MAR- 1011 Principles of Marketing Final Exam Questions and Answers.

Final Exam Student name: MAR- 1011 Principles of Marketing 1. Explain what a marketing channel is and why intermediaries are needed A marketing channel consist of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Intermediaries, make possible the flow of products from producers to buyers by performing 3 basic functions. The transactional function involves buying, selling and risk taking because intermediaries stock merchandise in anticipation of sales. The logistical function involves the storing and dispensing of products. The facilitating function assists procedures in making products and services more attractive to buyers. The performance of these functions by intermediaries creates time, place, form and possession utility for consumers. 2. Discuss the issues that influence channel strategy When determining marketing channel strategy the supply chain manager must determine what market, product and product factors will influence the choice of channel. The manager must also determine the appropriate level of distribution intensity. The intensity distribution is aimed at maximum market coverage. Selective distribution is achieved by screening dealers to eliminate all but few in any single area. The most restrictive form of market coverage is exclusive distribution which entails only one or few dealers within a given area.