Retail And Logistics Management (Marketing Elective Paper IV)

1. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)

END SEMESTER EXAMINATION   – APRIL 2013

B.COM / B.B.M. – VI Semester

Retail and Logistics MANAGEMENT (Marketing elective – paper IV)

Duration: 3 Hours                                                                                       Max. Marks: 100

Section- A

 

1. I) Answer the following questions of 2 marks each (10×2=20)

 

1. Identify important elements in retail mix.
2. What is meant by a “Dollar store”?
3. Explain the concept “Cash & Carry”.
4. Briefly interpret the meaning of performance situation identified as “Stars” appearing on the first quadrant of BCG Matrix.
5. Explain features of “Compulsive shoppers”.
6. Identify the variables that are considered to have an influence on store loyalty.
7. What is the role of buyer in a retail format?
8. What are the ‘Staple Merchandise’ products dealt by retail formats? Write with suitable examples.
9. State the factors that affect the pricing strategy of retailers?
10. What are the important dimensions of supply chain management?

Section – B

1. Answer any FOUR. Each question carries FIVE marks. (4 x 5 = 20)
2. “Retailers are no longer dependent on the manufacturers to sell what is available and have emerged as the new leaders in the marketing channel”. Elucidate the reasons for the rise of retailers.
3. Explain the concept of Cyclical theory in retailing.
4. “Traditional store based and catalogue retailers are placing more emphasis on their electronic channels and evolving into multichannel retailing”. State reasons for the new trend.
5. What are factors that are expected to build store loyalty?
6. What are private labels? What are the different categories in which they can be classified? Give examples.
7. Distinguish between third party logistics and fourth party logistics.

Section – C

III. Answer any THREE. Each question carries FIFTEEN marks.                               (3 x15 = 45)

17. “Retail is a people-centric industry, and is one industry which simultaneously can expose you to many skills and disciplines. It offers many choices in terms of a career.” Discuss. What are the challenges faced by retailers world wide?
18. “In retail, a business model would dictate the product and services offered , the pricing policy, the communication followed, to reach out to customers, the size, look and location of the retail store.” Discuss on the various types of retail formats.
19. “The choice of location of store depends on the target audience and the kind of merchandise to be sold” Discuss on the various options available to retailer for choosing the location of store. What are the steps involved in choosing a retail location?
20. Elucidate various steps in the process of merchandise planning.
21. Explain the process view of supply chain?

Section – D

1. Compulsory Case Study (1 x 15 = 15)
2. Med -Centre Drugstore

There are three Med –Centre Drugstores operating in Rio Bravo, Texas. Until the past five years, Rio Bravo had basically been a retirement town , with adults over the age of 60 accounting for the largest segment of the population. This situation made it fairly simple for Med -Centre Drugstores to target and serve the senior citizen market. Recently, though, the area has experienced a migration of young families and middle aged couples who wanted to escape the city life. Whereas 50% of the population had once been in the 60 years and over category, the 35 to 45 years age group and the senior citizens  group  now each share 35%.

Older consumers originally had been attracted to  Med –Centre Drugstores because they did not have to worry about dealing with many children when shopping, they knew that they would not have to wait in long check out lines, and they would not have difficulty maneuvering themselves or their carts in the extra-wide aisles. Many of these attractions no longer exist. Families with young children have become regular customers of the stores, store traffic has been increasing, and aisle widths have shrunk so that additional shelves could be installed as a means of displaying more merchandise and, ultimately, generating more sales.

Albert Clemens, president of the company that owns the drugstores, realizes that if the stores continue to operate as they are presently, there is a distinct possibility that older customers will begin shopping elsewhere. Although he wishes to continue to cater to the loyal senior citizen customers who helped Med –Centre Drugstores achieve its current success, he does not want to ignore the potentially lucrative baby boomer market that is beginning to form in Rio Bravo.  As Clemens’s Assistant, you are to consider and answer the following questions:

1. Should Med-Centre Drugstores concentrate on only the baby boomer or on the senior citizen market? Both? Neither? Explain your position.
2. What types of marketing strategies could Med –Centre Drugstores implement that would meet the needs of both age groups?
3. How might the changing market place affect Med –Centre Drugstores merchandise assortment? What types of merchandise might management want to add, delete, or expand?
4. Should Med –Centre Drugstores open an on line store to target this market?