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Master of Business Administration - MBA Semester 3
MK0012-Retail Marketing
(Book ID: B1723)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10
marks 6 X 10=60
Q1. Explain the classifications of retail formats in detail with Indian examples.
Answer. Classifications of retail formats
Based on ownership:
1. Sole proprietorship: In this type, the business is owned and run by an individual. He enjoys the whole
profit and assets and also is responsible for liability & losses. For example, if you start a small business with
an investment of 5 lakhs and you open a grocery store, your ownership form is called sole proprietorship.
Q2. What is target marketing & what can be different types of target markets for retailers?
Answer. Instead of aiming a single product and marketing programme at the mass market, most
companies identify relatively homogeneous segments and accordingly develop suitable products and
marketing programmes matching the preferences of each segment. It should, however, be realized that all
segments do not represent equally attractive opportunities for a company. Companies need to categorize
segments according to their present and future attractiveness and their company’s strengths and
Q3. What are the different types of retail store locations? What are their advantages &disadvantages?
Answer. Retail store locations are classified into seven basic types:
Freestanding sites: A freestanding site is a retail location that is not connected to other retailers. However
they might be near other freestanding retailers. Retailers with large space requirements, such as
warehouse clubs and hypermarkets, are often freestanding. Example: Big Bazar, More, Mega Mart, etc.
2. Advantages of freestanding locations are greater visibility, lower rents, ample parking, no direct
competition, fewer restrictions on signs, working hours, or merchandise, and ease of expansion. The most
Q4. What do you understand by merchandise management?
Answer. Retail merchandising refers to the various activities which contribute to the sale of products to
the consumers for their end use. Every retail store has its own line of merchandise to offer to the
customers. The display of the merchandise plays an important role in attracting the customers into the
store and prompting them to purchase as well. Merchandising helps in the attractive display of the
Q5. Describe Integrated Marketing Communication (IMC).Discuss the reasons for implementing IMC.
Answer. IMC is integrated management of different communication media to build positive and lasting
relationships with consumers and other stakeholders. It is a customer-centric approach to marketing and
branding that emphasises the use of various, intersecting forms of media and technology. IMC is based on
a strategic planning process beginning with a complete knowledge of consumers and their various needs.
Q6. Write short notes on:
a) Market entry method
b) E-tailing
Answer. a. Market Entry Methods
Exporting: It involves products produced in one country being sold in another country. Its advantage is
that it avoids substantial risks and costs of establishing manufacturing operations in 43 host country. It is
not an economical procedure if the production can be done cheaper abroad. Moreover tariff barriers can
Spring-2016
Get solved assignments at nominal price of Rs.125 each.
Mail us at: subjects4u@gmail.com or contact at
09882243490
