MBMK 01
III Semester M.B.A. (Marketing) Examination, June/July 2012
CONSUMER BEHAVIOUR
Time: 3 Hours
Max. Marks: 80
SECTION– A
Answer all sub-questions. Each question carries two marks.
(5x2=10)
1. a) What is experimentalism?
b) What is “extensive information seek” behavior?
c) Define customer satisfaction?
d) What is psychographic segmentation?
e) What is consumer movement?
SECTION – B
Answer any five questions. Each question carries seven marks.
(5x7=35)
2. Explain the uses of consumer behavior studies.
3. Distinguish the demand for durable and non-durable consumer goods.
4. Explain the various forms of reference groups.
5. Explain the various factors influence on the demand of a household durable goods.
6. Explain process of perception
7. Discuss the sources flow which a consumer identify his need/problem for buying a
good/service.
8. Explain the characteristics of Indian consumers.
SECTION – C
Answer any two questions. Each question carries ten marks.
(2x10=20)
9. Ability of a maker to satisfy customers depends on his ability in understanding
consumer” – Discuss.
10. Explain any one of the models of consumer behavior you are familiar with.
11. Explain the consumer equilibrium with the help of indifference curve.
12. Explain the stages involved in business buying decision.
SECTION – D
Answer any one question carrying fifteen marks.
(1x15=15)
13. Discuss the role of consumer behavioral studies in designing market segmentation
14. Explain the various theories of learning.
MBMK 02
III Semester M.B.A. (Marketing) Examination, June/July 2012
SALES PROMOTION MANAGEMENT
Time: 3 Hours
Max. Marks: 80
SECTION– A
Answer all sub-questions. Each question carries two marks.
(2x5=10)
1. a) Define sales promotion.
b) What is family life cycle?
c) What is Brand personality?
d) What is pull strategy?
e) Define positioning.
SECTION – B
Answer any five questions. Each question carries seven marks.
(5x7=35)
2
Explain socio-cultural influence on consumer behavior.
3
Explain the role of advertisement in creating brand awareness.
4
Explain the forms of communication channel used in consumer market.
5
Explain with examples pull and push strategies of marketers.
6
Explain the steps involved in designing advertisement for high involvement products.
7
Explain how, promotional strategies varies from product to services. Cite examples.
8
Explain the benefits of environmental scanning.
SECTION – C
Answer any two questions. Each question carries ten marks
9
(2x10=20)
Discuss the strengths and weakness of various elements of promotion mix.
10 As a Brand Manager, Explain the factors you consider while building a brand.
11 Explain the importance of sales promotion in positioning product.
12 Explain the consumer decision making process in investment decision.
SECTION – D
Answer any one question carrying fifteen marks
(1x15=15)
13. Describe the various factors influence on consumer behavior in buying durable products.
14. Describe the promotion mix strategy across buyer readiness stages.
MBMK 03
III Semester M.B.A. (Marketing) Examination, June/July 2012
MARKETING OF SERVICES
Time: 3 Hours
Max. Marks: 80
SECTION– A
1
Answer all sub-questions. Each question carries two marks.
(5x2=10)
a) Define customer relationship management.
b) What is service quality?
c) Define service marketing mix.
d) What are product support services?
e) What is market segmentation?
.
SECTION – B
Answer any five questions. Each question carries seven marks.
2
What are the challenges of service marketing?
3
What are the strategic issues in service marketing?
4
How product marketing is different services marketing?
5
What is the extended marketing mix of services marketing?
6
How the buyer’s behaviors affect the services marketing?
7
What are the various customer retention programs in an organization?
8
How do you market the tourism services in India?
(5x7=35)
SECTION – C
Answer any two questions. Each question carries ten marks.
9
Discuss the importance of CRM in banking sector.
10 Explain the role of advertising agencies in services marketing.
11 Discuss the trends in the services marketing in India
12 Discuss the process of building CRM strategy.
(2x10=20)
SECTION – D
Answer any one question carrying fifteen marks.
(1x15=15)
13. Discuss various components of CRM practices in hospitality sector with examples.
14. Give a detailed scheme of services classification in consumer and business market.