Principles of Marketing

Module 3 – Case

The Marketing Mix: Distribution Channels (Place)

CASE ASSIGNMENT

Write a four-page paper in which you respond to the following question:

Select TWO products from the list of product categories below and using the teaching materials and any additional research explain what you think would be an appropriate distribution strategy for them. In doing so compare and contrast the two distribution strategies explaining why they would be similar or different.
•AUTOMOBILES.
•JEWELRY.

Illustrate your answer by referring to specific brands within each of the two product categories you have chosen.

Ensure that you repeat the case question shown in bold above in full and verbatim on the title page of your submission along with the other infomration described in module 1.

ASSIGNMENT EXPECTATIONS

Although this case question relates to channels of distribution you are expected to use both your knowledge acquired from MOD03 as well as your acquired knowledge from prior MKT301 modules.

Use information from the background readings and any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper.

The following will be assessed:
•Your demonstrated understanding of the marketing concepts central to the case question including what is a distribution strategy.
•Your demonstrated understanding of factors related to the development of a distribution strategy through the analysis you conduct and their use in the context of the case.

In particular you should demonstrate your knowledge from the course by defining or explaining the relevant concepts used which could include:
• alternative forms of channels integration (ranging from outright ownership of distribution through franchising to use of other firms’ channels),
•channel intensity (intensive, selective or exclusive), and
•the various factors (Market, Producer, Product, Competitive) managers would consider,
•along with an evaluation of the pros and cons of the various alternatives.

Note that you should not only state how you believe the two products should be distributed. As you are asked to "compare and contrast" the distribution strategies for them you should also explain in what ways the distribution of each might be similar or different and why they might be similar or different. In doing so remeber that your primary goal is to demonstrate your understanding of the teaching materials and learning from the course.

The criteria used for assessment will be those explained on the MOD01 Home page, namely:
•Focus.
•Breadth.
•Depth.
•Critical thinking.
•Effective and appropriate communication skills.