CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
SMUAPR15
ASSESSMENT_CODE MB0046_SMUAPR15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
9788
QUESTION_TEXT
Explain the marketing research process
1.Identify the marketing problem (2 Marks)
2.Developing marketing research plan (2 Marks)
3.Designing marketing research strategy (2 Marks)
SCHEME OF EVALUATION
4.Collection of data (2 Marks)
5.Analysis of collected data (1 Mark)
6.Preparation of report (1 Mark)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
9789
QUESTION_TEXT
Explain the Maslow’s need Hierarchy Theory
1.Physiological needs (2 Marks)
2.Safety needs (2 Marks)
SCHEME OF EVALUATION 3.Social needs (2 Marks)
4.Esteem needs (2 Marks)
5.Self-actualization needs (2 Marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73190
QUESTION_TEXT What is brand equity? Discuss the various components of brand equity.
SCHEME OF
EVALUATION
Brand equity is the added value that the consumer assigns to the
products and services. It is an arrangement of brand assets and
liabilities linked to a brand, its name, and symbol that put in or
subtract the value provided by a product or service to an
organisation and /or to that organisations customer. (2 marks)
These equity components can be grouped into the following
categories. . (Each point carries 2 marks)
1. Brand loyalty: Brand loyalty is the situation in which consumers
repeatedly prefer and continue to purchase the same brand within a
product or service category. Brand loyalty is one of the important
bases of equity creation. Six distinctive conditions are necessary for
brand loyalty. They are , Bias, behavioural reaction, expressed over
time, by any decision making unit, in relation to one or more
alternative brands and is a functional task of psychological
processes.
2. Brand awareness: brand awareness is the ability to identify a
brand under different conditions. It includes brand recognition and
brand recall. Brand recognition is known as the capacity to verify
prior exposure and recall is the capacity to consider the brand when
a product category is thought about. This type of awareness is
necessary for a brand to be included in the decision process.
3. Perceived quality: the quality may be objective or perceived. The
objective quality indicates the actual superiority of product or
service though the perceived quality is perception of excellence of a
product or service in relation to its intended function. Perceived
quality is customer based a customer may satisfied with poor
quality. Satisfaction is determined by expectations.
4. Brand associations: the customer associates the attribute of the
brand with his/her belief. Attributes are descriptive features which
are used to characterise a product or service. The attributes may be
differentiated on the basis of how directly they are associated with
the performance of the product or service
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73193
QUESTION_TEXT
Explain the various characteristics that affect the consumer
buying behavior?
SCHEME OF
EVALUATION
Influence of cultural factors
Culture
Subculture
Social class
Influence of social factors
Reference group
Family
Role and status
Influence of personal factors
Psychological factors
Motivation
Perception
Selective attention
Selective distortion
Selective retention
Learning
Attitude
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73197
QUESTION_TEXT
Briefly explain the tools and techniques of sales and
promotion.
SCHEME OF
EVALUATION
Sales promotions directed at consumers
3.5M
Sales promotions directed at trade partners 3.5M
Sales promotions directed at sales force 3M
with explanation
QUESTION_T
DESCRIPTIVE_QUESTION
YPE
QUESTION_I
D
126172
QUESTION_T
Differentiate between selling and marketing concepts.
EXT
SCHEME OF
EVALUATIO
N
Differences Between Selling and Marketing Concepts