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Detail Marketing Management Question Paper

Detail Marketing Management 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008



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

BBA 407:
DETAIL MARKETING MANAGEMENT

DATE: Monday, 1st December, 2008

TIME: 4.00 p.m. – 6.00 p.m.
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Attempt question ONE and any other THREE questions.
Q.1
Offer brief definition and discussion of retailing and explain how it differs from manufacturing wholesaling. (25 marks)

Q.2
In your own words explain the wheel of Retailing Concept in retailing. (15 marks)

Q.3
Define the term culture and give a brief overview of its importance with respect to understanding consumer behaviour. (15 marks)

Q.4
Write briefly on the following:
a)
Merchandising (5 marks)
b)
Hypermarket (5 marks)

c)
Direct marketing (5 marks)

Q.5
Identify and discuss any five factors which are likely to influence the situation of
a retail out. (15 marks)

Q.6
Discuss the impact of technology to retailing businesses.
(15 marks)




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