The Marketing Manager for a Producer of Mattresses and Box

question 152

Multiple Choice

The marketing manager for a producer of mattresses and box springs distributes its products through discount stores (like Costco) ,department stores,furniture stores,and specialty bedding stores.To avoid conflict with channel members,the marketing manager should

• A)offer purchase discounts based on the quantity of mattresses that the retailer sells.
• B)assume that all channel members have a common commitment to target consumers at the end of the channel.
• C)trust retailers to emphasize sales of his brand rather than the brand of some other manufacturer.
• D)develop different brands or product lines for different channels.
• E)expect one of the large retail chains to step up to the responsibilities of being the channel captain.

---

Definitions:

Buying Decision

The process of making a choice among available alternatives that culminates in the purchase of a product or service.

Mental Step

A stage in cognitive processing or decision-making, often used to describe phases in the buying process of consumers.

Customer Benefit Plan

A strategic outline that identifies and communicates the advantages or value a customer will gain from a product or service.

Value Analysis

A methodical approach to examining the function of goods or services to minimize cost without compromising on quality or performance.