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Cam 312-M: Marketing Channels Question Paper

Cam 312-M: Marketing Channels

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2008/2009
THIRD YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 312-M: MARKETING CHANNELS
DATE: APRIL 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Wringley is the worlds leading manufacturer of chewing gum, producing literary millions of
packages of gum every day. Its manufacturing technology for producing gum is state-of-the art,
and it is a large and financially strong company. It sells its products to millions of gum-chewing
customers all over the United States and many other countries around the world, including Kenya
where it has a manufacturing plant. Still Wringley has never attempted to sell its chewing gum
directly to consumers, but instead uses a wide variety of intermediaries at the wholesale and retail
levels. Explain the underlying economics of the company’s policy. (10 Marks).
b) The average size of retail units has been increasing, what are some of the implications of this trend
to the manufacturing firms. (10 Marks)
c) Explain any five distribution tasks performed by retailers. (10 Marks)
QUESTION TWO
Discuss any four developments that underlie the keen interest being paid to Marketing channel as a
strategic Marketing tool. (20 Marks)
2
QUESTION THREE
a) Discuss any three major types of wholesalers using appropriate examples. (15 Marks)
b) Explain any five distribution tasks performed by merchant wholesalers. (5 Marks)
QUESTION FOUR
a) Explain any five distribution tasks that merchant wholesalers perform for their customers.
(5 Marks)
b) What are retail intermediaries? (5 Marks)
c) Differentiate between channel strategy and logistics management. (10 Marks)
QUESTION FIVE
a) Explain any three major developments that could have led to the growing power of retailers in the
Marketing channel. (15 Marks)
b) What are intermediaries? (5 Marks)

Cam 312-M: Marketing Channels Question Paper

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