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Mktg 421: Channel Management 2009/2010 Academic Year Question Paper

Mktg 421: Channel Management 2009/2010 Academic Year

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

COURSE CODE: MKTG 421
COURSE TITLE: CHANNEL MANAGEMENT
STREAM: Y4S2
DAY: FRIDAY
TIME: 9.00 – 11.00 A.M
DATE: 13/08/2010

INSTRUCTIONS:
Attempt question ONE and any other TWO

QUESTION ONE
a. i) Discuss the dilemma that faces channel manager when deciding whether to choose the
“make” or “buy” option. (6mks)

ii) Explain why as a marketing manager, you would prefer to the buy option as compared
to the make option when it comes to channel management. (12mks)

b. Discuss the factors you would consider as an upstream channel member in order to secure
the downstream channel members. (12mks)
QUESTION TWO
a. What do you understand by the tem “channel Flow” (2mks)

b. Discuss any two channel flows performed in either directions of the market channel and
any two flows performed upward by downstream channel members to the upper channel
members. (4mks)

c. Discuss the product factors you would consider when selecting channel member. (14mks)
QUESTION THREE
a. Discuss the three market coverage policies available to a channel manager (9mks)

b. Explain why downstream channel members dislike intensive distribution (5mks)

c. Discuss the degrees of vertical integration (6mks)
QUESTION FOUR
a. Why is it important to study the behavioral dimensions of Marketing Channels? (4mks)

b. Discuss the various causes of conflict in Marketing Channels (14mks)

c. Explain the concept of power in marketing channels. (2mks)
QUESTION FIVE
a. i) Describe a retailer (2mks)

ii) Discuss the special functions performed by retailers to end consumers (8mks)

b. Discuss the various bases of power in channel marketing (10mks)

Mktg 421: Channel Management 2009/2010 Academic Year Question Paper

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