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Cam 316: Merchandise And Retail Marketing Question Paper

Cam 316: Merchandise And Retail Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2008/2009
THIRD YEAR STAGE 1 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 316: MERCHANDISE AND RETAIL MARKETING
DATE: APRIL 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Outline the role of a retailer from the economic point of view. (6Marks)
b) Pata Potea Grocers want to strengthen their brand equity. Advise them on the categories
of factors they should be aware of. (10Marks)
c)
i) Describe the Input-Output Retail Demand Management Model. (10Marks)
ii) Outline the impacts retail has within a local area. (4Marks )
QUESTION TWO
a) After some analysis, it was established that Kongowea Drapers require to apply Retail
Demand Management Tactics. Discuss with the management what these entail.
(10Marks)
b) Describe Input-Rate Management (10Marks)
2
QUESTION THREE
a) A Jua Kali retailer is faced with physical constraints in retailing. Identify the constraints
and advise. (10Marks)
b) (i.) Define and describe Relationship Marketing (4Marks)
(ii) Describe the retailer’s relationship marketing. (6Marks)
QUESTION FOUR
As a retail business trainer, prepare discussion paper on:
(i) The Marketing Role of a Retailer. (10Marks)
(ii) The Essence of Successful Retailing (10Marks)
QUESTION FIVE
a) Explain how the balance of power in marketing channels has shifted, outlining the three
ways in which it has developed. (10Marks)
b) Outline the Wheel of Retailing Theory. (10Marks)

Cam 316: Merchandise And Retail Marketing Question Paper

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