Let the answers be brief not too long explanation CONFIDENTI

Let the answers be brief not too long explanation

CONFIDENTIAL SEPTEMBER 2017/SET AMKT4013 Answer FOUR (4) questions only QUESTION 1 a) What is marketing channels? Discuss FIVE (5) functions these channels perform (16 marks) b) Define the types of channel intermediaries and describe their functions and activities (9 marks) (Total: 25 marks) QUESTION 2 Industrial goods can be classified in terms of how they enter the production process and their relative costliness. Define industrial goods and identify the THREE (3) groups of industrial goods a) (11 marks) Branding poses challenging decisions to the marketer particularly, when it involves brand positioning, brand name selection, brand sponsorship and brand development. Define brand and describe FOUR (4) brand sponsorship strategies in developing brands. b) (14 marks) (Total: 25 marks) QUESTION 3 a) b) Explain all marketing strategies for maturity and decline stage of product life cycle. Discuss FIVE (5) distinct stages in product life cycle strategy (10 marks) (15 marks) Total: 25 marks) Scanned by CamScanner 2 CONFIDENTIAL

Solution

Question 1

a: Marketing channel is the people,organisations, activity which is necessary to transfer all the form of ownership from the point of production to the end consumption point.

Functions are : 1: Storage and distribution of product 2: Enhance the reach of product to customers. 3: Order fulfilment 4: Enhance the revene through promotion of sales of product 5: Delivering value to the customer and make them loyal to the product or services

b:Types of marketing channels are

1: Diresct selling: Where small scale production firms directly reachout to their market without any intermediatories.

2:Selling through intermediatories: This mode includes Producer/manufacturer –> then agent for connecting with outside production firm –> wholesaler who orders bulk of the product –> retailer which is the connection point to the end customer –> consumer)

3:Dual distribution: In which the manufacturer , distributor use multiple channels for distribution or sales of product. Like brick and mortar or reseller and e-commerce mix.

4:Reverse channel: By technology advancement it is possible to have reverse channel connection which making money from the resale of a product or recycling.

Question 2:

A:industrial goods are majorly grab products which are used as input for producing some other goods. The main use of industrial products is to utilize the products in the operations of the business and make as much as profit out of it.

Three major types are: Installation, accessories, raw materials.

B: Brand , it can be a name, design, symbol or can be any other feature which can be used to distinguish an organisations product from their competitors. The main idea of building a brand is to create a unique image infront of customers.

Brand sponsoriship is a kind of marketing strategy where a brand is used to sponsor some event, person or organisation.Some of the brand sponsorship strategies are

1: Vertical Integration: This is very common in sporting worls sponsorship where a brand will sponsor a team and its supporting all categories such as stadium, other ameatuer or leage teams within that sport etc.

2;UmbrellaL: Sponsosring on hetereogenosu activities

3: Focus:Very sepcific way of marketing. Only on unique items more strongly.

4: Constellations: kind of omnipresent strategy