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Retail Marketing Management Question Paper

Retail Marketing Management

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
BBA 407: RETAIL MARKETING MANAGEMENT
DATE: Wednesday 1st April, 2009 TIME: 4.30-6.30pm
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INSTRUCTIONS
Attempt Question ONE and any one other three Question

Q1. Outline and discuss key channel members in the distribution of a consumer
product of your choice. [25 marks]

Q2. Retailing is a unique activity in a marketing function. Identify characteristics,
types or categories, types of retail trade in Kenya. [15 marks]

Q3. How would you explain retailing and its importance in the economy, to someone
not familiar with the subject? [15 marks]

Q4. The environmental factors of retailing include both internal and external. Identify
such factors and discuss them in relation to fishmongers in Kenya. [15 marks]

Q5. Distinguish and discuss the difference between retail concept and the wheel of
retailing. [15 marks]

Q6. Both the retailer and his customer need to be protected by the law. Which areas
of the law of the land in Kenya protect both the retailer and the consumer?[15 marks]

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