, promote, and sell the productto the end users.A. Pull StrategyB. Push StrategyC. Branding StrategyD. Hybrid StrategyE. Price Strategy www.diram28.blogspot.com 18
  19. 19. Push Strategy: “I will select which brand to buy when I’m in the store” The use of sales forces and trade promotional activities to push intermediaries to carry a company’s products.Push Strategy Low Quality Products www.diram28.blogspot.com
  20. 20. 5. __________ involves the manufacturer using its salesforce and trade promotion money to includeintermediaries to carry, promote, and sell the productto the end users.A. Pull StrategyB. Push StrategyC. Branding StrategyD. Hybrid StrategyE. Price Strategy www.diram28.blogspot.com 20
  21. 21. 6. _______________ relies on more than a few but less than all of the intermediaries willing to carry a particular product.A. Exclusive distributionB. Selective distributionC. Intensive distributionD. Blanket DistributionE. Hybrid Distribution www.diram28.blogspot.com 21
  22. 22. Selective Distributorship:“More than a few, but less than all can carry myproduct.” Goldilocks Square-shaped polvoron: Available in Limited Convenient stores only. www.diram28.blogspot.com
  23. 23. 6. _______________ relies on more than a few but less than all of the intermediaries willing to carry a particular product.A. Exclusive distributionB. Selective distributionC. Intensive distributionD. Blanket DistributionE. Hybrid Distribution www.diram28.blogspot.com 23
  24. 24. 7. Coca-Cola, Marty’s Crackers, Pepsi – these manufacturers place their goods in as many outlets as possible. This type of distribution is called a/an _________.A. Exclusive distributionB. Selective distributionC. Intensive distributionD. Blanket DistributionE. Hybrid Distribution www.diram28.blogspot.com 24
  25. 25. Intensive Distributorship:“It can be sold anywhere – and bought almosteverywhere” www.diram28.blogspot.com
  26. 26. 7. Coca-Cola, Marty’s Crackers, Pepsi – these manufacturers place their goods in as many outlets as possible. This type of distribution is called a/an _________.A. Exclusive distributionB. Selective distributionC. Intensive distributionD. Blanket DistributionE. Hybrid Distribution www.diram28.blogspot.com 26
  27. 27. 8. Home Depot and IBM are examples of a/an ____________ Vertical Marketing System because they exert a “strong influence” on the manufacturers who supply the products that they sell.A. AdministeredB. CorporateC. HybridD. ContractualE. Intensive www.diram28.blogspot.com 27
  28. 28. Administered VMS:“My company has a strong influence of whatyou should produce and when.” www.diram28.blogspot.com 28
  29. 29. 8. Home Depot and IBM are examples of a/an ____________ Vertical Marketing System because they exert a “strong influence” on the manufacturers who supply the products that they sell.A. AdministeredB. CorporateC. HybridD. ContractualE. Intensive www.diram28.blogspot.com 29
  30. 30. 9. _______________ arises when the manufacturer has established two or more channels that sell to the same market.A. Horizontal Channel ConflictB. Vertical Channel ConflictC. Multichannel ConflictD. Parallel Channel ConflictE. Circular Channel Conflict www.diram28.blogspot.com 30
  31. 31. Multichannel Conflict:Two or more sellers (channels) in the same market. between competition and cannibalism. www.diram28.blogspot.com
  32. 32. 9. _______________ arises when the manufacturer has established two or more channels that sell to the same market.A. Horizontal Channel ConflictB. Vertical Channel ConflictC. Multichannel ConflictD. Parallel Channel ConflictE. Circular Channel Conflict www.diram28.blogspot.com 32
  33. 33. 10. Ebay – a company that launched its website without previous existence as a firm is an example of a _______________.A. Brick-and-Click CompanyB. Pure-Click CompanyC. Dot-Com CompanyD. Buy-by-click CompanyE. Click-and-go Company www.diram28.blogspot.com 33
  34. 34. Pure-click Company:Sell products online. No physical firm required. www.diram28.blogspot.com 34
  35. 35. 10. Ebay – a company that launched its website without previous existence as a firm is an example of a _______________.A. Brick-and-Click CompanyB. Pure-Click CompanyC. Dot-Com CompanyD. Buy-by-click CompanyE. Click-and-go Company www.diram28.blogspot.com 35
  36. 36. TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Divya Hassaram Ramchandani September 15, 2011 www.diram28.blogspot.com

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