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VSM812S - VALUE AND SUPPLY CHAIN MANAGEMENT - 2ND OPP - JAN 2020 |
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NAMIBIA UNIVERSITY
OF SCIENCE AND TECHNOLOGY
FACULTY OF MANAGEMENT SCIENCES
DEPARTMENT OF MARKETING AND LOGISTICS
QUALIFICATION: BACHELOR OF MARKETING HONOURS
QUALIFICATION CODE: O8HMAR
LEVEL: 8
COURSE CODE: VSM812S
COURSE NAME: VALUE AND SUPPLY CHAIN
MANAGEMENT
SESSION: JANUARY 2020
PAPER: THEORY
DURATION: 3 HOURS
MARKS: 100
2N° OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER
Dr. SP Kaupa
MODERATOR: | Mr. R. Ritter
INSTRUCTIONS
e CLOSED BOOK EXAMINATION
e ANSWER ALL QUESTIONS
e PLEASE ENSURE THAT YOU WRITE YOUR STUDENT NUMBER/SEAT NUMBER ON
THE BOOKLET AND YOU SIGN THE ATTENDANCE EXAMINATION REGISTER
NB: STUDENTS ARE ADVISED THAT IT IS IN THEIR BEST INTEREST TO WRITE LEGIBLY
AND IN INK
THIS QUESTION PAPER CONSISTS OF 3 PAGES (Including this front page)
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QUESTION 1
20 MARKS
A wide variety of sources is available to help a marketing channel manager find prospective
channel members.
Explain any FIVE (5) sources that a marketing channel manager can use to identify channel
members of which the organisation can form a strategic partnership with. Give a practical example
to support your answer in each case
QUESTION 2
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 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 FOUR (4) of these conditions that may warrant a case for stressing distribution
strategy.
QUESTION 3
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 channel design manager, critically discuss the factors or criteria that a firm should take into
consideration when selecting a channel member.
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QUESTION 4
20 MARKS
French and Ravine (2010) define a power base as the source or root of the power that one party
exercises over another. The aforementioned authors delineate five such power bases.
Explain, giving practical examples for each, the FIVE (5) bases of power in a marketing channels’
context.
QUESTION 5
20 MARKS
Competition is always a critical factor to consider for all members of the marketing channel.
This is especially the case in recent years as competition has become global in scope. No longer is
it realistic for domestic firms to focus only on rivals within the boundaries of their own country.
In addition, they need to pay close attention to existing and emerging competitors from all over
the world as well as the type of competition that they face in the market.
With this background critically discuss FOUR (4) types of competition that marketing channel
members may face in the market. Provide practical examples to support your answers.
END OF QUESTION PAPER