| st. joseph’s college of commerce (autonomous) | ||
| END SEMESTER EXAMINATION – MARCH /APRIL 2015 | ||
| B.B.m. – VI Semester | ||
| MKT606: RETAIL AND LOGISTICS MANAGEMENT(MARKETING ELECTIVE)
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| Duration: 3 Hours Max. Marks: 100 | ||
| SECTION – A | ||
| I) | Answer ALL the questions. Each carries 2 marks. (10×2=20) | |
| 1. | Define Retailing. | |
| 2. | What are Non-Store retailers? | |
| 3. | Define Retail Logistics. | |
| 4. | What is Visual Merchandising? | |
| 5. | What is wide and shallow product Assortment? | |
| 6. | What is the strategic application of BCG Matrix? | |
| 7. | What are sleeper categories? | |
| 8. | What is Reverse Logistics? | |
| 9. | Give the meaning of supply chain management | |
| 10. | What is price lining? | |
| SECTION – B | ||
| II) | Answer any FOUR questions. Each carries 5 marks. (4×5=20) | |
| 11. | What are the objectives of retail pricing? | |
| 12. | Write a note on the role of private labels. | |
| 13. | How do you buy merchandise for a chain store? | |
| 14. | How are changes in consumer behavior affecting retail growth? | |
| 15. | Manipulating colours is one of the most commonly used methods to make merchandise more attractive- Comment | |
| 16. | A properly planned logistic management can reduce cost considerably- Comment. | |
| SECTION – C | ||
| III) | Answer any THREE questions. Each carries 15 marks. (3×15=45) | |
| 17. | Retailing in India is witnessing Disruptive innovations- Do you agree? Explain with examples. | |
| 18. | Creating Store loyalty for retailing is more difficult. Many retailers have experienced this when they introduced loyalty programmes. Chose any retailer’s loyalty programme you are aware of and analyse its effectiveness. | |
| 19. | How is supply chain management important to a retailer? | |
| 20. | As a merchandise manager of Big bazaar how do you source the required merchandise? | |
| 21. | Explain the importance of store layout in increasing and converting footfalls. | |
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SECTION – D |
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| IV) | Case Study (15 marks) | |
| 22.
E- Marketing is witnessing one of the fastest growths in India. Competition is heating up and many players are either entering or expanding their business. Big Basket .Com has made low involvement buying a high involvement buying. Companies like OLX, Quicker have a different business model. Competition among general e- tailors has shifted from product to price to fast delivery. E-Marketing, though is occupying a small share in the overall retail market, its future is bright. At present youth are major consumers. Their shopping profile has changed to suit their changed life style of multi- tasking. Given less time available to them for shopping this model suits them better. Big Basket.Com has introduced cut vegetables targeting this group. The promotion strategy highlights that users need not worry any more to prepare for next day’s cooking as ready to use vegetables are available. While some marketers are skeptical about the success of this strategy others are carefully watching the market reaction.
Questions: a. Analyze the STP strategy of Bigbasket.Com. b. Do you think targeting women only for its cut vegetables is a right decision? c. As a Consultant of Bigbasket.Com what kind of brand extension do you suggest?
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| B.Com /B.B.M. – VI Semester
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| MKT 606: RETAIL AND LOGISTICS MANAGEMENT
Scheme of valuatin
|
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| Duration: 3 Hours Max. Marks: 100 | ||||
| SECTION – A | ||||
| I) | Answer ALL the questions. Each carries 2 marks. (10×2=20) | |||
| 1. | Define Retailing.
Retailing is the set of activities related to the sale of products and services to the final user |
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| 2. | What are Non-Store retailers?
These are the retailers who do not operate from any physical retail store rather they connect, attract and sell in most cases virtually. Eg. Online stores |
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| 3. | Define Retail Logistics.
All the activities involving in transporting goods from the place of production to the final consumer |
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| 4. | What is Visual Merchandising?
That part of retailing making the merchandise visually pleasant so as cto act as the cue to purchase |
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| 5. | What is wide and shallow product Assortment?
Wide assortment has a number of products stocking limited variety of these goods where as shallow assortment has limited categories with wide range in each item |
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| 6. | What is the strategic application of BCG Matrix?
It is useful to decide on investing, harvesting, diversifying and divesting |
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| 7. | What are sleeper categories? | |||
| 8. | What is Reverse Logistics?
All activities involved in taking the goods from customers to the marketers |
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| 9. | Give the meaning of supply chain management
All activities involved in acquiring, converting and transferring goods I,e, from sourcing materials to reaching customers |
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| 10. | What is price lining? | |||
| SECTION – B | ||||
| II) | Answer any FOUR questions. Each carries 5 marks. (4×5=20) | |||
| 11. | What are the objectives of retail pricing?
To earn reasonable profit, to recover cost, to meet competition, etc. |
|||
| 12. | Write a note on the role of private labels.
Brief answer on how private labels create retail brand image |
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| 13. | How do you buy merchandise for a chain store?
Buying options include HO purchasing and supplying to branches and limited options given to branches to locally procure the required materials |
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| 14. | How are changes in consumer behavior affecting retail growth?
Briefly discuss how purchasing style, shopping behavior, reference group and consumer demography has changed and affected the retailers |
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| 15. | Manipulating colours is one of the most commonly used methods to make merchandise more attractive- Comment
Answer should relate to efficient visual merchandising by manipulating colours |
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| 16. | A properly planned logistic management can reduce cost considerably- Comment
Brief answer on importance of logistics management. |
|||
| SECTION – C | ||||
| III) | Answer any THREE questions. Each carries 15 marks. (3×15=45) | |||
| 17. | Retailing in India is witnessing Disruptive innovations- Do you agree? Explain with examples.
A detail answer on how technology has enabled the retailers to create new business models that have changed the economics of the industry. Eg. Red bus, flip kart , big basket etc. Also can answer the changes in format of retailing, buying, payment delivering etc |
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| 18. | Creating Store loyalty for retailing is more difficult. Many retailers have experienced this when they introduced loyalty programmes. Chose any retailer’s loyalty programme you are aware of and analyse its effectiveness.
Explain customer loyalty, its objective how effective it is etc, with reference to a particular retailer |
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| 19. | How is supply chain management important to a retailer?
Explain in points the importance of SCM |
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| 20. | As a merchandise manager of Big bazaar how do source the required merchandise? | |||
| 21. | Explain the importance of store layout in increasing and converting footfalls.
Explain in points the importance of interior and exterior layouts |
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| SECTION – D | ||||
| IV) | Case Study (1×15=15)
Answer to be valued on the basis of conceptual understanding, analyses and logical answer |
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| 22. | E- Marketing is witnessing one of the fastest growths in India. Competition is heating up and many players are either entering or expanding their business. Big Basket .Com has made low involvement buying a high involvement buying. Companies like OLX, Quicker have a different business model. Competition among general e- tailors has shifted from product to price to fast delivery.
E-Marketing, though is occupying a small share in the overall retail market, its future is bright. At present youth are major consumers. Their shopping profile has changed to suit their changed life style of multi- tasking. Given less time available to them for shopping this model suits them better. Big Basket.Com has introduced cut vegetables targeting this group. The promotion strategy highlights that users need not worry any more to prepare for next day’s cooking as ready to use vegetables are available. While some marketers are skeptical about the success of this strategy others are carefully watching the market reaction. d. Analyze the STP strategy of Bigbasket.Com. e. Do you think targeting women only for its cut vegetables is a right decision? f. As a Consultant of Bigbasket.Com what kind of brand extension do you suggest?
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