Chapter 14 Creating Marketing Strategies

Question 1

Classifying Consumer Products

Answer 1

Unsought
Products that are either unknown to the potential buyer or are known, but the buyer does not actively seek them.
Convenience
Relatively inexpensive items that require little shopping effort and are purchased routinely without planning.
Shopping
Items that are bought after considerable planning, including brand-to-brand and store-to-store comparisons.
Specialty
Items for which consumers search long and hard and refuse to accept substitutes.

Question 2

Distribution

logistics

Answer 2

Efficiently managing the acquisition of raw materials to the factory and the movement of products from the producer to industrial users and consumers.

Question 3

Functions of Distribution Channels

Answer 3

Ease the flow of goods
Reduce the number of transactions
Perform needed functions

Question 4

Ease the flow of goods

Answer 4

Sorting out
Breaking many different items into separate stocks that are similar.
Accumulating
Bringing similar stocks together into a large quantity.
Allocating
Breaking similar products into smaller lots.