AX 306

M,B.A. Semester-IV Examination

RI,TAIL MARKETINC
Paper-MBA-/4204lSM
Timc : Three Hoursl [Maximum Marks : 70
Note:-(l) Attempt ALL questions.
(2) Figures to the right indicate marks.

SECTION_A
l. (a) Explain Retail and irs signific€nce as an industsy. Elucidat€ why you feel that the retailer has
emerged as a leader in the Marketing Channel. 14

OR
(b) Enurnerate Retail Markedng along with is evolution. Also briefdown the functions performed
by the Retailer for the smooth fimctioning ofRetail Marketing lndustry. 14

SECTION_B
2. (a) Explain sepentation with reference to Retail Ma*eting. 7

(b) Describe how the Consumer Decision process would opemte for following products :

$ An Air Conditioner
(ii) Baby Care Producr.
\tr4rich elements of the Decision Making proccss are important to retailing in each instarce
above ? 7

OR
(c) Describe the Retail Consumer Decision Process. 7

(d) Solaro Corporation Ltd. has introduced a new range of beauty care products in the
markct. You are expected to design positioning strategy for Solaro Ltd. What steps will
you follow ? Justiry. 7

3. (a) Explain store layout and store facade in dctail. 7

@) Many Retail Ouflets are stsategically located in crowded areas so as to capture the maximum
market. But they usually face parking as a major issue. In such situations how ard vr'hat
measues should the Retail Outlet adopt to attact th€ customers, who may tlrm away due
to their inability to handle the trafflc and parking woes ? '1

OR
(c) Enlist and explaitr the elemetrts ofimage mix. 7

(d) Suggest layout types with justification for the following Retailers :

0) Mobile Accessories
(ii) Home Decor ltems. 7

DIF-zji I I (Contd )
 SECTION-{
4- (a) Explain the steps ia planning Retail Cornmunication. 7

(b) Slaa imporhnce ofRetail Communication Mix wilh referencc to mcdia selection in advqtisements
for local retailers. 7

OR
(c) Discuss elements of Retail Sales Promolion in detail. '7

(d) Elaborate promotional mix used by small rctailers and also mention its hierarchy oleflects.
'1

SECTION_D
5. vhen the shoe company Bata decided to develop a new e-commerce platform for the Indian
market last year it was confident ofthe onlinc model clicking uith the consumers who are
traditionally morc inclined to buy products ftom stores- Today Bala's online busincss has grown
to becomc one of its largesl slores in terms of transactions a.nd value growing by 25o% month on
month. With increasing Intemet pe[ekation and flexible payment modes such as cash on delivery
being used widely now-a-days, Bata is not alone making the move online. In the next couple of
months companies like Reliance Retail, Aditya Birla Retail and'tata's Cioma are looking at
entering the Rs. 2,050 crore e-reailing markct, growing at over 3070 annually.
(a) retailing.
With rclerence to the above case discuss the role ofIT in 1

(b) Oonverse over the elements ofdifferentiation stategies ofBata. '/

Dt) 251I llr