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1、 83 Chapter 12:The Internet for Distribution Multiple Choice 1.A distribution channel is composed of all of the following except _.a.producers b.intermediaries c.marketers d.consumers(c;Medium;pg.287)2.Which of the following is a channel intermediary?a.wholesaler b.broker c.agent d.all of the above(
2、d;Easy;pp.287-288)3.A distribution channel in which the manufacturer deals directly with the consumer is called a(n)_.a.indirect channel b.direct channel c.outsourcing channel d.brokered channel(d;Medium;p.288)4._ functions refer to making contact with buyers and using marketing communication strate
3、gies to make them aware of products.a.Advertising b.Selling c.Transactional d.One-to-one marketing(c;Hard;p.289)5._ agents can predict consumer preferences based on past purchases.a.Purchasing b.Selling c.Marketing d.Collaborative filtering(d;Hard;p.291)84 6.Which of the following is true of logisti
4、cal functions?a.they include physical distribution activities b.they include aggregating product functions c.they are often outsourced d.all of the above(d;Medium;p.292)7.Which of the following is a possible solution to the“last mile problem”?a.dummy boxes b.the retail aggregator model c.FedEx d.all
5、 of the above(b;Medium;p.295)8.The benefits of market research include _.a.it can estimate the size of the target market b.market research has no cost when gathered online c.market research is always available from outside sources d.all of the above(a;Hard;p.295)9.Supply chain management refers to t
6、he coordination of flows in three categories:material,information and _.a.marketing b.distribution c.financial d.logistics(c;Hard;p.298)10._ is the computerized exchange of information between organizations,typically used to eliminate paperwork.a.Electronic data interchange b.Enterprise resource pla
7、nning c.Supply chain management d.Secure electronic transfers(a;Hard;p.301)11.Electronic data interchange(EDI)is based upon which of the following key variables?a.openness of the system b.transport method c.type of technology used for implementation d.all of the above(d;Medium;p.301)85 12._ save(s)c
8、ustomers money by avoiding the middleman;sometimes it leads to more rapid delivery of the product.a.Infomediaries b.Disintermediation c.Indirect selling d.All of the above(b;Hard;p.303)13._ is an online organization that aggregates and distributes information.a.An infomediary b.A disintermediator c.
9、A distribution system d.A brokerage model(a;Hard;p.303)14.All of the following are intermediary models in common use on the Internet except _.a.brokerage models b.direct selling models c.agent models d.online retailing(b;Medium;p.304)15.A brokerage models primary benefit(s)to the buyer is _.a.conven
10、ience b.speed of order execution c.transaction processing d.all of the above(d;Medium;p.304)16.Which of the following is an example of an agent that represents the seller?a.selling agents b.manufacturers agents c.metamediaries d.all of the above(d;Medium;pp.306-307)17.An agent that represents a clus
11、ter of manufacturers,e-tailers,and content providers organized around a life event or major asset purchase is known as a _.a.metamediary b.manufacturers agent c.virtual mall d.all of the above(a;Hard;p.307)86 18.Which of the following is not a customer benefit provided by virtual malls?a.branding b.
12、gift registry c.shopping agents d.digital wallets(c;Hard;p.307)19.A _ pools many buyers together to drive down the price on selected items.a.reverse auction b.shopping agent c.buyer cooperative d.metamediary(c;Medium;p.308)20.The most effective online strategies include _.a.a high-reach strategy to
13、accumulate a large number of customers b.a niche strategy with narrow focus c.the use of online retailing as a complement to offline channels d.all of the above(d;Hard;p.311)True/False 21.Manufacturers agents represent the seller whereas purchasing agents represent the buyer.a.True b.False(a;Easy;p.
14、288)22.In general,suppliers operate more efficiently when they produce a low volume of a wide range of products.a.True b.False(b;Medium;p.294)23.Both continuous replenishment and build to order help to eliminate inventory.a.True b.False(a;Easy;p.293)24.Most e-business models are entirely original in
15、 terms of traditional existing marketing concepts.a.True b.False(b;Medium;p.302)87 25.The content sponsorship model is always used alone in order to create multiple revenue streams.a.True b.False(b;Medium;p.303)26.Unlike agents,brokers do represent either the buyer or the seller depending upon who p
16、ays the fee.a.True b.False(b;Easy;p.304)27.Manufacturers agents represent one seller.a.True b.False(b;Medium;p.306)28.In a reverse auction the buyer specifies a price and sellers bid for individual buyers.a.True b.False(a;Easy;p.308)29.Regardless of a 51%growth from 2002 to 2003,online retailing is
17、less than 10%of all retail sales.a.True b.False(a;Medium;pp.310-311)30.It is critical to understand how e-commerce fits into overall marketing strategy,what the firm expects to accomplish through it,and whether or not is working.a.True b.False(a;Medium;p.312)88 Essay 31.In what ways does the Interne
18、t add value to the marketing communications function?Your answer should include at least three of the four ways listed in the text and give an example for each.Automate previously manual processes,such as postal mail to e-mail.Monitor communications and alter messages immediately.Software for tracki
19、ng users behavior can be used to direct highly targeted and individual communications.Enhances promotional coordination among intermediaries.(Medium;pp.290-291)32.How does the content sponsorship model generate revenues for the firm?Generates revenue by selling advertising to other firms.Ad space on
20、 Web sites.Newspapers sell archived articles.(Easy;p.303)33.What are the benefits of online auctions for buyers?What are the benefits for sellers?Are there any drawbacks to this model?Buyers-Good pricing,Thrill of auction,convenience.Sellers-Move excess inventory,market price for good,large pool of
21、buyers,lowered customer acquisition costs.Drawbacks for buyers Time monitoring the auction,get caught up in auction and pay more than retail price.(Hard;p.305)34.What are the differences between brokerage models and agent models?Agents represent one of the parties in the transaction,either the buyer
22、 or the seller.Brokers are intermediaries who bring buyer and seller together,but do not represent either party.(Medium;pp.304-306)35.The text cites three different strategies through which online retailing can be particularly effective.Define each and give an example of a real-life Website that use
23、s each strategy.Pure play Online Storefronts to sell physical products.Brick and Mortar store that have added Online Storefronts to sell physical and intangible products.Online Storefronts that have added brick and mortar stores to sell content and digital or intangible products.(Hard;pp.308-309)89
24、36.What is the role of an infomediary in the distribution system?What are the consumers benefits from an infomediary?What benefits accrue to an the infomediary and the advertiser?Online organization pulls together and distributes marketplace information.One form is as a market research firm gatherin
25、g purchase or other marketing information that they sell to advertisers.Content sponsorship model,firm pays customer for space on their computer that is resold to advertisers.Customer grants permission to be marketed to.Consumer benefits payment from the infomediary,receiving targeted ads.Infomediary benefits by selling to the advertiser consumer information and a targeted consumer group.Advertiser benefits-market to a highly targeted audience,with a high propensity to consider their product or service.Also targeted market has given permission to be contacted.(Hard;pp.303-304)