Retail Marketing Management Question Paper

Retail Marketing Management

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING & INSTITUTIONAL BASED PROGRAM

EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 407: RETAIL MARKETING MANAGEMENT
DATE: FRIDAY, 11TH JULY 2008

TIME: 1.00 P.M. – 3.00 P.M.
INSTRUCTIONS: 1.
Question One is compulsory.

2.
Attempt any other additional three questions.
1.
Retailing function, plays a very critical part within a marketing function.
Outline key services that:
(a)
a retailer provides to a wholesaler
(b)
a retailer provides to his manufacturer
(c)
a retailer provides to his customers
(30 marks)
2.
There are certain characteristics that differentiate retailing from wholesaling.
Identify such characteristics and discuss their critical role in a marketing function.

(15 marks)
3.
Retail trade operates in different forms; for example some trades are supermarkets.
Which other trades in retail would you find in Kenya.

(15 marks)

4.
There have been technological changes in retailing services, for example
the services provided to customers and in the areas of stock management.
Given your Kenyan experience, discuss these changes.

(15 marks)
5.
Like any other management function, retail management must include in its
planning factors, such as economic, social, cultural, political and legal factors.
How do these factors affect retail operations in any given country?
(15 marks)
6.
Briefly explain the following terms:

(a)
Wholesalers

(3 marks)

(b)
Dealers

(3 marks)

(c)
Brokers

(3 marks)

(d)
Agents

(3 marks)

(e)
Traders

(3 marks)
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