WHICH 1.
Which term refers to a set of independent organizations
21. Which action by a distributor would most likely
involved in the process of making a product or service
increase the distributor’s leverage tận dụng over a
available for use or consumption? marketing channel
manufacturer? limiting brand assortment hạn chế phân 2.
Which of the following is NOT considered a service loại thương hiệu output? product price
22. Which of the following is NOT a method used by 3.
Which statement is most likely true about a marketing
manufacturers to distribute (phân phối) more
channel system? Efficient marketing channels reduce
intensively (dày đặc) while retaining (duy trì) some
distribution costs and increase customer satisfaction.
benefits of selective distribution? expanding channels 4.
Which term refers to reducing the use of mở rộng kênh
intermediaries? disintermediation 5.
Which term refers to generically different classes of
23. Which term refers to the activities involved in selling
goods that constitute the breadth of product lines?
goods and services to ultimate consumers (end-user) for Variety
their personal consumption? retailing 6.
Which term refers to the depth of product brands or
24. Which service output requires that a retailer keep a
models offered within each generic product category?
product in stock at all times? waiting and delivery time Assortment
25. Which of the following is most likely a true statement 7.
Which service output is known as solutions retailing by
about Zara’s retailing strategy? Zara has few
some manufacturers and retailers? information sharing
inventories (hàng tồn kho) in its system because of high 8.
Which of the following is most likely an example of a turnover rates.
firm engaging in disintermediation? selling products
26. Which type of retailer most likely has a positioning directly online
strategy characterized (chiến lược định vị có đặc trưng) 9.
Which of the following tasks would LEAST likely be
by extremely high spatial (không gian) convenience,
conducted by a merchant wholesaler (merchant
moderate product assortment, and narrow product
wholesaler, agent, retailer? producing private-label variety? mail order/catalog goods
27. Which term refers to the breadth of the product lines
10. Which service output increases consumer satisfaction
available from a retailer? variety
by lowering transportation requirements and search
28. Which term refers to the depth of product brands or costs? spatial convenience
models offered within each generic product category?
11. Which term refers to the benefits of marketing channel assortment
systems, such as reduced storage costs, increased
29. Which of the following most likely occurs when a
product varieties, and faster deliveries? service outputs
channel member is the exclusive distributor for a
12. Which statement about bulk breaking is most likely
manufacturer? The manufacturer attempts to
FALSE? Lot sizes and per-unit costs usually increase
influence the channel member’s behavior
( phải decrease) with bulk breaking.
13. Which statement about the service output of waiting WHAT
time is most likely true? Longer waiting times are 1.
What should most likely be the goal of all marketing
typically compensated with lower prices.
channel members? satisfying end-users
14. Which of the following would most likely help define 2.
What is the most likely outcome of an ineffective
potential target market segments and design marketing
marketing channel strategy? limited product reach
channel solutions? grouping end-users by their service 3.
What risk does a branded manufacturer most likely output demands
face by allocating part of its production capacity to
15. Which term means that a brand can be purchased from
private-label products? (nhà sản xuất có thương hiệu)
many possible outlets ( càng nhiều càng tốt) in a trading 4.
Loyal fee: lấy tên thương hiệu franchising làm ra
area? intensive distribution PP chuyên sâu
chuẩn chung và bán cái chuẩn đó ( giáo dục)
16. Which of the following statements about channel
licensing nhượng quyền thương hiệu creating a
intensity (cường độ kênh) is most likely true? To future competitor
control channel functions and their performance, the 5.
What general term refers to middle channel members
manufacturer needs to refrain fromBlanketing ( bao
in the marketing channel? intermediaries
phủ) or saturating ( bảo hòa) distribution outlets. 6.
What is the most likely result of bulk breaking? end-
17. Which channel intensity strategy is most likely
users carrying less unnecessary inventory
preferred by downstream (gần vs costumer) channel 7.
What is the first step to take when segmenting end-
members? exclusive distribution
users phân đoạn người dùng cuối by service outputs?
listing service outputs that are potentially demanded
18. Which factor is LEAST relevant when determining the by the product’s end-users
best segments to target? length of channel 8.
What is the most likely goal of targeting a channel
19. Which factor is LEAST relevant to a manufacturer
segment? gaining sales and profits
when making a channel intensity/selectivity decision? 9.
What is the most likely result of channel stuffing product benefits
nhồi, ép, bán nhiều thứ tốt có dởm có? diluted brand
20. Which of the following products should most likely be equity
distributed as intensively as possible? Milk
10. What distribution strategy is most likely best for a niche brand? selective
11. What distribution method has been most successful 5.
A channel manager most likely names end-user for Royal Canin?
segments based on identifying characteristics for the
A) distributing products through hypermarkets
purpose of ________. aiding internal communication
B) limiting distribution to pet and garden and organization stores 6.
A manufacturer that uses a branded variants strategy
C) limiting distribution to professional
chiến lược biến thể thương hiệu is most likely trying breeders
to ________. offer downstream channel members
D) distributing products as convenience goods near exclusivity of the brand
E) limiting distribution to pet product e- 7.
A manufacturer that deliberately cố tình creates retailers
product shortages and uses selective distribution is
12. What is the most likely reason that a premium
most likely relying on a strategy of ________.
positioning approach is difficult for a manufacturer scarcity khan hiếm
to accomplish? Channel members must match the 8.
A manufacturer would most likely be reluctant miễn brand’s ideal image.
cưỡng to limit the number of downstream trading
partners in a highly competitive market because of
13. What should most likely be the main focus of a retail ________.opportunity costs
positioning strategy? target market demands
14. What is the most likely buying motive for a retail 9.
According to the text, what is a new trend taking sale? personal satisfaction
place among retail intermediaries? selling products
15. What is most likely suggested by the significant and services to businesses
increase in retail e-commerce sales? Consumers
10. According to the text, what is a new trend taking demand spatial convenience.
place among retail intermediaries? selling products and services to businesses WHEN
11. According to research, which component of the
marketing mix is LEAST amenable to global 1. standardization efforts? place
When developing a marketing channel strategy,
12. According to the text, CDW has most likely
which of the following should be determined first?
distinguished itself in the computer market by end-user demands
________. providing a variety of service outputs
13. According to the text, CDW offers customers all of 2.
When expanding into global markets, which of the
the following service outputs EXCEPT ________.
following almost always needs to occur? segmenting
hardware component bulk breaking (PHÁ CÁC end-users’ needs KIỆN HÀNG LỚN) 3.
When Sean’s riding lawn mower stopped working, he
14. According to the text, what is the best method for
contacted the local John Deere dealer. The John
segmenting end-users by service output demands?
Deere dealer sent a representative to Sean’s house to
conducting research to define segments that describe
pick up the mower and take it to the shop for repairs.
end-users’ service output needs and purchasing
Once the mower was fixed, a John Deere patterns
representative returned the machine to Sean’s house.
15. All of the following are sorting functions performed
Which service output demand is the John Deere
by intermediaries EXCEPT ________. matching
dealer most likely addressing? spatial convenience
buyer product needs to retailer stocks
16. All of the following are strategies used by Zara
EXCEPT ________. investing in multiple production A
facilities (cơ sở sx) around the world
17. All of the following are factors that harmed the brand 1.
A marketing channel strategy is a set of activities
equity of Donna Karan EXCEPT ________.selling
focused on designing and managing a marketing specialty items
channel for the purpose of ________improving a
18. At Super Saver, Robin buys a package of four
firm’s sustainable competitive advantage
cookies for $1.00 instead of a package of thirty 2.
A ________ is a channel member that takes the
cookies for $3.00. Although she realizes she is
primary role of establishing and maintaining channel
paying more per cookie, Robin does not want to eat links. channel captain
too many cookies. Which service output offered by 3.
A downstream channel member appears to carry a
Super Saver is most likely illustrated? bulk breaking
weak brand by offering a nominal amount of stock
but encourages prospective customers to purchase
19. Audrey works as a manufacturers’ representative for
another brand. The downstream channel member is
an athletic shoe company. In her position, Audrey is
most likely attempting to drop the weak brand
most likely responsible for ________. negotiating
through ________. bait-and-switch mồi nhử
terms of trade with shoe retailers 4.
A resale price maintenance (chính sách duy trì giá :
20. Amazon.com offers free shipping for consumers who
giá trần, giá sàn) policy most likely allows a
spend more than $25, but free shipping typically
manufacturer to ________. set a price floor
takes 7-10 days. Consumers who are willing to pay
additional shipping charges receive products more
quickly. Amazon’s shipping speed options are a 2.
How does a manufacturer encourage a downstream
function of which service output? waiting time
channel member to acquire brand-specific assets? B
offering selective distribution 1.
Bulk breaking refers to an end-user’s ability to I
________. purchase a small number of units 2.
10) Big Box, an electronics retailer, runs 1.
In Dallas, Canon printers are sold at both Best Buy
advertisements promoting a Dell laptop but
and Staples. Newspaper flyers from each store
encourages its salespeople to sell consumers a lesser
advertise a current sale price of $149 for the same
known computer brand so that Big Box will earn
Canon printer. Customers who purchase the printer at
higher margins. Which term best describes the
Best Buy will receive a free printer cartridge, while
actions of Big Box? bait-and-switch
those who buy the printer from Staples will receive a 3.
By limiting the number of trading partners, a
free case of paper. Best Buy and Staples are most
manufacturer is most likely able to reduce transaction
likely engaged (tham gia) in________ intra-brand
costs for all of the following reasons EXCEPT price competition
having________.fewer but larger sales promotions 2.
In the San Francisco market, Kellogg’s Raisin Bran
sells for $3.49 per box, and Post Raisin Bran sells for C
$3.39 per box. Both Kellogg’s and Post promote their
cereals with weekly coupons in the local newspaper. 1.
Compu-Tech is an information technology firm that
Kellogg’s and Post are most likely engaged in
handles customer orders and payments for a variety
________. inter-brand price competition
of online retailers. Compu-Tech is most likely a(n)
________. specialized intermediary 3.
In most high-service (dịch vụ cao) retailing systems, 2.
Carmen’s Department Store is a downstream channel
margins (tỉ suất lợi nhuận) are ________, and
member that has a selective distribution arrangement
turnover (doanh thu) is ________. high; low
with Winston Leather, a manufacturer of shoes and
accessories. Which of the following would Carmen’s
LEAST likely receive from Winston Leather? lower J wholesale prices
Jiffy Oil Change purposefully seeks (cố tình tìm kiếm) D
locations that are near busy shopping areas so that car owners
can shop while waiting for their car repair to be finished. 1.
Department stores, convenience stores, and
Which service output is most likely a focus of Jiffy’s retail
warehouse clubs are best categorized as ________.
strategy? Service output: delivery spatial convenience
retail intermediaries bán cho customer 2.
Dog groomers employed by Groomer-to-Go, a M
mobile pet grooming salon, drive to the homes of
customers to bathe and groom dogs inside the 1.
Manufacturers are LEAST likely to use
Groomer-to-Go van. The owner of Groomer-to-Go
intermediaries to: manage production levels
has most likely decided to meet customer demands 2.
Maria purchases a twelve-pack of paper towels
for ________. spatial convenience
instead of a package of four rolls because of the 3.
Discount department stores such as Wal-Mart, Target,
lower per-unit price. Maria is most likely benefitting
and Kohl’s are most likely characterized by
from the service output of________. bulk breaking
________ assortments and ________ varieties of 3.
Markets with limited infrastructural development,
products limited; wide VÌ NÓ BÁN HÀNG GIÁ RẺ
such as Mexico, are most likely characterized by
________. consumers with high service output demands E 4.
Meredith works as a buyer for Famous Footwear,
which means she is most likely responsible for
ElectroInc produces cell phone accessories and sells them to
________. E) negotiating trade deals ( đàm phán thỏa
firms such as Apple and Samsung. Apple and Samsung put
thuận thương mại) with shoe manufacturers
their own brand names on ElectroInc products before selling
them to end-users. Which term best describes ElectroInc? private-label manufacturer O H
On Saturday, Dana, who wants to replace the floor in her
living room, attended a do-it-yourself class at Home Depot 1.
How do intermediaries most likely create utility for
about tile installation. Which service output demand is Home
end-users? ensuring product availability and
Depot most likely trying to satisfy? information sharing assortment P 3.
The clothing retailer H&M keeps margins (lợi nhuận)
low and turnover (doanh thu) high by 1.
Phoebe’s Purses, a line of designer handbags, can
________.outsourcing production gia công sản xuất
only be purchased at Macy’s. What channel intensity 4.
The SG&A-to-net sales percentage for Target is
strategy is most likely being used to sell Phoebe’s
20.1% and 9.9% for Costco. Which statement best
Purses? E) exclusive distribution ( PP độc quyền) explains this difference?
A) Costco has greater gross sales than Target. 2.
Patty’s Party Place ordered five cases of Valentine’s
B) Target provides less bulk breaking than
Day balloons from a Chinese manufacturer. Patty’s Costco.
purchased the balloons at a cost of ten cents per
C) Costco pays sales representatives less than
balloon and will sell them at a cost of $.50/each. Target.
Which term best describes the transaction between
D) Target invests more in customer service
Patty’s and the Chinese manufacturer? wholesale sale than Costco.
E) Costco balances low prices with less customer service than Target. R 5.
The positioning strategies of convenience stores, such as 7-Eleven, most likely
Roberto purchased an iPod at Best Buy and plans to download
emphasize________.very high spatial convenience
music that will keep him motivated while jogging. Which term
best describes Roberto’s transaction? retail sale V
Vending machines and community shopping centers are S
intended to satisfy consumer demands for ________. B) spatial convenience 1.
Sony produces televisions and computers and sells
them through electronics stores. In a marketing
channel, Sony would best be described as a ________.manufacturer 2.
Sierra Water, a bottled water brand, is available in
every possible outlet in the trading area.What
channel intensity strategy ( chiến lược cường độ) is
most likely being used for Sierra Water? saturation ( bão hòa) 3.
Sunshine Market is the only vendor in the trading
area that sells Sarita’s Salsa brand of hot sauces and
dips. Which term most likely describes the
arrangement that Sunshine Market haswith Sarita’s
Salsa? local monopoly ( độc quyền địa phương) 4.
Soundz Manufacturing makes and sells home cinema
systems. Soundz managers carefullychoose,
cultivate, and support specific outlets in each trading
area to ensure that Soundz products are sold through
the right retailers rather than through all retailers.
Which term best describes the policy used by Soundz? selective distribution 5.
Silver Star is a trendy, upscale jewelry store that sells
unique silver earrings, rings, necklaces, and
bracelets. Which service output is most likely
important to Silver Star’s positioning strategy? product assortment T 1.
Tanya recently purchased paper towels, sodas, and
frozen pizzas at Sam’s Club, a hypermarket. In the
marketing channel system, Tanya is best described as
a(n) ________. downstream channel member 2.
The greatest number of contact lines most likely
involves manufacturers selling products ________. directly to retailers
24) ________establishes relationship stability between a A) targeting
manufacturer and a downstream channel member by making it B) positioning
unprofitable for either side to exploit the other. C) cold calling D) direct selling A) Opportunism E) grey marketing B) Niche branding
29) Why are pyramid schemes illegal?
A) Firms engage in the online sale of products and services. C) Reward power
B) Firms receive customer payments without selling products.
C) Individuals are actively recruited to fill direct sales D) Product assortment positions.
D) Salespeople are overly persistent when trying to gain big E) Mutual dependence sales.
E) Sales recruits lack the business knowledge and skills to be ethical.
30) All of the following most likely indicate that a direct
selling organization is legitimate EXCEPT ________. A) having low entry barriers
B) clarifying the firm’s code of ethics
C) paying for the recruitment of downline members
D) basing rewards mostly on product and service sales
E) accepting any unsold merchandise for a partial refund
31) Hybrid channel shoppers are most likely to ________.
A) ignore the bricks-and-mortar channel
B) overlook the online service output channel
C) gather product information before making a purchase
D) negotiate with online retailers to gain the best prices
E) obtain some service outputs online and others offline
20) For retailers, SG&A expenses address the service output of
32) Which statement best explains the increasing power of ________.
major retailers over manufacturers? A) spatial convenience
A) Grocery stores are growing faster than warehouse clubs due B) product assortment to the push to eat locally. C) customer service
B) Today’s retail buyers rely on CRP systems to purchase and D) product variety maintain balanced inventories. E) bulk breaking
C) Manufacturers have the ability to threaten retailers with
insufficient quantities of name brand products.
D) Suppliers introduce numerous products each year and have
to offer promotional allowances to gain shelf space.
26) Which product category most likely relies on e-commerce
E) Online retailers are commonly involved in the illegal act of sales the LEAST?
diverting products to out-of-channel distributors. A) clothing B) health and beauty aids
33) Tasty Tomato Company temporarily cut the wholesale C) computer hardware
price of canned tomatoes by 10%. In response to the price cut, D) books and magazines
Great Groceries purchased a three month supply of canned E) appliances and electronics
tomatoes, which is twice the amount the retailer would
normally buy. Which term best describes the actions of Great
27) Which term refers to the sale of a consumer product or Groceries?
service in a face to face manner away from a fixed retail A) forward buying location? B) price diverting A) e-commerce C) gray marketing B) retailing D) downline marketing C) direct selling E) continuous replenishment D) telemarketing E) cold calling
34) Great Groceries and Tasty Tomato Company maintain an
electronic link that lets Tasty Tomato Company know when
28) Leah is holding a party at her home for the purpose of
Great Groceries is running low on spaghetti sauce. The
demonstrating and selling Mary Kay cosmetics. Leah receives
information triggers an automatic reorder in the electronic
a 10% commission from Mary Kay for every sale she makes.
system. Which of the following is most likely being used by
Leah is most likely engaged in ________.
Great Groceries and Tasty Tomato Company? A) corporate intranet
B) the ability to develop effective supplier relationships in new B) benchmarking system markets C) automatic marketing system
C) the need to offer locally and culturally appropriate products
D) inventory management program and packaging
E) continuous replenishment program
D) variations in zoning regulations, taxation, labor practices, and hours of operation
35) By implementing a continuous replenishment program,
E) the virtuous cycle of fast-changing infrastructures and
retailers will most likely correct problems associated with technological communication ________. A) diverting B) channel power C) price gouging D) forward buying E) gray marketing =
36) Lisbon Gadgets, a California manufacturer, offers a
regional trade promotion to West Coast retailers and
wholesalers. Winston Wholesalers purchases large quantities of
gadgets from Lisbon and distributes the products to stores on
the East Coast where the discount is unavailable. Winston
Wholesalers is most likely engaged in ________. A) slotting B) diverting C) price gouging D) forward buying E) gray marketing =
37) The illegal practice of distributing authorized, branded
goods through unauthorized channels overseas is known as ________. A) slotting B) diverting C) price gouging D) forward buying E) gray marketing
38) All of the following are tools that suggest the growing
channel power of retailers EXCEPT _______. A) failure fees B) service outputs C) forward buying D) private branding E) slotting allowances
39) Which of the following is most likely a true statement about failure fees?
A) Failure fees are an indication of the manufacturer’s control of the channel.
B) Failure fees have been deemed illegal by the Federal Trade Commission.
C) Collecting failure fees is more difficult than collecting slotting fees.
D) Improper promotion leads manufacturers to impose failing fees.
E) Failure fees must be paid upfront like slotting fees.
40) What is the LEAST likely problem faced by retailers that intend to expand globally?
A) a lack of quality real estate locations for building retail stores