MBA Semester 3 MK0012 Retail Marketing (4 credits) (Book ID: B1222) ASSIGNMENT- Set 1 Marks 60

Note: Each Question carries 10 marks. Answer all the questions. 1. List the different stages involved in retail environment analysis.
Different stages involved in retail project execution include: Stage 1: Store site selection Deciding on the location of a retail store is one of the most vital decisions that a retailer has to make. It is quite difficult to change the location or site of a retail store once it comes into existence, whereas it is possible for a retailer to adjust product prices, vary merchandise mix, improve the interactions with customers and then provide them a better service. Loss of customers and staff is a major concern when a store is moved from one location to another. A quickly varying retail environment and customer preferences have resulted in the increased significance for location of the store. Stage 2 : Retail merchandising, management and merchandise procurement Retail merchandising acts as an essential part of the retailing industry, and it is also one of the most demanding functions. Merchandise management includes: Analysing: Retailers must properly recognise their customers before determining customer needs to make a correct buying decision. Planning: Retailers need a proper planning as the products that are sold in the future are bought now. Purchasing: The merchandise needs to be acquired from either distributors or manufacturers. Managing: This involves proper placement and management of merchandise and also ensuring that merchandise is in proper condition to be sold. Controlling: It is essential to control the money spent on purchasing as merchandising involves spending money for obtaining products. Stage 3: Retail pricing and merchandise performance evaluation Retail pricing is a basic component of retail marketing mix. It acts as a source of revenue for the retailer. Target market, store policies, competition and economic conditions are different factors that are considered when deciding on price of a product. Product pricing is done carefully to make sure that profits are maximised and business goals are achieved. Other pricing goals include gaining the targeted sales, maintaining or improving market share, preventing competition, so on.

Stage 4: Category management Category management is a method adopted to handle a product on product group level, rather than on single products level. Category management is a responsibility of distributor/supplier who manages categories as planned business units, resulting in improved business outcome by focusing on delivering customer value. Various particular industry trends are driving the emergence of category management. Category management allows the retailer to look for sustainable competitive differentiation and benefit by competing on a category-by-category basis. The main reasons include:

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2. Briefly explain GAP model of service quality 3. Discuss are the various types of retail store locations. What are their pros and cons? 4. List the factors influence retail store image. Discuss the elements of an interior store design 5. Write short note on visual merchandising. 6 Briefly discuss the strategic retail planning process in.

MBA - Semester 3 MK0012 Retail Marketing (4 credits) (Book ID: B1222) ASSIGNMENT- Set 2 Marks 60

Note: Each Question carries 10 marks 1. What is positioning? Discuss various positioning approaches

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2. Write a short note on- psychographic segmentation. 3. Briefly describe the criteria for effective segmentation. 4. How and when can demographic and benefit segmentation be used to maximum efficiency? 5. Briefly discuss the channel strategies adopted by the retailers. 6. Differentiate between relationship marketing and transactional marketing 7. Discuss the components of CRM