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Cam 316 Merchandising And Retail Marketing Question Paper
Cam 316 Merchandising And Retail Marketing
Course:Bachelor Of Commerce
Institution: Kca University question papers
Exam Year:2011
UNIVERSITY EXAMINATIONS: 2011/2012
YEAR 3 EXAMINATION FOR THE BACHELOR OF COMMERCE
CAM 316 MERCHANDISING AND RETAIL MARKETING (Saturday)
DATE: APRIL 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any other Two Questions
QUESTION ONE
A. As a newly recruited merchandizing manager at Nakumatt Supermarket, explain where you would
display the following items? (4 Marks)
i. Salt
ii. Men’s designed suits
iii. Ice Cream
iv. Molo Milk
B. Discuss the key trends in the retailing industry (6 Marks)
C. Highlight and explain at least 5 approaches to retail pricing strategy (5 Marks)
D. Discuss the factors affecting merchandise Management (5 Marks)
E. Enumerate and briefly explain the factors a retailer should consider before selecting a final site for
locating his store (10 Marks)
QUESTION TWO
A. ‘Deacons Kenya Ltd is the umbrella company which owns and manages various internationally
acclaimed retail brands in Kenya, Uganda and Tanzania. These brands comprise of Woolworths,
Truworths, Identity, 4U2, Mr. Price, Mr. Price Home, Angelo, Adidas, Life Fitness and babyshop.
2
The brands meet the needs of various customer segments due to their diverse product offering and
unique brand proposition.’ Source: Decons website http://deacons.co.ke/site/
i. Explain why deacons has adopted franchising model for its offerings over developing its
own fashion wear (5 Marks)
ii. Discuss why international retailers are increasingly expanding their operations overseas
(5 Marks)
B. Discuss the approaches a retailer can use to develop a competitive advantage (10 Marks)
QUESTION THREE
A. The most basic characteristic of a retailer is its retail mix which defines the elements used by
retailers to satisfy their customer’s needs. Citing relevant examples, discuss how retail mix
elements are employed by Kenyan leading retailers (10 Marks)
B. Retail businesses, like all other businesses, exist with the aim of making a profit. The function
revolves around planning and control. Analyse the Merchandise planning process (10 Marks)
QUESTION FOUR
A. Why are supermarkets widely popular in Kenya? (5 Marks)
B. Identify and briefly discuss 5 INTERIOR DESIGN ELEMENTS of a retail store (5 Marks)
C. Identify the external factors influencing the pricing strategy of retail firms. (10 Marks)
QUESTION FIVE
A. Explain some of the key variables you would be looking out for in your competitors as the Retail
Marketing Manager of Naivas Supermarket (5 Marks)
B. Due to increased competition, service organizations such as Banks, Hospitals, Universities etc are
adopting retailing principles to attract customers and satisfy their needs. Discuss the differences
between Services and Merchandise Retailers (5 Marks)
C. Highlight and discuss the key steps in Developing Effective Communication for a major retail store
(10Marks)
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