Observation

This is an application question. Most candidates who attempted this question did not provide the required responses. Some of their answers were; standard of the product, competitors’ price and the likes for question 1a. For question 1b, some candidates provided the required responses while other did not. They stated the personal qualities of the merchandizer in place of her function as required by the question.

The expected responses are:

1. Elements that would qualify the company’s products to be merchandised at a retail outlet
   1. The products should have a price/price tag.
   
   
   2. The products should be well packaged to protect and promote them.
   
   
   3. The products should be well branded to differentiate them from those of competitors.
   
   
   4. The products should be well labeled to provide the necessary information to potential buyers.
   
   
   5. The size, weight and durability of the product would qualify it to be merchandized at a retail outlet.
   
   
   6. The product should meet government stipulated standards.
   
   
2. Functions Miss Okon would perform as a merchandiser
   1. She would help in the attractive display of products at the retail store to increase sales.
   
   
   2. She would plan product layout to encourage impulse buying at the retail store.
   
   
   3. She would ensure that there would be no loss of sales through proper inventory management.
   
   
   4. She would gather information at the retail level on consumers’ reactions to company’s products.
   
   
   5. She would assist in planning the company’s sales budget.
   
   
   6. She would promote customers’ loyalty by offering price reduction/discounts.
   
   
   7. She would promote the company’s brand and products.
   
   
   8. She would enhance the company’s image by positioning the company’s products in the minds of customers.
   
   
   9. She would conduct sales promotion on behalf of the company at the retail store.
   
   
   10. She would determine how often consumers buy a particular product.
   
   
   11. She would identify competing products in the market.
   
   
   12. She would identify business opportunities.
   
   
   13. She would sell the company’s products.
   
   
   14. She would package goods purchased by customers.
   
   
   15. She would serve as an intermediary between the company and customers.