Initial Evaluation - DC

Started on Tuesday, October 2, 2018, 8:29 PM

State Finished

Completed in Tuesday, October 2, 2018, 8:33 PM

Time spent 4 minutes 11 seconds

Rating 3.00 out of 5.00 (60%)

Question1
Correct
Score 1.00 out of 1.00

Mark question
What is a commercial format?
Select one:
a. It is to force a sales establishment to use a sales system that
use the competition where size, assortment, services, philosophy are suitable
sales and the type of client it is aimed at.
b. If the product is good, it sells by itself, without the need for planning, or
commercial training.
c. It is the vocation that has a point of sale in terms of sales system,
size, assortment, services, sales philosophy and type of customer that is served

guide.
Every business must have its own identity that allows it to stand out.
the competition, that it be your personal brand, since the point of sale CANNOT
sell all products to all types of customers, in such a way that it is
It is necessary to identify what the vocation of the point of sale is.
system terms, size, assortment, services, philosophy and type of client.
The correct answer is: It is the vocation that has a point of sale in terms of system.
for sale, size, assortment, services, sales philosophy, and type of customer it targets.
Question2
Incorrect
Score 0.00 out of 1.00

Mark question
What characteristics does retail trade have?
Select one:

a. Offers a wide assortment with little depth of products.

Retail is characterized by sales at retail (in quantities
small) and with a limited selection of products, but with great depth
(total variety offered of a certain product).
b. Offers a small variety with a great depth of products.
c. Offers large batches of products.
The correct answer is: It offers little variety with a great depth of products.

Question3
Incorrect
Score 0.00 out of 1.00

Mark question
The advisory in buying: It consists of an employee of the establishment
makes purchases on behalf of the client or advises them on the best products
convenient for him. When does this activity take place?
Select one:

a. Before making the purchase.

The advisory is conducted during the purchasing process in order that the
consumer, can receive all the necessary information to carry out a
purchase suitable for their needs, which results in a satisfied customer.
b. During the purchase.
c. After the purchase.
The correct answer is: During the purchase.

Question 4
Correct
Score 1.00 out of 1.00

Mark question
What are the two strategic implications of relationship marketing?
Select one:

a. Customer loyalty and expanded market.

Competition and the increasingly globalized business environment have
produced that the customer becomes the most scarce element of the system.
From a marketing perspective, this implies the predominance of the approach
relational marketing, focused on customer loyalty, but also on
the development of long-term relationships with the rest of the agents linked to
the company.
b. Integration and expansion of the scope of administrative thought.
c. Reduction of time and design.
The correct answer is: Customer loyalty and expanded market.

Question 5
Correct
Score 1.00 out of 1.00

Mark question
What is customer loyalty?
Select one:
a. Customer loyalty is a long-term process that generates fewer purchases and
loss of profitability for the company.
b. Loyalty is a long-term process that generates more purchases and a

highest level of profitability for the company.

It is easier to lose a customer than to gain a new one, based on the previous premise.
organizations must ensure that the customer makes purchases
repetitive, which leads to greater profitability for the company.
The correct answer is: Loyalty is a long-term process that generates more
purchases and a higher level of profitability for the company.

Evaluation u1 - DC
 Begun the Sunday, October 28, 2018, 18:43

State Finished

Finished in Sunday, October 28, 2018, 8:10 PM

Time spent 1 hour 27 minutes

Points 9.00/10.00

4.50 out of 5.00 (90%)

Question1
Correct
Score 1.00 out of 1.00

Mark question
According to the reading,

In Latin America, what do retailers seek to identify with information?

obtained through credit and debit cards?
Select one:

a. Items bought together, restocking of shelves and identification of

types of buyers.
b. How many items does he/she buy, where, and the reasons for the purchase.

The correct answer is: Items bought together, restocking of

shelves and identification of types of buyers.

Question 2
Correct
Score 1.00 out of 1.00

Mark question
About distributor brands:
Select one:

It is a short-term tactic for times of crisis.

They are also known as private labels and white labels.

Indeed, they also receive those names, although more than the name it
important for these brands is their consolidation in commercial strategies of
the distribution signs.

c. They do not affect the sales of the manufacturer's brands.

They are also known as private labels and brands.
whites.

Question 3
Incorrect
Score 0.00 out of 1.00

Mark question
Mark the valid option among the following statements about power
manufacturer and channel negotiator
Select one:
a. The manufacturer always has to accept the conditions of the channel.
As a general rule, the company that wants to distribute its products through a
determined channel, has to accept the channel's conditions (payment methods,
order fulfillment, margins, etc.), unless the manufacturer has significant power
negotiator.

b. Although the manufacturer has a lot of negotiating power, the channel always imposes its
conditions.

c. When the channel has a lot of negotiating power, the manufacturer has to accept the
channel conditions.
The correct answer is: When the channel has a lot of bargaining power, the manufacturer
you have to accept the channel's terms.

Question 4
Correct
Score 1.00 out of 1.00

Mark question
The network of suppliers and partners that contribute to the proper functioning of
business model. It should be noted that some activities are
resources are outsourced and certain resources are acquired outside the company. In this
specific case we are referring to:
Select one:

a. Sources of Income

b. Key Resources

c. Key Activities

d. Key Partnerships
Key partnerships refer to the network of suppliers and partners that
They contribute to the proper functioning of the business model. It is necessary to have
present that some activities are outsourced and certain resources are
acquire outside the company.
The correct answer is: Key Associations

Question 5
Correct
Score 1.00 out of 1.00

Mark question
The channel as an element of the business model:
Select one:

a. The channel does not influence the customer's shopping experience.

b. The channel plays a secondary role in the business model.

c. The channel reinforces the product's value proposition.

The channels reinforce the value proposition provided by the products and services of
the company is made known and informed about, they help customers to
evaluate it, allow customers to purchase products and services, and have them
they are delivered physically, and finally they are offered a post-sales service.
The correct answer is: The channel strengthens the value proposition of the product.

Question 6
Correct
Score 1.00 out of 1.00

Mark question
When we talk about distribution strategies, what concept are we referring to?
referring to when we say that different groups of people or
organizations that a company targets. Customers are the axis of
Any business: without profitable customers, no company can survive.
To achieve greater satisfaction for these customers, it is necessary to study them and
group them into segments with needs, behaviors, and characteristics
common.
Select one:

a. Market Segments
Market segments define the different groups of people or
organizations that a company targets. Customers are the core of any
business: without profitable customers, no company can survive. To achieve a
to achieve greater satisfaction of these clients it is necessary to study them and group them in

segments with common needs, behaviors, and characteristics.

b. Value Proposition

c. Channels

d. Customer Relations
The correct answer is: Market Segments

Question 7
Correct
Score 1.00 out of 1.00

Mark question
The dual nature of commercial distribution:
Select one:

a. The distribution can be considered as an economic sector.

b. Distribution can be understood as a variable of the marketing mix of a

manufacturing company.

c. Distribution is both an economic sector and a variable of the marketing mix

of a manufacturing company.
The commercial distribution is made up of a set of agents that allow for the
physical proximity of the manufacturer's products to the consumer, but
it is also a variable of the marketing mix of a manufacturer.
The correct answer is: Distribution is both an economic sector and a
marketing-mix variable of a manufacturing company.

Question 8
Correct
Score 1.00 out of 1.00

Mark question
The sources of income refer to which of the following statements:
Select one:

They are generated when customers acquire the offered value propositions. This
It is assumed to establish the right price that each segment will be willing to pay.

for the proposed offer.

Sources of income

b. They describe the most important assets for a business model to function.
They are the ones that allow the creation and offering of an interesting value proposition.
clients, establish relationships with the segments and have revenues. These resources
keys can be physical, economic, intellectual, or human. To obtain them the
the company can choose to own them, rent them, or obtain them from their
key partners.

c. They can be defined as the most important actions that must be developed by a
company for success, and as is the case with key resources, they are also
necessary to create and offer a value proposition, reach the markets, establish
relationships with customers and generate income.

They refer to the network of suppliers and partners that contribute to the proper
functioning of the business model. It is important to keep in mind that some
activities are outsourced and certain resources are acquired externally
company.
The correct answer is: They are generated when customers acquire the proposals from
offered value. This implies setting the appropriate price that each segment will be.
willing to pay for the proposed offer.

Question 9
Correct
Score 1.00 out of 1.00

Mark question
According to the video

What is the composition of the CANVAS model?

Select one:

a. Key partners, key activities, key resources, value proposition, relationship with
customers, channels, customer segments, cost structure and sources of

income.

b. Suppliers, logistics, distributor, wholesaler, retailer, detailer, and consumer

final.

c. Price, product, market, distribution, and promotion.

The correct answer is: Key partners, key activities, key resources, value proposition
value, customer relationships, channels, customer segments, cost structure and
sources of income.

Question 10
Correct
Score 1.00 out of 1.00

Mark question
When we talk about the phases in the marketing channels, which phase
Describe that the available channels for a manufacturer are usually varied because
it is necessary to proceed to carry out an analysis of each channel
possible before making assessments of the potential specific agents.
This analysis phase involves a comprehensive process of information gathering.
to clearly and concisely establish the objectives that the company intends
achieve through distribution, and which are a consequence of the objectives
of marketing and the general objectives of the manufacturer.
Select one:

a. Phase 1: Analysis of Available Channels

The available channels for a manufacturer are usually varied, so it is
It is necessary to proceed to carry out an analysis of each possible channel before
make valuations of the possible specific agents. This phase of analysis
it involves a broad process of information gathering to clearly establish
summarize the objectives that the company aims to achieve through distribution, and
what are the consequences of the marketing objectives and the general objectives of the
manufacturer.

b. Phase 2: Assessment of Intermediaries

c. Phase 3: Final Choice

The correct answer is: Phase 1: Analysis of Available Channels

Evaluation u2 - DC

Started on Monday, October 29, 2018, 5:58 PM

State Completed
 Finished in Monday, October 29, 2018, 6:45 PM

Time spent 47 minutes 39 seconds

Points 10.00/10.00

5.00 out of 5.00 (100%)

Question 1
Correct
Score 1.00 out of 1.00

Mark question
The commercial format:
Select one:

It is the system of commercial offers that follows a point of sale.

b. Respond to the vocation followed by a point of sale in aspects such as system

for sale, size, assortment, services, etc.

The format arises in light of the evidence that no point of sale can sell from
to everyone. It is the vocation of a point of sale in terms of system
for sale (self-service or traditional over the counter), size, assortment, services,
sales philosophy (margin/turnover) and type of client it targets.

c. Margin or rotation orientation are business policies but do not define

the commercial format.
The correct answer is: Responds to the vocation followed by a point of sale in
aspects such as sales system, size, assortment, services, etc.
Question2
Correct
Score 1.00 out of 1.00

Mark question
About game theory and coopetition:
Select one:

a. Game theory does not take into account the competitors.

b. In addition to competitors, game theory also considers

complementizers.
In game theory, competitors constitute an additional player that influences the
final result of the game. But there are also other players with the possibility of
to influence this outcome... The company must consider them all, understanding the
business as a symbiosis between cooperation and competition. Thus, they would be included in the

scope of market orientation, and therefore, of relational marketing, the

establishment of stable alliances and links between the company and these
"complementors" that provide more value to the customer, and ultimately, to the
company.

c. All complementizers are coopetitors.

The correct answer is: In addition to competitors, game theory considers
also to the complementizers.

Question3
Correct
Score 1.00 out of 1.00
 Mark question
when we talk about the repercussions on internal relationships in the channel
Which statement are we referring to from the following?
Select one:

a. The increase in competition, increasingly global, the impact of technologies

of information and communication technologies (ICT) and the increasingly demanding profile and

more buyer consumption culture has caused that in the ecosystem

business, the client becomes the scarcest element. From the point of
from a marketing perspective, this implies the predominance of the marketing paradigm

relational.

b. Relationship marketing, without neglecting acquisition, focuses on creating

relationships with customers, generating greater value for all stakeholders.
To achieve this, it is necessary to first implant a culture based on
market orientation, that is, that the entire organization has a vision of
marketing focused on consumer needs (customer orientation), without
losing sight of what the competition does (consumer orientation) and coordinating
all departments conceiving the company as a set of processes
value generators for the customer (interdepartmental coordination).

Customer loyalty guides the actions of the commercial brands, which

they design an appealing commercial offer for their clients, based on the deep
knowledge they have of the act of purchase and of customer behavior in
at their point of sale. Brands are now looking to differentiate themselves from their competitors.

offering a unique shopping experience. For this, the quality of service is

convert into a key aspect, identifying the variables that define a
positive shopping experience, such as an interesting commercial offer, convenience
in the purchase, an adequate assortment, with distributor brands of good value
value for money, or the possible additional services that customers have access to
free of charge or partially funded through the programs of
loyalty
d. Keeping in mind relational marketing, and specifically, the scheme of the
expanded markets and the concepts of coopetition and complementor, the type of
The existing relationship between the various intermediaries is conditioned by the position
that occupy the channel, distinguishing between horizontal distribution systems
(predominant coopetition relationship strategies) and vertical systems of
distribution (complementation relationship strategies predominate).

The idea of expanded markets also influences internal relationships.

channel. Thus, for example, manufacturers try to offset the growing power of the
large distribution developing value-added business relationships and not
focused exclusively on price. These are trade initiatives
marketing, a concrete form of relational marketing from the manufacturer to the distributor
where to influence the cooperation of intermediaries in order to achieve
greater benefits for both parties, through the design of joint actions

coordinates and the exchange of information.

Repercussions in Internal Relations within the Channel
The correct answer is: The idea of expanded markets also influences the
internal channel relationships. For example, manufacturers try to compensate for the
growing power of large distribution developing valuable business relationships
added and not exclusively focused on the price. It is about the initiatives of
trade marketing, a concrete form of relational marketing from the manufacturer to
distributor where the cooperation of intermediaries is sought in order to
achieve greater benefits for both parties, through the design of actions
coordinated joint efforts and information exchange.

Question 4
Correct
Score 1.00 out of 1.00

Mark question
Characteristics of a hypermarket:
Select one:

a. It is a wholesale commercial format.

It has up to 2,500 square meters.

c. It is a self-service format, based on rotation and with parking.

wide.
Hypermarkets are a retail commercial format of more than 2,500 square meters.
squares in self-service mode, with an average of 40 cash registers with
own parking for more than 1,000 vehicles. Its philosophy is rotation of
products, based on low prices, that they can offer thanks to their power
negotiator in front of the suppliers and the reduced service provided (although this does not
it can be applied in a strict sense, depends on the sections: for example in
fresh products tend to be offered through counters and shopkeepers that
they serve customers like in a specialized traditional store.
The correct answer is: It is a self-service format, based on rotation and with
spacious parking

Question 5
Correct
Score 1.00 out of 1.00

Mark question
According to the video

What disadvantages does Amazon Go have? Possible answers:

Select one:
a. Replacing the work of people with machines, which can cause

unemployment.

People can exit without paying, increasing product theft.

INCORRECT: The Amazon GO model requests identification upon entry.
store in such a way that when you leave the establishment, everything you carry with you
It will be charged to the customer's bank account.
The correct answer is: Replacing the work of people with machines, which
it can cause unemployment.

Question 6
Correct
Score 1.00 out of 1.00

Mark question
When we talk about the pillars of e-commerce and refer to
to Trust and Security, what assumption are we referring to.
Select one:

a. The studies conducted show that, although price is a variable

Important, the usability, the ease of use of the online store is the decisive factor.
Due to this factor, users initially position themselves in favor of or against
a store, even before having seen the price of a product.

b. Trust is the most important foundation for any business relationship,

especially for those carried out on the Internet, since here it is lost
habitual human contact. Therefore, it is essential to comply with some
basic rules for creating trust with potential customers and building a
a lasting and stable relationship with them, because it also applies in online business
the rule that it is much easier and cheaper to retain a customer than to create one

new.
Trust and Security

c. Having a good product, good prices, having an attractive design and that
favor usability, ensure the security of the transaction... All are
characteristics that become useless if the company does not know how to promote itself in
Internet. The big brands have it easy as they have already generated a significant
notoriety and brand image, but an SME must be aware that the
Marketing is a decisive factor on the Internet: the customer needs to find your site.
otherwise there will simply be no sales.

Unfortunately, it is common for many merchants to neglect customer service.

to the customer and the after-sales service, and lose many clients, when in reality, it is
It's easy to keep customers satisfied after their purchase, so that they return.
in the future.
The correct answer is: Trust is the most important foundation for any
business relationship, especially for those conducted on the Internet, since
here the usual human contact is lost. Therefore, it becomes essential to comply
with some basic rules to build trust with potential clients and
build a lasting and stable relationship with them, because in online business
it is also true that it is much easier and cheaper to retain a customer than
create a new one.

Question 7
Correct
Score 1.00 out of 1.00

Mark question
Proposed question:
According to the reading, what are the reasons that Éxito had to close the site?
from Cdiscount virtual stores?
Select one:

a. Centralization of operation, to make the structure more efficient and avoid duplication.

areas.
This new way of operating e-commerce seeks to generate efficiencies in the
processes thanks to the operational centralization of the units of the different
businesses.

b. Reduction of fixed costs, and specialization in the commercial operation.

The correct answer is: Centralization of operation, to make the
structure and not duplicate areas.

Question 8
Correct
Score 1.00 out of 1.00

Mark question
Speaking of the pillars of e-commerce, which pillar are we referring to?
reference with the following statement; The studies conducted demonstrate that,
although price is an important variable, usability, ease of use
the online store is the decisive factor. Due to this factor, users
they initially position themselves for or against a store, even before
having seen the price of a product.
Select one:

a. Usability
The studies conducted show that, although price is a variable
Important, the usability, the ease of use of the online store is the decisive factor.
Due to this factor, users initially position themselves in favor of or against
a store, even before having seen the price of a product.

b. Trust and Security

c. Marketing and Sales

d. Customer Service
The correct answer is: Usability

Question 9
Correct
Score 1.00 out of 1.00

Mark question
About the evolution of relational marketing in different markets:
Select one:

a. CRM tools have facilitated the development of relationship marketing in the

mass consumption markets.

In the mass consumer markets, CRM (Customer Relationship Management) tools
Management) were introduced in the 1990s of the last century, facilitating the
implementation of greater personalization in customer relationships.

b. Relationship marketing has taken longer to develop in the markets

industries that in mass consumption.

c. In service markets, the relationship with the customer tends not to be developed.
The correct answer is: CRM tools have facilitated the development of
relational marketing in mass consumption markets.

Question 10
Correct
Score 1.00 out of 1.00
 Mark question
When we talk about the repercussions on the relationship with customers, to what
What statement are we referring to?
Select one:

a. The increase in competition, increasingly global, the impact of technologies

of information and communication technologies (ICT) and the increasingly demanding profile and

more consumer culture of the buyer has led to the ecosystem

business the client becomes the scarcest element. From the point of
From a marketing perspective, this implies the predominance of the marketing paradigm.

relational.

b. Relational marketing, while not neglecting acquisition, focuses on creating

relationships with customers, generating greater value for all stakeholders.
To achieve this, it is first necessary to establish a culture in the company based on
market orientation, that is, that the entire organization has a vision of
consumer needs-based marketing (customer orientation), without
losing sight of what the competition does (consumer orientation) and coordinating
all departments conceiving the company as a set of processes
value generators for the customer (interdepartmental coordination).

c. Customer loyalty guides the actions of commercial brands, which

they design an enticing commercial offer for their clients, based on the deep
knowledge they have of the act of purchasing and the behavior of customers in
at their point of sale. Brands are now looking to differentiate themselves from their competitors.

offering a unique shopping experience. To achieve this, the quality of service is

turn into a key aspect, identifying the variables that define a
positive shopping experience, such as an interesting commercial offer, convenience
in the purchase, a suitable assortment, with distributor brands of good quality
value for money, or the possible additional services that customers have access to
free or partially funded through the programs of

loyalty
Repercussions on the Relationship with Customers

d. Bearing in mind relational marketing, and specifically, the scheme of the

expanded markets and the concepts of coopetition and complementor, the type of
the existing relationship between the various intermediaries is conditioned by the position
what they occupy in the channel, distinguishing between horizontal distribution systems
(predominantly strategies of coopetition) and vertical systems of
distribution (predominantly complementary relationship strategies).

e. The idea of expanded markets also influences internal relationships.

channel. Thus, for example, manufacturers try to offset the growing power of the
large distribution developing value-added business relationships and not
focused exclusively on price. These are the trade initiatives
marketing, a concrete form of relational marketing from the manufacturer to the distributor
where efforts are made to achieve the cooperation of intermediaries in order to succeed
greater benefits for both parties, through the design of joint actions
coordinates and the exchange of information.
The correct answer is: Customer loyalty guides the actions of the brands.
commercials, who design an appealing commercial offer for their clients, based on
in the deep understanding they have of the act of purchase and of behavior
the customers at their point of sale. The brands now seek to differentiate themselves from their

competitors offering a unique shopping experience. To achieve this, the quality of

service becomes a key aspect, requiring the identification of the variables that
define a positive shopping experience, such as an interesting commercial offer,
comfort in purchasing, an adequate assortment, with good distributor brands
value for money, or the possible additional services that they have access to
clients free of charge or partially funded through the programs of
loyalty.

Assessment u3 - DC
 Started on Monday, October 29, 2018, 21:14

FinalizedState

Completed on Monday, October 29, 2018, 21:49

Time taken 35 minutes 33 seconds

Points 10.00/10.00

5.00 out of 5.00 (100%)

Question1
Correct
Score 1.00 out of 1.00

Mark question
The statement 'It is a determining variable, as it determines the moment when'
the consumer can go shopping based on their free time. The
the trend is to offer increasingly wider hours.” It refers to that
concept.
Select one:

a. Information.

b. Schedule.
It is a determining variable, as it determines the moment when the consumer
you can go shopping based on your free time. The trend is to
offer increasingly wider hours.

c. Parking.
The correct answer is: Schedule.
Question 2
Correct
Score 1.00 out of 1.00

Mark question
When the manufacturer has means to choose the optimal channel... At least
theoretically. In practice, power and dependency relations are in
against manufacturers and benefit large distributors. And the fact is that in
in the mass consumption markets, there is an undisputed leader in the channel, which
imposes its conditions on the rest of the agents: the integrated large distribution.
For several decades now, suppliers have become the part
weaker and they have to accept the conditions imposed by the big ones
distribution companies, which are always pressing to obtain
falling prices. This concept refers to:
Select one:

a. Shopping and Leisure Centers

b. Relationships to Create Value

The manufacturer has means to choose the optimal channel... At least theoretically.
In practice, power and dependence relationships are against the
manufacturers and benefit the large distributors. And in the markets of
In the mass consumption sector, there is an undisputed leader in the channel that imposes its conditions.

to the rest of the agents: the integrated large distribution. For several decades now,
suppliers have become the weakest link and have to accept the
conditions imposed by large distribution companies, which are always
pressuring to obtain lower prices.

c. The Philosophy of Trade Marketing

d. Trade Marketing
The correct answer is: Relationships to Create Value

Question 3
Correct
Score 1.00 out of 1.00

Mark question
Service quality management is based on a premise: quality of
the product is different from the quality of service. The quality of the product obeys to
objective standards that, if met, confirm quality, but the quality of
service has peculiarities that give it greater complexity due to
that can only be evaluated once the service has been consumed and at the
difficulty in trying to standardize customer expectations. Quality
service is a perceived quality, it is subject to the perception of
Consumer. Its management must always start from an appropriate understanding of
consumer, of their needs and their expectations. This statement makes
reference to:
Select one:

a. The quality of service

Service quality management is based on one premise: product quality is
different from service quality. Product quality adheres to standards
objectives that, if fulfilled, confirm quality, but service quality has
peculiarities that give it greater complexity because it can only be
evaluate once the service has been consumed and the difficulty of trying
standardize customer expectations. Service quality is a quality
perceived, is subject to the consumer's perception. Its management must always start from
of an adequate understanding of the consumer, their needs and their
expectations.

b. The world of services

c. Loyalty as a program

d. Customer loyalty as a strategy

The correct answer is: The quality of service

Question4
Correct
Score 1.00 out of 1.00

Mark question
The franchises:
Select one:

They are a poorly developed form of distribution in the world.

b. Its success is reinforced by the higher survival rates it achieves

against independent businesses.

The success of the franchise is reinforced by the higher survival rates that
it obtains against independent businesses, reaching up to 90% of
success after five years of being present in the market, facing the businesses
normal, which show a 90% failure rate after five.

They are an integrated vertical distribution system.

The correct answer is: Its success is reinforced by the higher rates of
survival that it gains against independent businesses.

Question 5
Correct
Score 1.00 out of 1.00

Mark question
The quality of service:
Select one:

a. It is not applicable in the world of commercial distribution.

b. It is about customer service following quality management guidelines.

Like all services, customer service is a very heterogeneous intangible, and for
so, difficult to manage. Moreover, it cannot be separated from the contact staff,
What is the image that the customer takes away from the establishment: kindness of the
cashiers, professionalism of the sellers, proactive staff to help and guide...
These characteristics make customer service a complex activity and
that requires a quality management approach. We are then talking about the
service quality.

c. It is a concept not related to customer service.

The correct answer is: It is about customer service following management guidelines.
of the quality.

Question 6
Correct
Score 1.00 out of 1.00

Mark question
In the context of the manufacturer-distributor relationship, the template is:
Select one:

a. The number of people responsible for a certain product reference.

b. The distribution contract between manufacturer and distributor where the terms are set.

conditions of the commercial relationship.

The negotiation template is the distribution contract that the manufacturer signs with
a commercial sign where prices, discounts, and participations are specified
promotions, brochures, etc.

c. The number of workers in the company.

The correct answer is: The distribution contract between manufacturer and distributor
where the conditions of the business relationship are established.

Question 7
Correct
Score 1.00 out of 1.00

Mark question
According to the video

What is customer service?

Select one:

a. Do what is required, according to the corresponding payment.

b. Advise the client, add value to the product, with speed of response.
The correct answer is: Advise the client, add value to the product, with
response speed.

Question 8
Correct
Score 1.00 out of 1.00

Mark question
Service quality management:
Select one:

a. Service quality is less complex than product quality.

b. The quality of the product is based on the consumer's perception.

c. Quality management must always start from an adequate understanding of

consumer, of their needs and expectations.

Service quality is a perceived quality, it is subject to perception.
consumer. Its management must always start from an adequate understanding of
consumer, of their needs and of their expectations.
The correct answer is: Quality management must always start from an adequate
knowledge of the consumer, their needs and their expectations.

Question 9
Correct
Score 1.00 out of 1.00

Mark question
According to the reading:

The 'ECR' seeks efficiencies at all levels of the manufacturer-retailer relationship.

regarding the flow of information thanks to...
Select one:

a. Supply side.

b. Demand side.

c. Scanner and EDI.

With the scanner, you can capture the product information through the code of
bars and transmit this information in a standardized format called EDI, the
which facilitates the sending and receiving of commercial documents, reducing errors and
streamlining the flow of information.
The correct answer is: Scanner and EDI.

Question 10
Correct
Score 1.00 out of 1.00

Mark question
The relationships to create value are explained in which of the statements that
appear below.
Select one:

a. Relational marketing, through its two most strategic implications.

important factors (loyalty and expanded markets) affect distribution in three ways
key aspects: the relationship with customers, the distribution structure and the
internal relationships in the channel.

b. One of the main objectives of trade marketing is the adaptation to the

needs of the different business clients of the manufacturer, that is,
mainly the large groups of commercial distribution (in this context the
The term "client" will always refer to distribution companies.
Evidently, a determining factor is the size of the retail company, given
that the largest companies have higher levels of demand and are the most
strategically important for the manufacturer.

c. The manufacturer has means to choose the optimal channel... At least

theoretically. In practice, power and dependency relations are against
from the manufacturers and benefit the large distributors. And it is that in the
In the mass consumption markets, there is an undisputed leader in the channel that imposes its
conditions for the rest of the agents: the integrated large distribution. For several already
For decades, suppliers have become the weakest link and have to
accept the conditions imposed by large distribution companies, which

They are always pushing for lower prices.

Relationships to Create Value

d. Trade marketing means the implementation by manufacturers of a

marketing specifically oriented towards the distributor. The trade department
marketing arises from manufacturers' need to optimize scarce resources
and addressing the new issues of distribution, seeking collaboration
between both agents once the negotiation phase has been surpassed. This implies that the
manufacturers are directly involved in the management of distribution to create a
adequate and optimal marketing strategy for the point of sale.
The correct answer is: The manufacturer has means to choose the channel.
optimal... at least theoretically. In practice, power and dependency relationships
they are against manufacturers and benefit large distributors. And indeed
in the mass consumption markets there is an undisputed leader in the channel, which
it imposes its conditions on the rest of the agents: the integrated large distribution. From

Several decades ago, suppliers have become the weakest part and
they have to accept the conditions imposed by the big companies of
distribution, which is always pushing for lower prices.

Final Exam DC

Started the Wednesday, October 31, 2018, 10:19

State Completed

Finished in Wednesday, October 31, 2018, 11:36

Time spent 1 hour 16 minutes

Points 10.00/10.00

50.00 out of 50.00 (100%)

Question 1
Correct
Score 1.00 out of 1.00
 Mark question
What is the distribution channel of the Locatel supermarket that sells
products for health and well-being, taking into account the number of
retailers through which the product reaches the final consumer?
Select one:

a. direct distribution channel.

b. indirect distribution channel.

The indirect distribution channel is ideal for a supermarket, having
he/she is an intermediary between the manufacturer and the final consumer.
The correct answer is: indirect distribution channel.

Question2
Correct
Score 1.00 out of 1.00

Mark question
Gillette is a manufacturer of shaving accessories that belongs to the company
Procter & Gamble, and in one of the negotiations with the chain stores
requires cooperation in terms of more shelf space. What system
Does the previous strategy correspond to the distribution vertical?
Select one:

a. Integrated systems.

b. Contractual systems.

c. Managed systems.
Managed vertical systems: The business relationship is based on knowledge of
one of the parties, in this case Gillette is a member who has leadership in the channel
of distribution and for this reason sets the guidelines for action to the rest of the members, to

despite not reaching formal or contractual agreements.

The correct answer is: Managed systems.

Question 3
Correct
Score 1.00 out of 1.00

Mark question
Mark the correct option regarding the analysis of the available channels:
Select one:

a. Market restrictions cannot be applied to distribution.

b. The fundamental restriction is market-based.

c. The restrictions are of various kinds: internal, financial, market...

The restrictions to consider are of various kinds: internal, financial, of
market, etc.
The correct answer is: The constraints are of various kinds: internal,
financial, market...

Question4
Correct
Score 1.00 out of 1.00

Mark question
What type of distribution channel should a bank use to offer loans?
commercials to their users?
Select one:
a. Indirect.

b. Direct.
Direct, as it does not require intermediaries between the bank and the end user.
commercial credit.
The correct answer is: Direct.

Question5
Correct
Score 1.00 out of 1.00

Mark question
Characteristics of an adequate online customer service:
Select one:

a. Do not disturb the customer with surveys.

b. Delivery of the product within the stipulated time.

It is necessary to ensure the delivery of the product within the stipulated timeframe. Otherwise, it will be

it breaks the customer's trust. Therefore, it is important to make an appropriate forecast,

considering the time of year when the shipment is made. For example, it is easier to ...
delay of an order during Christmas.

c. The service must be basic in order not to unnecessarily increase the price.
The correct answer is: Delivery of the product within the stipulated time.

Question 6
Correct
Score 1.00 out of 1.00
 Mark question
Characteristics of a loyalty program:
Select one:

They make it easier for customers to go to the competition.

b. You should avoid redeeming points to avoid increasing costs.

c. It allows for a better understanding of the customer.

When implementing a loyalty program, customer knowledge is the

critical variable. To initiate it, the company must know its customers and the same
time, the program will allow us to get to know them better. In this way, the establishment
you will be able to know who your best customers are and what they buy. The program for
loyalty needs information and must generate new information that helps the
marketing decision-making, generating value for the company and its customers.
The correct answer is: It allows for a better understanding of the customer.

Question 7
Correct
Score 1.00 out of 1.00

Mark question
Mark the valid option regarding the multiplicity of channels:
Select one:

a. The multiple distribution has no drawbacks.

b. Multiple channels favor market adaptation.

Among the factors that promote multiple distribution, adaptation stands out.
market (consumers, competition, technologies change continuously)
and also the penetration in the market (the search for more presence in the
different segments or even in the same ones to improve the results of
sales).

c. The decision to use multiple channels requires stability in the environment.

The correct answer is: Multiple channels favor market adaptation.

Question 8
Correct
Score 1.00 out of 1.00

Mark question
The horizontal distribution systems are:
Select one:

a. They can be of two types: spatial and non-spatial.

Horizontal systems can be spatial and non-spatial. In systems
spatial horizontals the geographical location becomes the factor
determinants of the cooperation strategies developed by companies of
distribution that follows this model. In non-spatial horizontal systems the
cooperation generally develops between companies located at the same level
of the channel, but without physical proximity being a relevant characteristic.

The companies that configure them are prohibited from competing with each other.

c. Coordinated distribution structures developed across different levels of

channel.
The correct answer is: They can be of two types: spatial and non-spatial.

Question 9
Correct
Score 1.00 out of 1.00
 Mark question
The importance of electronic commerce:
Select one:

a. E-commerce completely affects the way of understanding business.

commercial distribution.
E-commerce changes everything, even the essence of business.
the same time a promotional technology that allows companies to increase the
accuracy and effectiveness in the transaction of their business transactions, a
form of information exchange between organizations, clients, and commercial entities for the
benefit for all. It affects the way products, services, and the
information is presented, sold, and exchanged, sold and exchanged.
But it also affects the way organizations collaborate with customers.
and their collaborators. Ultimately, e-commerce completely affects the
way of understanding the business of commercial distribution.

b. The use of the Internet as an additional sales channel has become a

exclusive business model for large companies.

c. The revenue obtained through e-commerce is continuously declining.

as a consequence of the entry of many more companies into this business.
The correct answer is: E-commerce completely affects the way of
understand the business of commercial distribution.

Question 10
Correct
Score 1.00 out of 1.00

Mark question
The company Panda SA, a beverage manufacturer, is seeking agreements with the
distributor, to optimize the commercial functions of both parties, in such a way
They launch a promotion with prizes for distributors and consumers
Finally, it awards a prize to the winning ticket and another to the person who sold the ticket.
According to relational marketing, the previous situation is considered as:
Select one:

a. Trade marketing.
Trade Marketing aims for the distributor and the consumer to prefer the products.
from Panda SA about the competition.

b. Benchmarking.

c. Just in time.
The correct answer is: Trade marketing.

QualificationRatingRangePercentageFeedbackContributes to the total of

Distribution Networks / Commercial Distributionl Forum of

Doubts/DCRResolvedD

Initial Assessment - RD-0–5-- Assessment U1 - RD-0–5-- Evaluation U2 - RD-0–

5-- Evaluation U3 - RD-0–5–- Delivery U3 - RD-0–20- - Total Evaluation

Continue RD
Simple weighted average of grades. Includes empty grades.

-0–50- -Final Evaluation RD Total Final Evaluation RD

Simple weighted average of grades. Includes empty grades.

-0–50- -Continuous Evaluation D-C Initial Assessment - DC5,000–5100,00 %- Forum

Academic Unit 1/DC3,000–475,00 %- Academic Forum Unit 2/DC4,000–

4100.00 %- Academic Forum Unit 3/DC20.00–2100.00%- Evaluation u1 -

DC4500–590.00%- Evaluation u2 - DC50.000–5100.00 %- Evaluation u3 -

DC5,000–5100.00 %- Delivery u3 - DC-0-20- - Total Continuous Assessment DC

Simple weighted average of grades. Includes empty grades.

28,500–5057.00 % - Final Evaluation DC Final Exam DC50.000–50100.00 % -

Total Final Evaluation DC
Simple weighted average of grades. Includes empty grades.

50,000–50100,00 % - Final Note 3,930 - 578,50% Total of the course

Simple weighted average of grades.