解密市场营销（双语）第九章测试_智慧树知到答案2021年

第九章 Marketing Mix: Place 营销组合详谈：分销：分销的目的是把产品从生产者运送到最终消费者的手上。如果把这个过程比作产品的一次“旅行”，那么本章介绍的密集型分销、专营型分销和选择性分销三种分销战略就是 “产品旅行攻略”； B2C市场中的五条分销渠道以及B2B市场中的四条分销渠道就是“产品旅行线路”；而批发商和零售商则是两位重要的“产品旅行向导”。【学习目标】1. 解释渠道的含义，明确其在市场营销中的重要作用，并比较三种不同的分销形式；2. 阐释B2C市场和B2B市场中渠道各个中间商的重要作用；3. 对比B2C市场中的5个典型的分销渠道和B2B市场中的4个典型的分销渠道。【重点&难点】1. 解释渠道和中间商的含义，明确其在市场交易过程中的重要作用，比较三种不同类型的分销形式的适用条件和常见的分销渠道是本章的重点；2. 阐释B2C市场中的5个典型的分销渠道和B2B市场中的4个典型的分销渠道的适用条件和特点是本章的难点。9.1Intensive Distribution, Exclusive Distribution and Selective Distribution 产品“旅游攻略”：分销形式:本节介绍了三种分销战略，并对其适用条件、具体内容、典型列子进行了讨论。
9.2Consumer Product Distribution Channels 产品“旅游路线”：分销渠道（1）—— B2C市场:本节分析了B2C市场中五种分销渠道的形式、特点、适用条件以及典型案例。
9.3Business-to-Business Product Distribution Channels 产品“旅游路线”：分销渠道（2）—— B2B市场:本节分析了B2B市场中四种分销渠道的形式、特点、适用条件以及典型案例。
9.4Wholesaling 产品“旅游向导”：分销环节（1）——批发:本节介绍了批发及批发商的定义、批发商的分类以及其在产品分销中的重要作用。
9.5Retailing 产品“旅游向导”：分销环节（2）——零售（1）:本节介绍了零售及零售商的定义、零售战略的影响因素、零售店铺选择的影响因素、零售商的定位以及其在产品分销中的重要作用。
9.6Retailing 产品“旅游向导”：分销环节（2）——零售（2）:本节详细梳理了零售商的分类。

[多选题]Intermediaries in a distribution channel can include _________.
customers
industrial distributors
wholesalers
retailers
答案：wholesalers
retailers
industrial distributors
[多选题]Best Western allows people to book a motel room by contacting them, or via retail travel agents or online services such as wotif.com. Which of the following options best describes this distribution model?
Direct
selectively
Exclusive
Indirect[多选题]Which of the following distribution channels are correct?
Producer, agent/broker, consumer
Producer, wholesaler, retailer, consumer
Producer, retailer, wholesaler, consumer
Producer, consumer[多选题]Which of the following would be relevant considerations for the location of a retail store?
Proximity to competitors.
Customer access to public transport and public parking available in a potential area.
Proximity to complementary retailers.
Whether the geographic area contains a significant proportion of their target market demographic.[多选题]A benefit that retailers offer in the distribution channel is exchange efficiency. This means that _________.
the number of parties that producers and wholesalers must deal with is increased
the number of sellers that consumers must deal with is reduced
the number of parties that producers and wholesalers must deal with is reduced
the number of sellers that consumers must deal with is increased[多选题]Discount stores are characterised by _________.
self-service
high levels of customer service
high turnover
low margins[多选题]Which of the followings are forms of direct marketing?
Automatic vending machines
Door-to-door selling
Telemarketing
Catalogue marketing[多选题]Which of the following statements are correct?
Agents and brokers can act as intermediaries to connect members of the marketing channel.
Agents and brokers can operate on behalf of buyers.
Agents and brokers can operate on behalf of sellers.
Agents and brokers can operate on behalf of both buyers and sellers.[多选题]Which of the followings are potential benefits provided by wholesalers?
A wholesaler can promote and sell a manufacturer's products to retailers.
A wholesaler can hold and manage a manufacturer's inventory.
A wholesaler can reduce risk when conducting transactions.
A wholesaler can have bulk buying power with manufacturers and are able to pass on savings to retailers.