Business Studies

Marketing

Question:

Explain the factors determining choice of channels of distribution.

Answer:

The choice of channels depend on various factors, which are discussed as follows
(i) Product Related Factors The important product related considerations is deciding the channels. It includes whether the ‘ product is an industrial product or a consumer product. Industrial product require shorter channel and consumer products require longer channel.
(ii) Company Characteristics
The important company characteristics affecting the choice of channels of distribution include the financial strength of the company and the degree of control it wants to hold on other channel member. Direct selling involves lot of foods to be invested in fixed assets say starting own retail outlets or engaging large number of sales force. Similarly if the management want to have greater control on the channel number, short channels are used but if the management do not want more control over the middlemen, it can go in for longer channel or large number of intermediaries.
(iii) Competitive Factors
The choice of channel is also affected by what the competitor has selected as its channel. Sometimes, firm may decide to go for the same channel and sometimes absolutely opposite.
(iv) Market Factors
Important market factors affecting the choice of channel of distribution include size of market, geographical concentration of potential buyers and quantity purchased.
(v) Environmental Factors
Sometimes environmental factors also helps in deciding the channel of distribution, e.g., in a depressed economy, marketers use shorter channels to distribute their goods in an economical way.

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Marketing

Q 1.

What do you mean by realignment of product portfolio? Illustrate this from the case above.

Q 2.

List five shopping products purchased by you or your family during the last few months.

Q 3.

What information is generally placed on the package of a food product? Design a label for one of the food product of your choice.

Q 4.

Explain the factors determining choice of channels of distribution.

Q 5.

List the characteristics of convenience products.

Q 6.

Identify the points that can be highlighted in marketing campaigns for each segment.

Q 7.

Discuss the role of ‘Sales Promotion’ as an element of promotion mix.

Q 8.

What is the marketing concept? How does it help in the effective marketing of goods and services?

Q 9.

What is marketing mix? What are its main elements? Explain.

Q 10.

How does branding help in creating product differentiation? Does it help in marketing of goods and services? Explain.

Q 11.

What do you mean by ‘Channels of distribution’? What functions do they play in the distribution of goods and services? Explain.

Q 12.

What is marketing? What functions does it play with process of exchange of goods and services? Explain.

Q 13.

Identify the four market segments that Nokia plans to address as per the news report above.

Q 14.

Distinguish between advertising and personal selling.

Q 15.

Explain briefly the components of physical distribution.

Q 16.

Discuss the role of intermediaries in the distribution of consumer non-durable products.

Q 17.

As marketing manager of a big hotel located at an important tourist destination, what societal concerns would be facted by you and what steps would you plan to take care of these concerns? Discuss.

Q 18.

What are the different considerations in the mind of consumers of each segment while purchasing mobile phones as given in the above case?

Q 19.

Enlist the advantages of packaging of a consumer products.

Q 20.

List the characteristics of a good brand name.

Q 21.

What information is generally placed on the package of a food product? Design a label for one of the food product of your choice.

Q 22.

What is the basis of classification of the market used by the company?

Q 23.

Define advertising, what are its main features? Explain.

Q 24.

Describe the functions of labelling in the marketing of products.

Q 25.

Distinguish between convenience product and shopping product.

Q 26.

What is the societal concept of marketing?

Q 27.

Suppose you are the marketing Vice President of an insurance company, planning to design a new mediclaim policy for senior citizens. What information would you like lo collect to perform this task and how will, you collect such information? Discuss.

Q 28.

Products is a mixture of tangible and intangible attributes. Discuss.

Q 29.

Product is a bundle of utilities. Do you agree? Comment.

Q 30.

Explain the major activities involved in the physical distribution of products.

Q 31.

What shopping products have been purchased by you/your family in the last six months? Make a list and specify what factors influenced the purchase of each of these products.

Q 32.

Explain the advantages of branding to marketers of goods and services.

Q 33.

What are the limitations of a advertising as a promotional tool? Enlist.

Q 34.

‘Expenditure on advertising is a social waste’ Do you agree? Discuss.

Q 35.

For buyers of consumer durable products, what ‘customer care services’ would you plan as a manager of a firm marketing new brand of motorcycle. Discuss.

Q 36.

Distinguish between production concept of marketing.

Q 37.

What are the factors affecting determination of the price of a product or service? Explain.

Q 38.

Define Marketing. How is it different from selling? Discuss.

Q 39.

What are industrial products? How are they different from consumer products? Explain.