BUAD 332 Exam 3 Latest Update 2025-2026 260 Questions and 100% Verified Correct Answers Guaranteed A+
"Conventional" channels of distribution - CORRECT ANSWER: 1. Producers Selling
Directly to consumers: Portland Farmers' market, farm to consumer
- Producers selling to retailer then selling to consumer: Levi sells their jeans to
- Producers selling to wholesaler to retailer to consumer: Budweiser sells to Eagle
JCPenny and sells to you
distributing company who sells to Kroger who sells to you
A big selling point for online: - CORRECT ANSWER: analytics
If you can't measure it, doesn't count
A simple way to think about how distribution channels make things more efficient -
CORRECT ANSWER: See slide 4 from chapter 10 slides
Advertising - CORRECT ANSWER: Any paid for of nonpersonal presentation and
promotion of ideas, goods, or services by an identified sponsor
Advertising Objective - CORRECT ANSWER: a specific communication task to be
accomplished with a specific target audience during a specific period of time
Classified by: Inform, Persuade, Compare, & Remind
EX: Apple commercial in 1984 with a "1984" spinoff "One of the most famous commercials in TV history." - Mark Moon
Analysis of Media Network TV = 1 / 4
Cable Television = Magazine =
Online = - CORRECT ANSWER: Network TV = Big Bang Theory
Cable Television = Game of Thrones Magazine = Sports Illustrated Online = Yahoo!
Approach - CORRECT ANSWER: The salesperson meets the customer for the first time
As a response to this changing environment, firms are doing less ____ and more ____.
- CORRECT ANSWER: broadcasting; narrowcasting
Bad PR - CORRECT ANSWER: Loss of control, timing, and the message itself.
EX: BP
Basic measurements for analytics - CORRECT ANSWER: - Overall impressions
- Unique users
- Impressions per user
- Clickthrough rates (how many people click on ads on a give webpage)
Brands will be perceived as unique and will create a "monopoly" in the customers' minds and
Enhanced band equity will allow a premium price to be charged - CORRECT ANSWER:
by reducing price elasticity
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Broadly, what is a price? - CORRECT ANSWER: Broadly, price is the sum of all values that consumers exchange for the benefits of having or using the product or service
Captive Product Pricing Strategy - CORRECT ANSWER: Pricing products that must be used with the main product
Category Killers - CORRECT ANSWER: Giant specialty stores that carry a very deep assortment of a particular line and is staffed by knowledgeable employees EX: Home Depot, Lowes are considered category killers in home improvement. Staples is considered a category killer in office suppliers.
"I would not consider Walmart to be a category killer because they are across all categories" - Mark Moon said know this for the exam
Caveats in using CPM numbers - CORRECT ANSWER: - Measures efficiency, not
effectiveness
- Can't be compared across media
- Can be misleading even within a medium
Chain Stores - CORRECT ANSWER: Two or more outlets that are owned and controlled in common, have central buying and merchandising, and sell similar lines of merchandise
EX: Saks Fifth Avenue, Target
Merchandising is done centrally
Changing Channel Organization: A major trend toward disintermediation - CORRECT
ANSWER: Product and service producers are bypassing intermediaries and going
directly to final buyers or that new types of channel intermediaries are emerging to displace traditional ones Channel structures are changing--marketers are getting innovative and creative to try to add value 3 / 4
channels of distribution example - CORRECT ANSWER: Moon did consulting for Orbit but how can a small company like Orbit sell its' products?They use channels of distribution: which is Home Depot, where almost 50% of their revenue came from
Closing - CORRECT ANSWER: A salesperson asks the customer for commitment
Compensating salespeople - CORRECT ANSWER: Salary or commission/bonus
MOST IMPORTANT ISSUE: Align incentives with organizational goals
Complex sales force structure - CORRECT ANSWER: Combination of several types of
structures
Consumer Promotions - CORRECT ANSWER: Increase short-term sales or help build
long-term market share
Contractual Vertical Marketing System (VMS) - CORRECT ANSWER: Contractual
agreements among channel members
EX: McDonalds with franchises and Franchise agreements
Convenience Stores - CORRECT ANSWER: small stores located near residential areas, that are open long hours seven days a week, and carry a limited line of high-turnover convenience goods
EX: Weigels, 7-11
High margins on certain product lines on lottery tickets, cigarettes, and soda.
Corporate Vertical Marketing System (VMS) - CORRECT ANSWER: Common
ownership at different levels of the channel EX: Every apple employee reports to the CEO of Apple
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