第八章单元测试
- For some intermediaries, they search for customers and may negotiate on the producer’s behalf but do not take title to the goods. We call them________. （ ）
- Why the channel management is important? （ ）
- Which functions constitute a backward flow from customers to the company? （ ）
- The products, such as heating and cooling systems, which requirs installation or maintenance, are usually sold by________. （ ）
- Based on the number of intermediaries, the three strategeis for distribution are________. （ ）
- Which type of power is not channel power? （ ）
- A channel consists of a producer, wholesaler(s), and retailer(s). And all this channel members act as a unified system. What marketing system are they? （ ）
- Which are causes of channel conflict? （ ）
A:Brokers B:Wholesalers C:Retailers D:Manufacturer’s representatives
答案:Brokers###Manufacturer’s representatives
A:The channels that the company chosen profoundly affect all other marketing decisions. B:In managing its intermediaries, the firm must decide how much effort to devote to push versus pull marketing. C:The decision about a marketing channel system is one of the most critical factors management faces. D:Channel decisions include relatively long-term commitments with other firms as well as a set of policies and procedures.
A:Negotiation B:Movement C:Payment D:Ordering
A:Franchised dealers B:Supermarket C:Sales representatives D:Company’s own sales force
A:Selective distribution B:Multiple distribution C:Intensive distribution D:Exclusive distribution
A:Legitimate power B:Referent power C:Coercive power D:Negotiating power
A:Conventional marketing system B:Horizontal marketing system C:Multichannel marketing system D:Vertical marketing system
A:Goal incompatibility B:Unclear roles and rights C:Transaction-specific investment D:Differences in perception E:Intermediaries’ dependence on the manufacturer
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