Question 1

Despite focusing on the brand, innovation, and product quality, the Lego Group of Denmark was in trouble because its channel strategy

Accepted Answer

A)  offered too many channels. 
B)  focused only on low-cost channels. 
C)  had not kept pace with the changing environment. 
D)  did not have buy-in from the sales force. 
E)  didn't touch customers at each point. 
A)  offered too many channels. 
B)  focused only on low-cost channels. 
C)  had not kept pace with the changing environment. 
D)  did not have buy-in from the sales force. 
E)  didn't touch customers at each point. C

Question 2

While channels may be used to improve customer satisfaction levels, they cannot be used to build brand loyalty.

Accepted Answer

A) True 
 B)False  False

Question 3

Having more channels means getting more sales.

Accepted Answer

A) True 
 B)False  False

Question 4

Given its low cost, the internet is always a great channel to reach customers.

Accepted Answer

A) True 
 B)False

Question 5

Devices alone are not enough anymore; consumers want a complete experience.

Accepted Answer

A) True 
 B)False

Question 6

When an organization begins to move customers from one channel to another, the organization's sales force and its channel partners

Accepted Answer

A)  embrace the transition. 
B)  are not affected in any way. 
C)  focus on stepping up customer service. 
D)  are usually downsized. 
E)  face the same fears as customers. 
A)  embrace the transition. 
B)  are not affected in any way. 
C)  focus on stepping up customer service. 
D)  are usually downsized. 
E)  face the same fears as customers.

Question 7

A value chain is a supply chain, but its emphasis is on examining how value is created or destroyed by a channel member.

Accepted Answer

A) True 
 B)False

Question 8

The first step in determining the right channels for your business is to

Accepted Answer

A)  focus on low-cost channels. 
B)  define a realistic channel range. 
C)  guide customers to channels. 
D)  touch customers at each point. 
E)  mitigate channel conflict. 
A)  focus on low-cost channels. 
B)  define a realistic channel range. 
C)  guide customers to channels. 
D)  touch customers at each point. 
E)  mitigate channel conflict.

Question 9

Well-designed channels primarily move

Accepted Answer

A)  goods. 
B)  services. 
C)  raw materials. 
D)  product orders. 
E)  information. 
A)  goods. 
B)  services. 
C)  raw materials. 
D)  product orders. 
E)  information.

Question 10

Among the four steps of the customer purchase process is

Accepted Answer

A)  post-sale service. 
B)  online research. 
C)  personal selling. 
D)  word of mouth. 
E)  sampling. 
A)  post-sale service. 
B)  online research. 
C)  personal selling. 
D)  word of mouth. 
E)  sampling.

Question 11

Why is it important for channel strategies to evolve?

Accepted Answer

A firm's marketing strategy has to be dy

Question 12

In order to compete with companies that have larger advertising budgets or greater resources, smart companies look to their

Accepted Answer

A)  marketing mix. 
B)  advertising. 
C)  public relations. 
D)  product development. 
E)  channels. 
A)  marketing mix. 
B)  advertising. 
C)  public relations. 
D)  product development. 
E)  channels.

Question 13

Looking at value chains enables a business to

Accepted Answer

A)  build relationships with its channel partners. 
B)  improve product research and development. 
C)  keep costs low. 
D)  expand its distribution. 
E)  expand its product portfolio. 
A)  build relationships with its channel partners. 
B)  improve product research and development. 
C)  keep costs low. 
D)  expand its distribution. 
E)  expand its product portfolio.

Question 14

ING, the Dutch online bank, uses the proverbial "carrot-and-stick" approach, offering customers a higher savings rate if they use the preferred internet channel and "punishing" them with long lineups if they choose to conduct a transaction face to face with a teller.

Accepted Answer

A) True 
 B)False

Question 15

Left to their own devices, customers will usually choose a lower-cost channel, mainly due to habit.

Accepted Answer

A) True 
 B)False

Question 16

Channel strategies impact every aspect of a business.

Accepted Answer

A) True 
 B)False

Question 17

If channel decisions are so important, why not simply add more channels to serve the customer?

Accepted Answer

Multi-channel marketing is muc

Question 18

In addition to looking at the cost side of channel economics, businesses must also look at channel

Accepted Answer

A)  conflicts. 
B)  range. 
C)  fit with the brand. 
D)  revenues. 
E)  competition. 
A)  conflicts. 
B)  range. 
C)  fit with the brand. 
D)  revenues. 
E)  competition.

Question 19

The most important thing channels move is information. Using the popular fashion retailer Zara as an example, explain this statement.

Accepted Answer

Although moving goods from manufacturer

Question 20

The direct channel model allows Dell to practice just-in-time (JIT) inventory management, thus keeping its inventory costs at a minimum.

Accepted Answer

A) True 
 B)False

Exam 35: Channel Strategies

Despite focusing on the brand, innovation, and product quality, the Lego Group of Denmark was in trouble because its channel strategy

While channels may be used to improve customer satisfaction levels, they cannot be used to build brand loyalty.

Having more channels means getting more sales.

Given its low cost, the internet is always a great channel to reach customers.

Devices alone are not enough anymore; consumers want a complete experience.

When an organization begins to move customers from one channel to another, the organization's sales force and its channel partners

A value chain is a supply chain, but its emphasis is on examining how value is created or destroyed by a channel member.

The first step in determining the right channels for your business is to

Well-designed channels primarily move

Among the four steps of the customer purchase process is

Why is it important for channel strategies to evolve?

In order to compete with companies that have larger advertising budgets or greater resources, smart companies look to their

Looking at value chains enables a business to

ING, the Dutch online bank, uses the proverbial "carrot-and-stick" approach, offering customers a higher savings rate if they use the preferred internet channel and "punishing" them with long lineups if they choose to conduct a transaction face to face with a teller.

Left to their own devices, customers will usually choose a lower-cost channel, mainly due to habit.

Channel strategies impact every aspect of a business.

If channel decisions are so important, why not simply add more channels to serve the customer?

In addition to looking at the cost side of channel economics, businesses must also look at channel

The most important thing channels move is information. Using the popular fashion retailer Zara as an example, explain this statement.

The direct channel model allows Dell to practice just-in-time (JIT) inventory management, thus keeping its inventory costs at a minimum.

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