Question 1. Which of the following factors can a manufacturer influence, in order to assure retail demand for their output?

The number of channel partners involved in the supply chain.

The location of retailers in the market for that output.

The reverse logistics required to optimize post-sale activity.

The use of mass-market advertising to promote their output.

Question 2. When an intermediary in the distribution channel takes ownership of items, what is the impact on others in the supply chain?

Other supply chain partners must undertake value-adding activities to convert inputs to outputs.

The channel partner selling the items must generate transaction records, such as invoices and packing slips.

The channel partner taking ownership must generate demand through retailer supports, such as product display materials.

Other channel partners competing for that sale must create incentives to stimulate retail demand.

Question 3. Which statement BEST describes how branding relates to positioning?

Branding brings positioning to life through style elements such as images, colors, words, and music.

Branding puts a unique stamp on an offering that connects companies and customers.

Positioning creates a meaningful identity in the minds of consumers.

Positioning sets the stage for branding by building a platform for competitive differentiation.

Question 4. Which of the following statements was NOT described as a means by which marketers can help consumers have positive experiences with their brands?

Create consistent messages about the brand that generate interaction between traditional advertising and social media.

Participate in consumer conversations about the brand within social media channels, typically through brand advocates.

Consistently deliver an excellent consumer experience and satisfy expectations for authenticity and trustworthiness.

Persuade customers to purchase the company brand regardless of where they are in their purchase decision process.

Question 5. Why are complementary businesses a factor that can make or break a retail business?

The demographics around the retail area must represent a good fit to the retailers'

merchandise assortment.

The way merchandise is displayed must be coordinated with the layout of the facility.

Too much traffic generated by nearby businesses can make customers' access difficult.

Complementary businesses dictate what type of retail activity is going on nearby.

Question 6. Which example BEST illustrates co-creation of value as a pricing strategy?

A computer company offers a base price for specific features, but then charges more or less depending on which features customers opt to purchase.

In a popular tourist destination, prices of many goods rise during the summer season.

A software company offers to upgrade customers' templates at no additional cost to reduce the switching costs associated with adopting their product.

A retailer advertises few discounts or sales but promotes the overall value of its everyday prices.

Question 7. Which of the following statements does NOT describe a reason distribution channel strategy can be complex for marketers?

The number of intermediaries that may be involved.

The difficulty of assembling a channel partner system that does not become too complex to manage well.

The need for a channel strategy that adds value but keeps costs low.

The need to choose either a hub-and-spoke or a distributed manufacturing logistics strategy.

Question 8. As stated in chapter 6, what is the purpose for assigning communication channels to various quadrants of the POES model?

Assures that every message channel is given equal importance.

Establishes that engagement with online communities is given greater weight than more traditional advertising techniques.

To guarantee that messages in different quadrants only appear to stakeholder in those particular channels.

Provides a useful framework for coordinating strategies across the different corporate departments that are responsible for various communication channels.

Question 9. Which of the following sentences BEST reflects the fundamental concept of "price"?

A specified price that makes a profit for the seller must be attractive to a buyer.

Adjustments that raise or lower the price to a buyer must be reflected in value to the seller.

Customer has to make a sacrifice in money, time, and/or effort to get what they want to buy.

The buying exchange can be valued in rent, price, interest, fee, fares, or dues.

Question 10. Which answer BEST describes outbound licensing as a business model?

A business in U.S. contracts with a business in India for exclusive rights to market its products in the U.S.

A business in U.S. contracts with a business in the U.S. for exclusive rights to market its products in India.

A business in India contracts with inventors in the U.S. to develop new products to distribute in India.

A business in U.S. contracts with a business in India for exclusive rights to market its products in South America.