Identify the potential causes of conflict in marketing channels

Your organisation, or one of your choice, has decided to start holding an annual meeting

to allow marketing channel members to meet people from the head office and mix with

other distributors. One of the agenda items for discussion is: ‘How well the organisation

communicates with distributors, and the extent to which it is fair, trustworthy and reacts

well when things go wrong.’

You have been asked by your Manager to prepare a briefing paper in preparation for the

discussion. The paper must highlight how the communications mix is currently used, and

how it could be used in the future, in order to improve relationships with members of the

marketing channel.

Your briefing paper must:

 identify the marketing channel members, their roles and importance

 analyse the importance of maintaining positive relationships with channel

members

 explain the current communications mix used by the chosen organisation for these

marketing channels

 identify the potential causes of conflict in channels

 explain how marketing communications can be used to resolve such disagreements.

Word count: 1,000 words, excluding relevant appendices

Appendix

 Provide a brief background of your chosen organisation, its customer base and

product/service range, if not previously described (two sides of A4 maximum).

Task Five Channel Behaviour

15% weighting

ASSESSMENT CRITERIA AND MARK SCHEME

Assessment Criteria Marks

Available

CAM

Examiner’s

Mark

CAM

Moderated

Mark

Identification of the marketing channel members,

their roles and importance 2

Analysis of the importance of maintaining

positive relationships with channel members 3

Explanation of the current communications mix

used by the organisation for these marketing

channels

3

Identification of the potential causes of conflict in

channels 3

Explanation of how marketing communications

can be used to resolve such disagreements 3

Format and Presentation

 Relevance to the tasks

 Use of supporting concepts and frameworks

 Professional tone and required format

 Harvard Referencing

1

Total Mark 15

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