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Retail Marketing Management Question Paper

Retail Marketing Management

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 407: RETAIL MARKETING MANAGEMENT
DATE: FRIDAY 26TH NOVEMBER 2010 TIME: 4.30 P.M – 6.30 P.M
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INSTRUCTIONS:
ANSWER QUESTION ONE AND ANY OTHER THREE QUESTIONS

Q. 1 On the streets of Nairobi City as well as small towns of Kenya, one sees old men and women; small boys and girls selling cigarettes, biscuits, oranges and other items,one at a time. The price per cigarette or price per orange or price per biscuit is higher than if the customer purchased a packet or a carton. Some customers are appalled at the unhygienic aspects of this method of retailing. Some are also appalled at the inefficiency of this method of retailing.
Are consumers getting the value for their money? Discuss. (25 marks)

Q. 2 What is meant by the “Wheel of retailing”? Illustrate this concept by giving real examples. (15 marks)

Q. 3 How does the retail marketing of professional services differ from traditional retail marketing of goods? (15 marks)

Q. 4 Using local examples demonstrate that you understand the concept of franchising.
(15 marks)

Q. 5 Identify motivating tools a sales manager can use to enhance performance. (15 marks)

Q. 6 How are vending machines used as a marketing tool by Kenyan firms? Discuss with three examples. (15 marks)