Possible Essay Questions for Prelim 3 with answers

Possible Essay Questions for Prelim 3 with answers -...

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Possible Essay Questions for Prelim 3 1. What are the pricing objectives? a. Marketshare, profit (short and long run), sales, unit volume, survival, social responsibility 2. What are the functions performed by intermediaries (marketing channel)? a. Transactional: buying, selling, risk taking (inventories) b. Logistical: assorting, storing, sorting, and transportation c. Facilitating: finance, grading, and market research 3. What are the pricing constraints? a. Demand, stage in PLC, competition, cost for marketing actions, cost floor, legal/ethical constraints i. Legal: fixed pricing, deceptive, discriminatory, predatory 4. What are the different marketing channel structures? a. Consumer marketing channel i. Direct: producer consumer ii. Indirect (the most indirect): producer agent wholesaler retailer consumer iii. It goes the most indirect route when there are many small producers and retailers iv. Producer wholesaler retailer consumer for small, low value products that are bought frequently by consumers, i.e. candy, etc. v. Producer retailer consumer for large retailers and when the product is too expensive to be kept in inventories at wholesalers b. Business goods and services i. Direct: producer industrial user 1. A producer will sell directly if the product takes skilled installation and education for the industrial user to use, the buyers are large and well defined, intense negotiations on product ii. Indirect: producer agent industrial distributor (serves the
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  • Summer '07
  • Marketing, Pricing, producer, marketing channel, consumer marketing channel

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