Marketing答案2023秋

第八章测试

1.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________. （ ）
A:Wholesalers B:Brokers C:Manufacturer’s representatives D:Retailers
答案:BC
2.Why the channel management is important? （ ）
A:In managing its intermediaries, the firm must decide how much effort to devote to push versus pull marketing. B:Channel decisions include relatively long-term commitments with other firms as well as a set of policies and procedures. C:The channels that the company chosen profoundly affect all other marketing decisions. D:The decision about a marketing channel system is one of the most critical factors management faces. 3.Which functions constitute a backward flow from customers to the company? （ ）
A:Movement B:Payment C:Ordering D:Negotiation 4.The products, such as heating and cooling systems, which requirs installation or maintenance, are usually sold by________. （ ）
A:Sales representatives B:Franchised dealers C:Company’s own sales force D:Supermarket 5.Based on the number of intermediaries, the three strategeis for distribution are________. （ ）
A:Multiple distribution B:Exclusive distribution C:Selective distribution D:Intensive distribution 6.Which type of power is not channel power? （ ）
A:Legitimate power B:Coercive power C:Negotiating power D:Referent power 7.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? （ ）
A:Horizontal marketing system B:Vertical marketing system C:Conventional marketing system D:Multichannel marketing system 8.Which are causes of channel conflict? （ ）
A:Differences in perception B:Intermediaries’ dependence on the manufacturer C:Transaction-specific investment D:Goal incompatibility E:Unclear roles and rights