37.

A major disadvantage of a separate performance evaluation is that:

a. It is the most complex to perform.
b. It takes a long time to perform.
c. It offers little insight into overall channel member performance.
d. It is difficult to analyze.
e. Is useful when channel members are small.

ANS: C (p. 406)

38. When multiple criteria are combined informally to evaluate channel member performance:
a. Overall performance ratings are always accurate.
b. Cross comparisons among channel members are not valid.
c. A quantitative index of overall performance is produced.
d. It is difficult to administer and evaluate.
e. It is not possible to assign weights to criteria.

ANS: B (p. 407)

39. When multiple criteria are combined formally:

a. Weights are not assigned to each criterion to reflect its relative importance.
b. Criteria and associated operational measures are made explicit.
c. A qualitative index of overall performance is produced.
d. It is easy to make performance comparisons among channel members.
e. It increases the complexity of the evaluation.

ANS: B (p. 408)

40. If a channel member fails to meet minimum performance standards, the channel manager
should:
a. Terminate the channel member.
b. Analyze the channel members needs and problems.
c. Put the channel member on probationary status with a specific deadline for
improved performance.
d. Reduce the channel members available discounts.
e. Increase the channel members available discounts and other motivational
programs.

ANS: B (p. 409)

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 Marketing Channels 8e

41. If a channel member is not meeting performance standards, the channel manager should:
a. Fire the channel member immediately.
b. Evaluate the evaluation process and criteria.
c. Make an effort to learn about the needs and problems of the channel member.
d. Put the channel member on probation.
e. Demand the channel member make immediate changes in order to improve.

ANS: C (p. 409)

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