Marketing Channels

(MKT450.1);
Midterm Summer 21
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MKT450, Midterm 1, [RfE] Page 1

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 Marketing Channels (MKT450)

Midterm

Time: 85 minutes Marks: (25+05=30)

Section A: Broad question answer (answer any 2) [10*2=20]

1. American Burger has two outlets inside Bashundhara residential area. One is proper sit in restaurant and
another mainly aimed at take away. But recently the owners started to think that they are cannibalizing
each other’s market share which led them towards an unwanted bitterness in terms of business relation.
Considering the above scenario, discuss what type of conflict are they facing, the major source of their
conflict, how you can resolve the conflict between them ( strategy and style) and what could be the
possible outcome of this conflict if it continues.

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 2. Select one product of your choice which is a failure in terms of channel management and discuss the
reasons behind that uneconomic channel.

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 3. You are supposed to design a channel strategy for “Dr Pepper” (soft drink) in Bangladesh. Discuss the
things you will consider while designing the channel and how you can make it a success in Bangladesh.

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 Section B: Short Question Answer [5]

1. Complete the following efficiency template for Car Company (imported high end) and discuss
how you are going to compensate the intermediaries. (Calculate normative profit share)

WEIGHTS FOR FLOWS: PROPORTIONAL FLOW

PERFORMANCE OF

CHANNEL MEMBER:

COSTS BENEFIT FINAL Mfgr. Retailer End- TOTAL

POTENTIAL WEIGHT user
(High,
Medium,
or Low)

PHYSICAL 25 100
POSSESSION

OWNERSHIP 17 100

PROMOTION 5 100

NEGOTIATION 10 100

FINANCING 30 100

RISKING 0 100

ORDERING 6 100

PAYMENT 7 100

TOTAL 100 N/A 100 N/A N/A N/A N/A

NORMATIVE N/A N/A N/A ?? ?? ?? 100

PROFIT SHARE

MKT450, Midterm 1, [RfE] Page 5

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