Kerala University 2009-5th Sem M.B.A Iester (Full Time and Part Time) , (2006 Scheme) RETAIL KETING MANAGEMENT - Question Paper
Illllllll II llll (Pages : 2) 3722
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Name :..........................................
IV Semester M.B.A. (Full Time and Part Time) Degree Examination, July 2009
(2006 Scheme)
RETAIL MARKETING MANAGEMENT
Time : 3 Hours Max. Marks : 60
PART - A
Write short notes on any five questions. Each question carries three marks.
1. What do you mean by markdown policy ?
2. Explain Green issues.
3. What are the physical aspects of retailing ?
4. What are the characteristics of promotion price ?
5. Explain channels of distribution.
6. What are the features of quality audit system ?
7. Explain Emerging trends.
8. How to analyse business situation for retailing ?
PART - B
Answer any three questions elaborately. Each question carries ten marks.
9. Bring out the features of internet and direct distribution systems.
10. Explain the theories of Marketing Management in retailing.
11. What are the approaches of retail planning ?
12. Explain Future Trends in retail marketing.
13. What do you mean by international retailing ? How does it develop the structure of business ?
PART - C 15
Read the following case carefully and answer the questions at the end :
Surf has for years made laundry bleach for Indian families. It accounts for 52% market share in liquid bleach and 61% in powdered bleach. Its revenue was approximately Rs. 300 million out of a total corporate revenue of Rs. 900 million. Over the years, the company diversified its operations into other household products including liquid plummer, drain cleaned, pre wash products etc. Still, its future is tied to the laundry room as its bleach accounts for half its profits.
In response to a stiff competition from an equally established competitor in the field of bleach market, Surf put its own new bleach named Whole. It is aimed at the gap between powders which are weaker but safer for fabrics and harsher liquids Surfs product is not viewed by analysts as a major technological leap forward. But the competitors bleach is made by a different formulation which is said to be effective at low water temperatures used in many washing machines at Indian households.
1. Is Surfs defensive strategy enough to meet the challenges from its competitors ?
2. What other steps should Surf take so as not to lose the retail market share of laundry bleach ?
3. Should Surf adopt product diversification strategy to ensure sustained growth and avoid fierce competition for retaining the monopoly.
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