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Mktg 421:Marketing Channels March 2009 Question Paper

Mktg 421:Marketing Channels March 2009

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

KABARAK UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 421

INSTRUCTIONS:
1. Read all questions carefully
2. Answer questions ONE and any other TWO questions.

QUESTION ONE
a) Promotion is one of the important aspects in the management of marketing
channels. Distinguish between “Pull” and “Push” strategies and discuss the
importance of promotion in channel management. (5mks)
b) Outline and briefly discuss the forms of promotional strategies available to
manufacturers. (7mks)
c) Optimal outcome is the main objective in marketing channel design. Discuss the
key variables and the importance of channel design evaluation. (8mks)

QUESTION TWO
a) Channel members selection by a manufacturing organization is an integral process
in its management. What would be the criterion used in selection? (10mks)
b) Distinguish distribution of services from distribution of products and the
implications to channel managers. (15mks)

QUESTION THREE
a) Manufacturers are the only important stakeholders in designing the marketing
channel. Discuss how such design decisions can be arrived at. (15mks)
b) Electronic marketing channels can no longer be ignored in modern marketing
systems. Discuss key issues that make up such importance. (10mks)

QUESTION FOUR
a) Recent development in the field of marketing has seen marketing channel grow in
importance as a strategic tool. Explain the importance. (4mks)
b) Environmental effects in channel strategy are some of the factors that channel
managers have to deal with. Discuss how such factors may effect channel
management. (15mks)
c) With the development of marketing channel a series of flows emerge. Outline the
flows and how they are manifested in channel management. (6mks)

Mktg 421:Marketing Channels March 2009 Question Paper

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