Disintermediation occurs when radically new types of channel intermediaries displace traditional ones.
Select one:
a. True.
b. False.
Frequency is a measure of how many times the average person in the target market is exposed to the promotional message.
Select one:
a. True.
b. False.
A company buying a product with modified specifications faces a new-task situation.
Select one:
a. True.
b. False.
Multichannel marketing occurs when a single firm sets up two or more marketing channels to reach one or more customer segments.
Select one:
a. False.
b. True.
The Correct Answer and Explanation is :
- Disintermediation occurs when radically new types of channel intermediaries displace traditional ones.
- Answer: a. True. Disintermediation is the process by which traditional intermediaries (such as wholesalers, distributors, or retail outlets) are removed from the supply chain due to technological advances or new business models. A common example of disintermediation is the rise of direct-to-consumer (DTC) businesses in industries like retail, where companies bypass traditional retail channels and sell directly to the customer via e-commerce platforms. The internet and digital platforms have enabled businesses to reach consumers directly, cutting out middlemen who were once integral in distributing goods and services.
- Frequency is a measure of how many times the average person in the target market is exposed to the promotional message.
- Answer: a. True. Frequency refers to the number of times a person is exposed to a promotional message over a certain period. This is an important concept in advertising and marketing because the more often a target audience is exposed to a message, the more likely it is that they will remember it and take action. Frequency is a critical factor in achieving brand recall and increasing the likelihood of converting potential customers. However, too much exposure can lead to over-saturation, where the audience becomes irritated or indifferent.
- A company buying a product with modified specifications faces a new-task situation.
- Answer: a. True. A new-task situation arises when a company is purchasing a product for the first time, or purchasing a product with significant modifications. This is different from a routine purchase (where the company buys the same product consistently) or a modified rebuy (where the company buys a product similar to one previously purchased but with slight changes). When a company purchases a product with modified specifications, it is often entering uncharted territory and must engage in detailed research and evaluation.
- Multichannel marketing occurs when a single firm sets up two or more marketing channels to reach one or more customer segments.
- Answer: b. True. Multichannel marketing refers to a strategy where a company uses multiple marketing channels to reach customers. These channels can be online (e-commerce websites, social media, email) or offline (physical stores, direct mail, telemarketing). The goal is to provide consumers with various ways to engage with the brand and make purchases, thereby increasing the likelihood of reaching diverse customer segments and improving overall sales performance.
Let me generate an image to illustrate multichannel marketing.
Here is an illustration depicting multichannel marketing. It visually represents the various marketing channels, such as websites, social media, email, physical stores, and direct mail, working together to reach different customer segments. Let me know if you’d like further clarification or have any questions!
