Started on Sunday, 10 November 2019, 2:31 PM

State Finished

Completed on Sunday, 10 November 2019, 3:16 PM

Time taken 45 mins

Grade 46.50 out of 100.00

Question 1
Complete
Mark 33.00 out of 75.00

Flag question

Question text
INSTRUCTIONS
Number of questions = 85
Each T/F question carries one mark and each MCQ carries 2.5 marks. However, there is a
penalty of 0.25 mark for T/F and 0.5 marks for MCQ if you mark a wrong answer.

True/False
1. Agents are those intermediaries that negotiate contracts or prices on the producer’s behalf.

T F

2. Facilitators neither negotiate contracts or prices nor take title or possession of the goods but
facilitate the orderly transfer of product from producer to consumer.

T F

3. A push strategy involves the manufacturer using advertising and promotion to persuade
consumers to ask intermediaries for the product, thus inducing the intermediaries to order it.

T F
4. A hybrid channel is one in which the manufacturer uses two or more different channels of
distribution to reach the target markets.

T F

5. The ability to order a product online and pick it up at a convenient retail location is an
example of the consumers’ expectations for channel integration.

T F

6. Habitual shoppers are shoppers that purchase from the same places in the same manner over
time.

T F

7. High-involvement shoppers gather information in all channels, make their purchase in a low-
cost channel, but take advantage of customer support from a high-touch channel.

T F

8. A system of partnerships and alliances that a firm creates to source, augment, and deliver its
offering is called a demand chain.

T F

9. Delegating some of the selling functions to intermediaries’ means loss of control over how and
to whom the products are sold.

T F

10. Intermediaries normally achieve superior efficiency in making goods widely available and
accessible to target markets.

T F
11. A manufacturer selling a physical product and related services might require three channels:
a sales channel, a delivery channel, and a service channel.

T F

12. All channel functions need not be performed for the channel to operate efficiently.

T F

13. A zero-level channel consists of a manufacturer selling directly to one retailer.

T F

14. The reverse-flow channels are not important except in the cases of recycling, refurbishing,
and disposal.

T F

15. Designing a marketing channel involves analyzing customer needs, establishing channel
objectives, and identifying cost saving channels, identifying key channel partners, and evaluating
all alternatives.

T F

16. Channel objectives should never be stated in terms of targeted service outputs and levels but
instead stated in terms of dollar costs.

T F

17. Exclusive distribution involves the use of more than a few but less than all of the
intermediaries that are willing to carry your product.

T F
18. Selective distribution means severely limiting the number of intermediaries.

T F

19. The producer must determine the rights and responsibilities of participating channel
members.

T F

20. Each channel alternative needs to be evaluated against economic, control, and power criteria.

T F

21. Companies that are successful in switching their customers to lower-cost channels, assuming
no loss of sales or deterioration in service quality, will gain a channel advantage.

T F

22. Channel arrangements once constructed need not be modified over time.

T F

23. Companies need not plan and implement careful training programs for their intermediaries.

T F

24. Coercive power is objectively observable, while legitimate, expert, and referent power are
more subjective.

T F

25. A horizontal marketing system brings two related firms together to marshal the resources or
programs necessary to provide an emerging marketing opportunity.

T F
26. One of the major causes of channel conflict is goal incompatibility between the manufacturer
and the channel members.

T F

27. Channel conflict is generated when one channel member’s actions prevent the channel from
achieving its goal.

T F

28. E-business means that the company or site offers to transact or facilitate the selling of
products and services online.

T F

29. The Internet is less useful for products that must be touched or examined in advance.

T F

30. In adding e-commerce, a brick-and-click company need not worry about backlash from
retailers, brokers, agents, or other intermediaries.

T F

31. From the perspective of building brand equity, marketers should evaluate some of the
different possible communication options according to their effectiveness criteria.

T F

32. In the macro model of communication, noise does not affect the communication process
between sender and receiver.

T F
33 Micro models of marketing communications concentrate on consumers’ specific responses to
communications.

T F

34. The “learn-do-feel” model of consumer response models is relevant when the audience has
low involvement and perceives little differentiation within the product category.

T F

35. AIDA is an acronym for attention, interest, desire, and action.

T F

36. Image is a set of beliefs, ideas, and impressions a person holds regarding an object. Images
are “sticky”; they persist long after the organization has changed.

T F

37. If a person has a positive attitude toward a source and a message, or a negative attitude
toward both, a state of congruity is said to exist.

T F

38. The “principle of congruity” implies that communicators can use their good image to reduce
some negative feelings toward a brand but in the process might lose some esteem with the
audience.

T F

39. A liaison is a person who connects two or more cliques without belonging to either.

T F
40. One team of viral marketing experts caution that while influencers or “alphas” start trends,
they are often too introspective and socially alienated to spread them.

T F

41. Consumers are welcoming personal communications even if unsolicited.

T F

42. Mass communications affect personal attitudes and behavior through a two-step process.

T F

43. The influence of mass media on public opinion is as direct, powerful, and automatic as
supposed.

T F

44. The two-step flow confirms the notion that consumption styles are primarily influenced by
the “trickle-down” or “trickle-up” effect from mass media.

T F

45. The objective-and-task method calls upon marketers to develop promotion budgets by
defining specific objectives, determining the tasks that must be performed to achieve these
objectives, and estimating the costs of performing these tasks.

T F

46. The “pervasiveness of advertising permits the seller to repeat a message many times. It also
allows the buyer to receive and compare the messages of various competitors.

T F
47. Companies must consider several factors in developing their communications mix: the type
of product market, consumer readiness to make a purchase, and stage in the product’s life cycle.
Also, the company’s must account for its market rank.

T F

48. In measuring communication results, senior managers want to know the outcomes and
revenues from their communications investments.

T F

49. The awareness and attitudes created by advertising campaigns do not generally affect the
success of direct sales pitches.

T F

50. A creative brief is an elaboration of the positioning statement of the brand.

T F

51. Media selection is finding the most cost-effective media to deliver the desired number and
types of exposures to the target audience.

T F

52. The total number of exposures in a marketing advertising campaign can be expressed in the
formula: E = R x F.

T F

53. The weighted number of exposures to an advertising campaign is reach times average
frequency times average impact or WE = R x F x I.

T F
54. Frequency is most important where there are weak competitors, a complex story to tell, low
consumer resistance or an in-frequent purchase cycle.

T F

55. One of the limitations of newspapers is their relatively high cost and short life span.

T F

56. In deciding on an advertising budget, marketers must understand that consumer response can
be U-shaped: some positive amount of advertising is necessary before it produces a consumer
response.

T F

57. “Branded entertainment” is where editorial content is produced that reflects favourable on the
product or brand.

T F

58. Strategically, out-of-home advertising is often more effective at enhancing brand awareness
or reinforcing brand image than creating new brand associations.

T F

59. Advertisers have the choice of concentrated, continuous, or episodic when deciding on the
advertisements timing patterns.

T F

60. Most advertisers try to measure the communication effect of an ad- that is, its potential effect
on awareness, knowledge, preference, and sales effect.

T F
61. Advertising’s sales effect is generally no more difficult to measure than its communication
effect.

T F

62. Advertising typically builds brand loyalty and sales promotions weaken brand loyalty.

T F

63. For consumers, ideally, sales promotions would have short-run sales impact as well as long-
run brand equity effects.

T F

64. Examples of retailer promotions include price cuts, feature advertising, retailer coupons, and
retailer contests or premiums.

T F

65. Studies have shown that sales promotions are NOT effective when used in conjunction with
advertising.

T F

66. The growing power of larger retailers has increased the retailer’s ability to demand trade
promotion at the expense of consumer promotion and advertising.

T F

67. Marketers report a number of reasons why the sponsor events. One of these reasons is that
the firm wishes to identify with a particular target market or life style..

T F
68. The term “market demassification” refers to the growth and concentration of large retailers in
a market.

T F

69. One of the important guidelines for conducting an e-mail campaign is to give the customer a
reason to respond.

T F

70. In direct sales the average sales call ranges from $200 to $300 and on average it takes five
sales calls to obtain an order, making direct sales calls very expensive for a company.

T F

71. Sales personnel serve as the company’s personnel link to its customers. For that reason, the
company must carefully consider sales force design issues such as objectives, strategy, size, and
compensation.

T F

72. In today’s global economy, many firms need to have their salespeople just “sell, sell, and
sell” to meet investor and corporate obligations.

T F

73. One of the specific tasks of the sales person is “servicing” the account. The definition of
“servicing” is “providing various services to the customers—consulting on problems, rendering
technical assistance, arranging financing and expediting delivery.”

T F

74. The sales force’s reports should be exclusively used to evaluate a sales person’s performance.

T F
75. The majority of sales representatives do not need any special encouragement and/or special
incentives

T F

Question 2
Complete
Mark 2.50 out of 2.50

Flag question

Question text
For the brick-and-click companies, adding e-commerce channel creates the threat of a ________
from retailers, brokers, agents, and other intermediaries.
Select one:
a. competition
b. backlash
c. cooperation
d. refusal
e. support

Question 3
Not answered
Marked out of 2.50

Flag question

Question text
For established firms, a strategy for selling both through established intermediaries and the
Internet includes which of the following?
Select one:
a. Increase prices for Internet purchases
b. Offer different brands over the Internet.
c. Offer different promotional allowances over the Internet.
d. Do not do anything different.
e. None of the above.

Question 4
Complete
Mark -0.50 out of 2.50

Flag question

Question text
By adding more channels, companies can gain three important benefits. First, they can increase
their market coverage, second, they can lower channel costs by moving to a lower cost channel,
and third they can provide ________.
Select one:
a. effective dollar costs/sale
b. increased exposure
c. increased volume of potential customers
d. increased volume of sales
e. more customized selling

Question 5
Complete
Mark 2.50 out of 2.50

Flag question

Question text
________ involves conflict between members at the same level within the channel.
Select one:
a. Vertical channel conflict
b. Circular channel conflict
c. Multichannel conflict
d. Horizontal channel conflict
e. None of the above

Question 6
Complete
Mark 2.50 out of 2.50

Flag question

Question text
________ means conflict between different levels within the same channel.
Select one:
a. Vertical channel conflict
b. Circular channel conflict
c. Multichannel conflict
d. Horizontal channel conflict
e. None of the above

Question 7
Complete
Mark 2.50 out of 2.50

Flag question

Question text
________ exists when the manufacturer has established two or more channels that sell to the
same market.
Select one:
a. Vertical channel conflict
b. Circular channel conflict
c. Multichannel conflict
d. Horizontal channel conflict
e. None of the above
Question 8
Complete
Mark -0.50 out of 2.50

Flag question

Question text
Causes of channel conflict include the following, EXCEPT________.
Select one:
a. goal incompatibility
b. differences in perception
c. dependency
d. unclear goals and rights
e. channel power usage

Question 9
Complete
Mark 2.50 out of 2.50

Flag question

Question text
There are several mechanisms for effective conflict management. These include the following
EXCEPT ________.
Select one:
a. litigation
b. superordinate goals
c. co-optation
d. diplomacy
e. mediation

Question 10
Complete
Mark 2.50 out of 2.50
 Flag question

Question text
________ is an effort by one organization to win the support of the leaders of another
organization by including them in advisory councils, board of directors, and the like.
Select one:
a. Co-optation
b. Diplomacy
c. Superordinate goals
d. Mediation
e. Arbitration

Question 11
Complete
Mark -0.50 out of 2.50

Flag question

Question text
Producers of strong brands sometimes sell it to dealers only if they will take some or all of the
rest of the line. This practice is called full-line forcing or ________.
Select one:
a. EDLPs
b. laddering
c. tying agreements
d. reciprocal agreements
e. trade-offs
Finish review
Skip Quiz navigation

Quiz navigation
Question1This pageQuestion2This pageQuestion3This pageQuestion4This pageQuestion5This
pageQuestion6This pageQuestion7This pageQuestion8This pageQuestion9This pageQuestion10This
pageQuestion11This page
Show one page at a timeFinish review