CLASS: M.B.A.
13A / 424
St. JOSEPH’S COLLEGE (AUTONOMOUS) TIRUCHIRAPPALLI – 620 002
SEMESTER EXAMINATIONS – APRIL 2013
TIME: 3 Hrs.
MAXIMUM MARKS: 100
SEM
SET
PAPER CODE
TITLE OF THE PAPER
IV
2011
10PBA4325
RETAIL MANAGEMENT
SECTION – A
Answer all the questions:
10 x 3 = 30
1.
Elucidate the various functions of a retailer.
2.
Point out any of the three challenges of retail development in India.
3.
Explain the term ‘Direct Response Marketing’.
4.
Draw a neat diagram explaining the ‘Wheel of Retailing’.
5.
Write down any 3 factors influencing the Retail Shopper.
6.
Explain the term ‘Retail Brand’.
7.
What is life style Merchandising?
8.
What is the use of a proper store layout?
9.
Why is the concept of reverse logistics gaining importance?
10.
Enlist the features of Retail Economics.
SECTION – B
Answer all the questions:
11.
a.
5 x 10 = 50
Why has the retailer emerged as a leader in the marketing channel? Explain.
OR
12.
b.
The UPA government says ‘FDI in retail will help the farmers and as a whole it will be
beneficial to the whole retail sector’. Comment your views.
a.
Explain the concept of non-store retailing in detail.
OR
13.
b.
Explain the concept of food services with the retail life cycle.
a.
A consumer’s purchase decision tends to be affected by the following four factors:
Demographic, Environmental, Lifestyle, and Psychological. Explain in the context of a
retail shopper.
OR
14.
b.
Illustrate with examples the concept of Atmospherics in detail.
a.
Elaborate a Model stock plan.
OR
15.
b.
Does the concept of category management really work? Give your views.
a.
What is the role of Human Resource Management in Retail? Give proper illustrations.
OR
b.
“The ethical position of a retailer is driven by the corporate values and business
objectives. Do you agree with the above statement? Give your views.
SECTION – C
CASE STUDY:
16.
1 x 20 = 20
Tanishq – From Premium to popular Appeal
Tanishq is today rated as one of India’s most aspirational brands of jewellery. Tanishq’s
marketing objectives were: first, drawing new customers into its stores located across the
country. Second building long term relations with its existing and increase customer base.
Tanishq believes that there is an increasing number of Indian women who seek the values and
the benefits that a brand such as Tanishq offers – exquisite designs, trust & reliability and an
international shopping experience.
To the clients, Tanishq is a reflection of their own emerging lifestyle, a blend of traditional
values and a modern outlook, for which they can pay premium prices. Tanishq offers a range
of jewellery, that caters to various consumer segments.
All these are key differentiators in a jewellery market and is hostage to a number of
unethical practices ranging from under Karatage of gold to wrong certification of diamond
quality. These differentiators help Tanishq stores to gain price premiums along with long-term
relationship with customers.
1. What do you mean by retail pricing? How a price is set for a
(6)
particular product?
2. In the above case Tanishq follows which type of pricing and
(6)
strategy?
3. Will you as a customer buy from Tanishq if it adopts market
your views.
(8)
penetration strategy? Give
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