Chapter 9—Motivating the Channel Members
1. The term securing the cooperation of channel members suggests that:
a. Once the channel has been well designed, channel member cooperation will follow
as a matter of course.
b. The selection of good channel members in the first place assures a high degree of
c. Administrative actions by the channel manager are necessary to develop channel
d. The channel manager must avoid conflict at all cost.
e. The channel manager must attempt to gain total control of the channel.
ANS: C (p. 259)
2. At the beginning stage of managing the marketing channel, it is assumed that:
a. Channel members have already been evaluated.
b. The channel design decision process has already taken place.
c. Channel members have already been motivated.
d. A problem has been identified and needs to be solved.
e. Channel members are ready and willing to cooperate in making changes.
ANS: B (p. 259)
3. Before the channel manager can successfully motivate the channel members, he or she must:
a. Perform a channel audit.
b. Attempt to learn about channel member needs and problems.
c. Establish generous trade discounts.
d. Develop many cooperative programs.
e. Set up a distribution programming arrangement.
ANS: B (p. 260)
4. When securing the cooperation of channel members, the channel manager is:
a. Selecting the channel members.
b. Evaluating channel member performance.
c. Motivating channel members.
d. Designing the channel.
e. Adapting the channel to the environment.
ANS: CMotivating the Channel Members
5. Which of the following is not one of McVey’s propositions about the behavior of
a. The intermediary is a link in a chain forged by the manufacturer.
b. The intermediary acts primarily as a purchasing agent for his customers.
c. The intermediary attempts to weld all of his offerings into a family of items that he
can sell in combination.