Uttar Pradesh Technical University (UPTU) 2009-3rd Sem M.B.A --ester- Consumer Behaviour and keting Communication - Question Paper
MBA
(III sem) ODD semester theory exam
Consumer Behaviour and Marketing Communication
Printed Pages: 2 MBA034
(Following Paper ID and Roll No. to be filled in your Answer Book) Roll No.
PAPER ID : 7120
(SEM III) ODD SEMESTER THEORY EXAMINATION 2009-10 CONSUMER BEHAVIOUR & MARKETING COMMUNICATION
Time : $ Hours] [Total Marks: 100
Note : (1) Attempt all questions.
(2) All questions carry equal marks.
1 Attempt any four of the following : 5x4=20
(a) "Marketing of any product requires knowledge of consumer behaviour." - Explain with suitable example.
(b) Discuss the influence of culture and subculture on consumer's decision making process.
(c) Explain role of E-commerce in marketing communication with the help of suitable example.
(d) Describe the importance of word of mouth (WOM) communication in consumer behaviour.
(e) Explain diffusion process of an innovation with example.
(f) Differentiate between 'Personal Consumer1 and 'Organisational Consumer',
Define a 'Family'. What are its various types ? 20 Describe the relevance of different stages of family life cycle in consumer behaviour.
OR
What is consumer learning 1 Discuss its role in 20 consumer decision making process.
Explain post purchase dissonance and how it can 20 be reduced in case of mobile purchase.
OR
"Consumer feel satisfied only when value is more 20 than cost." Explain with example.
Explain the factors contributing to Integrated 20
Marketing Communication (IMC) and the challenges in IMC with suitable example,
OR
Discuss AIDAS concept with the help of example. 20
5 Write short notes on any two of the 10x2=20
following :
(a) STP strategies for advertising
(b) Objectives in media planing
(c) Persuasive and Reminder advertising
(d) Ethical and social issues in advertising.
JJ-7120] llllll II III IIIII II 2
[ 13100 ]
|
Attachment: |
| Earning: Approval pending. |
