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Test Bank for Chapter 12 Marketing Channels: Delivering Customer Value[Principles of Marketing, 17e, Global Edition (Kotler/Armstrong]£8.12
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Principles of Marketing, 17e, Global Edition (Kotler/Armstrong)
Chapter 12 Marketing Channels: Delivering Customer Value
1) Producing a product or service and making it available to buyers requires building
relationships not only with customers but also with key suppliers and resellers in the company's
________.
A) upstream partnerships
B) marketing channels
C) inventory providers
D) supply chain
E) downstream partnerships
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Easy
2) The sets of firms that supply companies with the raw materials, components, parts,
information, finances, and expertise needed to create products or services are known as
________.
A) retailers
B) upstream partners
C) distributors
D) downstream partners
E) distribution channels
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Easy
3) Which of the following terms refers to the wholesalers and retailers that form a vital link
between the firm and its customers?
A) factory-supply networks
B) downstream partners
C) resource banks
D) upstream partners
E) supply channels
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Easy
4) The term supply chain is considered limited because it ________.
A) ignores the make-and-sell aspect of the market
B) suggests that planning begins with raw materials and factory capacity
C) takes a step-by-step, linear view of purchase-production-consumption activities
D) takes a sense-and-respond view of the market
E) suggests that planning starts with identifying the needs of target customers
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Moderate
5) The term demand chain is considered limited because it ________.
A) advocates a make-and-sell view of the market that relies on a responsive supply network
B) suggests that planning starts with raw materials, productive inputs, and factory capacity
C) takes a step-by-step, linear view of purchase-production-consumption activities
D) ignores the evolution of the global marketplace
E) overlooks the needs of target customers
Answer: C
AACSB: Application of knowledge
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Moderate
6) A view of the market that specifies that planning starts by identifying the needs of target
customers, to which the company responds by organizing a chain of resources and activities
with the goal of creating customer value is a(n) ________ view.
A) make-and-sell
B) identify-and-target
C) purchase-produce-and-consume
D) market-and-profit
E) sense-and-respond
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Moderate
7) A ________ is made up of the company, suppliers, distributors, and customers who partner
to improve the performance of the entire system.
A) value delivery network
B) horizontal channel
C) consumer base
D) product delivery network
E) product line
Answer: A
AACSB: Analytical thinking
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Easy
8) ________ play an important role in matching supply and demand by providing consumers
with a broad assortment of products in small quantities.
A) Virtual banks
B) Intermediaries
C) Price consultants
D) Uniform-delivery networks
E) Upstream partners
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Challenging
9) Which of the following questions is NOT of major concern regarding marketing channels?
A) What role do physical distribution and supply chain management plan in attracting and
satisfying customers?
B) What impact do marketing channels have on the profitability of the firm and its partners?
C) How do channel firms interact and organize to do the work of the channel?
D) What problems do companies face in designing and managing their channels?
E) What is the nature of marketing channels, and why are they important?
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Moderate
10) A ________ is a set of interdependent organizations that help make a product or service
available for use or consumption by the consumer or business user.
A) product line
B) product delivery network
C) marketing channel
D) consumer base
E) resource bank
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Easy
11) Which of the following is most likely true of marketing channel decisions?
A) They often involve long-term commitments to other firms.
B) They have minimal influence on the prices of products offered to customers.
C) They increase the amount of time a company spends connecting with customers.
D) They increase the amount of effort a company puts in to distribute goods.
E) They are easily altered, replaced, or discarded.
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Easy
12) Distribution channel decisions frequently require long-term commitments between firms. A
primary reason is that ________.
A) advertising is not easy to change
B) old products are difficult to discard and new products are difficult to introduce
C) when they set up distribution through franchisees, independent dealers, or large retailers,
they cannot readily replace these channels with company-owned stores or Internet sites if
conditions change
D) changing the manufacturing requirements is expensive and takes significant time
E) management does not want to be constantly changing the method of selling and distributing
its products
Answer: C
AACSB: Application of knowledge
Skill: Concept
Objective: LO 12.1: Explain why companies use marketing channels and discuss the functions
these channels perform.
Difficulty: Challenging
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