Designing and Managing Value Networks and Channels习题及答案详解参考.doc

Chapter 15: Designing and Managing Value Networks and Channels GENERAL CONCEPT QUESTIONS Multiple Choice 1. Intermediaries who buy, take title to, and resell the merchandise are called ________. a. retailers b. facilitators c. marketers d. agents e. merchants Answer: e Page: 468 Level of difficulty: Easy 2. Companies that search for customers and may negotiate on the producer’s behalf but do not take title to the goods are called ________. a. marketers b. merchants c. facilitators d. agents e. none of the above Answer: d Page: 468 Level of difficulty: Easy 3. Transportation companies, independent warehouses, banks, and advertising agencies assisting in the distribution process but neither take title to goods nor negotiate purchases or sales are called ________. a. marketers b. facilitators c. agents d. merchants e. none of the store Answer: b Page: 468 Level of difficulty: Easy 4. One of the chief roles of marketing channels is to convert potential buyers into profitable ________. a. sales b. marketers c. customers d. orders e. consumers Answer: d Page: 468 Level of difficulty: Medium 5. A marketing channel system is the particular set of ________ employed by a firm. Decisions about the marketing channel system are among the most critical facing a firm. a. marketing channels b. distribution/warehouse channels c. finance channels d. management channels e. advertising channels Answer: a Page 468 Level of difficulty: Easy 6. A ________ strategy involves the manufacturer using its sales force and trade promotion money to induce intermediaries to carry, promote, and sell the product to end users. a. push b. pull c. promote d. provide e. none of the above Answer: a Page 468 Level of difficulty: Hard 7. A ________ strategy involves the manufacturer using advertising and promotion to persuade consumers to ask intermediaries for the product, thus i