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Retail Marketing Management Question Paper

Retail Marketing Management 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2011



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
OPEN, DISTANCE AND E-LEARNING EXAMINATION FOR THE DEGREE
BACHELOR OF COMMERCE

BBA 407: RETAIL MARKETING MANAGEMENT

DATE: Thursday 3rd February 2011

TIME:
4.30p.m – 6.30p.m


INSTRUCTIONS

Attempt Question One and any other three questions
Q1.
Distribution channels and their channel members have been described as “Links

in a Chain” and systems of marketing action. React to this statement.











[25marks]

Q2.
What four basic processes or activities are performed by distribution channels?

Give an example of each, and specify which kind of channel member


performs that activity.




[15marks]

Q3.
What is meant by the “wheel of retailing? Illustrate this concept by giving real

examples.







[15marks]

Q4.
What are the determinants of customer service levels? How would you decided

what levels should be set?





[15marks]

Q5.
Write briefly on the following terms:

a)
Wholesaling





[4marks]

b)
Cash and carry wholesalers



[3marks]

c)
Merchandising





[4marks]

d)
Retailing






[4marks]

Q6.
Differentiate with examples between marketing and physical distribution










[15marks]
Page 1 of 1




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