Indira Gandhi National Open University (IGNOU) 2010 B.B.A Diploma in Retailing/ in retailing- Retail keting and communication. - Question Paper
No. of Printed Pages : 2 BRL-002
DIPLOMA IN RETAILING (DIR) / BBA
Term-End Examination June, 2010
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BRL-002 : RETAIL MARKETING AND COMMUNICATION
Maximum Marks : 50
Time : 2 hours
Note : Attempt any five questions.
1. What is 'Retailing' ? Discuss about the retail 2+8 strategy and structure.
2. What are consumer's shopping behaviour patterns ? 4+6 Describe the stages of consumer decision making process.
3. Discuss the role of information technology in 10 personal selling.
4. (a) Explain the Retail promotions and 5+5
communication process.
(b) Discuss the objectives of Retail Promotion mix.
5. What is Retail advertising ? Briefly discuss 2+8 fundamentals of advertising.
6. What do you mean by sales promotion ? Explain retail promotion techniquies.
3+7
10
10
5+5
7. Discuss the various objectives of in store promotion.
8. Explain the factors which affect consumer/ shopper decision making process.
9. Write short notes on any two of the following :
(a) Product positioning
(b) Media of Retail Advertising
(c) The effective sales person
(d) Personal selling process
BRL-002 2
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| Earning: Approval pending. |
