KELANA JAYA STUDY CENTRE by fcc15007

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									                         KELANA JAYA STUDY CENTRE
                 18-5 PLAZA CCL, JALAN PERBANDARAN SS6/12
                         KELANA JAYA URBAN CENTRE
                             47301 KELANA JAYA



                  BACHELOR OF BUSINESS ADMINISTRATION

                                 FINAL EXAMINATION
                                      JULY - 2002

COURSE TITLE          : RETAILING AND CHANNEL MANAGEMENT

COURSE CODE           : BKB 4124

DATE / DAY            : 18 November 2002

TIME                  : 9.00 a.m. to 12.00 p.m.

DURATION              : THREE HOURS



INSTRUCTIONS TO CANDIDATES


1. Do not open this Question Booklet until you are told to do so.

2. Read the instructions carefully before you attempt any question.

3. Answer all the questions in the Answer Booklet.




                  (This Question Booklet consists of 2 Printed Pages)
Instruction: Answer all of the questions below. Each question is allocated 20
marks.




1. Discuss the different characteristics of a Vertical Marketing System channel and a
   conventional channel. (8 marks) Compare and contrast the three (3) different types
   of Vertical Marketing System. (12 marks)


2. Pick your favourite store. Explain why (or why not) you believe it is in the best
   location, given its target market? (11 marks) Evaluate the store on whether it
   consider the three (3) objectives of designing a store. (9 marks)


3. What are the differences between a fashion, fad, and staple? How should a
   merchandise planner manage these types of merchandise differently? (10 marks)
   What is a private brand? Discuss the benefits of private brands to retailers. (10
   marks)


4. Define the meaning of customer service. Compare and contrast the customization
   and standardized approach of customer service. (10 marks) How do customers
   evaluate a retail service? Describe the four (4) factors that affect the service gap. (10
   marks)


5. Describe the five different types of nonstore retail formats. (10 marks) Discuss the
   advantages that electronic retailing offer to consumers over other existing retail
   formats. (10 marks)



                         END OF EXAMINATION QUESTIONS

								
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