1. When using an indirect channel of distribution, your sales force is only as good as your channel partners. As the marketing manager for the manufacturer of a new line of computer jump drives, what strategy would you use to motivate your channel members to promote your product? Include elements of trade promotion, increasing sales to channel members, and efforts to increase personal selling. Which would be most appropriate for this product? Be very specific and complete in your answer. Justify your answer. 2. You have decided to pursue your dream of owning your own business. You are a start-up manufacturer of wiring for computers, printers, and home audio equipment. You are seeking distribution into consumer electronics stores and specialty home theater contractors. What strategy should you use to penetrate these two markets effectively? Be very specific and complete in your answer. Justify your choices. 3. You started out sewing casual clothes at home made of organic materials. Although your clothes are more expensive than could be bought in department stores, your friends loved the idea and bought your pieces. They told their friends and your business grew into a respectable enterprise. You even started a website to offer your products via the Internet. Now you want to sell your clothes outside of the United States. What factors must be considered in order to successfully penetrate an international market with this product? Be very specific and complete in your answer. Justify your answer. 4. Along with products and services, information flow is part of a channel distribution's offering. Electronic channel management challenges marketers in new ways. You are a tax accountant who specializes in assisting small business with their financial statements. You would like to increase your base of business to appeal to individuals as well as businesses. One avenue available to you is to offer tax advice via a website. What would your website look like? What kind of tax advice would you offer via the website? What are some of the advantages and disadvantages of an accountant having an interactive website? List and explain in detail at least two advantages and two disadvantages. How would you overcome the disadvantages? Be very specific and complete in your answer. Justify your answer. 5. Your friend wants to start her own business. Her product is a consumer product. She is an expert at manufacturing the product but is not an expert on how to get it to potential clients. You're a recent MBA graduate with a concentration in marketing. She has asked for your assistance. She would like you to explain the structure of channel distribution to her and her partner in a presentation. Provide a detailed outline of what elements would be included in your presentation. Point out the more important aspects of distribution channel structure. Provide complete information on each. Use a real-life example to illustrate to the students your points. Be very specific and complete in your answer. Justify your answer. 6. As a marketing manager, you know the importance of choosing the most appropriate distribution channels for your product. There are three specific questions managers must ask and answer before choosing a channel partner. In addition, there are six broad factors that also must be considered. What are the three questions managers should ask themselves when choosing marketing channels and intermediaries? What are six factors to be considered? Explain the factors thoroughly, and give an original example of each. Be very specific and complete in your answer. Justify your answer. 7. You are the marketing manager for a generic brand of household cleaning supplies. You sell your cleaning supplies through wholesalers. Your organization is considering implementing a VMS to better coordinate and monitor performance among channel members. You have been asked for recommendations on the monitoring and evaluating component of the VMS. Define, explain, and evaluate your recommendations for the component of a VMS for your specific product that monitors and evaluates channel partners. Be very specific and complete in your answer. Justify your answer. 8. You are the marketing manager for Music Plus, a manufacturer of ear buds, headphones, and speakers for computers and home audio systems. You sell through wholesale distributors to both chain and independent electronics and home audio stores. Sales are sluggish, and your competitor is about to launch a new product line. What marketing tactics would you recommend to help increase the movement of your products through the channel to reach end consumers?
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