MK201 Chapters 14,15 – Week 6 Quiz QuestionsTotal points: 4
Directions: Select the best response for each. Please post
your selections in the Blackboard response section numbered 1-30 with response
to each corresponding question.
Due: Sunday at midnight for each week of this course.

Scenario 14.1
Use the following to answer the questions.

Liz Claiborne, Inc. markets several
different brands, under their own Claiborne name label, as well as others.
Their primary brands, such as Liz Claiborne, Liz & Co, and DKNY, are sold
to wholesalers. These brands are then available through retail department
stores such as Kohl’s and Macy’s. Their wholesale-based brands division is
positioned as customer-focused and cost-efficient. Their premium brands
division includes labels such as Kate Spade, Juicy Couture, and Mexx. These
premium brands are sold through stores that the Claiborne company owns.

1. Refer
to Scenario 14.1. Liz Claiborne, Inc. uses which type of channel of
distribution for its premium brands?

a.

A short, direct channel

b.

A long, direct channel

c.

Dual distribution

d.

Horizontal integration

e.

Intensive distribution

2. Refer
to Scenario 14.1. The Liz & Co brand is sold only at J.C. Penney’s. This is
an example of ____ distribution.

a.

selective

b.

routine

c.

horizontal

d.

intensive

e.

exclusive

3. Refer
to Scenario 14.1. If Liz Claiborne were to distribute their Kate Spade brand
through its company-owned stores andthrough wholesalers, to major
department stores, then Liz Claiborne would be using ____ distribution.

a.

intensive

b.

vertical

c.

horizontal

d.

dual

e.

exclusive

4.Refer to Scenario 14.1. Which of the following
is most likely the primary factor Liz Claiborne, Inc. used when selecting the
marketing channel for its Juicy Couture brand?

a.

characteristics of the intermediaries

b.

product attributes

c.

type of organization

d.

marketing environmental forces

e.

competition

Scenario 14.2
Use the following to answer the questions.

Star Supplies, Inc. manufactures commercial-grade
floor cleaners, such as vacuums and floor polishers. The firm has recently
begun manufacturing other janitorial-related product lines, such as paper
products and chemical cleaners. Star Supplies distributes its products in two
ways. It sells its vacuum, floor polisher, and janitorial supply products to an
independent business that takes title to the products and then sells them to
various small businesses throughout the region. Also, Star has a list of large
businesses that it distributes to directly, on an as-needed basis. These
businesses keep very little inventory and purchase janitorial supplies in small
quantities. Recently, Star has decided to add new two new service product lines¾paper shredding
and a uniform rental service. Clint Rodriguez, the marketing manager, is
conducting a meeting to discuss the ways in which Star can strategically manage
these new businesses. Star has the choice of marketing the paper shredding
service to their large business clients, by picking up the paper as they drop
off the other janitorial supplies, or they can buy a small paper shredding
business and market to both large and small business customers. With regard to
the uniform rental service, Star can either pick up and deliver the uniforms to
the small businesses themselves, or contract that out to a third party.

5. Refer
to Scenario 14.2. Star Supplies, Inc. is most likely using which of the
following to market its vacuum, floor polisher, and janitorial supplies to its
small business customers?

a.

Wholesalers

b.

Retailers

c.

Merchants

d.

Industrial distributors

e.

Manufacturers’ agents

6. Refer
to Scenario 14.2. Currently, Star is using the ____ approach to distributing
its janitorial supplies to its large customers.

a.

intensive

b.

just-in-time

c.

segmented

d.

outsourcing

e.

exclusive

7. Refer
to Scenario 14.2. When Clint suggested that Star consider purchasing a paper
shredding business and then offer the service to its large and small business
customers, he was suggesting a method called ____, where Star would be the
____.

a.

horizontal integration; channel manager

b.

horizontal integration; channel captain

c.

vertical integration; channel captain

d.

outsourcing; channel manager

e.

outsourcing; channel captain

8. Refer
to Scenario 14.2. Clint’s suggestion for the uniform rental service was either
picking up and delivering the uniforms themselves, or contracting this to a
third party. If Star decides to pick up and deliver the uniforms with its own
trucks, this is an example of a(n) ____ channel. If Star contracts this action
to a third party, it is called ____.

a.

long; industrial distribution

b.

direct; industrial distribution

c.

long; outsourcing

d.

direct; outsourcing

e.

exclusive; outsourcing

Scenario 15.1
Use the following to answer the questions.

Landry Restaurants, Inc. owns a number of
different franchised restaurants, including the Rain Forest Cafe and their
recent addition, the T-Rex Cafe. Both the Rain Forest and T-Rex restaurants
differentiate themselves from their competitors by offering a unique dining
experience. At the Rain Forest Cafe you can dine under a ceiling of lush
tropical forest plants while you are viewing the enormous aquarium with exotic
fish. Periodically, the rain forest explodes with the sound of waterfalls and
birds. Giant stuffed monkeys, parrots, and other jungle creatures are planted
within the landscape. The Rain Forest Cafe also contains a gift shop, where
customers can purchase t-shirts, hats, and other items emblazoned with the Rain
Forest logo. The newer T-Rex Cafe has a similar approach to the uniqueness of
the dining experience. The T-Rex Cafe offers guests a hands-on prehistoric
experience, including educational, interactive computer screens. Customers can
also pan for precious gems and fossils in Discovery Creek or feast on food from
the Kitchen of Fire. The T-Rex Cafe also has a gift shop, where customers can
purchase items with the T-Rex logo or build their very own stuffed dinosaur,
through “Build-a-Dino” by the “Build-a-Bear” franchise.

9. Refer
to Scenario 15.1. The unique dining experiences offered by the Rain Forest Cafe
and T-Rex Cafe represent the strategic issue of ____ addressed by the
restaurants.

a.

retail location

b.

product mix

c.

retail positioning

d.

the wheel of retailing

e.

customer segmentation

10. Refer
to Scenario 15.1. The lush tropical plants, aquarium, and stuffed animals
represent the ____ of the Rain Forest Cafe.

a.

product lines

b.

retail positioning

c.

scrambled merchandising

d.

atmospherics

e.

interior location

11. Refer
to Scenario 15.1. The Rain Forest Cafe and T-Rex Cafe are usually located in
tourist-dense areas or large shopping malls in order to capture walk-by
traffic. If the restaurants’ primary focus was to obtain customers who are
walking by, they would definitely not want which of the following locations?

a.

strip centers

b.

free-standing buildings

c.

regional shopping centers

d.

the Mall of America

e.

a traditional business district

Scenario 15.2
Use the following to answer the questions.

Lands’ End offers clothing and accessories
for all members of the typical household. For many years, the products were
sold only through catalogs. Later, they were available through the company on
its Internet website. In the past few years, Lands’ End has partnered with
Sears to offer selected Lands’ End products inside of Sears retail stores. This
move by Lands’ End has been criticized by some marketers because it was thought
that the Lands’ End products were superior in quality to those that are
available in Sears stores. Additionally, the products available in Sears stores
include Craftsman tools, lawn care equipment, and household appliances, which
are not Lands’ End types of product lines. This may create mixed messages about
Lands’ End to prospective customers.

12. Refer
to Scenario 15.2. When Lands’ End sells its products through a catalog or the
Internet, it is most likely a(an) ____, selling through ____.

a.

off-price retailer; direct marketing

b.

mass merchandiser; retail outlets

c.

retailer; direct marketing

d.

specialty retailer; retail outlets

e.

category killer; direct marketing

13. Refer
to Scenario 15.2. In comparison to Lands’ End, Sears has a product mix that is most
likely

a.

wider but not deeper.

b.

deeper but not wider.

c.

wider and deeper.

d.

narrower and deeper.

e.

narrower, but not deeper.

14. Refer
to Scenario 15.2. The move to sell Land’s End products inside of Sears’ stores
may lead to potential problems with the customer’s perception of Lands’ End
quality, in part due to the functional and psychological picture in the
consumer’s mind of Sears’ stores. This picture is called the ____ of Sears.

a.

store location

b.

atmospherics

c.

product depth

d.

store image

e.

interior persona

15. Refer
to Scenario 15.2. By locating in the Sears’ stores, Lands’ End can do all of
the following, except

a.

facilitate comparison shopping.

b.

facilitate wholesale exchanges.

c.

create place utility.

d.

create time utility.

e.

facilitate consumer exchanges.

MULTIPLE CHOICE

16. Long-term partnerships among channel members
working together to reduce inefficiencies, costs, and redundancies in the
entire marketing channel is called

a.

supply chain management.

b.

vertical channel integration.

c.

industrial management.

d.

industrial distribution.

e.

marketing management.

17. The
Home Depot is trying to reduce transportation, information management, and
administrative costs. To accomplish this goal, channel members need to

a.

work independently.

b.

avoid cooperation due to antitrust
considerations.

c.

work with competitors and share
information.

d.

increase competition among channel
members.

e.

cooperate and accommodate one another’s
needs.

18. The
supply chain includes

a.

producers, wholesalers, and retailers.

b.

suppliers, producers, intermediaries,
and customers.

c.

suppliers and suppliers’ suppliers.

d.

all entities that facilitate product
distribution.

e.

buyers, seller, marketing
intermediaries, and agents.

19. All
members of the supply chain should determine their position in the chain,
identify their partners and their roles, and establish partnerships whose focus
is

a.

shifting costs to suppliers.

b.

maximizing costs.

c.

maximizing technology implementation.

d.

cooperation with competitors.

e.

customer relationships.

20. Wal-Mart is working with its suppliers, using
tools such as electronic billing, purchase order verification, and bar code
technology, to integrate data used to improve overall performance. This is an
example of

a.

supply chain management.

b.

a vertical marketing system.

c.

a horizontal marketing system.

d.

channel conflict.

e.

dual distribution.

21. A
group of organizations and individuals that directs the flow of products from
producers to the ultimate consumers is called a

a.

free trade association

b.

marketing channel

c.

channel of suppliers

d.

production line-up

e.

chain of retailers

22. A
channel of distribution is defined as a group of individuals and organizations
that

a.

consumes about one-half of every dollar
spent on products in the United States.

b.

directs the flow of products from
producers to customers.

c.

links producers to other marketing
intermediaries.

d.

takes title to products and resells
them.

e.

manages transportation and warehousing
functions.

23. The
driving force behind marketing channel decisions should be

a.

convenience.

b.

cost reduction.

c.

environmental concerns.

d.

customer satisfaction.

e.

quality.

24. What
links producers to consumers through the purchase and reselling of products or
contractual agreements?

a.

Marketing intermediaries

b.

Distributors

c.

Suppliers

d.

Middle marketers

e.

Marketing channels

25. Most
marketing channels have marketing intermediaries. A marketing intermediary’s
role is to

a.

link wholesalers to other wholesalers.

b.

link producers to other middlemen or to
consumers.

c.

always sell products to wholesalers.

d.

not take title to products.

e.

always sell products to retailers.

26. A general merchandise retailer offers

a.

a single product line that is stocked in
depth.

b.

few product lines with deep assortments
of these lines.

c.

few choices of a large variety of
product lines.

d.

products through the Internet and
catalogs only.

e.

a variety of product lines that are
stocked in depth.

27. Supermarkets,
discount stores, and hypermarkets can all be classified as

a.

superstores.

b.

general merchandise retailers.

c.

department stores.

d.

specialty retailers.

e.

off-price retailers.

28. Compared
with other types of retailers, department stores compete mainly on the basis of

a.

customer services.

b.

low prices.

c.

a very deep assortment of a few specific
products.

d.

high sales volume.

e.

catalog sales.

29. Nordstrom’s,
Macy’s, and JC Penney’s are all considered

a.

department stores.

b.

discount stores.

c.

off-price retailers.

d.

specialty retailers.

e.

category killers.

30. If
a store has areas for men’s apparel, women’s apparel, housewares, cosmetics,
and jewelry and competes mostly on the basis of service, it is a(n)

a.

off-price retailer.

b.

department store.

c.

discount store.

d.

superstore.

e.

supermarket.