CPM CPM Distribution Channels & Integrated Marketing Communications

Question 1

What is the primary distinction between a 'push' and 'pull' distribution strategy?

Accepted Answer

Push uses intermediaries to move products; pull creates consumer demand that pulls products through the channel

Answer

Push targets end consumers; pull targets intermediaries

Answer

Push relies on digital ads; pull relies on in-store promotions

Answer

Push uses discounts; pull uses premium pricing

Question 2

Which channel conflict occurs between businesses at the same level of the distribution channel (e.g., two retailers)?

Accepted Answer

Horizontal conflict

Answer

Vertical conflict

Answer

Multi-channel conflict

Answer

Lateral conflict

Question 3

In Integrated Marketing Communications (IMC), which principle ensures all consumer touchpoints deliver a consistent brand message?

Accepted Answer

Message consistency

Answer

Reach and frequency

Answer

Segmentation alignment

Answer

Channel neutrality

Question 4

A manufacturer sells directly to consumers via a company website, bypassing wholesalers and retailers. This is an example of:

Accepted Answer

Direct distribution (zero-level channel)

Answer

Indirect distribution

Answer

Intensive distribution

Answer

Exclusive distribution

Question 5

Which promotional mix element involves non-paid media coverage earned through press releases, events, and editorial mentions?

Accepted Answer

Public relations

Answer

Advertising

Answer

Sales promotion

Answer

Personal selling

Question 6

What does 'intensive distribution' aim to achieve?

Accepted Answer

Maximum product availability in as many outlets as possible

Answer

Exclusive partnerships with a single retailer per territory

Answer

A limited number of carefully selected retail partners

Answer

Direct-to-consumer sales with no intermediaries