Cam 312 Marketing Channels Question Paper

Cam 312 Marketing Channels

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2011/2012
YEAR 3 EXAMINATION FOR THE BACHELOR OF COMMERCE
CAM 312 MARKETING CHANNELS
DATE: APRIL 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any other Two Questions
QUESTION ONE
a) By evaluating the key elements of the marketing mix, explain why the marketing channel strategy
(place) does offer greater potential for gaining competitive advantage than the other elements of
the marketing mix. (10 Marks)
b) Advancement in technology has drastically changed the marketing channel landscape all over the
world. In view of these changes, do wholesalers still have a role to play within the marketing
channel? (10 Marks)
c) Explain any five distribution tasks performed by merchant wholesalers. (10 Marks)
QUESTION TWO
a) The average size of retail units (as measured by sales volume) has been increasing. What are some
of the implications of this trend for channel management in producing and manufacturing firms?
(10 Marks)
b) Marketing channel being a social system cannot escape the fundamental behavioral dimension
inherent in all social systems-conflict; discuss any five main causes of conflict in the marketing
channel. (10 Marks)
QUESTION THREE
a) Describe and comment briefly on any five basic marketing channel decisions most firms will need
to consider at one time or another. (10 Marks)
2
b) You have been appointed the distribution manager of one of the Fast Moving Consumer Goods
Company within the country. You find your self charged with the responsibility of designing the
marketing channel as your first assignment. Explain what you will do to successfully carry out this
assignment (10 Marks)
QUESTION FOUR
a) Using a well illustrated diagram, discuss the product lifecycle stages and the basic implications of
each stage for channel management (16 Marks)
b) List any four options available to the manufacturers when considering product brand strategies.
(4 Marks)
QUESTION FIVE
a) Explain any five critical roles that a marketing manager must play in managing channel members
(10 Marks)
b) Explain any five guidelines for developing effective channel pricing strategy (10 Marks)

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