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Retail Marketing Management Question Paper

Retail Marketing Management 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 407: RETAIL MARKETING MANAGEMENT

DATE: THURSDAY, 22ND JULY 2010 TIME: 2.00 P.M. - 4.00 P.M.

INSTRUCTIONS: Attempt Question One and any other Three questions.

1.
Which of these involve retailing? Explain your answers.
(a)
Insurance company specializing in car insurance.
(b)
University restaurant
(c)
Travel agency dealing with corporate customers.
(d)
Gift shop at Kenyatta University
(30 marks)

2.
Differentiate between marketing concept and retailing concept. (10 marks)

3.
Explain the concept of franchising and discuss its merits and demerits. (10 marks)

4.
Identify and discuss the highlights of the wheel of retailing and scrambled merchandising. (10 marks)

5.
Evaluate the overall strengths and weaknesses of retailing. (10 marks)




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