Exam (elaborations)
Marketing Channel Strategy Exam -1 Exam( elaboration) Questions & answers
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Marketing Channel Strategy Exam -1 Exam( elaboration) Questions & answers
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MarketingChannel
Strategy
Exam
#1
Brand
equity
derived
from
the
channel
partner's
activities
capabilities
-
ANS-Value
associated
with
manufacturer's
brand
name
bulk
breaking
-
ANS--
End-user's
ability
to
buy
a
desired
(possibly
small)
number
of
units
-
Small
lots
reduce
the
need
for
end-users
to
carry
unnecessary
inventory
-
Greater
bulk
breaking
=
higher
service
output
level
of
the
channel,
greater
willingness
to
pay
a
higher
per
unit
price
-
Examples:
dollar
stores,
travel
sizes
vs.
home
use
capabilities
-
ANS-1.
idiosyncratic
knowledge
2.
relationships
3.
brand
equity
derived
from
the
channel
partner's
activities
4.
customized
physical
features
5.
dedicated
capacity
6.
site
specificity
customer
service
-
ANS--
All
aspects
of
easing
the
shopping,
purchase,
or
follow-up
processes
-
Excellent
customer
service
can
translate
directly
into
sales
and
profit
-
Also
results
in
lower
customer
turnover
-
Example:
Nordstrom
Dog
groomers
employed
by
Groomer-to-Go,
a
mobile
pet
grooming
salon,
drive
to
the
homes
of
customers
to
bathe
and
groom
dogs
inside
the
Groomer-to-Go
van.
The
owner
of
Groomer-to-Go
has
most
likely
decided
to
meet
customer
demands
for
________.
-
ANS-spatial
convenience
downstream
-
ANS-A
manufacturer
integrates
the
distribution
and
selling
functions
economies
of
scale
-
ANS-pooling
demands
from
several
manufacturers
to
provide
marketing
channel
functions
end-users
-
ANS-business
customers
and
consumers
environmental
uncertainty
-
ANS--
An
uncertain
environment
is
difficult
to
forecast,
whether
because
it
is
very
dynamic
(fast
changing)
or
very
complex
-
Volatile
environments
pose
special
challenges,
which
manufactures
might
integrate
forward
to
meet
facilitating
agencies
-
ANS--
Financing
function
(insurance,
finance,
credit
card)
-
Promotion
(advertising
agency) -
Physical
possession
(logistics
and
shipping)
-
Ordering
or
payment
(IT)
heavier
marketing
coverage
-
ANS-an
external
third
party
can
call
on
many,
smaller
customers
more
frequently
how
do
you
audit
existing
marketing
channels?
-
ANS--
Identify
target
segments
of
end-users
-
Evaluate
channel
member's
ability
to
provide
service
outputs
efficiently
-
Identify
what
channel
functions
get
performed
by
each
channel
member
•
By
whom,
at
what
levels,
and
at
what
cost
How
do
you
evaluate
a
channel
using
gap
analysis?
-
ANS--
Identify
service
gaps
associated
with
targeted
end-user
segment
-
Identifies
cost
gaps,
the
bounds
that
give
rise
to
them,
and
potential
actions
to
close
them
-
Channel
structure
may
approach
a
zero-gap
design,
without
being
fully
zero-based
How
do
you
segment
end-users
by
service
outputs?
-
ANS--
Generate
a
comprehensive
list
of
all
the
potential
service
outputs
desired
by
each
end-user
-
Using
this
list
of
possible
service
outputs,
segmentation
produces
groups
of
buys
who
are
similar
-
Name
each
segment
to
capture
its
identifying
characteristics
idiosyncratic
knowledge
capabilities
-
ANS-Can
not
be
readily
redeployed
to
another
principal
independence
from
any
single
manufacturer
-
ANS-diversified
outside
providers
can
provide
impartial
advice
information
sharing
-
ANS--
Education
provided
about
product
attributes
or
usage
capabilities,
as
well
as
pre-
and
post-purchase
services
-
Example:
Home
Depot
offers
do-it-yourself
classes
Institutions
Performing
Channel
Functions
-
ANS-If
we
are
completely
vertically
integrated,
what
does
that
look
like
for
a
wholesaler?
intangible
capabilities
-
ANS--
Brand
equity:
value
associated
with
manufacturer's
brand
name
-
Idiosyncratic
knowledge:
can
not
be
readily
redeployed
to
another
principal
-
Relationships:
connections
between
distributor
personnel
and
the
personnel
of
the
manufacturer's
customers
intermediaries
-
ANS-Any
channel
member
other
than
manufacturer
or
end-user
manufacturers
-
ANS--
Upstream
channel
members
-
Producer
or
originator
of
the
good
or
service
being
sold
•
Branded
manufacturing
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