JAIPURIA INSTITUTE OF MANAGEMENT, LUCKNOW

PGDM (RM)4th Trimester (Batch 2019-21)

END TERM EXAMINATIONS

Course Name SDVM Course Code MKT507

Max. Time Max. Marks 40

Instructions: Attempt any 5 questions including Question no. 1 which is compulsory

Question 1 (8)
Answer the following:
(a) How can be Nesting table can be used effectively in store?
(b) Suggest at least 3 ways that how pillars can be used effectively in store for display?
(c) Interest and desire are related, but are not the same. How do we make a customer interested in,
and then desire the product?
(d) What turns off a customer in a store? List atleast 4 factors

Question 2 (8)
A simple way to project ‘waterproof’ wrist watches: a tub is filled with water and watches are thrown into
it! Each of this ultra-hi-tech watch is for Rs 30 only. What can be done to highlight the main features of the
following?
a) Crunchy Chocolate
b) Soft Muslin Scarves
c) Fruity fragrance Perfume
d) Pure Honey

Question 3
(a) Lower the density, the higher the margins. Explain in terms of merchandise (2)
(b) Discuss the positions of props and lights with reference to a display. (2)
(c) What is Display Calendar? (2)
(d) A simple display of ‘kurtas’, ‘salwaars’ and matching ‘dupattas’. This new, Summer Collection was
not moving. As a visual merchandiser how can you create a buzz in customer’s mind about this new
collection without spending any money? (2)

Question 4
(a) What are the steps in organizing the in store event? (6)
(b) An innovative window display doesn’t have to cost a lot to create, nor does it need to be
complicated. Give an example of the same. (2)

Question 5
(a) What type of fixture you will design for: (2)
1. Football
2. Watch
(b) What is cross merchandising? Give atleast 5 examples of the same. (6)

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Question 6
(a) Recall the best display you have noticed so far. It could be in a museum or on the street.
Describe the qualities of the display and what made it memorable. (4)
(b) How do sound and odour influence the image of a store? Give examples. (4)

Question 7
(a) Window Display = Website Homepage. Explain (4)
(b) Where will you place the following merchandise in store: (4)
New Arrivals
Cut sizes
Special Offers
Feature Products

Question 8
a) Ikea brought 100 Facebook competition winners to one of its warehouses and let them stay the
night. They were able to select the mattress, sheets and pillows to fully give them a fully tailored
experience.  A sleep expert was on hand with tips for getting a good night’s rest, including how to
find the perfect mattress for any sleeping style. Why did Ikea do this? (2)
b) What is the difference between a real window setting, atmospheric setting
and semi real setting? (3)
c) All I Do Can Sell’ stands for: Attention; Interest; Desire; Convince; and Sell. Give an example of the
same in context with local vendors in market. (3)

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