MK0012- Retail Marketing

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ASSIGNMENT

DRIVE	SUMMER 2015
PROGRAM	MBADS (SEM 3/SEM 5) MBAFLEX/ MBA (SEM 3) PGDMMN (SEM 1)
SUBJECT CODE & NAME	MK0012- Retail Marketing
BK ID	B1723
CREDITS	4
MARKS	60

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.

Q1 What do you mean by the term ‘Consumer ? Explain the classification of retail customers based on shopping.

Answer: A consumer is a person or organization that uses economic services or commodities.

In economic systems consumers are utilities expressed in the decision to trade or not.

The consumer is the one who pays to consume goods and services produced. As such, consumers play a vital role in the economic system of a nation. Without consumer demand, producers would lack one of the key motivations to produce: to sell to consumers. The consumer also forms part of the chain of distribution.

Recently in marketing instead of marketers generating broad demographic profiles and psycho-graphic profiles of market segments, marketers

Q2 Define Integrated Marketing Communication (IMC)? Describe the tools of IMC.

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 can play a part in how IMC is viewed and utilized.

Tools of integrated marketing communication :

Indirect marketing tools :

Q3 Define retailing and Retailer. Describe the classification of store based retailing based on ownership and on the basis of variety of merchandise mix.

Answer: Retailing is a distribution channel function where one organization buys products from supplying firms or manufactures the product themselves, and then sells these directly to consumers. A retailer is a reseller (i.e., obtains product from one party in order to sell to another) from which a consumer purchases products. In the majority of retail situations, the organization from which a consumer makes purchases is a reseller of products obtained from others and not the product manufacturer. But as we discussed in the Distribution Decisions tutorial, some manufacturers also operate their own retail outlets in a corporate

Q4. What is E-tailing? Describe the advantages and disadvantages of E-tailing.

Answer: Electronic retailing (e-tailing) is a buzzword for any business-to-consumer (B2C) transactions that take place over the Internet. Simply put, e-tailing is the sale of goods online. Companies like Amazon and Dell created the online retail industry by putting the entire customer experience - from browsing products to placing orders to paying for purchases - on the Internet. The success of these and other companies encouraged more traditional retailers to create an online presence to augment their brick-and-mortar outlets.

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 Internet, and some brick-and-mortar businesses also operate websites to reach

Q. 5 Price is a highly sensitive and visible part of retail marketing mix. Retailer’s overall profitability depends on Pricing. It plays an important role in strategic decision making process. Explain various pricing strategies are adapted by the retailer according to the situation.

Answer: Retail price is the price that a coin dealer will charge you to purchase a particular coin. This is sometimes referred to as "price". The money that a coin dealer will pay you for your coins is referred to as the "coin's value."The price the end user of a product pays. That is, if one buys a vacuum in order to use it instead of to sell it to another store, one likely pays the retail price. The retail price includes all expenses the retailer incurs, plus a mark-up.

The pricing strategies are:

·         Market skimming: This strategy is to charge

Q. 6 Describe any three Rural retail strategies in brief.

Answer: Retailing can be defined as the set of activities that markets products or services to final consumers for their own personal or house hold use. This is done by organizing the availability of goods and then supplying them to consumer on a relatively small scale.The rural population dominates the Indian market with over 720 million consumers (70% of the total population) spread across 0.63 million villages in the country18. Typically Indian rural retail stores are in the form of haats and melas. Undeniably, the urban market (metropolitan cities, tier II, III cities) offers great opportunities to organised retailers but they are

Dear students get fully solved assignments

Send your semester & Specialization name to our mail id :

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or

Call us at : 08263069601

(Prefer mailing. Call in emergency )