Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2015 Winter 3rd Sem 2830014 Retail Operations Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? EXAMINATION ? WINTER 2015
Subject Code: 2830014 Date: 02/12/2015
Subject Name: Retail Operations
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Question Text and Option
Q.1 (a) Objective Questions 6
1.
Which one of the following is not a right method for dividing retailers?
A. Variety &
Assortment
B. Services offered
C. Type of
merchandise
D. Supply chain management
2.
The ____________is the geographic area encompassing most of the
customers who would patronize a specific retail site ?
A. Trade Area B. Store site
C. Outlet center D Store Layout
3.
When consumer buy products and/or brands they had not planned on buying
before entering a store , are known as _________________ purchases by the
consumer ?
A. Frequent B. Continuous
C. Impulse D. Routine
4.
Which one of the following is not a store design objective?
A. Implement the
retailer's strategy
B. Provide flexibility
C. Meet Legal
requirements
D. Employee Convenience
5.
SKUs in retailing stands for
A. Sold Keeping
Units
B. Stock Keeping Units
C. Stock Known
Undertakings
D. None of the above
6.
When people are segmented on the basis of how they live , how they spend
their time and money , what activity they pursue and their attitudes and
opinions about the world in which they live is known as______________
A. Geographic
segmentation
B. Life style segmentation
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? EXAMINATION ? WINTER 2015
Subject Code: 2830014 Date: 02/12/2015
Subject Name: Retail Operations
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Question Text and Option
Q.1 (a) Objective Questions 6
1.
Which one of the following is not a right method for dividing retailers?
A. Variety &
Assortment
B. Services offered
C. Type of
merchandise
D. Supply chain management
2.
The ____________is the geographic area encompassing most of the
customers who would patronize a specific retail site ?
A. Trade Area B. Store site
C. Outlet center D Store Layout
3.
When consumer buy products and/or brands they had not planned on buying
before entering a store , are known as _________________ purchases by the
consumer ?
A. Frequent B. Continuous
C. Impulse D. Routine
4.
Which one of the following is not a store design objective?
A. Implement the
retailer's strategy
B. Provide flexibility
C. Meet Legal
requirements
D. Employee Convenience
5.
SKUs in retailing stands for
A. Sold Keeping
Units
B. Stock Keeping Units
C. Stock Known
Undertakings
D. None of the above
6.
When people are segmented on the basis of how they live , how they spend
their time and money , what activity they pursue and their attitudes and
opinions about the world in which they live is known as______________
A. Geographic
segmentation
B. Life style segmentation
C. Geo-demographic
segmentation
D. Demographic segmentation
Q.1 (b) Short / Definition Questions
1. Planograms
2. Vending Machine Retailing
3. Third Party Logistics
4. Customer Value
04
Q.1 (c) Explain the functions performed by the Retailers? 04
Q.2 (a) Explain the Non-store retailing with the help of right examples 07
(b) Suppose you have been appointed as Retail Expansion Manager by a
corporate retail group. What growth strategies you would follow to
expand the business of the corporate?
07
OR
(b) What strategies / course of action should be followed by a Retail
Manager to Evaluating a site for setting-up a retail store?
07
Q.3 (a) Explain the consumer buying process at a retail store? 07
(b) What are the other options available to a retail manager for setting-up a
store, apart from the high cost locations and sites .
07
OR
Q.3 (a) What is Trade area ? What are the factors affecting the size of trade
area ?
07
(b) Suppose you have been appointed as a consultant for fixing the prices.
What factors you will focus on setting the retail prices?
07
Q.4 (a) What is pricing strategy? What are the basic retail pricing strategies ?
Explain the advantage and disadvantage of each pricing strategy?
07
(b)
Explain the GAPS Model of improving service quality? How an effective
customer service strategy could cut a retailer's costs.
07
OR
Q.4 (a) Explain the Store design objectives, with the help of suitable examples? 07
(b) As a manager of o large department store, how would you Store
Atmospherics?
07
FirstRanker.com - FirstRanker's Choice
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? EXAMINATION ? WINTER 2015
Subject Code: 2830014 Date: 02/12/2015
Subject Name: Retail Operations
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Question Text and Option
Q.1 (a) Objective Questions 6
1.
Which one of the following is not a right method for dividing retailers?
A. Variety &
Assortment
B. Services offered
C. Type of
merchandise
D. Supply chain management
2.
The ____________is the geographic area encompassing most of the
customers who would patronize a specific retail site ?
A. Trade Area B. Store site
C. Outlet center D Store Layout
3.
When consumer buy products and/or brands they had not planned on buying
before entering a store , are known as _________________ purchases by the
consumer ?
A. Frequent B. Continuous
C. Impulse D. Routine
4.
Which one of the following is not a store design objective?
A. Implement the
retailer's strategy
B. Provide flexibility
C. Meet Legal
requirements
D. Employee Convenience
5.
SKUs in retailing stands for
A. Sold Keeping
Units
B. Stock Keeping Units
C. Stock Known
Undertakings
D. None of the above
6.
When people are segmented on the basis of how they live , how they spend
their time and money , what activity they pursue and their attitudes and
opinions about the world in which they live is known as______________
A. Geographic
segmentation
B. Life style segmentation
C. Geo-demographic
segmentation
D. Demographic segmentation
Q.1 (b) Short / Definition Questions
1. Planograms
2. Vending Machine Retailing
3. Third Party Logistics
4. Customer Value
04
Q.1 (c) Explain the functions performed by the Retailers? 04
Q.2 (a) Explain the Non-store retailing with the help of right examples 07
(b) Suppose you have been appointed as Retail Expansion Manager by a
corporate retail group. What growth strategies you would follow to
expand the business of the corporate?
07
OR
(b) What strategies / course of action should be followed by a Retail
Manager to Evaluating a site for setting-up a retail store?
07
Q.3 (a) Explain the consumer buying process at a retail store? 07
(b) What are the other options available to a retail manager for setting-up a
store, apart from the high cost locations and sites .
07
OR
Q.3 (a) What is Trade area ? What are the factors affecting the size of trade
area ?
07
(b) Suppose you have been appointed as a consultant for fixing the prices.
What factors you will focus on setting the retail prices?
07
Q.4 (a) What is pricing strategy? What are the basic retail pricing strategies ?
Explain the advantage and disadvantage of each pricing strategy?
07
(b)
Explain the GAPS Model of improving service quality? How an effective
customer service strategy could cut a retailer's costs.
07
OR
Q.4 (a) Explain the Store design objectives, with the help of suitable examples? 07
(b) As a manager of o large department store, how would you Store
Atmospherics?
07
Q.5 Case Study
Fresh Ideas in Grocery Store Layout
Research conducted by faculty at the Wharton School at the University of
Pennsylvania tracked and studied consumer's behavior as they were food
shopping. The study was conducted at a west coast supermarket where the
bottoms of grocery carts were equipped with radio frequency
identification(RFID) devices that allowed the travel pattern of individual
shoppers to be recorded. the RFID tags helped to track how long customers
spent shopping , where they went in the store , and how many items they
purchased.
The result of the study showed that shoppers move through the store in a
different way than retailers had expected. people do not weave sequentially
up and down through every aisle but instead move in a clockwise direction ,
stick to the perimeter of the store and skip entire sections. therefore , many
customers never see merchandise in the center of the aisle , and end-of-aisle
displays are specially important promotion tools.
More time should be spent store layout in the grocery store industry to meet
shopper's needs and purchasing patterns. customers are making more quick
trips to the food store. they are deciding what to serve for dinner on the way
home from work and only purchasing what they for the next day or two. The
once-per-week stock-up trip , which takes 55 minutes or more , accounts for
only 10 percent of all grocery store visits.
Based on the Food Marketing Institute's annual "U.S. Grocery Shoppers
Trends" report , Americans go to food stores on average 2.2 times a week.
Nearly two-thirds of shoppers visit the grocery store three or four times per
week. on average , each U.S. household spends $92.50 per week at the food
store. more than half of those surveyed shop multiple channels , including
discounters and warehouse club for groceries. The report also found that 54
percent of shoppers make a list. Lastly , younger shoppers felt that self-
checkout is an important feature when selecting a food store.
Grocery retailers have seen the following key trends affecting the Industry ,
which call for related improvements in the store
? Time-strapped customers ? grouping items together , offering meal
solutions , and improving checkout for speed and convenience.
? Competition for customer loyalty ? offering bonus programs and
private-label brands
? Increased pressures from discounters ? differentiating the store on
benefits other than price
? Growing Interest in nutrition ? Providing health information, fresh
produce and meat, and organic options.
? Internet shopping ? Giving technologically savvy shoppers the
opportunity to place orders and shop online.
Questions :
1. How is the supermarket that you shop at most frequently laid out?
Describe the store's entry, departments around the perimeter, dry goods,
frozen foods, special displays, and checkout?
2. Based on the information in the case and your own shopping behavior,
what store layout and design features would improve the supermarket and
make the experience more enjoyable and convenient for shoppers and more
profitable for retailers?
14
FirstRanker.com - FirstRanker's Choice
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3? EXAMINATION ? WINTER 2015
Subject Code: 2830014 Date: 02/12/2015
Subject Name: Retail Operations
Time: 10.30 AM TO 01.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Question Text and Option
Q.1 (a) Objective Questions 6
1.
Which one of the following is not a right method for dividing retailers?
A. Variety &
Assortment
B. Services offered
C. Type of
merchandise
D. Supply chain management
2.
The ____________is the geographic area encompassing most of the
customers who would patronize a specific retail site ?
A. Trade Area B. Store site
C. Outlet center D Store Layout
3.
When consumer buy products and/or brands they had not planned on buying
before entering a store , are known as _________________ purchases by the
consumer ?
A. Frequent B. Continuous
C. Impulse D. Routine
4.
Which one of the following is not a store design objective?
A. Implement the
retailer's strategy
B. Provide flexibility
C. Meet Legal
requirements
D. Employee Convenience
5.
SKUs in retailing stands for
A. Sold Keeping
Units
B. Stock Keeping Units
C. Stock Known
Undertakings
D. None of the above
6.
When people are segmented on the basis of how they live , how they spend
their time and money , what activity they pursue and their attitudes and
opinions about the world in which they live is known as______________
A. Geographic
segmentation
B. Life style segmentation
C. Geo-demographic
segmentation
D. Demographic segmentation
Q.1 (b) Short / Definition Questions
1. Planograms
2. Vending Machine Retailing
3. Third Party Logistics
4. Customer Value
04
Q.1 (c) Explain the functions performed by the Retailers? 04
Q.2 (a) Explain the Non-store retailing with the help of right examples 07
(b) Suppose you have been appointed as Retail Expansion Manager by a
corporate retail group. What growth strategies you would follow to
expand the business of the corporate?
07
OR
(b) What strategies / course of action should be followed by a Retail
Manager to Evaluating a site for setting-up a retail store?
07
Q.3 (a) Explain the consumer buying process at a retail store? 07
(b) What are the other options available to a retail manager for setting-up a
store, apart from the high cost locations and sites .
07
OR
Q.3 (a) What is Trade area ? What are the factors affecting the size of trade
area ?
07
(b) Suppose you have been appointed as a consultant for fixing the prices.
What factors you will focus on setting the retail prices?
07
Q.4 (a) What is pricing strategy? What are the basic retail pricing strategies ?
Explain the advantage and disadvantage of each pricing strategy?
07
(b)
Explain the GAPS Model of improving service quality? How an effective
customer service strategy could cut a retailer's costs.
07
OR
Q.4 (a) Explain the Store design objectives, with the help of suitable examples? 07
(b) As a manager of o large department store, how would you Store
Atmospherics?
07
Q.5 Case Study
Fresh Ideas in Grocery Store Layout
Research conducted by faculty at the Wharton School at the University of
Pennsylvania tracked and studied consumer's behavior as they were food
shopping. The study was conducted at a west coast supermarket where the
bottoms of grocery carts were equipped with radio frequency
identification(RFID) devices that allowed the travel pattern of individual
shoppers to be recorded. the RFID tags helped to track how long customers
spent shopping , where they went in the store , and how many items they
purchased.
The result of the study showed that shoppers move through the store in a
different way than retailers had expected. people do not weave sequentially
up and down through every aisle but instead move in a clockwise direction ,
stick to the perimeter of the store and skip entire sections. therefore , many
customers never see merchandise in the center of the aisle , and end-of-aisle
displays are specially important promotion tools.
More time should be spent store layout in the grocery store industry to meet
shopper's needs and purchasing patterns. customers are making more quick
trips to the food store. they are deciding what to serve for dinner on the way
home from work and only purchasing what they for the next day or two. The
once-per-week stock-up trip , which takes 55 minutes or more , accounts for
only 10 percent of all grocery store visits.
Based on the Food Marketing Institute's annual "U.S. Grocery Shoppers
Trends" report , Americans go to food stores on average 2.2 times a week.
Nearly two-thirds of shoppers visit the grocery store three or four times per
week. on average , each U.S. household spends $92.50 per week at the food
store. more than half of those surveyed shop multiple channels , including
discounters and warehouse club for groceries. The report also found that 54
percent of shoppers make a list. Lastly , younger shoppers felt that self-
checkout is an important feature when selecting a food store.
Grocery retailers have seen the following key trends affecting the Industry ,
which call for related improvements in the store
? Time-strapped customers ? grouping items together , offering meal
solutions , and improving checkout for speed and convenience.
? Competition for customer loyalty ? offering bonus programs and
private-label brands
? Increased pressures from discounters ? differentiating the store on
benefits other than price
? Growing Interest in nutrition ? Providing health information, fresh
produce and meat, and organic options.
? Internet shopping ? Giving technologically savvy shoppers the
opportunity to place orders and shop online.
Questions :
1. How is the supermarket that you shop at most frequently laid out?
Describe the store's entry, departments around the perimeter, dry goods,
frozen foods, special displays, and checkout?
2. Based on the information in the case and your own shopping behavior,
what store layout and design features would improve the supermarket and
make the experience more enjoyable and convenient for shoppers and more
profitable for retailers?
14
OR
Borders Bookstore : A Merchandise Display Problem
Michae Chaim , General Manager of the Borders Bookstore in Madison ,
Wisconsin , was proud of his store. located in a city that has one of the highest
levels of book purchases per capita , chaim felt Border's selection, services, and
location near the 40,000- student university served the community well. Even
with competitive pressure from the newly opened Barnes & Noble on the west
side of the town , his bookstore/cafe was often a busy place.
Chaim was taken aback when an article in a widely read alternative newspaper
criticized the bookstore's merchandise arrangement as being prejudiced. The
store carries a large selection of literature and poetry, but it separates some
specialty categories, such as African American literature, gay and lesbian
literature, and feminist literature, from the general literature and poetry
sections. In part, this arrangement reflects Borders' college town roots in Ann
Arbor, Michigan, where specialty collections were established to match course
offerings.The article described this arrangement as "ghettoizing" authors who
were not white males, though some female authors were in the general literature
and poetry sections. The article and some follow-up letters to the newspaper's
editor derided Borders for the few "nontraditional" authors who made it into the
general literature collection.
They felt that these African American, homosexual , Native American , and
other nontraditional writers probably would not have been separated from the
general collection had the management known the literature better. While
Madison is known as a very liberal community, chaim thought the accusation
was unfair. He strongly believed that he was doing his customers a service in
highlighting authors and literary genres that might be overlooked in a large, no
differentiated collection. More immediately, he knew that he should respond to
the article's accusations.
Questions
1. 1 Although Chaim has several options, one is to duplicate the titles that
could be shelved in either the general literature section or in a specialty
collection. What are the advantages and disadvantages of this tactic?
2. The borders store described in this case is in a college town. How
should the merchandise be arranged in a different location, such as
suburban residential location or a more urban setting?
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This post was last modified on 19 February 2020