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8.7 Discussion Questions and Activities

Discussion Questions

  1. What’s the ideal number of marketing channels a firm should have?
  2. Is a pull strategy superior in all markets?
  3. Is selling power the only source of channel power? From what other sources could an organization derive channel power?
  4. The chapter listed a number of scenarios that can cause channel conflicts. What other factors can you think of that might cause channel conflicts?
  5. Amazon.com has carved out a unique niche for itself as an intermediary. Amazon sells products on behalf of manufacturers such as Dell, Sony, and Calvin Klein, as well as retailers such as Macy’s and Toys“R”Us. How should Amazon be categorized? As a retailer, wholesaler, or broker?

Activities

  1. Think of some products you currently use. Are there any you would like to buy via different marketing channels? Do you think the products could be successfully marketed this way?
  2. Describe a time in which you did business with a company and received conflicting information from its different channels (for example, a store’s Web site versus a visit to the store). How did it affect your buying experience? Have you done business with the company since?
  3. Break into groups and make a list of four to five different types of products. Decide which channels should be used to distribute each product. Present your findings to your class and see if they agree with you.
  4. Make a list of products you believe failed because of poor marketing channel choices.