Scribd
Upload
89 views4 pages

MBMM 3005/RM 3005

This document outlines the marketing exam for the third semester MBA degree in January 2021. It covers the subject of retail marketing and has three parts. Part A contains short answer questions about topics like how retailers add value, trends in retail competition, and the importance of location. Part B requires longer answers about strategic retail planning, types of retailers and locations, and communication methods. Part C presents a case study about a small snack food company called A-maize-ing Foods that wants to test changes to their marketing mix to increase sales of a new product through a retail test.

Uploaded by

prvns007
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
89 views4 pages

MBMM 3005/RM 3005

This document outlines the marketing exam for the third semester MBA degree in January 2021. It covers the subject of retail marketing and has three parts. Part A contains short answer questions about topics like how retailers add value, trends in retail competition, and the importance of location. Part B requires longer answers about strategic retail planning, types of retailers and locations, and communication methods. Part C presents a case study about a small snack food company called A-maize-ing Foods that wants to test changes to their marketing mix to increase sales of a new product through a retail test.

Uploaded by

prvns007
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 4

MBMM 3005/RM 3005

M.B.A. DEGREE EXAMINATION, JANUARY 2021.

Third semester

Marketing

RETAIL MARKETING

Time : Three hours Maximum : 100 marks

PART A — (5  6 = 30 marks)

Answer any FIVE questions.


1. How retailers add value to the product?
2. Narrate the trends in retail competition.
3. Analyze the importance of location in retail
management.
4. Explain the factors affecting the attractiveness of
site in retail.
5. Mention a note on private label brand.
6. Analyze the various steps involved in retail
communication program.
7. Explain the elements of visual merchandising.
8. Elucidate the advantages and disadvantages of
unorganized retail.
PART B — (5 × 10 = 50 marks)

Answer any FIVE questions.


9. Explain in detail the Strategic Retail Planning
Process.
10. Analyze the types of retail location
11. Discuss about the various types of merchandise
12. Enumerate the types of Retailers
13. Elucidate the strengths and weaknesses of
communication methods in retailing
14. Examine the factors to be noted while localizing
the departments.
15. Summarize the types of window displays.
16. Evaluate the elements of a good store atmospheric
design.

PART C — (1  20 = 20 marks)

(Compulsory)

17. Case Study- A-maize-ing Retail Marketing-Mix


Test

Supermarkets are a battleground for packaged


goods. Competition for shelf space and the cost of
in store promotions make retail a tough market
for even the largest companies. A-maize-ing Foods,
a small producer of corn chips and snacks, had

2 MBMM 3005/RM 3005


some initial success with their unique products
and packaging. Their blue corn chips and sweet
potato and other vegetable chips had solid sales
and growing acceptance among supermarket
chains and convenience stores.

However, A-maize-ing Foods’ president, Jonathan


Gibson. worried about market pressures as their
sales grew. Their foods needed the visual appeal
and unique flavor to entice people to buy a bag
and keep coming back for more. The company also
had to fight for shelf space with penny- pinching
retailers. And greater market exposure increased
the threat from competitors who had large
marketing budgets and skill in knocking-off
successful brands. The company regularly tested
new products, prices, and promotions. One winner
was their A-maize-ing Blue Corn Chips, a new
product in the segment for healthier natural foods.
The chips came in a bright colored bag with a
quirky creative image and the chips had a unique
spicy flavor that proved to be popular.

The management team believed this product (that


they nicknamed ABC Chips) had immense
potential, so they decided to test new ways to
increase sales and profitability. The team had a
long list of marketing-mix changes they wanted to
test, but money was tight, so Jon decided to keep
the test small. After some heated debate about
which one or two changes they should test, the
director of database marketing suggested an
3 MBMM 3005/RM 3005
alternative. He suggested that they use advanced
testing techniques to give them the freedom to test
more variables at the same speed and cost of
testing one or two variables alone. After agreeing
on the approach, Jon hired an expert from Lucid
View to guide them through the project.

Since every retail display, advertisement, and


promotion cost money, the team wanted to find the
few most profitable changes to implement.

Questions:

(a) What are the elements that can be tested?


(b) If you are the consultant how will you
implement the changes?

——————

4 MBMM 3005/RM 3005

You might also like