CONFIDENTIAL, SS BM/DEC 2014/MKT542/541 UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION COURSE CHANNELS MANAGEMENT COURSE CODE MKT542/541 EXAMINATION DECEMBER 2014 TIME : 3HOURS INSTRUCTIONS TO CANDIDATES 1 This question paper consists of six (6) questions. 2 ‘Answer four (4) questions in the Answer Booklet. Start each answer on a new page. 3 Do not bring any material into the examination room unless permission is given by the invigilator. 4 Please check to make sure that this examination pack consists of i) the Question Paper ji) an Answer Booklet ~ provided by the Faculty DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO This examination paper consists of 3 printed pages @ Hak Cipta Universiti Teknolog! MARA CONFIDENTIALCONFIDENTIAL, 2 BM/DEC 2014/MKT542/541 QUESTION 4 a) Discuss the relationship between channel management and the marketing mix. Provide examples to support your answer. (16 marks) b) Differentiate the three levels of relationship marketing by using relevant examples. (9 marks) QUESTION 2 a) With relevant examples, discuss any four (4) possible factors that may influence the manufacturer's power to dominate the other channel members. (10 marks) b) With examples, discuss any five (5) reasons why manufacturers decide on using intermediaries rather than distribute their products directly to the end users, (15 marks) QUESTION 3 a) Discuss any six (6) possible reactions of channel member responses to a manufacturer price cut. (18 marks) b) With examples, explain the differences between channel strategy and logistics management. (7 marks) QUESTION 4 a) The first step in channel design is the recognition of channel design needs. With examples, elaborate four (4) situations that may push the channel manager to initiate the first step in the channel design (16 marks) b) As channel intensity relates to channel competition, it is important to understand the different types of competition that exist in a channel structure. With examples, name and briefly explain the three (3) common types of competition in channel structure. (9 marks) © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL,CONFIDENTIAL, 3 BMIDEC 2014/MKT542/541 QUESTION 5 Achieving success for a new product is dependent on many factors. One of the factors is the degree of support a new produc receives from the channel members. It is crucial for the channel manager to analyze the possible channel implications in the planning and development of new products. With examples, discuss any five (5) possible ways the channel manager could take to increase the new product acceptance among the channel members. (25 marks) QUESTION 6 In Malaysia, the number of franchise businesses increase rapidly. A franchise system is formalized with a contractual agreement between a franchisor and a franchisee. The franchise agreement allows the franchisee to conduct a given form of business under an established name and according to a given pattem of business. a) With example, explain the three (3) broad types of franchise agreements that commonly signed in Malaysia. (9 marks) b) Explain four (4) advantages and four (4) disadvantages of franchising to a franchisee. (16 marks) END OF QUESTION PAPER (© Hak Cipta Universiti Teknologi MARA CONFIDENTIAL