Marketing: Supply Chain and Channels

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Questions and Answers

Match the following supply chain activities with their descriptions:

Upstream Management = Managing relationships with suppliers. Downstream Management = Managing relationships with resellers and customers. Supply Chain Management = Managing the flow of goods, information, and finances. Reverse Logistics = Managing the return of products.

Match the market channel function to the correct outcome:

Informing = Communication about the offering. Promotion = Incentives to buy. Contact = Finding and engaging customers. Matching = Shaping and fitting the offer to the buyer's needs.

Match the following types of channel conflict with their descriptions:

Vertical Channel Conflict = Conflict between different levels of the same channel. Horizontal Channel Conflict = Conflict among firms at the same level of the channel. Multichannel Conflict = Conflict when a manufacturer has established two or more channels that compete. Channel Conflict = Disagreements among marketing channel members on goals, roles, and rewards.

Match the description with the type of logistics:

Inbound Logistics = Moving raw materials and componenets into the company. Outbound Logistics = Moving finished goods out of the company. Reverse Logistics = Reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products. Integrated Logistics = Coordination of both inbound and outbound logistics. Signup and view all the answers

Match the type of retail store with the description:

Specialty Store = Retail store that carries a narrow product line with a deep assortment. Department Store = Retail store that carries a wide variety of product lines, each operated as a separate department. Convenience Store = A small store, located near a residential area, that is open long hours seven days a week and carries a limited line of high-turnover convenience goods. Discount Store = A retail operation that sells standard merchandise at lower prices. Signup and view all the answers

Match the mobile marketing term with the correct definition:

Omnichannel Marketing = Seamless integration of all channels with the customer at the center. Mobile Marketing = Marketing to consumers via mobile devices. Social Media Marketing = Using social media platforms to engage with customers. Content Marketing = Creating and distributing valuable, relevant, and consistent content. Signup and view all the answers

Match the advertising execution style with the correct description:

Slice of Life = Shows one or more 'typical' people using the product in a normal setting. Lifestyle = Shows how a product fits in with a particular lifestyle. Fantasy = Creates a fantasy around the product or its use. Musical = Shows someone singing about the product. Signup and view all the answers

Match the description to the correct sales promotion tool:

Coupons = Certificates that save buyers money when they purchase specified products. Premiums = Goods offered either free or at low cost as an incentive to buy a product. Rebates = A refund of part of the purchase price of a product. Contests = Give consumers the chance to win something by luck or extra effort. Signup and view all the answers

Match the following sales force structures with their descriptions:

Territorial = Salesperson assigned to an exclusive geographic area and sells the company's full line. Product = Sales force specializes along product lines. Customer = Sales force organized along customer or industry lines. Complex = Combination of several types of structures. Signup and view all the answers

Match the following steps in the personal selling process with their corresponding definitions:

Prospecting and Qualifying = Identifying qualified potential customers. Preapproach = Learning as much as possible about a prospective customer before making a sales call. Approach = Meeting the customer for the first time. Presentation = Telling the 'value story' to the buyer. Signup and view all the answers

Match the following logistics processes with their definitions:

Warehousing = The design and management of facilities where products are stored. Inventory Management = Balancing the costs of carrying too much and too little inventory. Transportation = Moving products from one location to another. Logistics Information Management = Managing the flow of information throughout the supply chain. Signup and view all the answers

Match the type of advertising objective with its key purpose:

Informative Advertising = Build primary demand by communicating customer value. Persuasive Advertising = Build selective demand by comparing your brand to others. Reminder Advertising = Maintain customer relationships and keep the brand in customers' minds. Comparitive Advertising = Advertising that explicitly compares your brand to others. Signup and view all the answers

Match the type of promotion mix strategy with its corresponding description:

Push Strategy = Involves pushing the product through marketing channels to final consumers. Pull Strategy = Involves directing marketing activities toward final consumers to induce them to buy. Integrated Marketing Communications = Ensuring that all communication channels work together to deliver a clear, consistent, and compelilng message. Omnichannel Marketing = Seamless integration of both offline and online presences of an offering. Signup and view all the answers

Match the description with the type of retailer:

Category Killer = A giant specialty store that carries a very deep assortment of a particular line. Off-Price Retailer = A retailer that buys at less-than-regular wholesale prices and sells at retail. Warehouse Club = Sells a limited selection of goods at deep discounts to membership fees. Independent Off-Price Retailer = Either is independently owned and run or is a division of a larger retail corporation. Signup and view all the answers

Match the promotion tool with the correct description:

Event Marketing = Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others. Sales Promotions = Short-term incentives to encourage the purchase or sale of a product or service. Sampling = Offers to consumers a trial amount of a product. Point-of-Purchase Promotions = Displays and demonstrations that take place at the point of sale. Signup and view all the answers

Match the type of advertising with its correct definition:

Institutional Advertising = Advertising focused on the organization itself. Product Advertising = Advertising focused on a particular product or service. Advocacy Advertising = Advertising that states the company's position on an issue. Public Service Advertising = Advertising that promotes socially responsible behavior. Signup and view all the answers

Match the description to the correct type of selling:

Team Selling = Using teams of people from sales, marketing, engineering, finance, technical support, and even upper managemet to service large, complex accounts. Transactional Selling = Focuses on immediate sales with little or no emphasis on establishing a long-term buyer-seller relationship. Relationship Selling = Building a long-term business relationship with the customer. Social Selling = The use of online social media to engage the community and build personal brand. Signup and view all the answers

Match the channel conflict with the right outcome:

Horizontal Conflict = Occurs between firms at the same level of the channel. Vertical Conflict = Occurs betwen different levels of the same channel. Multichannel Conflict = Multiple channels compete for the same client. Disintermediation = Channel bypasses or cuts out one of the intermediaries. Signup and view all the answers

Match the retail strategy with the right outcome:

Self-Service Retailers = Serve customers who are willing to perform their own locate, compare-select process. Limited-Service Retailers = Provide more sales assistance because they carry more shopping goods about which customers need information. Full-Service Retailers = Assist customres in every phase of the shopping process. In-Store Navigation Tech = Uses mobile technology and GPS to find an item easily. Signup and view all the answers

Match the digital advertising type with the correct definition:

Search Advertising = Ads appear based on keywords entered by users. Display Advertising = Ads appear on websites or apps. Social Media Advertising = Ads appear on social media platforms. Email Marketing = Ads sent directly to customers' email inboxes. Signup and view all the answers

Flashcards

Partner (in Marketing)

Close collaboration with entities inside and outside the company to engage customers and create value.

Supply Chain Management

Managing the flow of goods, information, and finances upstream and downstream in the supply chain.

Market Intermediaries

Entities that help a company promote, sell, and distribute its products to final buyers.

Market Channel

A set of interdependent organizations that help make a product or service available for consumption.