Channel power

________ are sets of interdependent organizations participating in the process of making a product or service available for use or consumption.

A. Marketing channels
B. Interstitials
Communication channels
D. Sales territories
E. Marketing terrains

A merchant is a(n) ________ in the marketing channel.

A. wholesaler
B. broker
C. sales agent
D. warehouse
E. advertising agency

A manufacturer uses the company's sales force and trade promotions to carry, promote, and sell products to end users. Which of the following strategies is this manufacturer using?

A. personalization strategy
B. tailoring strategy
C. push strategy
D. pull strategy
E. consumer promotion strategy

Total Beverages, a maker of fruit juices and health drinks, recently launched a new brand of packaged drinking water called AquaPure. In order to induce distributors to carry the product, Total offers all its intermediaries a free refrigerator to store bottles of AquaPure. This is an example of a ________.

A. consumer promotion
B. push strategy
C. backward flow
D. reverse flow
E. pull strategy

Spike Inc. is a sportswear manufacturer that recently launched its new line of customizable running shoes. The shoes come with a digital component that allows them to adapt to the runner's biomechanics. To promote this new product, Spike launches an advertising campaign and entices(本意是“诱惑、怂恿”) a famous athlete to endorse the product. This is an example of a ________.

A. trade promotion
B. reverse flow
C. push strategy
D. pull strategy
E. backward flow

When is a pull strategy appropriate?

A. when there is low brand loyalty
B. when consumers are able to perceive differences between brands
C. when brand choice is made in the store
D. when it is a low involvement purchase
E. when the product is an impulse item

Using the push strategy is most appropriate when ________.

A. consumers are able to perceive differences between brands
B. the product being sold is an impulse item
C. there is high brand loyalty for the product
D. the product is a high involvement purchase
E. consumers choose the brand before they go to the store

A firm uses its sales force to sell to large accounts and outbound telemarketing to sell to medium-sized accounts. The firm is using ________ marketing.

A. hybrid
B. pull
C. personalized
D. vertical
E. internal

A computer manufacturing company allows customers to place orders online, which they can later pick up from a convenient retail location. Which of the following terms best represents this practice?

A. internal marketing
B. mass customization
C. online personalization
D. push strategy
E. channel integration