分销渠道设计与管理

1、第9章 分销渠道设计与管理一、概念题1. 判断1) 分销渠道是由一系列的中间商所组成的_2) 宽渠道是指制造商同时选择两个以上的同类中间商销售产品_3) The goal of physical distribution service is to obtain the lowest transportation rates and to minimize other distribution costs_4) The reorder point refers to the extra merchandise retained to protect against out-of-stock s

2、ituations_2. 选择(可多选) 1) 在消费品市场分销渠道模式中一层渠道模式包括了_。A、批发商 B、代理商 C、零售商D、专业批发商 E、制造商销售机构2) 按照流通环节或层次的多少，分销渠道可分为_。A、直接渠道和间接渠道 B、长渠道和短渠道 C、宽渠道和窄渠道 D、单渠道和多渠道 E、密集型渠道和选择型渠道3) What is the most important physical distribution service factor?a. products that are not lost or damagedb. large inventories that avoid

3、 stockouts c. low cost transportation d. on-time delivery and pickupe. percentage of orders filled4) Physical distribution is an integral part of the marketing concept for all the following reasons EXCEPT_a. it broadens competition by being integrated into each component of the marketing mix b. it c

4、an decrease costs and increase customer satisfaction c. it creates the time and place utility so important to consumers d. consumers value receiving the products they want, when they want them, and where they want them e. it broadens the variety of goods available to consumers3. 简答 1) 什么是经销商？2) Iden

5、tify the major channel alternatives open to a company. 二、理解题1. 判断1) 中间商的出现是商品经济发展的必然产物_2) 经销商与代理商本质上不存在区别_3) Physical distribution does more than ensure that goods will get to consumers. It also provides a variety of goods and enlarges the competitive territory_4) The most important factor in physic

6、al distribution service is on-time delivery and pickup 2. 选择(可多选) 1) 当生产者对中间商激励过分时，会导致_。A. 销售量提高 B. 销售量降低C. 销售量不变 D. 利润减少 E. 利润提高2) 财务薄弱的企业，一般采用_的分销方法。A. 选择分销 B. 佣金制C. 代理 D. 直销3) Merck & Company attempted to act in a socially responsible manner and donate vaccines to treat the Third World river blin

7、dness disease. However, their attempt to satisfy a needy market was not very successful, primarily because_ a. the vaccine was not effective against yellow fever b. there was no promotion to inform the market of the drugs availability c. exchange rates in Third World countries made the vaccine too c

8、ostly for some consumers d. distribution was costly, dangerous, or unavailablee. cultural differences prohibited those infected with the disease from accepting treatment4) To provide faster service and reduce the risk of losing customers, sales representatives have been pressing the warehouse manage

9、r to stock more inventory and use more rapid transportation modes in order to fill customers orders faster. But the company management is insisting that operating costs be cut. This is an example of_ a. an inefficient warehousing system b. the difficulties in an inventory control system c. the need

10、for third-party or contact warehousing d. where a mechanized material handling system would work e. the complex balancing required of the physical distribution system3. 简答1) 密集分销、选择分销、独家分销有何不同，何时采用？2) Discuss the nature and importance of marketing logistics and integrated supply chain management.三、分

11、析与应用题1. 浏览淘宝网、当当网与卓越网，比较一下他们在线销售的特点。从顾客的角度分析还有哪些地方值得改进或完善？2. Imagine you are a salesperson for an advertising media sales organization representing four noncompeting business publications. Answer the following questions asked by the marketing vice president of a potential advertiser: “Cant I go directly to the magazine publishers home office and get what I want? How are you going to add value in this relationship?”3. 信通电脑公司刚推出一款新型平板电脑，该产品属于新产品，处于市场投入期；而且产品的技术