科特勒市场营销第十二章习题与答案.doc

Chapter 12 Marketing Channels: Delivering Customer Value 1) Which of the following is NOT a typical supply chain member? A) resellers B) customers C) intermediaries D) government agencies E) raw materials supplier Answer: D Diff: 1 Page Ref: 337 Skill: Concept Objective: 12-1 2) ________ the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service. A) Downstream from B) Upstream from C) Separated from D) Congruous to E) Parallel with Answer: B Diff: 2 Page Ref: 337 Skill: Concept Objective: 12-1 3) Another term for the supply chain that suggests a sense and respond view of the market is ________. A) supply and demand chain B) demand chain C) channel of distribution D) distribution channel E) physical distribution Answer: B Diff: 3 Page Ref: 338 Skill: Concept Objective: 12-1 4) A companys channel decisions directly affect every ________. A) channel member B) marketing decision C) customers choices D) employee in the channel E) competitors actions Answer: B Diff: 2 Page Ref: 339 Skill: Concept Objective: 12-1 5) Distribution channel decisions often involve ________ with other firms, particularly those that involve contracts or relationships with channel partners. A) short-term commitments B) long-term commitments C) major problems D) financial losses E) disagreements Answer: B Diff: 3 Page Ref: 339 Skill: Concept Objective: 12-1 6) Joe Blanco, like other producers, has discovered that his intermediaries usually offer his firm more than it can achieve on its own. Which of the following is most likely an advantage that Joe creates by working with intermediaries? A) financial support B) fast service C) scale of operation D) working relationships with foreign distributors E) promotional assistance Answer: C Diff: 2 Page Ref: 339 Skill: Concept Objective: 12-1 7) Intermediaries play an important role in matching ________. A)