Chapter 12

Topics: Supply chain management, Supply chain, Marketing Pages: 41 (8024 words) Published: December 7, 2014
Principles of Marketing, 14e (Kotler)
Chapter 12 Marketing Channels: Delivering Customer Value

1) Which of the following is NOT a typical supply chain member? A) resellers
B) customers
C) intermediaries
D) government agencies
E) raw materials supplier
Answer: D
Diff: 1 Page Ref: 340
Skill: Concept
Objective: 12-1

2) ________ the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service. A) Downstream from

B) Upstream from
C) Disintermediated from
D) Horizontal to
E) Parallel with
Answer: B
Diff: 2 Page Ref: 340
Skill: Concept
Objective: 12-1

3) Another term for the supply chain that suggests a sense and respond view of the market is ________. A) supply and demand chain
B) demand chain
C) channel of distribution
D) distribution channel
E) physical distribution
Answer: B
Diff: 2 Page Ref: 340
Skill: Concept
Objective: 12-1

4) When suppliers, distributors, and customers partner with each other to improve the performance of the entire system, they are participating in a ________. A) value delivery network
B) channel of distribution
C) supply chain
D) demand chain
E) conventional distribution channel
Answer: A
Diff: 1 Page Ref: 341
Skill: Concept
Objective: 12-1
5) Most producers today sell their goods directly to ________. A) final users
B) final users and marketing members
C) intermediaries
D) warehouses
E) third-party logistics providers
Answer: C
Diff: 2 Page Ref: 341
Skill: Concept
Objective: 12-1

6) From the economic system's point of view, the role of marketing intermediaries is to transform the assortment of products made by producers into the assortment of products wanted by ________. A) channel members

B) distributors
C) consumers
D) manufacturers
E) marketers
Answer: C
Diff: 2 Page Ref: 342
Skill: Concept
Objective: 12-1

7) Producers benefit from using intermediaries because they ________. A) offer greater efficiency in making goods available to target markets B) bring a fresh point of view to strategy development

C) eliminate risk
D) are generally backlogged with orders
E) refuse to store products for longer than a few days
Answer: A
Diff: 3 Page Ref: 342
Skill: Concept
Objective: 12-1

8) Intermediaries play an important role in matching ________. A) dealer with customer
B) supply and demand
C) product to region
D) manufacturer to product
E) information and promotion
Answer: B
Diff: 2 Page Ref: 342
Skill: Concept
Objective: 12-1
9) Channel members add value by bridging the major gaps of ________ that separate goods and services from those who would use them. A) time, need, and form
B) place, possession, and form
C) time, place, and possession
D) place, time, and need
E) place, need, and distribution
Answer: C
Diff: 2 Page Ref: 342
Skill: Concept
Objective: 12-1

10) Which of the following is NOT a key function that intermediaries play in completing transactions? A) promotion
B) information
C) matching
D) risk taking
E) negotiation
Answer: D
Diff: 3 Page Ref: 343
Skill: Concept
Objective: 12-1

11) Which of the following is NOT a key function that intermediaries play in helping to fulfill a completed transaction? A) physical distribution
B) promotion
C) financing
D) risk taking
E) storing goods
Answer: B
Diff: 3 Page Ref: 343
Skill: Concept
Objective: 12-1

12) In a(n) ________ channel, the same member both produces and distributes a product or service. A) tiered
B) direct
C) horizontal
D) vertical
E) exclusive
Answer: B
Diff: 2 Page Ref: 343
Skill: Concept
Objective: 12-1
13) In marketing terms, we say that the number of intermediary levels indicates the ________ of a channel. A) depth
B) complexity
C) involvement
D) length
E) width
Answer: D
Diff:...
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