【文章內(nèi)容簡介】 b. distributor relationshipc. vertical marketing systemd. distribution systeme. administered system Answer: c Page: 487 Level of difficulty: Medium37. A ________ consists of independent firms at different levels of production and distribution integrating their programs on a contractual basis to obtain more economies or sales impact than they could achieve alone. a. contractual VMSb. distributor VMSc. administered VMSd. vertical marketing system e. none of the above Answer: a Page: 488 Level of difficulty: Medium38. Two or more unrelated panies put together resources or programs to exploit an emerging marketing opportunity it is called a ________. a. coop marketing systemb. horizontal marketing systemc. financial marketing systemd. vertical marketing systeme. crossmarketing systemAnswer: b Page: 488 Level of difficulty: Medium 39. Contractual VMSs now constitute one of the most significant developments in the economy and e in three types. Which of the following is a type of contractual VMS? a. Specialty storesb. Franchise organizationsc. Kiosks storesd. Catalog storese. None of the aboveAnswer: b Page: 488 Level of difficulty: Hard 40. ________ occurs when a single firm uses two or more marketing channels to reach one or more customer segments. a. Multichannel marketing b. Multimarket marketingc. Diversified marketing d. Integrated marketing e. None of the aboveAnswer: a Page: 489 Level of difficulty: Easy41. By adding more channels, panies can gain three important benefits. First, they can increase their market coverage, second, they can lower channel costs by moving to a lower cost channel, and third they can provide ________. a. effective dollar costs/sale b. increased exposure c. increased volume of potential customersd. increased volume of salese. more customized sellingAnswer: e Pages: 489–490 Level of difficulty: Medium 42. ________ is generated when one channel member’s actions prevent the channel from achieving its goal. a. Channel power b. Channel conflictc. Channel coordination d. Channel advertisemente. None of the above Answer: b Page: 491 Level of difficulty: Easy 43. ________ involves conflict between members at the same level within the channel. a. Vertical channel conflictb. Circular channel conflict c. Multichannel conflictd. Horizontal channel conflicte. None of the above Answer: d Page: 491 Level of difficulty: Medium44. ________ means conflict between different levels within the same channel. a. Vertical channel conflictb. Circular channel conflict c. Multichannel conflictd. Horizontal channel conflicte. None of the above Answer: a Page: 491 Level of difficulty: Hard45. ________ exists when the manufacturer has established two or more channels that sell to the same market. a. Vertical channel conflictb. Circular channel conflict c. Multichannel conflictd. Horizontal channel conflicte. None of the aboveAnswer: c Page: 491 Level of difficulty: Medium46. ________ occurs when channel members are brought together to advance the goals of the channel, as opposed to their own potentially inpatible goals. a. Channel coordinationb. Channel cooperation c. Channel conflictd. Channel advertisement e. None of the above Answer: a Page: 491 Level of difficulty: Easy47. Causes of channel conflict include the following, EXCEPT________.a. goal inpatibility b. differences in perception c. dependency d. unclear goals and rights e. channel power usage Answer: e Pages: 491–492 Level of difficulty: Hard48. There are several mechanisms for effective conflict management. These include the following EXCEPT ________. a. litigation b. superordinate goalsc. cooptationd. diplomacye. mediation Answer: a Page: 492 Level of difficulty: Hard49. ________ is an effort by one organization to win the support of the leaders of another organization by including them in advisory councils, board of directors, and the like. a. Cooptationb. Diplomacyc. Superordinate goalsd. Mediatione. Arbitration Answer: a Page: 492 Level of difficulty: Medium 50. ________ means resorting to a neutral third party who is skilled in conciliating the two parties’ interests. a. Cooptation b. Negotiation c. Mediation d. Arbitration e. DiplomacyAnswer: c Page: 492 Level of difficulty: Medium 51. Producers of strong brands sometimes sell it to dealers only if they will take some or all of the rest of the line. This practice is called fullline forcing or ________. a. EDLPsb. laddering c. tying agreements d. reciprocal agreements e. tradeoffsAnswer: c Page: 493 Level of difficulty: Hard52. ________ describes the use of electronic means and platforms to conduct a pany’s business. a. Ebusiness b. Emercec. Epurchasing d. Emarketing e. None of the above Answer: a Page: 493 Level of difficulty: Easy53. ________ means that the pany or site offers to transact or facilitate the selling of products or services online. a. Ebusiness b. Emercec. Epurchasing d. Emarketing e. None of the above Answer: b Page: 493 Level of difficulty: Easy54. ________ means panies decide to purchase goods, services, and information from various online suppliers. a. Ebusiness b. Emercec. Epurchasing d. Emarketing e. None of the above Answer: c Page: 493 Level of difficulty: Easy 55. ________ describes pany efforts to inform buyers, municate, promote, and sell its products and services over the Internet. a. Ebusiness b. Emercec. Epurchasing d. Emarketing e. None of the above Answer