Marketing Channels (Essay Sample)

Instructions:

student's remarks :pick costco as the company required! Write about question 2 only!!! ignore other 3 questions"
UNIVERSITY OF CALIFORNIA, RIVERSIDE
School of Business Administration
BUS 103
Marketing and Distribution Management
SPRING 2015
Dr. Sean D. Jasso
EXAM 2
The following are the questions to prepare for your second exam. On the two exam days we will randomly select
among the four questions – the quantity of questions will be determined on exam day. Please answer each
question as thoroughly as possible, providing rich detail from our lectures, readings, and discussions. The
organization of your answers, the complexity of your analysis, and the clarity of your critical thinking are the
key elements of your evaluation. You will need a clean blue book for each day.
1. On Pricing
a. Define and discuss the difference between value-based pricing and cost-based pricing. What are
strengths and weaknesses of each method? Explain in detail.
b. Describe how your project company currently prices its main products or services. Is this the best
method? Why or why not?
i. Comment on the traditional approaches of skimming and penetrating in your discussion
as they would apply to your product/brand/company.
 We recognize that you are marketing an existing product, but at one point the
product was new and your current product will certainly experience a revival.
2. On Distribution –
a. How does a vertical marketing system differ from a horizontal marketing system? Explain in
detail.
i. What system best describes your project company’s distribution approach?
b. Identify your company’s primary marketing channel’s strengths and weaknesses?
i. Include an analysis on where you think your company can cut costs while also providing
more value from manufacturing to final retail.
 Recall that the many channels along the way are most often separate businesses
each trying to maximize value for its own customer while also maximizing
profit for itself. Think of this important phenomenon as you shape your
discussion on distribution management.
3. On Promotion –
a. Provide a concise and precise overview of the five elements of the promotion mix as they apply to
your project company.
i. Additionally, how might the leveraged sales approach strengthen your current sales
strategy? Be specific to your project company.
b. Pulling from Temporal’s theme of brand’s driving business and marketing, clarify your project
company’s brand vision, brand personality and brand positioning – be specific as you describe this
important brand management model.
c. When launching a new brand, we discussed in lecture that it is best to build the brand first with PR,
and then sustain it with advertising if necessary. Explain this reasoning by providing support from
the readings.
i. Pull from Berger’s Contagious to further support your discussion.
4. On the Global Marketplace –
a. Defend or reject or modify Levitt’s bold assertions on the nature of the global firm. Consider your
marketing plan company as a reference point to help build your discussion.
i. The world’s needs and desires have been irrevocably homogenized. This makes the
multinational corporation obsolete and the global corporation absolute.
ii. Technology drives consumers relentlessly toward the same common goals – alleviation
of life’s burdens and expansion of discretionary time and spending power.
iii. Cultural preferences follow one of two paths: they eventually lose relevance to economic
decision making, or they diffuse to other groups and become the substance of global
trends.
b. Lastly, identify and discuss the main globalization opportunity or challenge impacting your project
company. What must be done to strengthen the global position of your company’s brand?
i. Pull from Holt, et al’s How Global Brands Compete to further support your discussion

source..

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Marketing channels
A vertical marketing system (VMS) is where the chief participants of a distribution channel—producer, broker, and retailer—work organized as an integrated collection to meet customer needs (Bucklin 12),. Moreover, in conventional marketing systems, wholesalers, producers, and vendors are distinct dealings that are all struggling to exploit their profits. Moreover, when the struggle of one channel affiliate to maximize revenues comes at the expense of other affiliates, skirmishes can arise that decrease profits for the whole process. To address such difficulty, more and more firms are starting vertical marketing systems. Furthermore, vertical marketing systems can take numerous forms. Moreover, in a company VMS, one associate of the distribution channel possesses the other associates. Though they are owned mutually, every corporation in the chain remains to do a discrete task. However, in an ordered VMS, one associate of the channel is significant and influential ample to organize the actions of the other associates deprived of an ownership stake.Whereas. Horizontal marketing is the union of organizations on the equal level to follow marketing prospects. Moreover, the organizations join their capitals like production abilities and supply to exploit their incomes probable (Bucklin, 78). For instance, a soft drink firm may cartel with a bread producer and the two foodstuffs are marketing and distributed jointly. I think the best form that best describes Costco Company is the vertical approach. Strengths and weaknesses
Vertical organizations give clear lines of power and a fitted extent of control; these can result in high operating ...

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Marketing Channels (Essay Sample)

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