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VSM812S - VALUE AND SUPPLY CHAIN MANAGEMENT - 1ST OPP - NOV 2022 |
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nAm I BIA un IVE RSITY
OF SCIEnCE Ano TECHnOLOGY
FACULTYOF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICS & SPORT MANAGEMENT
QUALIFICATION: BACHELOR OF MARKETING HONOURS
QUALIFICATIONCODE:08HMAR
LEVEL:8
COURSECODE:VSM812S
COURSENAME: VALUEAND SUPPLYCHAIN
MANAGEMENT
SESSION:NOVEMBER 2022
PAPER:THEORY
DURATION: 3 HOURS
MARKS: 100
FIRSTOPPORTUNITYEXAMINATION PAPER
EXAMINERS
PROFSTEWARTKAUPA
MS CHERLEYDU PLESSIS
MODERATOR: MR R RITTER
INSTRUCTIONS
1. Answer ALL5 questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
THIS EXAMINATION PAPERCONSISTSOF 3 PAGES(Including this front page)
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QUESTION 1
20 MARKS
Rosenbloom (2014) argues that whether or not the firm views distribution worthy of top
management concern when developing overall objectives and strategies, it must still deal with
the issue of the role of distribution in the marketing mix. The aforementioned author further
points out that yet, even if we acknowledge the wide range of variables in the marketing mix
which any given firm choose for strategic emphasis, a general case for stressing distribution
strategy can still be made if certain conditions prevail in the market or within the industry.
Critically discuss any FOUR (4) conditions that may warrant a case for stressing distribution
strategy
QUESTION 2
20 MARKS
Discuss any FIVE (5) distribution tasks that are performed by retailers to consumers,
wholesalers, as well as producers.
QUESTION 3
20 MARKS
Rosenbloom (2014) points that of all of the variables affecting the design of marketing channels,
market variables are the most fundamental. This is because the needs and wants of the market
being targeted by the channel manager should shape the design of the firm's marketing
channel. Market channel design strategy should be market driven so as to meet as closely as
possible the demands of the firm's target markets. To do this successfully, the channel manager
should be familiar with several dimensions of markets as they relate to the design of marketing
channels.
As a marketing manager, examine and discuss the FOUR (4) dimensions of a framework for
analysing market dimensions in relation to channel design.
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QUESTION 4
20 MARKS
Rosenbloom (2014) argues that for technical products sold in the industrial market,
manufacturers should select distributors who carry a small rather than large array of products.
The aforementioned author further argues that with a smaller, rather than a larger, array of
products carried more attention will be paid to a particular manufacturer's product. This author
believes that the financial capacity of the potential channel member should not be
overemphasized because sometimes less financed firms are "hungrier" and more aggressive.
As a marketing channel design manager, critically discuss any FIVE (5) factors or criteria that a
firm should take into consideration when selecting a channel member.
QUESTION 5
20 MARKS
In the distribution system channel conflict comes in many forms. Some are mild, merely the
necessary friction of a competitive business environment. Some are actually positive for the
manufacturer, forcing out-of-date or uneconomic players to adapt or decline. Other conflicts,
however, can undermine the manufacturer's business model. This leads to such a deterioration
of channel economics that the threatened channel either retaliates against the manufacturer
or simply stops selling its product. The result is disintermediation, in which the manufacturer
suffers hence a channel manager should possessfull knowledge of the causes of conflicts within
the channel to avoid the negative impact that these conflicts can have on the business.
With this background critically discuss any FIVE (5) causes of conflicts among distribution
channel members.
END OF EXAMINATION PAPER
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