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MK0012—Retail Marketing


Master of Business Administration- MBA Semester 1

MK0012—Retail Marketing-4 Credits

(Book ID: B1723)

Assignment (60 Marks)

Note: Answer all questions (with 300 to 400 words each) must be written within 6-8 pages. Each Question carries 10 marks 6 X 10=60

Q1. Define e-tailing. Explain the future of electronic retailing.

Answer. E-tailing is the selling of retail goods on the Internet. Short for “electronic retailing,” and used in Internet discussions as early as 1995, the term seems an almost inevitable addition to e-mail, e-business, and e-commerce. E-tailing is synonymous with business-to-consumer (B2C) transaction. Electronic retailing (e-tailing) is a buzzword for any business-to-consumer (B2C) transactions that take place over the Internet. Simply put, e-tailing is the sale of goods online. Companies like Amazon and Dell created the online retail industry by putting the entire


Q2. Explain the factors which are leading to the growth of retail sector.

Answer. Factors Affecting Growth of Retail Sector in India:

  1. 1.      Increase in per capita income: Per capita Income means how much an individual earns, of the yearly income that is generated in the country through productive activities. India has marked growth in per capita income by 10.5% which shows tremendous increase in GNP (Gross National Product) of the country. Increase in per capita income reflects hike in income of


Q3. Describe the tools of integrated marketing communication.

Answer. An approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other.

As defined by the American Association of Advertising Agencies, integrated marketing communications “recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling,


Q4. Discuss the Retail pricing strategies.

Answer. Pricing of a product is vital for a retailer. It determines the profit and is one of the major marketing mix tools. Therefore retailers have to be very careful while choosing the pricing strategy to achieve profit goal. They need to design good pricing strategy for particular brands, categories, stores and markets. Two key elements in factoring product cost are the cost of goods and operating expenses. The costs of goods include the price paid for the product, plus


Q5. Write short notes on:

A. Types of retail store location with examples (any five)

B. Factors affecting retail store location (any five)

Answer. A. Types of Retail Store:

1. Shopping Center

Strip malls and other attached, adjoining retail locations will also have guidelines or rules for how they prefer their tenants to do business. These rules are probably more lenient than a mall, but make sure you can live with them before signing a lease.

B. Factors Affecting:

 1. Demographic Characteristics

Demography is the study of population characteristics that are used to describe consumers. Retailers can obtain information about the consumer’s age, gender, income, education, family characteristics, occupation, and many other items.


Q6. Write short notes on:

A. Classification of retail consumers based on shopping.

B. Types of buying behavior

Answer. A. To face the challenge of building customer loyalty, we need to break down shoppers into five main types:

  • Loyal Customers: They represent no more than 20 percent of our customer base, but make up more than 50 percent of our sales.
  • Discount Customers: They shop our stores frequently, but make their decisions based on the size of our markdowns.


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