Chapter 12

Question 1

Distribution channels

Answer 1

Paths that product, and legan ownership, follow from producer to consumer/ business user

Question 2

Marketing intermediary

Answer 2

The middle man that in a business that moves goods between producers and costumers/ business’s users

Question 3

Difference between brand, brand name, trademark

Answer 3

Brand: name, term, sign, symbol, or design
Brand name: part of brand that consists of words
Trademark: legal protection

Question 4

Brand Equity

Answer 4

Added value that a respected and successful name given to a product

Question 5

Consumer Products
Business Product

Answer 5

Consumer: personal care items sold to end users
Business: copying machines, sold to companies or organizations

Question 6

Consumer Products
Business Product

Answer 6

Consumer: personal care items sold to end users
Business: copying machines, sold to companies or organizations

Question 7

Convenience
Shopping
Specialty Product
Unsought Product

Answer 7

Convenience: items consumer seeks to purchase frequently
Shopping: purchased after buyer has compared products
Specialty: willing to make a special effort
Unsought: do not know about or don’t think about buying until needs arise

Question 8

Product Life Cycle

Answer 8

Introduction, growth stage, maturity stage, decline state

Question 9

What are the marketing implications of each stage

Answer 9

Employs strategies to extend the product life cycle, increase frequency, adding new users, finding new use, and package designs

Question 10

Wholesaling

Answer 10

Selling goods primarily to retailers, other wholesalers, business users

Question 11

Difference between wholesaler and an agent or broker in terms of title to the goods

Answer 11

Merchant wholesalers are independent owned that take title to goods the handle
Agents and brokers mainly to bring buyers and sellers together

Question 12

Retailer

Answer 12

Distribution channel members that sell goods and service to individuals for their use rather for resale

Question 13

Elements of a retailer marketing strategy

Answer 13

Must choose merchandising, customer service, pricing, and location that will attract customers in those market segments

Question 14

Distribution Intensity

Answer 14

Number of intermediaries or outlets through which a manufacturer distributes its good

Question 15

Supply Chain

Answer 15

Complete sequence of suppliers that contributes to creating a good or service and delivering it to business users and final consumers

Question 16

Customers Service standards measure

Answer 16

The quality of service a company provides to its customers