Topic 9 - Evaluating Channel Members

1 According to the text, the evaluation of channel member performance is:

a of less importance than employee evaluation.
.
b more important than employee evaluation.
.
c of equal importance to employee evaluation.
.
d easier to do than employee evaluation.
.
e done far more frequently than employee evaluation.
.

2. Which of the following is not a factor affecting the scope and frequency of channel member
evaluations?
a the level of expertise of the channel managers
.
b relative importance of channel members
.
c degree of manufacturer’s control over the channel members
.
d nature of the product
.
e number of channel members
.
3. Generally, the greater the degree of control the manufacturer has over the channel member:
a the more difficult it is to obtain performance data.
.
b the easier it is to obtain performance data.
.
c the less accurate are the performance data.
.
d the less complete are the performance data.
.
e the more comprehensive the data and analysis.
.

4. The degree of control the manufacturer has over channel members plays __________ in
determining the scope and frequency of its evaluation of channel members.
a a major role
.
b a very little role
.
c no role at all
 Topic 9 - Evaluating Channel Members

.
d the most important role
.
e the least important role
.
5. For the manufacturer who sells all of its output through intermediaries, the evaluation of its
channel members is likely to be __________ than for those manufacturers who rely less on
intermediaries.
a much more comprehensive [wide-ranging]
.
b much less comprehensive [wide-ranging]
.
c much quicker
.
d of much less importance
.
e lLess of a strategic issue
.

6. Manufacturers are more likely to analyze channel member performance if

their products:
a require a substantial amount of after-sales service
. i.e. technical products
b have a low unit value.
. i.e. can of coke
c have a high market share.
.
d low after sales servicing.
.
e high volume.
.
7. Generally, the less intense is distribution at the various channel levels:
a the more thorough are channel member evaluations.
.
b the less thorough are channel member evaluations.
.
c the more difficult are channel member evaluations.
.
d the more routine are channel member evaluations.
.
e the less informative are channel member evaluations.
.
8. Which of the following is not a criterion for measuring channel member performance?
 Topic 9 - Evaluating Channel Members

a selling capabilities
.
b sales performance
.
c attitudes
.
d inventory maintained
.
e number of customer complaints
.

9. The channel manager should evaluate channel member sales data in terms of all of the
following except:

a the channel member’s current sales to historical sales.

.
b cross comparisons of a channel member’s sales with other channel members’
. sales.
c the channel member’s sales with predetermined quotas (if quotas were
. assigned).
d the volume of product each salesperson is selling.
.
e this year’s sales with last year’s sales.
.

10. One frequently cited ratio is that about __________ percent of the channel members
account for about __________ percent of sales.

a 80; 20
.
b 30; 70
.
c 70; 30
.
d 40; 60
.
e 20; 80
.

11. 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.
 Topic 9 - Evaluating Channel Members

d. put the channel member on probation.

e. demand the channel member make immediate changes in order to improve.

12. 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.