1.How does channel strategy relate to marketing strategy?
Marketing channel strategy is the broad principles by which the firm expects to achieve
its distribution objectives for its target market. Thus, marketing channel strategy is
1. Do you think Ben & Jerrys strategic alliances with wholesalers, franchisees and
international licensees are viable in the long run, given that Ben & Jerrys expects more
from its partners than simply earning profits?
The benefits that Ben & Jerrys have
1. Define channel participants
The channel manager should use intermediaries in the channel based on the
principles of specialization and division of labor as well as contractual efficiency. If
the channel manager does a good job of allocating the distrib
List and explain the 5 uncontrollable factors which within marketing
Uncontrollable factors within which marketing channels exists
1. Economic environment: the economy is probably the most
obvious and pervasive category of enviro
What is channel design?
Channel design refers to decisions associated with developing
new marketing channels where none had existed before, or to
modifying existing channels. Channel design is similar to the
other decision areas of the marketing mix, na
1. What factors underlie the traditional wholesalers role in the marketing channels for
Wholesalers have a variety of roles in marketing channels. To start, wholesalers are able
to create a relationship with importers of flowers a
What is the meaning of the phrase " Marketing Channels as a Social
A social system is a system generated by any process of
interaction on the sociocultural level between individuals. On
these individuals interact as members of the marketing ch
1. What environmental factors are contributing to the conflict between B&N College and
The environmental factors that contributed to the conflict between B&N College and
McGraw-Hill are many. First, technology with websites like Am
Read case #12 on page 572 and answer the following discussion
Questions 1, 2 and 3 (Page 579)
1. Based on the findings from the market research study, do
you think innovative should attempt to market the infant
toy line through supermarket?
1. Do you think that Nespressos direct distribution system plays a critical role in
maintaining the quality and brand equity associated with Nespresso coffee? Might other
channel strategies work just as well?
Nespressos direct distribution systems plays a
Define attitudes and describe attitude components.
Consumer attitudes are relatively enduring evaluations of objects,
products, services, issues or people. Attitudes have three
components. The first component is a cognitive component. This
1. Question #2
What is the relationship between intensity of distribution and the amount of emphasis
given to selection?
The selection of channel members is the last phase of channel design. Selection
decisions can also be made independently of channel de
Why do you think the functions of attitudes are important to consumer
researchers? Provide examples of the ways in which you have used each
Understanding the functions of attitudes gives marketers an
opportunity to develop better promotional m
1-5: What is meant by "global localization"? Is Coca-Cola a global product? Explain.
Global localization means that successful global marketers must have the ability to think globally
and act locally. The essence of being a global company is to maintain a