A ________ exists where one channel institution owns multiple levels of distribution and typically consists of either a manufacturer that has integrated vertically forward to reach the consumer or a retailer that has integrated vertically backward to create a self supply network.
a. contractual vertical marketing channel
b. corporate vertical marketing channel
c. quick response channel
d. conventional marketing channel
e. sponsored vertical group
Question 2Which of the following measures television audience ratings?
a. ACNielsen
b. Arbitron
c. MRCA
d. NFO
Question 3________ distribution is associated with shopping goods, items for which the consumer will make a price or value comparison before purchasing.
a. Selective
b. Exclusive
c. Intensive
d. Conventional
e. Wave
Question 4Which of the following companies measures radio audiences?
a. ACNielsen
b. MRCA
c. NFO
d. Arbitron
Question 5An example of a direct supply chain would be when a consumer purchases cosmetics from Avon's website and has the merchandise delivered to her/him by an Avon sales representative.
Indicate whether the statement is true or false
Question 6All of the following are examples of external data EXCEPT:
a. trade association studies.
b. government publications.
c. journal articles.
d. a company's sales call reports.
Question 7Manufacturers cannot exist by only producing goods; they must also sell the goods produced.
Indicate whether the statement is true or false
Question 8Data mining of a company's customer database in an attempt to find valuable customers is called:
a. customer discovery.
b. data branding.
c. external data.
d. model building.
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