This paper concentrates on the primary theme of Most retail management, such as supermarkets and department stores, are concerned with mass markets. That being the case, why do retailers still need to use the Segmentation, Targeting and Positioning (STP) concepts? in which you have to explain and evaluate its intricate aspects in detail. In addition to this, this paper has been reviewed and purchased by most of the students hence; it has been rated 4.8 points on the scale of 5 points. Besides, the price of this paper starts from £ 40. For more details and full access to the paper, please refer to the site.
PEOPLE
IN RETAIL: A CUSTOMER FOCUS
Instructions to candidates:
a) Time
allowed: Three hours (plus an extra ten minutes’ reading time at the start – do
not write anything during this time)
b)
Answer any FIVE questions
c) All
questions carry equal marks. Marks for each question are shown in [ ]
1. Most
retail management, such as supermarkets and department stores, are concerned
with mass markets. That being the case, why do retailers still need to use the
Segmentation, Targeting and
Positioning
(STP) concepts? [20]
2. What
is the importance of post-purchase evaluation in the purchasing process to the
retailer? Discuss how the retailer may ensure that customer evaluation is
positive. [20]
3. Do
customer loyalty schemes actually work? Discuss, with reference to TWO loyalty
schemes of your choice. [20]
4. What
is the link between marketing and customer focus? [20]
5. What
are the key elements of customer service? Relate your answer to a retailer of
your choice. [20]
6. What
is the role of market research in customer service? [20]
7. How
can customer service give retailers a competitive advantage? Discuss, with
reference to TWO niche retailers of your choice. [20]
8.
Write a report to the management of a retailer of your choice, arguing that the
retailer should concentrate on service levels as well as low prices, even in a
recession. Back up your argument with current examples from a retail sector of
your choice. [20]