NMIMS University 2005 Post Graduate Diploma Bank management Integrated keting Communications & Consumer Behaviour - Question Paper

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES(DEEMED UNIVERSITY)
DISTANCE LEARNING PROGRAMMES IN MANAGEMENT
MAY 2005 exam

INTEGRATED MARKETING COMMUNICATIONS & CONSUMER BEHAVIOUR
DBM / PGDBM I /DMM / PGDMM I

DATE : 13 / five / 2005
TOTAL MARKS: 100
TIME :10 AM TO one PM


part one - CONSUMER BEHAVIOUR ( 40 MARKS )

Fill in the blanks (Select the right answer) ( 20 )

1._____________ perspective says that consumers many a times buy products not because they are mentally convinced or because they feel good about purchasing the product but because of certain external pressures on them to comply.
a.Decision-making perspective
b.Experiential perspective
c.Behavioral influence perspective

2.____________ variables generate sensory input.
a.response
b.stimulus
c.modifying

3.The study of how consumers buy is the study ______________ .
a.Organization
b.Objective
c.Operations

4.____________ is superior segmentation basis when items reflects lifestyles or home maker role differences but does not cost much.
a.social class
b.income
c.occupation

5.___________ decision making refers to that where there is no consensus by most families on whether it is husband dominated.
a.autonomous
b.automatic
c.joint

six For deodorants, marketers are using ____________ benefit influence.
a.informational
b.utilitarian
c.value expressive

7 _________ are the last people to adopt an innovation.
a.latents
b.laggards
c.late majority

8 Opinion leaders are ____________ users of the product of which they are opinion leaders.
a.heavy
b.light
c.medium

9 Involvement properties are intensity, direction and ___________.
a.activity
b.force
c.persistence

10 Maslow's ___________ theory explains how individuals have 5 levels of needs.
a.need hierarchy theory
b.motive arousal
c.involvement

11 ___________ image defines how individuals feel others see them .
a.ideal social self
b.ideal self
c.social self

12 __________ operates on reality principle.
a.ego
b.super ago
c.Id

13 The least level at which individuals experience sensation is called __________.
a.subliminal perception
b.differential threshold
c.absolute threshold

14 Incomplete task is better remembered than complete task this is called __________ .
a.zeigernik effect
b.halo effect
c.subjectivity

15 ____________ is based on trial and fault learning.
a.instrumental conditioning
b.classical conditioning
c.cognitive learning

16 A belief is a/an _____________ thought that a person holds about something.
a.emotional
b.rational
c.descriptive

17 The conative component in the tri-component attitude model measures__________.
a.emotional feelings
b.descriptive thoughts
c.the tendency to buy

Earning:   Approval pending.