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Retail Marketing Management Question Paper

Retail Marketing Management

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE

BBA 407: RETAIL MARKETING MANAGEMENT

DATE: Wednesday 1st
April,
2009 TIME:
4.30-6.30pm
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INSTRUCTIONS
Attempt Question ONE and any one other three Question
Q1.
Outline and discuss key channel members in the distribution of a consumer

product of your choice.

[25 marks]

Q2.
Retailing is a unique activity in a marketing function. Identify characteristics,

types or categories, types of retail trade in Kenya.

[15 marks]

Q3.
How would you explain retailing and its importance in the economy, to someone
not familiar with the subject?

[15 marks]

Q4.
The environmental factors of retailing include both internal and external. Identify

such factors and discuss them in relation to fishmongers in Kenya. [15 marks]

Q5.
Distinguish and discuss the difference between retail concept and the wheel of
retailing.

[15
marks]

Q6.
Both the retailer and his customer need to be protected by the law. Which areas
of the law of the land in Kenya protect both the retailer and the consumer?

[15
marks]

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