Ch15 designing and managing integrated marketing channels ramchandani

TOP 10 Learning Questions for

Chapter 15: Designing and
Managing Integrated Marketing
Channels

Divya Hassaram Ramchandani
September 15, 2011

www.diram28.blogspot.com

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. Merchants
B. Facilitators
C. Agents
D. Retailers
E. None of the Above

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The Intermediaries:
The Merchant, The Agent and The Facilitator

MERCHANT 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


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. Merchants
B. Facilitators
C. Agents
D. Retailers
E. None of the Above


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 Strategy
B. Push Strategy
C. Branding Strategy
D. Hybrid Strategy
E. Price Strategy


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 Quality
Pull Strategy Products


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 Strategy
B. Push Strategy
D. Hybrid Strategy
E. Price Strategy


3. In many markets, buyers fall into one out of four
categories. Which of the following is NOT a category of
buyers?

A. Habitual Shoppers
B. Low-value deal seekers
C. Variety-loving shoppers
D. High-involvement shoppers
E. All of the above are categories of buyers


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


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.


High Involvement Shoppers:
Ms. Plastic – “Makabili nga ng relo sa Divisoria at
ipapaayos 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.

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-touch
services and then buys in their
favorite channel – regardless of
the price.

3. In many markets, buyers fall into one out of four
categories. Which of the following is NOT a category of
buyers?

A. Habitual Shoppers
B. Low-value deal seekers
C. Variety-loving shoppers
D. High-involvement shoppers
E. All of the above are categories of buyers


4. All of the following are part of the Forward Flow of
activity from the company to the customer EXCEPT:

A. Ordering
B. Placing a billboard in Edsa
C. Exchange of title of the goods
D. Physical Delivery of Goods
E. Conducting a Sales Promotion


Forward Flow:
Activity Stems from the Company to the Consumer


Backward Flow:
Activity Stems from the Consumer to the Company


4. All of the following are part of the Forward Flow of
activity from the company to the customer EXCEPT:

A. Ordering
B. Placing a billboard in Edsa
C. Exchange of title of the goods
D. Physical Delivery of Goods
E. Conducting a Sales Promotion


5. __________ involves the manufacturer using its sales
force and trade promotion money to include
intermediaries to carry, promote, and sell the product
to the end users.

A. Pull Strategy
B. Push Strategy
D. Hybrid Strategy
E. Price Strategy


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


5. __________ involves the manufacturer using its sales
force and trade promotion money to include
intermediaries to carry, promote, and sell the product
to the end users.

A. Pull Strategy
B. Push Strategy
D. Hybrid Strategy
E. Price Strategy


6. _______________ relies on more than a few but less
than all of the intermediaries willing to carry a
particular product.

A. Exclusive distribution
B. Selective distribution
C. Intensive distribution
D. Blanket Distribution
E. Hybrid Distribution


Selective Distributorship:
“More than a few, but less than all can carry my
product.”

Goldilocks Square-shaped polvoron:
Available in Limited Convenient stores only.


6. _______________ relies on more than a few but less
than all of the intermediaries willing to carry a
particular product.



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 _________.



Intensive Distributorship:
“It can be sold anywhere – and bought almost
everywhere”


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 _________.



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. Administered
B. Corporate
C. Hybrid
D. Contractual
E. Intensive


Administered VMS:
“My company has a strong influence of what
you should produce and when.”


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. Administered
B. Corporate
C. Hybrid
D. Contractual
E. Intensive


9. _______________ arises when the manufacturer has
established two or more channels that sell to the same
market.

A. Horizontal Channel Conflict
B. Vertical Channel Conflict
C. Multichannel Conflict
D. Parallel Channel Conflict
E. Circular Channel Conflict


Multichannel Conflict:
Two or more sellers (channels) in the same market.

between competition and cannibalism.


9. _______________ arises when the manufacturer has
established two or more channels that sell to the same
market.

A. Horizontal Channel Conflict
B. Vertical Channel Conflict
C. Multichannel Conflict
D. Parallel Channel Conflict
E. Circular Channel Conflict


10. Ebay – a company that launched its website
without previous existence as a firm is an example of a
_______________.

A. Brick-and-Click Company
B. Pure-Click Company
C. Dot-Com Company
D. Buy-by-click Company
E. Click-and-go Company


Pure-click Company:
Sell products online. No physical firm required.


10. Ebay – a company that launched its website
without previous existence as a firm is an example of a
_______________.

A. Brick-and-Click Company
B. Pure-Click Company
C. Dot-Com Company
D. Buy-by-click Company
E. Click-and-go Company


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