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Mktg 421: Channel Management Question Paper

Mktg 421: Channel Management

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

COURSE CODE: MKTG 421
COURSE TITLE: CHANNEL MANAGEMENT

INSTRUCTIONS
Attempt question one and any other two.
Question one.
a) Channel selection is a two way process. Explain why this is so and discuss the
specific inducements for securing channel members. ( 10 Mks)
b) “This is really out of bounds”. Remarked Lisa Johnston, the buyer of athletic
footwear for a large chain of sporting goods stores. Ms. Johnston was referring to a
new policy by Nike, the famous athletic shoe manufacturer that required retailers to
place their orders six months in advance of delivery. This is great of Nike because it
enables them to plan their production effectively, but it makes life difficult for us.
Doesn’t Nike know retailing of athletic shoes is a fast paced, highly competitive
business? Its extremely hard to predict exactly what Nike shoes our customers will
want that far in advance –and what about the other brands of athletic shoes we carry?
Continued Ms. Johnson to an assistant buyer.
Question: Does Nike understand the role and challenges of the retailer? Discuss.
(8 Mks).
c) Discuss the motivational factors for “buying” as opposed to “making” in channel
management decisions. (12 Mks).
Question Two.
a) Distinguish between Channel conflict and channel competition and cite examples of
the two situations. (6Mks).
b) Discuss the various causes of channel conflicts. (10 Mks)
c) Describe the various bases of power for channel control. ( 4Mks).
Question Three.
(a) What is a channel? (1 Mk).
(b) Discuss the factors to be considered when pursuing the demand –side positioning by
retailers. (10Mks)
(c) Discuss the available market coverage strategies that are open to channel manager.
(9 Mks).
Question Four.
(a) Describe the various flows performed by Channel members, citing the directions of
the flows. (15 MKs).
(b) Cite any five types of Agent middle men and discuss the tasks performed by each.
( 5 Mks).
Question Five.
a. Discuss the various degrees of channel integration.(6 Mks)
b. Identify and discuss the current trend in distribution.(10 Mks)
c. Explain any four product considerations when selecting a channel of
distribution.(4 Mks)

Mktg 421: Channel Management Question Paper

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