Elective: Retail Management (Part - I)

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National Institute of Business Management

Chennai - 020

EMBA/ MBA

Elective: Retail Management (Part - I)

Attend any 4 questions.  Each question carries 25 marks

(Each answer should be of minimum 2 pages / of 300 words)

Question 1. Describe the problems in Retail Selling.

Answer : 1. Problem of Lookers:

All those visitors who enter the shop cannot be called as customers. Good may prospects visit the retail outlet with no intention of buying. These prospects are the persons who are ^indulging in "delightful" shopping. Such casual lookers or visitors extend their keen interests in the display of goods.

Similarly, there are customers who move from

Question 2. Explain the role of advertisement in the promotional mix of a store.

Answer : The promotional mix is the blend of methods used by a company to deliver company, brand and product messages to target customers. Advertising, public relations, direct marketing and selling are common components of a complete promotional mix. Advertising is generally one of the most important promotion methods and the one with the largest budget.

Question 3. What are the criteria’s to be kept in mind while making a Advertising Budget? Explain.

Answer : Advertising budgets are often thought of as huge expenditures with vague returns. Firms think about the size or the bigness of the money spent and not quiet often is the effectiveness of the spending taken into consideration. Managers see the Advertising expenses as cutting into profits. But advertising budget should not be considered as

Question 4. What is the impact of derived demand in a high-tech industry?Explain..

Answer :

Question 5. Define Communication applied to retailing. Explain the different communication channels.

Answer : Retailers' communication strategies evolve as consumer media changes. Traditionally, retailers run advertisements and promotions to attract customers to the store. The introduction of loyalty cards gave retailers an opportunity to communicate regularly and build relationships with customers. The growth of social media and mobile communications is opening up new channels to interact with customers and make timely offers when they are close to your store.

Awareness

Question 6. Explain the basic differences of leadership styles between a boss and a leader?

Answer :

25 x 4=100 marks

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