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PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
INTERNAL ASSESSMENT TEST– 2
Answer Key
1 (a) What do you mean by culture & sub culture?
Culture is the sum total of learned beliefs, values, and customs that serve to regulate the
consumer behavior of members of a particular society.
Subculture is a subgroup of culture with its own, distinct modes of behavior
Subcultures can differ by: Ethnicity, Nationality, Age, Religion, Geographic distribution, Gender
(b) What is CRM? Explain the types of CRM.
“CRM is concerned with the creation, development and enhancement of individualised
customer relationships with carefully targeted customers and customer groups resulting in
maximizing their total customer life-time value”.
Types of CRM:
Operational
Analytical
Collaborative
(c) Explain classical conditioning & instrumental conditioning.
Classical Conditioning: A behavioral learning theory according to which a stimulus is paired with
another stimulus that elicits a known response that serves to produce the same response when
used alone.
Classical conditioning is viewed as the learning of associations among events that allows the
organism to anticipate and represent its environment.
From this viewpoint, classical conditioning is not reflexive action, but rather the acquisition of
new knowledge
Instrumental Conditioning: A behavioral theory of learning based on a trial-and-error process, with
MBA 3rd Semester (MARKETING)
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PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
habits forced as the result of positive experiences (reinforcement) resulting from certain responses or
behaviors.
Consumers learn by means of trial and error process in which some purchase behaviors result in more
favorable outcomes (rewards) than other purchase behaviors.
A favorable experience is instrumental in teaching the individual to repeat a specific behavior.
Like classical conditioning, instrumental conditioning requires a link between a stimulus and a response.
However, in instrumental conditioning, the stimulus that results in the most satisfactory response is the
one that is learned.
2 (a) What do you mean by cross cultural consumer analysis?
The effort to determine to what extent the consumers of two or more nations are similar or
different.
(b) Explain the 2 models of attitude.
Tri-component model
Multi-attribute attitude models examine attitudes in terms of selected product attributes or
beliefs.
The attitude-toward-object model
The attitude-toward-behavior model
MBA 3rd Semester (MARKETING)
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PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
(c) What do you mean by persuasive communication? How do you go about designing persuasive
communications?
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Communication is the unique tool that marketers use to persuade consumers to act in a
desired way.
•
Communication takes many forms: it can be verbal (either written or spoken), visual (an
illustration, a picture, a product demonstration, a frown), or a combination of the two.
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Communication can evoke emotions that put consumers in a more receptive frame of
mind, and it can encourage purchases that help consumers solve problems or avoid
negative outcomes.
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In short, communication is the bridge between marketers and consumers, and between
consumers and their sociocultural environments.
Steps:
Communications strategy
Target Audience
Media Strategy
Message Strategies
Message Structure & Presentation
3
Case Study
(a) Describe the 4 elements of Perception.
Sensation
Absolute threshold
Differential threshold
Subliminal perception
MBA 3rd Semester (MARKETING)
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PESIT Bangalore South Campus
Hosur road, 1km before Electronic City, Bengaluru -100
Department of MBA
(b) Mention the 6 advertising appeals.
Fear
Humor
Factual & Emotional
Abrasive advertising (Creating Unpleasant Memories)
Sex in advertising
Audience participation
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