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Marketing Channels Question Paper

Marketing Channels

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 312: MARKETING CHANNELS
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Define the term ‘Marketing Channels’ and distinguish it from ‘Marketing distribution.’
[ 4 Marks]
b) State the reasons that justify the need for firms to use marketing channels. [6 Marks]
c) Differentiate between channel strategy and logistic management. [ 4 Marks]
d) 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]
e) The cost and efficiency of distribution depends largely upon the nature and type of middlemen.
Describe any FOUR factors that support this argument. [ 4 Marks ]
QUESTION TWO
a) In designing market channels the marketer must understand channel service output to customers.
Highlight FIVE service outputs marketing channels provide to customers. [10 Marks]
b) Define the term ‘market channel strategy’ and give the strategic options open to the firm under
each of the following headings.
i.) Types of Intermediaries
2
ii.) Number of Intermediaries [ 10 Marks]
QUESTION THREE
a) When contracting channel members, producers have to determine the rights and responsibilities
of each participating member. Describe the main elements in the trade-relations mix.
[10 Marks]
b) 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]
QUESTION FOUR
a) Identify and explain FIVE product related factors affecting the choice of distribution channels.
[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 FIVE
a) With the aid of an illustration discuss various channel levels. [ 14 Marks]
b) You have been asked by the Managing director of Bidu Bookshop to help decide on three
channel alternatives available to him. Explain the criteria you shall use to reach a decision.
[ 6 Marks]

Marketing Channels Question Paper

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