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Marketing Channels Question Paper
Marketing Channels
Course:Bachelor Of Commerce
Institution: Kca University question papers
Exam Year:2010
1
UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM – 312: MARKETING CHANNELS
DATE: APRIL 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
Equity bank, a regional banking chain headquartered in Nairobi has become one of the fastest growing
banks in Kenya. However, the banks founder and CEO Mr. Waweru, does not view his company as a
bank, but as a retailer that has happen to sell banking products. This mindset has created a very
different banking channel – one that is driven by the needs and desires of the consumers rather than the
loaf of culture of the banking industry. Equity bank branches are open 7 days a week and well into the
evening, have friendly tellers available at all times and provide an atmosphere and service level that
customer would expect to find at a greater retailer rather than at a bank. Yet even with all its “Bricks
and Mortar’’ branches, Equity bank has also taken a multi- channel route by providing its customers
with an online banking channel. About
3
1 of its customers make use of the online. Channel – the
highest penetration rate in the industry. It wasn’t long a go that the banking products were dead. Equity
bank with its customer – driven marketing channels, has shown that it is very much alive. The very
special culture underlying Equity bank’s successful channel strategy cannot be easily be duplicated by
competitors.
a) Do you think Equity bank has created a sustainable competitive advantage through its customer
– driven channel strategy? Support your answer. (10 Marks)
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b) Using the above context, narrate how Equity gained its growing power as a distributor of
banking services, especially as a giant retailer in the banking industry. (10 Marks)
c) Explain how Equity has utilized the concept of Interorganozational and Intraorganizational
management to foster its distribution power. (10 Marks)
QUESTION TWO
Distribution is the product’s path to the end user, briefly discuss the distribution task performed by
Merchant wholesalers to manufacturers and their customers? (20 Marks)
QUESTION THREE
a) Describe some of the behavioral problems that can “foul up’ ’effective communications in the
marketing channel? (10 Marks)
b) Discuss Five advantages of using arbitration as a method of conflict resolution among the channel
members? (10 Marks)
QUESTION FOUR
a) Marketing channel has been carefully designed in such away that its structure reflects a near –
optimal allocation of distribution of tasks, the channel cannot expect to ‘run’ by itself. Discuss.
(15 Marks)
b) Explain why a channel manager need a familiarity with some of the behavioral process occurring
in the channel? (5 Marks)
QUESTION FIVE
a) Explain the concept “efficient congestion’’ as used in market density and channel design strategy?
(4 Marks)
b) Write short notes on the following;
i. Influencers (3 Marks)
ii. Gatekeepers (3 Marks)
iii. Buyers (3 Marks)
c) Identify any changing patterns of how modern consumer (or industrial buyers) purchases are
influenced by channel marketing. Trace through the effects that these changes may have on the
channel structures? (8 Marks)
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