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Mktg 421:Marketing Channel Management December 2008 Question Paper

Mktg 421:Marketing Channel Management December 2008

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2008

KABARAK UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 421

INSTRUCTIONS:
ANSWER QUESTION ONE (1) AND ANY OTHER TWO

1. a) Discuss the scope of marketing channel management (5 Marks)
b) In the context of channel marketing, what is meant by the term “value
networks? (5 Marks)
c) Differentiate between vertical and horizontal marketing systems (10 Marks)
d) Discuss the types of vertical marketing systems (5 Marks)
e) In designing marketing channels, the marketer must understand among other
issues, the service output levels desired by target customers. Which are the
service outputs that channel produce? (10 Marks)
f) In what ways can a distributor use channel power to alter channel members’
behaviour? In which ways can a manufacturer motivate its channel members
without using its channel power? (5 Marks)

2. a) Explain the meaning of “forward” and “backward” flows. (5 Marks)
b) Illustrate the various types of flows one can observe in a typical marketing
channel (5 Marks)
c) Identify the major retailers’ marketing decisions (5 Marks)

3. a) Explain the major classification of retailers (5 Marks)
b) Explain the Wheel of Retailing Theory and how understanding it can be of
value to a marketing manager (5 Marks)
c) Discuss the major developments that should shape the retailers and
manufacturers’ competitive strategies (5 Marks)

4. a) What are the major functions performed by wholesalers? (5 Marks)
b) Explain the meaning and importance of “market logistics” (5 Marks)
c) Explain the steps involved in market logistics planning. (5 Marks)

Mktg 421:Marketing Channel Management December 2008 Question Paper

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