MKT Channels - Chapter 05

According to Philip Kotler, marketing strategy refers to:

• The detailed programming and budgeting of marketing activities

• The process of selecting channel members

• The broad principles by which a business unit achieves its marketing objectives in a target market

• The evaluation of channel member performance

The six basic distribution decisions do not include:

• What role distribution plays in the marketing mix

• What role distribution plays in product development

• How the firm’s marketing channels should be designed

• How to evaluate channel member performance

In cycle 2 of the three-cycle strategic planning process, the focus is on:

• Defining the business and its future

• Formulating functional strategies

• Detailed programming and budgeting

• Evaluating the firm’s distribution objectives

Which of the following is true about Amazon.com's distribution strategy?

• It uses both online and offline channels.

• It emphasizes a multi-channel strategy.

• It focuses on a single, online channel strategy.

• It does not prioritize distribution in its business model.

In the marketing mix, distribution is most relevant for:

• Standard computer chips

• Cosmetics manufacturers

• Full-service retailers

• Satisfying target market demands

Distribution can provide a competitive edge because:

• It is easier to copy than other elements of the marketing mix.

• It offers advantages that are not as easily duplicated by competitors.

• Competitors can adjust their pricing more easily.

• It does not require substantial investment in human capabilities.

Which of the following is an example of neglecting distribution strategy by competitors?

• Developing strong relationships with channel members

• Using a well-coordinated distribution channel

• Failing to emphasize distribution in the marketing mix

• Focusing on technological innovation

Differential advantage refers to:

• The process of selecting the right pricing strategy for products

• Achieving a favorable position in the market relative to competitors

• Gaining cooperation from channel members

• Optimizing product portfolios for distribution

Which of the following is not a responsibility of the channel manager?

• Motivating channel members to cooperate in achieving distribution objectives

• Selecting the appropriate pricing for distribution

• Evaluating channel member performance

• Developing close relationships with channel members

How can channel member performance evaluation strengthen a firm's marketing mix?

• By analyzing competitors' pricing strategies

• By ensuring long-term cooperation between the firm and channel members

• By focusing exclusively on product innovation

• By reducing emphasis on distribution