These are the automatically computed results of your exam. Grades for essay questions, and comments from your instructor, are in the "Details" section below. Date Taken: 8/12/2012
Time Spent: 3 h ,02min , 39 secs
Points Received: 40 / 40 (100%)
Question Type: # Of Questions: # Correct:
Short 8 N/A
Grade Details - All Questions
1. Question : (TCOs E, I) What is the difference between a push marketing strategy and a pull marketing strategy? Explain how each of these strategies work.
Student Answer: A push marketing strategy is where the manufacturer uses its sales force and trade promotion money to convince the intermediaries to carry, promote, and sell the product to end users. A push strategy works when a manufacturer negotiates with a retailer to stock their product, directs selling to customers in showrooms or face to face, ensuring there is efficient supply chain allowing retailers an efficient supply. A pull strategy involves motivating customers to seek out your product through intermediaries by advertising promotions, and other forms of communication. A pull strategy works when there is a high devotion of the brand, and high involvement in that category, when consumers are able to see differences between brands and when they choose brands before they go to the store. (Marketing Management 13th Edition. Pearson Learning Solutions pg 41)
2. Question : (TCOs E, I) Describe channel conflict and provide an example.
Student Answer: Channel conflict is a situation where one channel member acts in a way that prevents other channel member to reach the customer. An example is when one channel member sales through the internet at the same time maintaining a physical distribution network. The other channel member will loose customers who will opt for distribution through the internet.…...