CHAPTER 12 DISTRIBUTING AND PROMOTING PRODUCTS AND SERVICES

Question 1

Describe the concept of distribution in business.

Answer 1

Distribution involves efficiently managing raw materials, moving products from manufacturers to B2B users and consumers.

Question 2

What are intermediaries in distribution channels?

Answer 2

Intermediaries are entities that operate between the manufacturer and the final consumer, such as agents/brokers, industrial distributors, wholesalers, and retailers.

Question 3

Define the role of a wholesaler in the distribution process

Answer 3

A wholesaler is a type of intermediary that buys products in bulk from manufacturers and sells them to retailers.

Question 3

How do traditional and non-traditional distribution channels differ?

Answer 3

Traditional channels involve wholesalers and retailers, while non-traditional channels include internet, mail-order, and infomercials.

Question 4

Differentiate between in-store and non-store retailing.

Answer 4

In-store retailing includes department stores, specialty stores, convenience stores, supermarkets, discount stores, and off-price retailers, while non-store retailing includes vending machines, direct selling, direct response marketing, and internet sales.

Question 5

What factors influence a store’s atmosphere in retailing?

Answer 5

Factors include employee type and density, merchandise type and density, fixture type and density, sound, and odors, all contributing to the retail store’s image.

Question 6

What is the purpose of supply chain management in distribution?

Answer 6

Supply chain management aims to streamline the flow of goods, from sorting and accumulating to allocation, to enhance efficiency in the distribution process.

Question 7

What is the primary goal of marketing communication?

Answer 7

The primary goal is to inform, persuade, or remind consumers to influence their opinion or elicit a response.

Question 8

Describe the difference between promotion and advertising.

Answer 8

Promotion involves creating awareness, getting customers to try products, providing information, keeping loyal customers, increasing product use, identifying target customers, and educating customers. Advertising, on the other hand, is any paid of nonpersonal presentation by an identified sponsor.

Question 9

Define Integrated Marketing Communication (IMC) in the context of promotion.

Answer 9

IMC refers to the integration of traditional elements like advertising, personal selling, sales promotion, and relations with newer elements like social media and e-commerce create a cohesive promotional strategy.

Question 10

How do newer advertising media differ from traditional advertising methods?

Answer 10

Newer advertising media gained popularity due to technological advancements and associated benefits. They offer more targeted, interactive, and cost-effective ways to reach audiences compared to traditional methods.

Question 11

What are some examples of newer advertising media mentioned in the content?

Answer 11

Examples include online advertising, social media advertising (like Facebook), and YouTube advertising, which offer various cost options for reaching audiences.

Question 12

Describe the aspects to consider when selecting advertising media.

Answer 12

Cost-per-thousand (CPM), Reach, Frequency, Audience selectivity

Question 13

What is personal selling and its applicability to B2B versus B2C?

Answer 13

A sales method providing detailed explanations, more applicable to B2B but can also be used for B2C, especially luxury products.

Question 14

What are the benefits of personal selling?

Answer 14

Provides explanation/demonstration, adaptable sales messages, targets qualified prospects, cost-effective for smaller audiences, more effective in closing deals.

Question 15

Define sales promotion and its primary aim.

Answer 15

A marketing technique aimed at influencing short-term behavior, often leading to immediate purchases.

Question 16

Describe public relations and its nature.

Answer 16

A non-paid communication strategy involving techniques like lobbying, event planning, press relations, crisis management, and internal communication.

Question 17

Provide an example of a sales promotion.

Answer 17

Discount coupons, buy one get one free offers, contests, loyalty programs, etc.

Question 18

Why do companies use public relations?

Answer 18

To manage their reputation, handle crises, maintain relationships with stakeholders, and enhance brand image.

Question 19

What are the different types of consumers and their sales promotion goals?

Answer 19

Different types include price-sensitive consumers, brand-loyal consumers, and variety-seeking consumers with goals like saving money, brand engagement, and trying new products.