Question 1

It is not necessary for a channel strategy to keep pace with changing customer needs and market conditions.

Accepted Answer

A) True 
 B)False

Question 2

Nokia is taking on Apple's iPhone not by making changes to its core product, but by focusing on the

Accepted Answer

A)  functional product. 
B)  augmented product. 
C)  potential product. 
D)  advertising strategy. 
E)  media strategy. 
A)  functional product. 
B)  augmented product. 
C)  potential product. 
D)  advertising strategy. 
E)  media strategy.

Question 3

Explain how a channel strategy can be used to build a competitive advantage. Provide an example.

Accepted Answer

By properly understanding customer needs

Question 4

The prime purpose of a channel is to effectively deliver the customer value proposition.

Accepted Answer

A) True 
 B)False

Question 5

Sony reduces channel conflict among the various retail outlets for its products by

Accepted Answer

A)  ensuring that club stores such as Costco have a higher markup. 
B)  encouraging customers to browse for items in high-cost channels and buy in low-cost channels. 
C)  offering incentives to the customer. 
D)  offering sales representatives a commission regardless of the channel. 
E)  tweaking product features to ensure the different channels are not competing for the "same" product. 
A)  ensuring that club stores such as Costco have a higher markup. 
B)  encouraging customers to browse for items in high-cost channels and buy in low-cost channels. 
C)  offering incentives to the customer. 
D)  offering sales representatives a commission regardless of the channel. 
E)  tweaking product features to ensure the different channels are not competing for the "same" product.

Question 6

A lesson learned from the Lego Group of Denmark is that it is better to think of supply chain, innovation, and product quality as

Accepted Answer

A)  separate topics. 
B)  connected. 
C)  low priorities. 
D)  top priorities. 
E)  competitive advantages. 
A)  separate topics. 
B)  connected. 
C)  low priorities. 
D)  top priorities. 
E)  competitive advantages.

Question 7

Multi-channel marketing may decrease a company's profits because it

Accepted Answer

A)  increases customer dissatisfaction. 
B)  decreases channel conflict. 
C)  decreases customer value. 
D)  increases the cost to serve the customer. 
E)  decreases the number of transactions. 
A)  increases customer dissatisfaction. 
B)  decreases channel conflict. 
C)  decreases customer value. 
D)  increases the cost to serve the customer. 
E)  decreases the number of transactions.

Question 8

Poorly conceived channel decisions result in

Accepted Answer

A)  increased sales. 
B)  increased market share. 
C)  increased profits. 
D)  decreased red tape. 
E)  wasted effort. 
A)  increased sales. 
B)  increased market share. 
C)  increased profits. 
D)  decreased red tape. 
E)  wasted effort.

Question 9

By adding more channels, a business better serves its customers.

Accepted Answer

A) True 
 B)False

Question 10

A failure to understand customer preferences for different channels as they move through the purchase process may result in

Accepted Answer

A)  a lower E/C ratio. 
B)  a lower E/R ratio. 
C)  over-serving customers. 
D)  conserved resources. 
E)  decreased channel costs. 
A)  a lower E/C ratio. 
B)  a lower E/R ratio. 
C)  over-serving customers. 
D)  conserved resources. 
E)  decreased channel costs.

Question 11

Inserting your company into your customers' network of suppliers and customers is a concept called

Accepted Answer

A)  supply chain. 
B)  market share. 
C)  shareholder return. 
D)  advertising. 
E)  channel selection. 
A)  supply chain. 
B)  market share. 
C)  shareholder return. 
D)  advertising. 
E)  channel selection.

Question 12

Provide an example of circumstances that might cause channel conflict. How might a company mitigate or eliminate this conflict?

Accepted Answer

Sony sells the same item (for example, a

Question 13

The most important thing channels move is information.

Accepted Answer

A) True 
 B)False

Question 14

The first step in channel design is to realistically define a set of channels.

Accepted Answer

A) True 
 B)False

Question 15

Formulating channel strategy often results in conflict among channel members.

Accepted Answer

A) True 
 B)False

Question 16

Channel strategies can help a business focus on the potential product.

Accepted Answer

A) True 
 B)False

Question 17

Charles Schwab's multi-channel strategy keeps costs down by using its branches to acquire customers and its other channels to

Accepted Answer

A)  charge them higher fees. 
B)  offer advice to them. 
C)  cross-sell products to them. 
D)  advertise to them. 
E)  keep them. 
A)  charge them higher fees. 
B)  offer advice to them. 
C)  cross-sell products to them. 
D)  advertise to them. 
E)  keep them.

Exam 35: Channel Strategies

It is not necessary for a channel strategy to keep pace with changing customer needs and market conditions.

Nokia is taking on Apple's iPhone not by making changes to its core product, but by focusing on the

Explain how a channel strategy can be used to build a competitive advantage. Provide an example.

The prime purpose of a channel is to effectively deliver the customer value proposition.

Sony reduces channel conflict among the various retail outlets for its products by

A lesson learned from the Lego Group of Denmark is that it is better to think of supply chain, innovation, and product quality as

Multi-channel marketing may decrease a company's profits because it

Poorly conceived channel decisions result in

By adding more channels, a business better serves its customers.

A failure to understand customer preferences for different channels as they move through the purchase process may result in

Inserting your company into your customers' network of suppliers and customers is a concept called

Provide an example of circumstances that might cause channel conflict. How might a company mitigate or eliminate this conflict?

The most important thing channels move is information.

The first step in channel design is to realistically define a set of channels.

Formulating channel strategy often results in conflict among channel members.

Channel strategies can help a business focus on the potential product.

Charles Schwab's multi-channel strategy keeps costs down by using its branches to acquire customers and its other channels to

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