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MBA 706: Module #5 questions and answers verified answers||Latest 2024/2025
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MBA 706: Module #5 questions and answers verified answers||Latest 2024/2025
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MBA 706: Module #5Channel Members - ANSfirms that a company partners with to actively promote and sell a
product as it travels its marketing channel to users
What is the simplest form of a marketing channel? - ANSConsists of just two parties - producer
and consumer
ex: getting a haircut
Intermediaries - ANSBusinesses involved in selling the goods and services of producers to
consumers and other businesses. - Aka the orgs that a product passes through prior to getting
to you
What are the 4 forms of utility or value a channel offers? - ANStime, form, place, ownership
Supply Chain - ANSthe group of firms that make and deliver a given set of goods and services
Supply Chain Management - ANSwhen firms are constantly monitoring their supply chains and
adjust them so they are at their most efficient
Wholesalers - ANSobtain large quantities of products from producers, store them, and break
them down into cases and other smaller units more convenient for retailers to buy.
Three types of wholesalers - ANS-Merchant wholesalers
-Brokers and agents
-Manufacturers' and retailers' branches and offices
Retailers - ANSbuy products from wholesalers, agents, or distributors, and then sell them to
consumers. (supermarkets, convenience stores, specialty stores, department stores,
superstores, warehouse clubs, outlets, online retailers, used retailers, pop ups, direct marketing)
What is the strongest marketing channel? - ANStwo; producer to consumer - called DIRECT
CHANNEL
indirect channel - ANSincludes one of more intermediaries
industrial distributors - ANSfirms that supply products that businesses of government
departments & agencies use but do not re-sell
disintermediation - ANScutting out the middle man - aka intermediaries
, Why is using multiple channels a good idea/effective? - ANSthe more channels your customers
utilize, the more loyal they are likely to be towards your product
Strategic channel alliances - ANScompanies working together to maximize distribution ex:
Harley Davison and Best Western partnership
International Marketing Strategy - ANSsometimes difficult to penetrate due to government
regulations and or corruption. two ways to penetrate are through joint ventures and by exporting
your products
Push strategy - ANSmanufacturer convinces wholesalers, distributors, or retailers to sell it's
products. issue with this is that it doesn't focus on the needs of the actual product users
Pull Strategy - ANSfocuses on creating demand for a product among consumers so that
businesses will agree to sell a product
Channel Selection Factors - ANSType of customer, type of product, channel partner capabilities,
the business environment & technology, competing products' marketing channels
Intensive Distribution Strategy - ANSoften used for convenience goods to try to sell your
products in as many outlets as possible
Selective Distribution Strategy - ANSinvolves selling products at select outlets in specific
locations
Exclusive Distribution Strategy - ANSinvolves selling products through one or very few outlets
(idea of scarcity principle and creating demand)
Gray Market - ANSA market in which a producer hasn't authorized its products to be sold.
Channel Conflict - ANSA dispute among channel members
vertical conflict - ANSConflict that occurs between two different types of members of the
channel.
horizontal conflict - ANSConflict that occurs between organizations of the same type.
Vertical Marketing System - ANSA channel structure in which producers, wholesalers, and
retailers act as a unified system. One channel member owns the others, has contracts with
them, or has so much power that they all cooperate.
Conventional Marketing System - ANSa multiple-level distribution channel in which channel
members work independently of one another
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