Trắc nghiệm Quản trị Marketing Tiếng Anh có đáp án - Chương 14
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Câu 1:
What is the primary objective of a 'marketing channel' in the context of Chapter 14 of marketing management?
💡 Lời giải chi tiết:
According to standard marketing management theory, the fundamental purpose of distribution channels is to bridge the gap between production and consumption, effectively delivering the right product to the right customer at the right time.
Câu 2:
Which term describes a marketing system where producers, wholesalers, and retailers act as a unified system?
💡 Lời giải chi tiết:
According to Kotler and Keller's framework, a Vertical Marketing System (VMS) consists of producers, wholesalers, and retailers acting as a unified system.
Câu 3:
What is a 'channel conflict' in marketing management?
💡 Lời giải chi tiết:
In marketing channel management, channel conflict occurs when one channel member's actions prevent another from achieving its goal.
Câu 4:
Which distribution strategy is typically used for luxury products to maintain exclusivity?
💡 Lời giải chi tiết:
Based on distribution depth strategies, exclusive distribution is used for luxury products to maintain brand prestige and exclusivity.
Câu 5:
What is the definition of 'disintermediation' in modern marketing?
💡 Lời giải chi tiết:
Disintermediation refers to the trend of manufacturers bypassing traditional intermediaries and selling directly to consumers, resulting in the elimination of intermediaries from the marketing channel.
Câu 6:
Which type of VMS involves the ownership of different stages of the distribution process by a single company?
💡 Lời giải chi tiết:
A Corporate Vertical Marketing System integrates successive stages of production and distribution under single ownership.
Câu 7:
What is 'intensive distribution' most commonly associated with?
💡 Lời giải chi tiết:
Intensive distribution is designed to stock products in as many outlets as possible, which is the standard strategy for convenience goods like soft drinks or snacks.
Câu 8:
What is the primary role of a 'wholesaler' in the marketing channel?
💡 Lời giải chi tiết:
A wholesaler performs the function of buying goods in bulk and selling them to retailers or other business customers.
Câu 9:
What does a 'multi-channel marketing' strategy involve?
💡 Lời giải chi tiết:
Multi-channel marketing is defined as the strategy of using two or more marketing channels to reach different customer segments effectively.
Câu 10:
Which type of vertical marketing system is a 'franchise' considered to be?
💡 Lời giải chi tiết:
Contractual VMS, such as franchises, are systems where independent firms integrate their efforts on a contractual basis.
Câu 11:
What is 'logistics management' in marketing?
💡 Lời giải chi tiết:
Logistics management is the strategic process of planning, implementing, and controlling the physical flow of goods from point of origin to point of consumption.
Câu 12:
In a horizontal marketing system, what is the main feature?
💡 Lời giải chi tiết:
A horizontal marketing system occurs when two or more companies at the same level of the distribution channel join forces to pursue a new marketing opportunity.
Câu 13:
What is a 'retailer'?
💡 Lời giải chi tiết:
A retailer is defined as any business enterprise that sells goods or services directly to the final consumer for personal, non-business use.
Câu 14:
What is the 'channel level' in a distribution system?
💡 Lời giải chi tiết:
A channel level is defined as a layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer.
Câu 15:
Which of the following is an example of an 'indirect marketing channel'?
💡 Lời giải chi tiết:
An indirect marketing channel involves one or more intermediaries, such as a producer selling through a wholesaler to a retailer, between the producer and the final consumer.
Câu 16:
What is 'reverse logistics'?
💡 Lời giải chi tiết:
Reverse logistics refers to the process of planning and managing the flow of products from the point of consumption back to the point of origin for the purpose of repair, recycling, or disposal.
Câu 17:
What is the primary benefit of using intermediaries in a distribution channel?
💡 Lời giải chi tiết:
Intermediaries increase the efficiency of making goods available to target markets by utilizing their contacts, experience, and scale of operation.
Câu 18:
Which type of conflict happens between companies at the same level of the channel?
💡 Lời giải chi tiết:
Horizontal conflict occurs among firms at the same level of the channel, such as two retailers selling the same brand in the same area.
Câu 19:
What characterizes 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 contracts.
Câu 20:
What does 'selective distribution' involve?
💡 Lời giải chi tiết:
Selective distribution is the use of more than one but fewer than all of the intermediaries who are willing to carry the company's products.
Câu 21:
What is the main focus of 'supply chain management'?
💡 Lời giải chi tiết:
Supply chain management focuses on managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, and final consumers.
Câu 22:
In marketing channels, what is a 'direct marketing channel'?
💡 Lời giải chi tiết:
A direct marketing channel has no intermediary levels, meaning the company sells directly to consumers.
Câu 23:
What is the goal of 'physical distribution' (logistics)?
💡 Lời giải chi tiết:
The goal of logistics is to provide a targeted level of customer service at the least total cost to the company.
Câu 24:
What does 'inventory management' in a supply chain attempt to balance?
💡 Lời giải chi tiết:
Inventory management aims to maintain the delicate balance between carrying too much inventory (high holding costs) and too little (risk of stockouts).
Câu 25:
What is a 'hybrid marketing channel'?
💡 Lời giải chi tiết:
A hybrid marketing channel (also known as multichannel distribution) exists when a single firm sets up two or more marketing channels to reach one or more customer segments.
