Professional Documents
Culture Documents
MULTIPLE CHOICE
1. Which of the following is a false statement about the Deere & Company and its independent
dealers?
a. John has nearly 3000 independent dealers.
b. John Deere's new CEO, Robert Lane, says its dealers are part of the Deere family
and can never be replaced.
c. Dealers need to achieve targeted levels of sales.
d. John Deere dealers are needed to proved technical service to their customers.
e. The Dealers are part of the logistical programs to provide parts to John Deere
customers.
ANS: B (p. 394)
2. According to the text, the evaluation of channel member performance is:
a. Of less importance than employee evaluation.
b. More important than employee evaluation.
c. Of equal importance to employee evaluation.
d. Easier to do than employee evaluation.
e. Done far more frequently than employee evaluation.
ANS: C (p. 395)
3. Which of the following is not a factor affecting the scope and frequency of channel member
evaluations?
a. The level of expertise of the channel managers
b. Relative importance of channel members
c. Degree of manufacturers control over the channel members
d. Nature of the product
e. Number of channel members
ANS: A (p. 395)
4. The degree of control the manufacturer has over its channel members plays __________ in
determining the scope and frequency of its evaluation of channel members.
a. a major role
b. a very little role
c. no role at all
d. the most important role
e. the least important role
ANS: A (p. 395)
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5. Manufacturers can obtain detailed sales data from channel members more readily if they have:
a. A weak market position.
b. A contractual agreement.
c. EDI.
d. A computer network linking all channel members.
e. A manager with a referent power base.
ANS: B (p. 395)
6. Generally, the greater the degree of control the manufacturer has over the channel member:
a. The more difficult it is to obtain performance data.
b. The easier it is to obtain performance data.
c. The less accurate are the performance data.
d. The less complete are the performance data.
e. The more comprehensive the data and analysis.
ANS: B (p. 395)
7. Retailers can be unwilling to voluntarily provide manufacturers with data on sales to their
customers because:
a. They may not view the manufacturer's brand of products as of great importance to
them.
b. Withholding information increases their power in the channel.
c. They fear competitive exposure.
d. The information is proprietary.
e. The data may reveal a companys trade secrets.
ANS: A (p. 395)
8. For the manufacturer who sells all of its output through intermediaries, the evaluation of its
channel members is likely to be __________ than for those manufacturers who rely less on
intermediaries.
a. much more comprehensive
b. much less comprehensive
c. much quicker
d. of much less importance
e. less of a strategic issue
ANS: A (p. 395-396)
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Marketing Channels 8e
9. Generally, the more complex the product, the __________ the scope of channel member
evaluations.
a. narrower
b. broader
c. less important
d. more limited
e. more technical
ANS: B (p. 396)
10. Manufacturers are more likely to scrutinize channel member performance if their products:
a. Require a high degree of post-sale service.
b. Have a low unit value.
c. Have a high market share.
d. Low after sales servicing.
e. High volume.
ANS: A (p. 394
11. When a manufacturer thoroughly evaluates only those channel members whose sales figures
are unusually out of line, it is using:
a. Marginal evaluation.
b. Evaluation by exception.
c. Comparative evaluation procedures.
d. Outlier evaluation.
e. High variance evaluation.
ANS: B (p. 396)
12. Generally, the less intense is distribution at the various channel levels:
a. The more thorough are channel member evaluations.
b. The less thorough are channel member evaluations.
c. The more difficult are channel member evaluations.
d. The more routine are channel member evaluations.
e. The less informative are channel member evaluations.
ANS: A (p. 396)
13. The channel member audit that is primarily based on sales criteria is called:
a. Focused monitoring.
b. A performance audit.
c. Day-to-day monitoring.
d. A sales audit.
e. Specific audit.
ANS: C (p. 396)
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Marketing Channels 8e
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23. A manufacturer dealing with a small number of channel members at the wholesale level likely
uses _________ to check its channel members inventory levels.
a. A.C. Nielsen Company
b. its own sales force
c. Information Resources, Inc.
d. its inventory control team
e. channel manager
ANS: B (p. 401)
24. A manufacturer should ask questions about all of the following topics in evaluating a channel
members inventory performance except:
a. How effective is the channel members inventory control manager.
b. Shelf or floor space dedicated to competitors products.
c. The adequacy of the channel members inventory control and recordkeeping
system.
d. Shelf or floor space dedicated to the manufacturers products.
e. The condition of the inventory.
ANS: A (p. 401)
25. A channel members inventory should be evaluated based on all of the following except:
a. The condition of the inventory.
b. The display method used for the inventory.
c. The units of inventory.
d. The dollar value of the inventory.
e. The age of the inventory.
ANS: B (p. 401)
26. A channel manager evaluates a wholesalers sales force to assess the wholesalers:
a. Personnel policies.
b. Selling capacity.
c. Veracity.
d. Sales performance.
e. Incentive policies.
ANS: B (p. 401)
27. All of the following are good means for the manufacturer to evaluate a wholesalers sales
force except:
a. Attendance at manufacturer sponsored training programs.
b. Reports from the channel member's customers.
c. The number of sales made by each sales rep.
d. Opinions of the manufacturer's field sales force.
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Marketing Channels 8e
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Marketing Channels 8e
32. All of the following are times when a channel manager may want to evaluate a channel
members reputation except:
a. When there is new ownership of the channel member.
b. When the channel member has had major developments that might affect its sales.
c. Before channel members are selected.
d. When there is a change in the channel members location.
e. When there are changes in operating policies.
ANS: D (p. 403)
33. Separate performance evaluations measure channel member performance against one or more
criteria when:
a. The number of channel members is very large.
b. Selective distribution is used.
c. Exclusive distribution is used.
d. The number of channel members is very small.
e. An overall picture of channel member performance is easy to obtain.
ANS: A (p. 406)
34. Evaluating channel members using separate performance evaluations:
a. Is simple and fast.
b. Is most disliked by the channel members themselves.
c. Offers little insight into overall performance.
d. All of the above.
e. Only a and c above.
ANS: E (p. 406)
35. A new criterion being considered useful in evaluating channel members is:
a. Channel member satisfaction.
b. Channel member economic satisfaction.
c. Channel member behavior.
d. Channel member psychological capability.
e. Channel member dedication.
ANS: A (p. 405)
36. Issues associated with a social satisfaction evaluation of channel members include all of the
following except:
a. The working relationship between my firm and the supplier is hostile.
b. The supplier will not explain the reasons for its policies.
c. The supplier provides my firm with marketing and selling support of high quality.
d. The supplier expresses criticism tactfully.
e. The relationship between my firm and the supplier is respectful.
ANS: C (p. 405)
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Marketing Channels 8e
41. If a channel member is not meeting performance standards, the channel manager should:
a. Fire the channel member immediately.
b. Evaluate the evaluation process and criteria.
c. Make an effort to learn about the needs and problems of the channel member.
d. Put the channel member on probation.
e. Demand the channel member make immediate changes in order to improve.
ANS: C (p. 409)
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