ch 9

Question 1

supply chain

Answer 1

the total series of companies, exchanges, and transactions that produce goods and services and make them physically and commercially available to consumers

Question 2

reverse supply chain

Answer 2

merchandise sometimes flows backward through supply chains from consumer to producer

Question 3

marketing intermediaries

Answer 3

members of the supply chain including wholesalers and retailers

Question 4

wholesalers

Answer 4

intermediaries whose primary function is to acquire goods from producers and the distribute those goods to retailers or occasionally to other wholesaler

Question 5

retailers

Answer 5

intermediaries who buy merchandise from producers or wholesalers and then resell the merchandise to final consumers

Question 6

indirect supply chain

Answer 6

use one or more marketing intermediaries to get products from the producer to the consumer

Question 7

direct retail supply chain

Answer 7

producers sell directly to consumers

Question 8

intensive product avail

Answer 8

maximum market coverage

Question 9

selective product avail

Answer 9

eliminate all but a few in any single area

Question 10

exclusive product avail

Answer 10

only one or few dealers in any given area

Question 11

retailer reach

Answer 11

the ability of a retailer to attract consumers ina producers target market(s)

Question 12

retailer image

Answer 12

each retailer brings to mind a different set of images and therefore expectations of the kinds of merchandise carrier, price and service levels, prestige, and in-store atmosphere.

Question 13

mass merchandisers

Answer 13

very large retail stores that specialize in selling large volumes of merchandise at low prices

Question 14

department stores

Answer 14

large stores that feature apparel and home furnishings but are usually much smaller than mass merchandisers

Question 15

specialty stores

Answer 15

physically much smaller in space. narrow aand deep inventory

Question 16

category killers

Answer 16

large retailers that specialize in a specific product category

Question 17

push strategy

Answer 17

producer uses sales force and perhaps promotional incentives to convince wholesalers and retailers to carry the producers products

Question 18

pull strategy

Answer 18

producer goes directly to the consumers usually by advertising and attempts to build demand for its brands

Question 19

power

Answer 19

one partys ability to get another member to do something that it would not have done otherwise

Question 20

coercive power

Answer 20

when companies threaten another supply chain memebr

Question 21

reward power

Answer 21

where one supply chain member offers positive incentives to another member to gain compliance

Question 22

relationship marketing

Answer 22

an orientation between seller and buyer that focuses on customer satisfaction loyalty and engagement built over the long term

Question 23

discrete transactions

Answer 23

when two parties conduct business on a one time basis with no set expectations of future business

Question 24

relational exchange

Answer 24

a long term view of their business interactions and the long term value they can provide to the brand

Question 25

franchisor

Answer 25

trade name, product, methods, trainings, patents trademark

Question 26

franchisee

Answer 26

pays fee and marketing expenses