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
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
Topic 9 - Evaluating Channel Members
b.
c.
d.
e.
i.e. technical products
have a low unit value.
i.e. can of coke
have a high market share.
low after sales servicing.
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?
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.
b.
c.
d.
e.
the channel member’s current sales to historical sales.
cross comparisons of a channel member’s sales with other channel members’ sales.
the channel member’s sales with predetermined quotas (if quotas were assigned).
the volume of product each salesperson is selling.
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.
b.
c.
d.
e.
80; 20
30; 70
70; 30
40; 60
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.
Topic 9 - Evaluating Channel Members
c.
d.
e.
make an effort to learn about the needs and problems of the channel member.
put the channel member on probation.
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.