DePaul MKT 555 Final Exam Questions With
Correct Answers
4 Ps (difficulty to copy) - CORRECT ANSWER✔✔-Price is easiest
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Promotion is next easiest (take a few days but quick)
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Product next hardest to copy (can take weeks or
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months)
Place is HARDEST to copy (takes years to sign up partners/get relationships/etc)
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Why Sell Through Intermediary - CORRECT ANSWER✔✔--mfr needs broader
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reach to customers
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-mfr needs larger sales force
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- mfr doesn't have those core competencies and outsources
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-intermediaries more cost effective to carry out sales
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- quicker to get to market
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,When not to sell through intermediary - CORRECT ANSWER✔✔-- when
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commissions and training costs more than building sales force
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- margins are too thin
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- highly specialized product
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Hybrid Channel - CORRECT ANSWER✔✔-direct sales force for large accounts
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indirect for smaller/mid-market
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Push vs. Pull - CORRECT ANSWER✔✔-push- intermediaries are demand gen M-I-C
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pull- intermediaries are fulfillment and mfr is demand gen.
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pull more expensive
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Channel Design Decisions - CORRECT ANSWER✔✔-1. Analyze customers needs
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and wants
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2. establish objectives and constraints
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3. identify major channel alternatives
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, 4. Evaluate major channel alternatives.
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Analyze Customer's needs and wants - CORRECT ANSWER✔✔-Ex: how long will
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they wait in line, do they want a show room, do they want variety in channel
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options
Establish Objectives and Constraints - CORRECT ANSWER✔✔-Ex: For heavy items
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have channel near the final destination
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Ex: for depressed economy reduce costs in the channel
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Identifying Major Channel Alternatives - CORRECT ANSWER✔✔-Exclusive Disti:
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limited coverage for knowledgeable sales staff. EX: car dealerships
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Selective Disti: few points of coverage not not limited. liz claiborne suits.
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Intensive Disti: lots of coverage want volume. Ex; Gum
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Evaluating Major Channel Alternatives - CORRECT ANSWER✔✔-economic criteria
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/ control criteria / adaptive criteria
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channel management decisions - CORRECT ANSWER✔✔-selecting members
| | | | | |
training members |
motivating members, evaluate members | | |
manage marketing logistics | |
Correct Answers
4 Ps (difficulty to copy) - CORRECT ANSWER✔✔-Price is easiest
| | | | | | | | |
Promotion is next easiest (take a few days but quick)
| | | | | | | | |
Product next hardest to copy (can take weeks or
| | | | | | | | |
months)
Place is HARDEST to copy (takes years to sign up partners/get relationships/etc)
| | | | | | | | | | |
Why Sell Through Intermediary - CORRECT ANSWER✔✔--mfr needs broader
| | | | | | | | |
reach to customers
| |
-mfr needs larger sales force
| | | |
- mfr doesn't have those core competencies and outsources
| | | | | | | |
-intermediaries more cost effective to carry out sales
| | | | | | |
- quicker to get to market
| | | | |
,When not to sell through intermediary - CORRECT ANSWER✔✔-- when
| | | | | | | | | |
commissions and training costs more than building sales force
| | | | | | | |
- margins are too thin
| | | |
- highly specialized product
| | |
Hybrid Channel - CORRECT ANSWER✔✔-direct sales force for large accounts
| | | | | | | | |
indirect for smaller/mid-market
| |
Push vs. Pull - CORRECT ANSWER✔✔-push- intermediaries are demand gen M-I-C
| | | | | | | | | |
pull- intermediaries are fulfillment and mfr is demand gen.
| | | | | | | |
pull more expensive
| |
Channel Design Decisions - CORRECT ANSWER✔✔-1. Analyze customers needs
| | | | | | | | |
and wants
|
2. establish objectives and constraints
| | | |
3. identify major channel alternatives
| | | |
, 4. Evaluate major channel alternatives.
| | | |
Analyze Customer's needs and wants - CORRECT ANSWER✔✔-Ex: how long will
| | | | | | | | | | |
they wait in line, do they want a show room, do they want variety in channel
| | | | | | | | | | | | | | | |
options
Establish Objectives and Constraints - CORRECT ANSWER✔✔-Ex: For heavy items
| | | | | | | | | |
have channel near the final destination
| | | | |
Ex: for depressed economy reduce costs in the channel
| | | | | | | |
Identifying Major Channel Alternatives - CORRECT ANSWER✔✔-Exclusive Disti:
| | | | | | | |
limited coverage for knowledgeable sales staff. EX: car dealerships
| | | | | | | | |
Selective Disti: few points of coverage not not limited. liz claiborne suits.
| | | | | | | | | | |
Intensive Disti: lots of coverage want volume. Ex; Gum
| | | | | | | |
Evaluating Major Channel Alternatives - CORRECT ANSWER✔✔-economic criteria
| | | | | | |
/ control criteria / adaptive criteria
| | | | | |
channel management decisions - CORRECT ANSWER✔✔-selecting members
| | | | | |
training members |
motivating members, evaluate members | | |
manage marketing logistics | |
