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Retail Marketing Management Question Paper

Retail Marketing Management

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
OPEN, DISTANCE AND E-LEARNING EXAMINATION FOR THE DEGREE
BACHELOR OF COMMERCE
BBA 407: RETAIL MARKETING MANAGEMENT
DATE: Thursday 3rd February 2011 TIME: 4.30p.m – 6.30p.m
---------------------------------------------------------------------------------------
INSTRUCTIONS
Attempt Question One and any other three questions

Q1. Distribution channels and their channel members have been described as “Links
in a Chain” and systems of marketing action. React to this statement.[25marks]

Q2. What four basic processes or activities are performed by distribution channels?
Give an example of each, and specify which kind of channel member
performs that activity. [15marks]

Q3. What is meant by the “wheel of retailing? Illustrate this concept by giving real
examples. [15marks]

Q4. What are the determinants of customer service levels? How would you decided
what levels should be set? [15marks]

Q5. Write briefly on the following terms:
a) Wholesaling [4marks]

b) Cash and carry wholesalers [3marks]

c) Merchandising [4marks]

d) Retailing [4marks]

Q6. Differentiate with examples between marketing and physical distribution [15marks]

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