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1. SMU MBA SEM 4 RETAIL SPRING 2016 ASSIGNMENTS
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ML0015
1 Who are the individuals who create the services marketing triangle and what roles do they
play.
The services marketing triangle comprises three parties who are involved in the service
delivery process – the organization, the customer, and the employee.
2 Given your understanding of market identification, elaborate on how, in terms of market
share, a firm is expected to play certain roles.
Any organization, in terms of its market share, is expected to play any one of the following
roles as: market leader etc.
3 Describe the kinds of gaps studied in the gap analysis.

2. Zeithaml, Berry and Parasuraman came up with four such gaps that occur during service
processing within the organization.
4 Explain strategies that are related to empowerment.
Strategies related to empowerment: These strategies are based on mutual trust shown by
the service principal and the service intermediary. The former believes in granting power in
terms of implementation of the standards set by it so as to empower the latter to take
constructive decisions.
5 What are some of the methods that can be followed for CIM?
There are several methods that can be followed for CIM. 10 10
6 Describe a service delivery encounter and factors that affect it.
The most significant type of service encounter occurs when the consumer directly receives
the service and the degree of tangibility of the service offering is high.
ML0016

3. 1 Explain the importance of advertising.
The significance of advertising is immense. Most organisations engage in consistent use of
advertising to help meet marketing objectives.
2 What is the reason for using ‘humour’ parameter in advertising?
How it is helping the advertisers?
Humour makes an instant emotional connect with the reader or viewer. Hence, strategy
planners are using humour increasingly in ads, thus getting results.
3 What is the role of advertising manager?
An advertising manager has to coordinate with the marketing and sales function.
4 Describe the basic advertising communication process.
Communication is a very complex process and its success depends on how well coordinated
these various elements are.

4. 5 Write a brief note on “Cognitive Dissonance Theory”.
According to L. Festinger people like to see some amount of “consonance” and avoid
dissonance that disturbs their existing frame of reference built over time.
6 Explain the significance of powerful visuals in an advertisement.
A visual is the first element that a reader notices in a print ad. Powerful visuals are needed
to catch the attention of the target.
ML0017
1 Discuss the various components of shopping malls that have made them a highly popular
choice for shopping and entertainment.
The concept of mall has rapidly grown to include many amenities and service facilities apart
from the ever-increasing range of products. In order to meet the increasing requirements
and aspirations of the consumerist society, modern malls now include distinct components.
2 Discuss the emergence of mall culture.

5. Since the onset of the entertainment wave, retailers have tried hard to focus on keeping
their presentations enthralling and shopping centre owners have struggled to gather tenant
mixes that draw traffic from the largest audience possible.
3 Discuss the models in relation to retail trade area.
Retail trade area is a sophistically designed area involving various models.
4 What is rent and what model is followed in India?
The most important aspect of a lease is the rent. As far as rent is concerned, mall managers
follow various models in India.
5 Mention the characteristics of international shopping mall designs.
Some international blueprints closely outline best practices in designing various retail
formats.
6 Can bad tenant mix spoil the business of anchor tenant?
Tenant mix can affect the business plan of an anchor tenant.

6. ML0018
1 Explain the scope and significance of project management in retail.
Retail in India is a mix of organized and unorganized retailing with very high percentage of
unorganized retailing but at the same time rapidly growing organized retailing.
2 What is a hypermarket?
Hypermarkets aimto meet the needs of large middle-class segment of India who are
extremely price sensitive.
3 Explain how projects are classified.
A suitable classification of projects gives a solid logic for building a systemfor effective
decision-making.
4 Discuss the financial compensation and rewards in relation to project human resource
management.

7. Compensating the employees involved in the project team is one of the important functions
of project HR.
5 What are the basics of franchising?
The foremost benefit of the franchise business model is the brand name of an already
established and credible organization, the support received in setting up the whole unit,
quality standards and procedures to maintain such quality and so on.
6 Explain financial appraisal.
Financial assessments are part of a retail organization’s regular management practice.
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