CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
OCTOBER15
ASSESSMENT_CODE MK0012_OCTOBER15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
18820
QUESTION_TEXT
Describe any five types of retail ownership.
1.Independent retailer (2 marks)
2.Multiple retailers (2 Marks)
3.Voluntary retail group (2 Marks)
SCHEME OF EVALUATION
4.Retail conglomerate (2 Marks)
5.Franchises in retailing (2 Marks)
(Total 10 marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72972
QUESTION_TEXT
Explain briefly the various types of retail stores location.
SCHEME OF
EVALUATION
Free standing sites, city or town locations, inner city, main street,
shopping centeres, strip shopping centres, shopping malls, and other
location opportunities.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125851
QUESTION_TEXT
Examine the major steps in strategic planning process.
1.
Defining the business philosophy and mission and corporate
objectives
SCHEME OF
EVALUATION
2.
Situation analysis
3.
Identification and evaluation of strategic opportunities
4.
Development of suitable retail mix strategy
5.
Implementation and control
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125854
QUESTION_TEXT
Elaborate the various market entry methods in International
Retailing.
SCHEME OF
EVALUATION
1.
Exporting
2.
Licensing
3.
International sub-contracting
4.
Joint ventures
5.
Wholly owned subsidiary
6.
Franchising
7.
Acquisition
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125856
QUESTION_TEXT
Define Market Segmentation in Retail marketing; State the main 4
reasons for the importance of market segmentation. Explain the criteria
for effective segmentation
Segmentation
Reasons
SCHEME OF
EVALUATION
(1 marks)
( 3 marks)
1.
Availability of Choice
2.
Market fragmentation
3.
The development of retail power
4.
The volume Trap
Criteria for effective segmentation (6 marks)
1.
Clearly defined and distinguishable
2.
Measurable / identifiable
3.
Accessible
4.
Response and suitability
5.
Substantial
6.
Actionable
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125859
QUESTION_TEXT
Explain the stages of international business. What are the reasons
for going global?
Stages
1.
Domestic focus
2.
Ethnocentric
3.
Polycentric
4.
Geocentric
4 Marks
Reasons for going global
SCHEME OF
EVALUATION
Push factors
a.
Saturation
b.
Recession
c.
Planning restrictions
Pull factors
a.
Attractive markets
b.
Rise of the middle class
c.
Harmony of market concepts
d.
Choice of ownership
e.
Supplier strategies
6 Marks