1. Define Retailing and briefly discuss the functions of the retailer.

2. What is the purpose of developing a formal retail strategy? How could a strategic
plan be used by a local restaurant chain?

3. Explain why would one retailer seek to be part of an exclusive distribution channel
while another seeks to be part of an intensive distribution channel?

4. Describe which aspects of a stores exterior are controllable by the retailer and
which are uncontrollable? Why is it sometimes difficult for a retailer to convey its
image to consumers?

6. Explain the wheel of retailing. Is this theory applicable today? Why or why not?

7. What strategic emphasis should be used by institutions in the growth stage of the
retail life cycle compared with the emphasis by institutions in the maturity stage?

8. A drugstore chain has decided to open outlets in a combination of isolated

locations, unplanned business centers, and planned shopping centers.
Comment on this strategy.

9. If a retail area is acknowledged to be saturated, what does this signify for

existing retailers? For prospective retailers considering this area?

10. Explain why the choice of an appropriate location is critical in retailing

11. You are the new member joining the marketing team of a large retail store. The
team of shop assistants (helpers) ask you to explain to them the following:
i. the vast array of products that consumers buy and why you classify them on
the basis of shopping habits.

ii. the difference between merchandising and buying

Provide your explanation to the helpers using simple language as the helpers do not
understand jargons.

12. Why would a retailer use mystery shoppers rather than other forms of
observation? Are there any instances when you would not recommend their use?
Why or why not?

13. Explain what is Service and the three components a service value proposition
must address and integrate?

14. Describe how the three-stage model of service consumption could explain
consumer behaviour in a low-contact service like investing e.g. over the internet.

15. What are the five powerful forces transforming the service landscape and what
impact do they have on the service economy?

16. Describe the four broad categories of services, and provide examples for each
of them.

17. Explain the three-stage model of service consumption.

18. Describe what is meant by adequate service, predicted service, and zone of
tolerance.
19. Describe how airlines utilize revenue management to enhance profitability.

20. How can firm develop effective service marketing strategies?

21. Describe the differences between traditional marketing communication

strategies and service business communication strategies.

22. Discuss the potential company benefits, potential customer benefits, and
challenges and limitations of the direct service approach to managing the
service delivery process.

23. Explain why Service employees are so important to customers and the firms
competitive positioning in a service context

24. Explain how service staff contribute to the success of a service firm

25. What is Customer Satisfaction and explain the three basis of comparison of
satisfaction judgements

26. How can firms overcome some of the negative feelings that customers have
about waiting and how an effective reservation system can help?

27. What could a firm do to make it easy for dissatisfied customers to complain?