MK0012 – Retail Marketing

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Summer 2013

Master of Business Administration- MBA Semester 3

MK0012 – Retail Marketing

Q1. Define e-tailing. Explain the future of electronic retailing (Definition- 2 marks; Future of electronic retailing- 8 marks) 10 marks

Answer : e- telling :

The sale of goods and services through the Internet. Electronic retailing, or e-tailing, can include business-to-business and business-to-consumer sales. E-tailing revenue can come from the sale of products and services, through subscriptions to website content, or through advertising.

E-tailing requires businesses to tailor traditional business models to the rapidly changing face of the Internet and its users. E-tailers are not restricted solely to the

Q2. Explain the factors which are leading to the growth of retail sector. (Listing and explanation – 10 marks)  10 marks

Answer : Factors leading to the growth of retail sector :

1. Increase in per capita income:

Per capita Income means how much an individual earns, of the yearly income that is generated in the country through productive activities. India has marked growth in per capita income by 10.5% which shows tremendous increase in GNP (Gross National Product) of the country. Increase in per capita income reflects hike in income of Households which in turn will consume more,

Q3. Describe the tools of Integrated marketing communication.

( Definition of Integrated marketing communication- 1 mark; Indirect marketing tool- 4 marks; Direct marketing tool- 5 marks) 10 marks

Answer : Definition of Integrated marketing communication :

Integrated Marketing Communication (IMC) is a term that emerged in the late 20th century regarding application of consistent brand messaging across myriad marketing channels. The term has varying definitions depending upon the source cited. These definitions continue to form an ongoing discussion in marketing - and therefore are included here for review, as the differences in these discussions

Q4. Discuss the Retail pricing strategies.

 (Explanation- 1 mark; Retail Pricing Strategies- 9 marks) 10 marks

Answer : Retail pricing strategies :

1. Mark-up Pricing :

Markup on cost can be calculated by adding a pre-set (often industry standard) profit margin, or percentage, to the cost of the merchandise. Markup on retail is determined by dividing the dollar markup by retail.

Be sure to keep the initial mark-up high enough to cover price reductions, discounts, shrinkage and other anticipated expenses, and still achieve a satisfactory profit

Q5. Write a short notes on:

A. Types of retail store location with examples(any five)

(Types- 3 marks; examples- 2 marks)

Answer :  Types of retail store location with examples :

1. Department Stores :

A department store is a set-up which offers wide range of products to the end-users under one roof. In a department store, the consumers can get almost all the products they aspire to shop at one place only.

Examples  :

Shoppers Stop, Pantaloon

B. Factors affecting retail store location(any five) (Factors – 5 marks) 5+5 = 10 marks

Answer : Factors affecting retail store location :

1. Population and Your Customer :

If you are choosing a city or state to locate your retail store, research the area thoroughly before making a final decision. Read local papers and speak to other small businesses in the area. Obtain location demographics from the local library, chamber of commerce or the Census Bureau.

2. Accessibility, Visibility and Traffic :

Q6. Write a short notes on: A. Classification of retail consumers based on shopping. (Classification- 6 marks)

Answer : Classification of retail consumers based on shopping :

In retail, this idea of focusing on the best current customers should be seen as an on-going opportunity. To better understand the rationale behind this theory and to face the challenge of building customer loyalty, we need to break down shoppers into five main types:

Loyal Customers: They represent no

B. Types of Buying behaviour :

Answer :

1. Impulse Purchases :

When a consumer stands at the checkout and notices lip moisturizer, magazines and gum, and adds one of the items to his cart of groceries, it's often referred to as an impulse purchase. The consumer makes a purchase with little to no thought or planning involved. In most instances this happens with low-priced items.

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