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RETAILING MARKETING AND COMMUNICATION

DIPLOMA IN RETAILING/BBA IN RETAILING 


Term-End Examination


June, 2010 


BRL-002: RETAILING MARKETING


AND COMMUNICATION


Time: 2 hours                                                         Maximum Marks 50


                                                                                   

Note:        (i) Attempt any five questions.

  1. What is 'Retailing' ? Discuss the retail strategy and structure. 2+8



  1. What are consumer's shopping behaviour patterns ?Describe the stages of consumer decision making process. 4+6



  1. Discuss the role of information technology in personal selling.   10



  1. (a) Explain the Retail promotions and communication process.


(b) Discuss the objectives of Retail Promotion mix.   5+5

  1. What is Retail advertising? Briefly discuss fundamentals of advertising. 2+8



  1. What do you mean by sales promotion? Explain retail promotion techniques. 5+7



  1. Discuss the various objectives of in-store promotion.     10



  1. Explain the factors which affect consumer/ shopper decision-making process. 10



  1. Write short notes on any two of the following :    5+5



  • Product positioning

  • Media of Retail Advertising

  • The effective sales person

  • Personal selling process

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