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ASSIGNMENT
DRIVE WINTER
PROGRAM/SEMESTER
SUBJECT CODE & NAME
BK ID
CREDITS
MARKS
2013
MBADS – (SEM 3/SEM 5) / MBAN2 / MBAFLEX – (SEM 3) /
MK0012- RETAIL MARKETING
B 1723
4
60
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.
Q1. What are the classifications of retail customers based on shopping?
Answer : In the retail industry, it seems as though we are constantly faced with the issue of trying to
find new customers. At one time or another, we have all become obsessed with making sure our
advertising, displays, and pricing all “scream out” to attract them.
Types of retail customers based on shopping:
Loyal Customers: Naturally, we need to be communicating with these customers on a regular basis
by telephone, mail, email, etc. These people are the
Q2 Explain Retail EST Model with an example.
Answer : In developing the strategy of companies doing business in the retail industry, we use the
model of 'The Est' (McMillLab | Doolittle). Model positioning 'The Est' for retailers derived from the
word 'best', which suggests the need to be the best for their customers in a particular aspect of the
retail business. According to this model, the retailer should strive to be the best in one of the
categories for specific groups of customers, rather than trying to be the best in everything and
everyone. To do this, it is often necessary
Q3 “Retail merchandising refers to the process used to conduct retail sales.” Explain
Answer : Retail merchandising is the process used in order to conduct retail sales. As part of the
process, the merchandiser pays close attention to the types of products offered for sale, how to best
present those products to consumers, and determining what is a reasonable retail price for each unit

2. sold. While retailers have traditionally engaged in the task of retail merchandising in a physical
location, the Internet has now made it possible to apply these same basic principles in a virtual
setting.
Q4 Elaborate the upcoming tools used in Integrated Marketing Communication.
Answer : Definition of Integrated marketing communication :
Integrated Marketing Communication (IMC) is a term that emerged in the late 20th century
regarding application of consistent brand messaging across myriad marketing channels. The term
has varying definitions depending upon the source cited. These definitions continue to form an
ongoing discussion in marketing - and therefore are included here for review, as the differences in
these discussions can play a part in how IMC is
Q5 “Selling globally opens up the way to lucrative large-business customers.” Explain
Answer : Even before the U.S. entered a period of souring consumer confidence and slowing sales
growth at home, several U.S.-based retailers were looking internationally for growth. Over the last
decade or more, however, many retailers have realized that expansion by building physical locations
abroad can be risky, expensive and time-consuming.
As a result, retail executives today are instead considering using their company`s online retail
channel to see how the brand and its products are
Q6 Write short notes on:
Answer :
a) Enterprise Resource Planning (ERP)
Answer : ERP is short for enterprise resource planning. Enterprise resource planning (ERP) is business
process management software that allows an organization to use a system of integrated applications
to manage the business and automate back office functions. ERP software integrates all facets of an
operation, including product planning, development
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )