MKT 315 WK 6 QUIZ 4 CHAPTERS 8 & 9
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MKT 315 WK 6 QUIZ 4 CHAPTERS 8 & 9
MKT 315 WK 6 Quiz 4 Chapters 8,9
MULTIPLE CHOICE
1. Why does it make sense to sell high-priced and exclusive merchandise such as diamonds, rare Cognac, or Waterford Crystal, through warehouse club channels?
a. The warehouse clubs attract thousands of customers each year.
b. Companies can sell last year’s style/model easily at the warehouse club.
c. Two-thirds of the shoppers at a warehouse club are business owners, many of whom are successful and affluent.
d. These types of manufacturers are changing their distribution channels to include mass merchandisers, discount stores, and warehouse clubs in order to reach more potential buyers.
e. It makes no sense for these manufacturers to sell products at a warehouse club and diminish the image of their brand or product name.
2. The emphasis on channel design strategy is to help the firm gain ___________.
a. lower variable costs
b. a more efficient operation
c. strong channel members that will help the firm gain sales
d. a recognizable name and image among buyers
e. a competitive sustainable advantage
3. The market constructs used in the text to analyze markets in relation to channel design strategy consists of all of the following dimensions except:
a. Market density.
b. Market behavior.
c. Market reputation.
d. Market geography.
e. Market size.
4. According to the text, the most complex market dimension is:
a. Market geography.
b. Market size.
c. Market coverage.
d. Market behavior.
e. Market price.
5. It is the __________ that should drive channel design.
a. structure of competitive channels
b. level of costs
c. needs and wants of the market being targeted
d. length, breadth, and intensity of channel structure
e. the proclivities of prospective channel members
6. The...