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26 Cards in this Set
- Front
- Back
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What is the role of a marketing channel?
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To make services or goods available for use or consumption by consumers.
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What are the 3 basic roles of a marketing channel?
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1.) Transactional
2.) Logistical 3.) Facilitating |
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What role does buying and selling fall under in the 3 basic roles of a marketing channel?
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Transactional
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What role does assorting, storing, and transporting fall under in the 3 basic roles of a marketing channel?
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Logistical
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What role does financing, grading, and research fall under in the 3 basic roles of a marketing channel?
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Facilitating
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What is an intermediary that works between the manufacturer and the end-user called?
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Middleman
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What is the intermediary that can legally act on behalf of the manufacturer called?
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Agent or broker
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What is the intermediary that buys from the manufacturers and sells to other intermediaries called?
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Wholesaler
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What is the intermediary that sells to consumers called?
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Retailer
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If a producer sells directly to the end consumer, what kind of channel is this?
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Direct channel
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An indirect channel must have WHAT between the producer and end consumer?
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Intermediaries
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When do you need an agent to help coordinate a large supply of the product?
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When there are a lot of small players like manufacturers and retailers.
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What is the type of good that usually goes through a wholesaler?
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low-cost goods that are frequently purchased from consumers.
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What are the 3 types of target market coverage for distribution?
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1.) Intensive
2.) Exclusive 3.) Selective |
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What are the 3 factors in choosing a marketing channel?
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1.) Which channel will provide the best coverage?
2.) Which channel will satisfy buyer requirements 3.) Which channels will be the most profitable? |
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What are the 4 Buyer Requirements?
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1.) Information
2.) Convenience 3.) Variety 4.) Pre- or postsale services |
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What are the 3 Cs of channel management?
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1.) Coordination
2.) Cooperating 3.) Conflict |
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What are the 2 types of channel conflict?
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1.) Vertical (between wholesaler and retailer)
2.) Horizontal (between retailers) |
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When is a channel captain necessary?
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To help with cooperation. They help influence other players.
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What does retailer acceptance measure?
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How many retailer companies will actually carry your product.
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What does store penetration measure?
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Of the retailer companies that accept your product, how many of their stores will carry it.
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What are the 3 ways to classify a retail outlet?
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1.) Form of Ownership
2.) Level of Service 3.) Type of Merchandise Line |
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What are the 3 Forms of Ownership?
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1.) Independent
2.) Corporate chain 3.) Contractual |
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What are the 3 Levels of Service?
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1.) Self service
2.) Limited service 3.) Full service |
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What are the 2 Types of Merchandise Line?
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1.) Depth of line
2.) Breadth of line |
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What is the difference between breadth and depth of line?
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Breadth is how many different items a store carries while depth is how many variations of a certain item it carries.
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