S.No.

787 17PBAM01

(For the candidates admitted from 2017–2018 onwards)

M.B.A. DEGREE EXAMINATION, JANUARY 2022.

Fourth Semester

Elective: RETAIL MARKETING

Time : Three hours Maximum : 75 marks

PART A — (5 × 3 = 15 marks)
Answer ALL questions.

1. (a) Define the terms retailing and retailer.

Or

(b) What are the characteristics of retailing?

2. (a) Mention the elements of store design.

Or

(b) How retail markets are segmented?

3. (a) Define visual merchandising? What is its

purpose?
Or

(b) What is meant by store atmosphere? Explain

with suitable examples.
4. (a) What is the role of Foreign Direct Investment
in the retail sector?
Or

(b) Define online retailing? Mention its

objectives.

5. (a) What are the threats in global retailing?

Or

(b) Mention the merits and demerits of global

retailing.

PART B — (5  10 = 50 marks)

Answer ALL questions.

6. (a) Discuss the functions of retailing.

Or
(b) Elaborate the trends in retailing.

7. (a) How retail markets are classified? Discuss in

detail.
Or
(b) Why customer interaction is important in
retail marketing? Explain in detail.

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8. (a) Explain the factors that influence the
selection of a retail location.
Or

(b) Discuss strategies adopted by Shopper’s Stop

in its Marketing Operations.

9. (a) “Knowledge of Customers Cultural

Background, Value System, Need Profile,
Purchasing Power and overall Buying
Behaviour is extremely essential to every
Salesman.” — Comment, Justify your answer
with the help of relevant examples.
Or

(b) “Rapid Growth of Web—based Retailing will

change overall business scenario in the
forthcoming decade,” Do you agree ? justify.

10. (a) Briefly discuss the classification of retail

stores that are operational in India, giving
one example for each,
Or

(b) Discuss the strategic planning process for

global retailing.

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 PART C — (1  10 = 10 marks)
Answer the following

11. Case Study:

A retailer plans to open a new store near a college.

The store will specialize in collegiate merchandise
such as T-shirts, sweatshirts and other related
garments Develop an integrated communication
programme for the retailer. What specific media
should the new store use to capture the college
students market?

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