Merchandise And Retail Marketing Question Paper
Merchandise And Retail Marketing
Course:Bachelor Of Commerce
Institution: Kca University question papers
Exam Year:2010
UNIVERSITY EXAMINATIONS: 2010/2011
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 316: MERCHADISE AND RETAIL MARKETING (DAY+EVENING)
DATE: DECEMBER 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Discuss briefly the various types of retail formats (5 Marks)
b) Identify and briefly discuss the various functions of retailers (5 Marks)
c) You are an upcoming entrepreneur and have secured some funds from a bank for the purposes of
starting a new retail business. Discuss some of the factors you will consider before selecting a final
site for locating your store. (10 Marks)
d) In retailing the word visual merchandising is commonly used. Define visual merchandising and
discuss the important components of visual merchandise to leverage its benefits. (10 Marks)
QUESTION TWO
Using the Gaps model of service explain how retailers can effectively close these gaps. or improving
retail service quality, discuss the four factors that affects the retail service provision. (20 Marks)
QUESTION THREE
a) Discuss the various retail pricing strategies giving an example of a retail store known to you and
how it has effectively used these strategies. (10 Marks)
2
b) Retailers are usually affected by various external factors when it comes to determining the prices of
their merchandise. Discuss the influence of various external factors on the determination of retail
price. (10 Marks)
QUESTION FOUR
a) The looks of a retail store are as important as the products they deal with. Briefly discuss the roles
of atmospherics in retail strategy. (10 Marks)
b) Giving explanations identify the key components of retail atmospherics. (10 Marks)
QUESTION FIVE
Marketing environment directly or indirectly affects the way of doing business today.
Citing examples explain how the retail market environment affects the retail business in Kenya.
(20 Marks)
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