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Cam 316: Merchandising And Retail Marketing Question Paper

Cam 316: Merchandising And Retail Marketing

Course:

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 316: MERCHANDISING AND RETAIL MARKETING
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer ONE and Any other TWO Questions
QUESTION ONE.
a) Discuss briefly the various functions of retailing. (5 Marks)
b) A retail shop owner in your neighborhood once said to you, “Business nowadays have changed,
previously you would just open the shop and customers start trickling in, now you have to go after
them” Discuss this statement in light of the drivers of changing face of retail structures in Kenya.
(5 Marks)
c) Knowing your customers is the key to retail success. In what ways is the knowledge of consumer
behaviour essential for the success of retail strategies? (5 Marks)
d) Enumerate and briefly explain the factors a retailer should consider before selecting a final site for
locating his store. (5 Marks)
e) Discuss briefly the various pricing approaches available to the retailer. (5 Marks)
f) Enumerate the key components of atmospherics and briefly discuss each of them. (5 Marks)
2
QUESTION TWO.
a) From the retailers’ perspective, compare the advantages of locating in unplanned business
districts versus planned shopping centers. (10 Marks)
b) Identify the external factors influencing the pricing strategy of retail firms.
(10 Marks)
QUESTION THREE.
Marketing environment directly or indirectly affects the way of doing business today .
Citing examples explain how the retail Market environment affects the retail business in Kenya.
(20 Marks)
QUESTION FOUR.
Describe the major trends of location decision and explain the factors which influence these decisions.
(20 Marks)
QUESTION FIVE.
Explain the difference between the elements of display and the principles of display. Give examples of
how each display element can be used to create good displays.
(20 Marks)

Cam 316: Merchandising And Retail Marketing Question Paper

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