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Summer-2013
Master of
Business Administration- MBA Semester 1
MK0012–Retail
Marketing-4 Credits
(Book ID: B1723)
Assignment
(60 Marks)
Note: Answer
all questions (with 300 to 400 words each) must be written within 6-8 pages.
Each Question carries 10 marks 6 X 10=60
Q1. Define e-tailing. Explain the
future of electronic retailing.
Answer. E-tailing is the selling of retail goods on the
Internet. Short for "electronic retailing," and used in Internet
discussions as early as 1995, the term seems an almost inevitable addition to
e-mail, e-business, and e-commerce. E-tailing is synonymous with business-to-consumer
(B2C) transaction. Electronic retailing (e-tailing) is a buzzword for any
business-to-consumer (B2C) transactions that take place over the Internet.
Simply put, e-tailing is the sale of goods online. Companies like Amazon and
Dell created the online retail industry by putting the entire
Q2. Explain the factors which are
leading to the growth of retail sector.
Answer. Factors Affecting Growth of
Retail Sector in India:
1.
Increase in per capita income: Per capita Income means how much an
individual earns, of the yearly income that is generated in the country through
productive activities. India has marked growth in per capita income by 10.5%
which shows tremendous increase in GNP (Gross National Product) of the country.
Increase in per capita income reflects hike in income of
Q3. Describe the tools of integrated
marketing communication.
Answer. An approach to achieving the
objectives of a marketing campaign, through a well coordinated use of different
promotional methods that are intended to reinforce each other.
As defined
by the American Association of Advertising Agencies, integrated marketing communications "recognizes the value of a
comprehensive plan that evaluates the strategic roles of a variety of
communication disciplines advertising, public relations, personal selling,
Q4. Discuss the Retail pricing
strategies.
Answer. Pricing of a product is vital for a retailer.
It determines the profit and is one of the major marketing mix tools. Therefore
retailers have to be very careful while choosing the pricing strategy to achieve
profit goal. They need to design good pricing strategy for particular brands,
categories, stores and markets. Two key elements in factoring product cost are
the cost of goods and operating expenses. The costs of goods include the price
paid for the product, plus
Q5. Write short notes on:
A. Types of retail store location
with examples (any five)
B. Factors affecting retail store
location (any five)
Answer. A. Types of Retail Store:
1. Shopping Center
Strip malls
and other attached, adjoining retail locations will also have guidelines or
rules for how they prefer their tenants to do business. These rules are
probably more lenient than a mall, but make sure you can live with them before
signing a lease.
B. Factors Affecting:
1. Demographic Characteristics
Demography
is the study of population characteristics that are used to describe consumers.
Retailers can obtain information about the consumer’s age, gender, income,
education, family characteristics, occupation, and many other items.
Q6. Write short notes on:
A. Classification of retail consumers
based on shopping.
B. Types of buying behavior
Answer. A. To face the challenge of building
customer loyalty, we need to break down shoppers into five main types:
Ø Loyal Customers: They represent no more than 20 percent of our customer base, but make up
more than 50 percent of our sales.
Ø Discount Customers: They shop our stores frequently, but make their decisions based on the
size of our markdowns.
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