【正文】 eans severely limiting the number of intermediaries. Answer: False Page: 480 Level of difficulty: Medium84. Intensive distribution consists of the manufacturer placing the goods or services in as many outlets as possible. Answer: True Page: 480 Level of difficulty: Medium 85. The producer must determine the rights and responsibilities of participating channel members. Answer: True Page: 481 Level of difficulty: Medium86. Each channel alternative needs to be evaluated against economic, control, and power criteria. Answer: False Page: 481 Level of difficulty: Medium87. Companies that are successful in switching their customers to lowercost channels, assuming no loss of sales or deterioration in service quality, will gain a channel advantage. Answer: True Page: 482 Level of difficulty: Medium88. Channel arrangements once constructed need not be modified over time. Answer: False Page: 483 Level of difficulty: Hard89. Companies need not plan and implement careful training programs for their intermediaries. Answer: True Page: 483 Level of difficulty: Hard90. Coercive power is objectively observable, while legitimate, expert, and referent power are more subjective. Answer: True Page: 484 Level of difficulty: Medium91. More sophisticated panies try to forge a longterm partnership with distributors. Answer: True Page: 484 Level of difficulty: Medium92. A vertical marketing system prises the producer, wholesaler(s), and retailer(s) acting in their own interests. Answer: False Page: 487 Level of difficulty: Easy 93. A horizontal marketing system brings two related firms together to marshal the resources or programs necessary to provide an emerging marketing opportunity.Answer: False Page: 488 Level of difficulty: Hard94. One of the major causes of channel conflict is goal inpatibility between the manufacturer and the channel members. Answer: True Page: 491 Level of difficulty: Hard95. Channel coordination occurs when channel members are brought together to advance the goals of the channel. Answer: True Page: 491 Level of difficulty: Easy96. Channel conflict is generated when one channel member’s actions prevent the channel from achieving its goal. Answer: True Page: 491 Level of difficulty: Easy97. Ebusiness means that the pany or site offers to transact or facilitate the selling of products and services online. Answer: False Page: 493 Level of difficulty: Medium 98. The Internet is less useful for products that must be touched or examined in advance. Answer: True Page: 494 Level of difficulty: Medium99. In adding emerce, a brickandclick pany need not worry about backlash from retailers, brokers, agents, or other intermediaries. Answer: False Page: 495 Level of difficulty: Hard100. Emarketing describes pany efforts to inform buyers, municate, promote, and sell its products and services over the Internet. Answer: True Page: 493 Level of difficulty: EasyEssay 101. Explain why the marketing channel system is so important to a firm. Suggested Answer: Decisions about the marketing channel system are among the most critical facing management. In the United States, channel members collectively earn margins that account for 30–50 percent of the final retail price. Marketing channels represent a substantial opportunity cost. One of the chief roles of marketing channels is to covert potential buyers into profitable orders. Marketing channels must not just serve markets, they must also make markets. The channels chosen affect all other marketing decisions. The panies’ price strategies, promotion strategies, and place strategies are determined by the channel the firm pursues. Page: 468 Level of difficulty: Hard102. Explain the concept of a hybrid channel distribution system. Suggested Answer: A hybrid channel distribution system is when firm use a bination of different channels to reach differing target markets. For example, IBM uses its sales force to sell to large accounts, outbound telemarketing to sell to mediumsized accounts, direct mail with an inbound number for small accounts, retailers to sell to even smaller accounts, and the Internet to sell specialty items. Page: 469 Level of difficulty: Hard103. Different consumers have different needs during the purchase process. Researchers Nunes and Cespedes argue that in many markets, buyers fall into four categories. List these four categories and briefly define. Suggested Answer: The four categories are: (1) habitual shoppers—purchase from the same places in the same manner over time。 (2) high value deal seekers —know their needs and “channel surf” a great deal before buying at the lowest possible price。 (3) varietyloving shoppers—gather information in many channels, take advantage of hightouch services, and then buy in their favorite channel, regardless of price。 and (4) highinvolvement shoppers—gather information in all channels, make their purchases in a lowcost channel, but take advantage of customer support from a hightouch channel. Page: 470 Level of difficulty: Hard104. Demand chain planning yields several insights for manufacturers who follow this view of the supply chain. Explain what these insights are and how panies can use them to their best advantage. Suggested Answer: First, the pany can estimate whether more money is made upstream or downstream, in case it might want to integrate backward or forward. Second, the pany is more aware of disturbances anywhere in the supply chain that might cause costs, prices, or suppliers to change suddenly. Third, panies can go online with their business partners to carry on faster and more accurate munications, transactions, and payments to reduce costs, speed up information, and increase accuracy. Page: 471 Level of difficulty: Hard 105. What