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ch. 16 marketing Questions & 100% Verified Correct Answers with complete solutions (Latest update
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ch. 16 marketing Questions & 100% Verified Correct Answers with complete solutions (Latest update
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ch. 16 marketing1) choosing retail partners
-consider target market
-size & sophistication of retailer: the smaller the retailer, the more supply chain functions the
manufacturer will have to perform.
-product availability & image:
2) identify types of retailers
3) developing a retail strategy
-implement the 4 p's
4) managing a multichannel strategy - ANS-4 factors manufacturers should consider as they
develop their strategy for working with retailers
Identifying types of wholesalers - ANS-which of the following is NOT one of the four factors to
consider as manufacturers develop their strategy for working with retailers?
omnichannel - ANS-retailers that sell products in stores, catalogs, and on the internet are using
a(n) ____ strategy.
4 Ps - ANS-manufacturers and retailers develop their strategy by implementing the ______.
target customers - ANS-manufacturers strongly consider where their ______ expect to find the
products, because those are exactly the stores in which they want to place their products
number of advertising outlets - ANS-when choosing retail partners, manufacturers look at all of
the following except _______
its customers would not expect to shop at those stores for high-end cosmetics like Estée Lauder
- ANS-Estée Lauder would not choose to sell to CVS or Dollar General because
larger, more - ANS-Generally, the _____ and _____ sophisticated the channel member, the less
likely that it will use supply chain intermediaries.
greater efficiency - ANS-Which of the following is a likely result of companies being able to
perform several of the channel functions themselves?
distribution intensity - ANS-Firms decide the appropriate level of _______, which is the number
of channel members to use at each level of the marketing channel.
the larger and more sophisticated the channel member, the less likely that it will use supply
chain intermediaries - ANS-Channel Member Characteristics
, the number of channel members to use at each level of the marketing channel. divided into 3
levels: intensive, exclusive, and selective - ANS-distribution intensity
-degree of vertical integration
-manufacturers brand
-power of manufacturer and retailer - ANS-Channel Structure
-Intensive -- place product in as many outlets as possible (Pepsi)
-Exclusive -- only select retailers can sell a manufacturer's brand
-Selective -- between intensive & exclusive. Uses a few select retailers in a region - ANS-3
levels of distribution intensity
intensive - ANS-most consumer, packaged goods, companies, such as Pepsi, Procter &
Gamble, kraft, and other nationally branded products found in grocery and discount stores are
examples of which level of distribution intensity?
exclusive - ANS-Some cosmetics firms limit distribution to a single select, high-end retailer in
each region. This is an example of _______ distribution.
selective - ANS-the _____ distribution strategy relies on placing products with a few selected
retail customers in a geographic territory.
exclusive - ANS-when supply is limited or a firm is just starting out, providing a(n) _____ territory
to a retail chain helps ensure enough inventory will be available to provide the buying public an
adequate selection.
intensive - ANS-the idea behind a(n) _____ distribution strategy is that the more exposure a
product gets, the more sales it will generate.
food:
-supermarket
-Supercenter
-Convenience
-Warehouse club
general merchandise:
-Full-line discount
-Category specialist
-drug
-Specialty
-Department
-off-price
-Extreme value
service:
-auto rental
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