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DRIVE-SUMMER 2014
PROGRAM-MBADS (SEM 3/SEM 5) MBAFLEX/
MBAN2 (SEM 3) PGDMMN (SEM 1)
SUBJECT CODE & NAME-MK0012-
Retail Marketing
BK ID-B1723
CREDIT & MARKS-4 Credits, 60
marks
Q1. Define Private Branding. Explain the growth
drivers of private label in detail. (Explanation of Private Branding, Growth
drivers of private label) 3, 7
Answer:
A private
brand is a product that is exclusively manufactured for a retailer.
The retailer will market the product under its own brand name. Prices for
private brands are usually set cheaper than competing name brands. Consumers
often think that private brands are of lower quality, but that perception is
changing.
Examples
Q2. Describe the Retail Buying Process in
brief. (Definition of retailing, retail
buying process) 2, 8
Answer:
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Retail
Buying Process
These basic
psychological processes play an important role in understanding how consumers
actually
Q3 Explain the Retail Merchandising
Management (RMM) in brief.
(Definition of Retail Merchandising,
Steps involved in RMM) 3,7
Answer.
Retail Merchandising
Retail
merchandising refers to the process used to conduct retail sales. As part of
the process, the merchandiser pays close attention to the different types of
products offered for sale, how to present those
Q4 Define e-tailing. Explain the
future of electronic retailing.
(Definition of e-tailing, Future of
e-tailing)2,8
Answer.
E-tailing
Electronic
retailing, also known as e-tailing, deals with selling products and services
online via the Worldwide Web. Internet retailing or ‘e-tailing’, as it is usually
referred to, covers retailing using a variety of different technologies or
media. It may be broadly a combination of two elements. One is
Q5 Price is a highly sensitive and
visible part of retail marketing mix. Retailer’s overall profitability depends
on Pricing. It plays an important role in strategic decision making process.
Explain various pricing strategies are adapted by the retailer according to the
situation.
(Explanation of pricing in Retail, Retail
Pricing strategies)2,8
Answer.
Pricing in Retail
Price
is a highly sensitive and visible part of retail marketing mix and has a bearing
on the retailer’s overall profitability. Further, pricing itself is an essential
part of marketing mix and has its own place in the strategic decision-making
process. In subsequent sub-sections, you will learn the various pricing
Q6 Describe any three Rural retail
strategies in brief.
(Definition of Rural retail, Any
three Rural retail strategies)2,8
Answer.
Rural retail
Rural
retailing is the fast growing aspect of retail since retailers can feel comfortable
in finding suppliers and they also act as buyers. Retailing is the final phase
of the distribution channel and it is clear by now that it is the availability
and distribution that drive growth in the rural markets. Hence, retailing will
be significant and like in the case of the urban markets, will undergo greater
maturity even in the rural markets. Innovative retail models which take into
account the nuances of rural retail are the way forward.
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