Reference no: EM132243099

1. Which strategic decisions does a firm need to take to implement an optimal channel system?

Number of offered channels, types of offered channels, and intensity of channel usage

Number of customers, combination of offered channels, and intensity of offered channels

Number of customers, types of customers, and diversity of offered channels

Number of customers, types of offered products, and diversity of offered channels

2. The focus of a manufacturer’s customer relationship management in an indirect channel structure is typically on ____.

a. building a good working relationship with the channel member

b. providing incentives for building strong relationships with end customer

c. (a) and (b)

d. None of the above, as customer relationships cannot be managed by the manufacturer through indirect channel.

3. Customer relationships can be created and maintained through ____.

direct channels only

direct traditional channels only

indirect traditional channels only

various channel systems

4. Which of the following is not one of the Seven Steps of Influencing Framework?

Reap the rewards

Pay influencers

Monitor conversations

Identify influencers

5. Positive WOM experiences are more likely to be ________ across online and offline channels. This information contradicts what many managers believe about positive and negative WOM.

Shared

Filtered

Wrong

Exaggerated

6. Which of the following statements is true?

a. Multichannel shoppers are more loyal than single-channel shoppers.

b. Multichannel shoppers spend more money and purchase more frequently than single channel shoppers.

c. Customers who typically shop frequently and spend much money tend to use multiple channels for purchase.

d. None of the above.

e. (a), (b), and (c)