Firm Objectives
True or False: Some firms undervalue electronic marketing.
True
Which "P" grows more critical with electronic marketing?
Place
What stage recognizes the need for channel design decisions?
Stage 1
Does electronic marketing eliminate intermediaries?
No
True or False: Electronic channels need greater attention in a multichannel environment.
True
What do electronic marketing channels provide more of in distribution strategy?
Options
What reduces pricing advantages online?
Price transparency
What stage involves developing alternative channel structures?
Stage 4
What term describes adding new middlemen like Amazon?
reintermediation
What is one key task in channel management?
Motivate channel members, Build cooperation, Manage conflict, Coordinate marketing mix
What outweighs company promotions in electronic channels?
Peer-to-peer recommendations
What stage chooses the best channel structure?
Stage 6
What might conventional members see electronic channels as?
Competition
What metric is used to evaluate channel performance?
Sales performance (or Inventory, Customer service, etc.)
What does electronic marketing have strategic importance in?
What do social networks provide that shifts focus to customer experience?
Perfect Information
Which three stages are most affected by electronic marketing channels?
Stages 1, 4, and 6
What must channel managers base intermediary selection on?
Efficiency in distribution tasks
What is the only way to stay competitive?
Continuous evaluation and adaptation
What might a firm risk by undervaluing electronic marketing’s role?
Losing Competitive Advantage
How does easy access to product details impact a firm’s competitive edge?
Reduces Product Differentiation
Why might Stage 1 be critical for firms adopting electronic channels?
To recognize new channel needs
What conflict might arise if online intermediaries are poorly selected?
Tension with conventional members
Why does a multichannel environment demand seamless integration?
To meet customer expectations