Trắc nghiệm Quản trị Marketing Tiếng Anh có đáp án - Chương 10
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Câu 1:
What is the primary objective of a marketing channel system according to standard marketing management theory?
💡 Lời giải chi tiết:
Marketing channels are organized systems designed to move goods from producers to consumers efficiently, and according to marketing management theory, the primary objective is to deliver the right product to the right customer at the right time and place.
Câu 2:
Which of the following best defines a 'push strategy' in marketing channel management?
💡 Lời giải chi tiết:
A push strategy involves manufacturers directing their marketing activities toward channel members to motivate them to carry and promote the product, which is defined as using sales force and trade promotion to induce intermediaries to carry the product.
Câu 3:
What is the primary characteristic of a 'Vertical Marketing System' (VMS)?
💡 Lời giải chi tiết:
A Vertical Marketing System is defined as a distribution channel structure in which producers, wholesalers, and retailers act as a unified system to provide maximum efficiency and control.
Câu 4:
Which type of distribution strategy involves stocking products in as many outlets as possible?
💡 Lời giải chi tiết:
Intensive distribution aims to achieve maximum market coverage by stocking products in as many outlets as possible.
Câu 5:
What is meant by 'channel conflict' in the context of marketing management?
💡 Lời giải chi tiết:
Channel conflict is defined as the manifestation of disagreements among channel members regarding their goals, roles, or rewards.
Câu 6:
Which of the following is an example of a horizontal marketing system?
💡 Lời giải chi tiết:
A horizontal marketing system is a channel arrangement in which two or more companies at the same level join forces to follow a new marketing opportunity.
Câu 7:
What is the main advantage of using intermediaries in a distribution channel?
💡 Lời giải chi tiết:
Intermediaries provide economies of scale, expertise, and contacts, which offer greater efficiency in making goods available to target markets.
Câu 8:
In an exclusive distribution strategy, what is the primary restriction placed on intermediaries?
💡 Lời giải chi tiết:
Exclusive distribution involves severely limiting the number of intermediaries, such that they are limited to a very small number of dealers in a specific territory.
Câu 9:
What does a 'pull strategy' primarily rely on to influence distribution?
💡 Lời giải chi tiết:
A pull strategy involves manufacturers directing their marketing efforts toward final consumers to induce them to buy the product, primarily relying on consumer advertising and promotion to create demand for the product.
Câu 10:
Which type of conflict occurs between firms at different levels of the same channel?
💡 Lời giải chi tiết:
Vertical conflict occurs between different levels of the same channel, such as between a manufacturer and a retailer.
Câu 11:
What is a 'hybrid marketing channel' or 'multichannel distribution system'?
💡 Lời giải chi tiết:
A hybrid or multichannel distribution system is a strategy where a single firm uses two or more marketing channels to reach one or more customer segments.
Câu 12:
Which term describes the process of managing the flow of materials and finished goods from point of origin to point of consumption?
💡 Lời giải chi tiết:
Marketing logistics, also known as physical distribution, involves planning, implementing, and controlling the physical flow of materials and finished goods from point of origin to point of consumption.
Câu 13:
Why might a manufacturer choose selective distribution?
💡 Lời giải chi tiết:
Selective distribution allows producers to gain better market coverage than exclusive distribution while maintaining more control and incurring lower costs than intensive distribution.
Câu 14:
What does 'disintermediation' refer to in channel management?
💡 Lời giải chi tiết:
Disintermediation refers to the trend of producers bypassing traditional intermediaries to sell directly to final buyers.
Câu 15:
Which of the following is an example of an administered VMS?
💡 Lời giải chi tiết:
An administered VMS coordinates successive stages of production and distribution through the size and power of one of the parties, rather than through ownership or contract.
Câu 16:
What is the main focus of 'supply chain management'?
💡 Lời giải chi tiết:
Supply chain management involves managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers.
Câu 17:
What is a major risk associated with an exclusive distribution strategy?
💡 Lời giải chi tiết:
While exclusive distribution can boost brand image and allow for higher margins, the major risk is difficulty in maintaining broad market coverage.
Câu 18:
What does a 'corporate VMS' imply?
💡 Lời giải chi tiết:
A corporate VMS integrates successive stages of production and distribution under single ownership, such as a manufacturer owning retail outlets.
Câu 19:
How does 'JIT' (Just-In-Time) logistics contribute to channel efficiency?
💡 Lời giải chi tiết:
Just-In-Time (JIT) logistics systems allow producers and retailers to carry small inventories of parts or merchandise, which are replenished as needed, thereby increasing efficiency.
Câu 20:
What is a 'franchise organization' in the context of marketing channels?
💡 Lời giải chi tiết:
A franchise organization is the most common form of a contractual Vertical Marketing System, where a franchisor links several stages in the production-distribution process.
Câu 21:
Which of these is a key function performed by marketing channel members?
💡 Lời giải chi tiết:
Marketing channel members perform key functions such as gathering and distributing information needed for planning and aiding exchange.
Câu 22:
What is the purpose of 'vendor-managed inventory' (VMI)?
💡 Lời giải chi tiết:
Vendor-managed inventory is a practice where the supplier assumes the responsibility for managing the customer's inventory levels, helping to improve channel efficiency.
Câu 23:
Which type of conflict occurs between different retailers selling the same manufacturer's brand?
💡 Lời giải chi tiết:
Horizontal conflict occurs among firms at the same level of the channel, such as two retailers who sell the same manufacturer's products in the same area.
Câu 24:
What does a 'direct marketing channel' consist of?
💡 Lời giải chi tiết:
A direct marketing channel consists of no intermediary levels, meaning the producer sells directly to the final consumer.
Câu 25:
What is an 'agent' in a marketing channel?
💡 Lời giải chi tiết:
An agent is a channel member that performs selling or buying functions but does not take title to the goods they represent.
