Allama Iqbal Open University, Islamabad (Department of Business Administration)

ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD
(Department of Business Administration)
DISTRIBUTION CHANNELS (9546)
CHECKLIST
SEMESTER: AUTUMN 2020
This packet comprises the following material:
1. Textbook
2.Course Outlines
3.Assignments 1 & 2
4.Assignment Forms (6)
In this packet, if you find anything missing from the above-mentioned material, please
contact Director, Admissions & Mailing (address given below):
The Mailing Officer

Mailing Section, Block # 28
Allama Iqbal Open University
Sector H/8, Islamabad.
Tel: (051) 9057611-12
M. Ayub Shaikh
Course Coordinator
ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD
(Department of Business Administration)
WARNING
1. PLAGIARISM OR HIRING OF GHOST WRITER(S) FOR SOLVING
THE ASSIGNMENT(S) WILL DEBAR THE STUDENT FROM AWARD
OF DEGREE/CERTIFICATE, IF FOUND AT ANY STAGE.
2. SUBMITTING ASSIGNMENT(S) BORROWED OR STOLEN FROM
OTHER(S) AS ONE’S OWN WILL BE PENALIZED AS DEFINED IN
“AIOU PLAGIARISM POLICY”.
Course: Distribution Channels (9546) Semester: Autumn 2020
Level: PGD Total Marks: 100
Pass Marks: 50
ASSIGNMENT No. 1
Q. 1 Why people are giving importance to relationship selling? What added advantage
does it provide to the sales managers? (20)
Q. 2 What are the emerging sales management trends and how are they affecting the
role and functions of a salesperson? (20)
Q. 3 What are the different types of selling? Explain industry selling, service selling,
and retail selling. (20)
Q. 4 Differentiate between production orientation, product orientation, and marketing

orientation. (20)
Q. 5 What are the types of conflict? Discuss the means to manage the conflicts. (20)
ASSIGNMENT No. 2
Total Marks: 100
Pass Marks: 50
This assignment is a research-oriented activity. You are required to submit a term paper and
present the same in the classroom prior to the final examination. Presentation component is
compulsory for all students. You will have to participate in the activity fully and prepare a paper
of about 15 to 20 pages on the topic allotted to you. You are required to prepare two copies of
Assignment No. 2. Submit one copy to your teacher for evaluation and the second copy for
presentation in the classrooms in the presence of your resource persons and classmates, which
will be held at the end of the semester prior to final examination.
Include the following main headings in your report: -
a) Introduction to the topic
b) Important sub-topics
c) Practical aspects with respect to the topic
d) Review of theoretical and practical situations
e) Merits, demerits, deficiencies or strengths of the organization with respect to your topic
f) Conclusions and recommendations
2
g) Annex, if any
You must use transparencies, charts or any other material for effective presentation. You are
also required to select one of the following topics according to the last digit of your roll
number. For example, if your roll number is D-3427185 then you will select topic No.5 (the
last digit):-
List of Topics:
0. Structure of Physical Distribution
1. Strategy for Physical Distribution
2. Just in Time Inventory
3. Channel Information System
4. Channel Performance
5. International Distribution Design
6. Integrating Distribution Channel in Global Environment
7. Market Coverage Policies
8. Role of Intermediaries
9. Auditing for Channel Performance
DISTRIBUTION CHANNELS (9546)

COURSE OUTLINE
Unit–1: Marketing Channels: Structure and Functions
1.1 Introduction to Marketing Channel
1.2 Marketing Channels Existence and Change
1.3 Work of the Marketing Channel
1.4 Belongs to Marketing Channel
1.5 End user Channel Preferences
Unit–2: Supply Side Channel Analysis: Channel Flows and Efficiency Analysis
2.1 Channel Flow Defined
2.2 Describing the Current Channel with the Efficiency Template
2.3 Using Channel Flow Concepts to Design a Zero-Based channel
2.4 Matching Normative and Actual Profit Shares
2.5 Coverage versus Assortment: Framing the Decision of Upstream and
Downstream Channel Members
Unit–3: Gap Analysis

3.1 Sources and Types of Channel Gaps
3.2 Closing Channel Gaps
3.3 Pulling it together: The Gap Analysis Template
3.4 The Nature of Power
3.5 Power as the Mirror Image of Dependence
3.6 The Greatest Source: Reward Power
Unit–4: An Introduction to Business of Banking

4.1 Assessing the Degree and Nature of Channel Conflict
4.2 The Consequences of Conflict
4.3 Major Sources of Conflict in Marketing Channels
3
4.4 Clash of Market Domains
4.5 Fueling Conflict
Unit–5: Strategic Alliances in Distribution
5.1 Strategic Alliances: Their Nature and the Motives
5.2 Building Commitment by Greeting Mutual Vulnerability
5.3 Building Commitment by the Management
5.4 Decision Structures that Enhance Trust
5.5 Moving a Transaction through Stages of Development to Reach Alliance Status
Unit–6: Vertical Integration in Distribution

6.1 Introduction
6.2 The Costs and ben4efits of Vertical Integration
6.3 Deciding When to Vertically Integrate Forward
6.4 Vertical Integration forward when Competition is Law
6.5 Vertical Integration to Cope with Environmental Uncertainty
Unit–7: Legal Constraints on Marketing Channel Policies

7.1 Market Coverage Policies
7.2 Pricing Policies
7.3 Product Line Policies
7.4 Selection and Termination Policies
7.5 Channel Institutions
Unit–8: Wholesaling
8.1 What the Independent Wholesale Sector Offers
8.2 Federations of Wholesalers
8.3 Voluntary and Cooperative Groups
8.4 Export Distribution Channels
8.5 Franchising
Unit–9: Logistics and Supply Chain Management

9.1 The Impact of Logistic and Supply Chain Management
9.2 Responding Efficiently
9.3 Responding Rapidly
Recommended Books:
Coughlan T.A., Anderson E., Stern W. L. And Ansary I. A. (2011). Marketing Channels.
New Delhi: Pearson Education.
Aditional Readings:
Dent, J. (2011). Understanding and Managing Channels to Market. New Delhi: Kogan Page.
Gorchels, L., West, C., and Marien, E. J. (Latest edition) The Manger Guide to
Distribution Channels. USA: McGraw-Hills Professonal.
Ronsenbloom, B. (2011). Marketing Channels. Mason: South-Western CENGAGE

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Allama Iqbal Open University, Islamabad (Department of Business Administration)

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ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD

(Department of Business Administration)

DISTRIBUTION CHANNELS (9546)

SEMESTER: AUTUMN 2020

This packet comprises the following material:

The Mailing Officer

Q. 4 Differentiate between production orientation, product orientation, and marketing

DISTRIBUTION CHANNELS (9546)

Unit–3: Gap Analysis

Unit–4: An Introduction to Business of Banking

Unit–6: Vertical Integration in Distribution

Unit–7: Legal Constraints on Marketing Channel Policies

Unit–9: Logistics and Supply Chain Management

Ronsenbloom, B. (2011). Marketing Channels. Mason: South-Western CENGAGE

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