SCHEME OF EVALUATION
DRIVE
PROGRAM
SUBJECT CODE & NAME
BK ID
CREDIT & MARKS
Q.No
1
WINTER 2014
MBADS (SEM 3/SEM 5)
MBAFLEX/ MBA (SEM 3)
PGDMMN (SEM 1)
MK0012- Retail Marketing
B1723
4 Credits, 60 marks
Questions
Marks
Total Marks
Describe the general characteristics of consumers and explain the classification of retail
consumers based on shopping. (unit 4)
Define Retailing
2
General characteristics of consumers
3
classification of retail consumers based on shopping 5
10
2
Describe the Retail Buying Process in brief.(unit 4)
2
Definition of retailing
Explanation of retail buying process
8
3
4
Explain the Retail Merchandising Management (RMM) in brief. (Unit 7)
Definition of Retail Merchandising
3
Steps involved in RMM
7
10
What is E-tailing? Describe the advantages and disadvantages of E-tailing. (Unit 13)
Definition of E-tailing
2
Advantages and Disadvantages of E-tailing
8
10
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. (Unit 10)
Explanation of pricing in Retail
2
Retail Pricing strategies
8
10
6
Describe any three Rural retail strategies in brief. (Unit 14)
Definition of Rural retail
2
Any three Rural retail strategies
8
10
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.