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Marketing Channels (Day) Question Paper

Marketing Channels (Day)

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

1
UNIVERSITY EXAMINATIONS: 2010/2011
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 312: MARKETING CHANNELS (DAY)
DATE: AUGUST 2011 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
Question One
a) Give an account of the elements of successful marketing channels. [8 Marks]
b) Logistics mediators are the activities that channel members must perform to ensure smooth,
efficient and cost-effective flow of goods and services through marketing channels. Enumerate any
FIVE logistics mediators. [6 Marks]
c) Elucidate the distribution tasks for producers and manufacturers performed by wholesalers.
[6 Marks]
d) Describe the circumstances under which a marketing manager may be compelled to redesign the
marketing channel. [10 Marks]
Question Two
a) While designing a channel, the marketing manager should decide on the desired number of
intermediaries at each level. Discuss the strategic options available to him in reaching this decision.
[ 12 Marks]
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b) Customers’ purchase decisions can be influenced by Channel Output Utilities. Describe any FOUR
channel output utilities. [ 8 Marks]
Question Three
a) The most comprehensive and commonly used classification of wholesalers is that used by the
census of wholesale trade, published by the U.S Department of commerce. Discuss three major
classifications of wholesalers. [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. [ 10 Marks]
Question Four
a) Discuss the components of the relationship logistics model. [10 Marks]
b) Distribution goals change depending upon several product characteristics. Discuss? [ 10 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 (Day) Question Paper

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