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Marketing Channels Question Paper

Marketing Channels

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2010/2011
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 312: MARKETING CHANNELS (DAY+EVE)
DATE: DECEMBER 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) “Marketing channel refers to the external contractual organizations that management
operates to achieve its distribution objectives.” Rosenblour (2007). Give a detailed account
of the following terms used by Rosenblour in these definition.
• External
• Contractual Organization
• Operates
• Distribution Objectives [12 Marks]
b) Explain the essential role of logistics in the channel. [6 Marks]
c) A ‘push’ promotion strategy directly affects channel members whereas a ‘pull’ strategy
indirectly affects them. Discuss [ 6 Marks]
d) You have been asked by the Managing director of Bidu Bookshop to help decide on three
channel alternatives available to him. Explain the criteria you shall use to reach a decision.
[ 6 Marks]
2
QUESTION TWO
a) Discuss the product life cycle stages and the basic implications of each stage for channel
management. [ 10 Marks]
b) Explain the role played by channel management in the implementation of product
differentiation and product positioning strategies. [ 10 Marks]
QUESTION THREE
a) Define the term ‘channel design’ and describe the stages in the channel design process.
[10 Marks]
b) Marketing managers ought to look out for channel conflict and manage it, if and when it
occurs. Discuss FIVE possible causes of channel conflict. [ 10Marks]
QUESTION FOUR
a) With the aid of examples discuss some of the recent developments that have led to an
increasing view of marketing channels as a strategic marketing tool. [ 8 Marks]
b) With the aid of an illustration discuss various channel levels. [ 12 Marks]
QUESTION FIVE
a) Channel conflict can have a negative effect on the performance of the channel. It therefore has
to be managed. Elucidate some of the ways of managing channel conflict. [ 8 Marks ]
b) Channel management can be defined as the administration of existing channels to secure the
cooperation of channel members in achieving the firm’s distribution objectives. Highlight any
SIX major activities undertaken in channel management. [ 12 Marks]

Marketing Channels Question Paper

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