designing and managing value networks and channels习题及答案详解

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1、Chapter15:DesigningandManagingValueNetworksandChannelsChapter15:DesigningandManagingValueNetworksandChannelsGENERALCONCEPTQUESTIONSMultipleChoice1.Intermediarieswhobuy,taketitleto,andresellthemerchandisearecalled________.a.retailersb.facilitatorsc.marketersd.agentse.merchant

2、sAnswer:ePage:468Levelofdifficulty:Easy2.Companiesthatsearchforcustomersandmaynegotiateontheproducer’sbehalfbutdonottaketitletothegoodsarecalled________.a.marketersb.merchantsc.facilitatorsd.agentse.noneoftheaboveAnswer:dPage:468Levelofdifficulty:Easy3.Transportationcompanie

3、s,independentwarehouses,banks,andadvertisingagenciesassistinginthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsalesarecalled________.a.marketersb.facilitatorsc.agentsd.merchantse.noneofthestoreAnswer:bPage:468Levelofdifficulty:Easy4.Oneofthechiefroles

4、ofmarketingchannelsistoconvertpotentialbuyersintoprofitable________.a.salesb.marketersc.customersd.orderse.consumersAnswer:dPage:468Levelofdifficulty:Medium473Chapter15:DesigningandManagingValueNetworksandChannels5.Amarketingchannelsystemistheparticularsetof________employedb

5、yafirm.Decisionsaboutthemarketingchannelsystemareamongthemostcriticalfacingafirm.a.marketingchannelsb.distribution/warehousechannelsc.financechannelsd.managementchannelse.advertisingchannelsAnswer:aPage468Levelofdifficulty:Easy6.A________strategyinvolvesthemanufacturerusingi

6、tssalesforceandtradepromotionmoneytoinduceintermediariestocarry,promote,andselltheproducttoendusers.a.pushb.pullc.promoted.providee.noneoftheaboveAnswer:aPage468Levelofdifficulty:Hard7.A________strategyinvolvesthemanufacturerusingadvertisingandpromotiontopersuadeconsumerstoa

7、skintermediariesfortheproduct,thusinducingtheintermediariestoorderit.a.pushb.pullc.promoted.providee.noneoftheaboveAnswer:bPage:468Levelofdifficulty:Hard8.Todaycustomersexpectchannelintegrationtoworksmoothly.WhichofthefollowingisNOToneofthecharacteristicsofchannelintegration

8、?a.Theabilitytoordertheproductonlineandpickitupataretaillocationb.Theabilit