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    Communication Behaviour 2012-13

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    akash pandey
    The document discusses various topics related to consumer behavior and marketing communication. It contains 6 short answer questions and 4 long answer questions. The short answer questions cover topics like the difference between personal and organizational consumers, lifestyle segmentation, situational factors in buying, and the role of e-commerce in marketing communication. The long answer questions require discussion of concepts like consumer learning and its role in decision making, implications of perception on consumer behavior, integrated marketing communication, and value and satisfaction.

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    Communication Behaviour 2012-13

    Uploaded by

    akash pandey
    68 views1 page
    The document discusses various topics related to consumer behavior and marketing communication. It contains 6 short answer questions and 4 long answer questions. The short answer questions cover topics like the difference between personal and organizational consumers, lifestyle segmentation, situational factors in buying, and the role of e-commerce in marketing communication. The long answer questions require discussion of concepts like consumer learning and its role in decision making, implications of perception on consumer behavior, integrated marketing communication, and value and satisfaction.

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    MBA

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    The document discusses various topics related to consumer behavior and marketing communication. It contains 6 short answer questions and 4 long answer questions. The short answer questions cover topics like the difference between personal and organizational consumers, lifestyle segmentation, situational factors in buying, and the role of e-commerce in marketing communication. The long answer questions require discussion of concepts like consumer learning and its role in decision making, implications of perception on consumer behavior, integrated marketing communication, and value and satisfaction.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    68 views1 page

    Communication Behaviour 2012-13

    Uploaded by

    akash pandey
    The document discusses various topics related to consumer behavior and marketing communication. It contains 6 short answer questions and 4 long answer questions. The short answer questions cover topics like the difference between personal and organizational consumers, lifestyle segmentation, situational factors in buying, and the role of e-commerce in marketing communication. The long answer questions require discussion of concepts like consumer learning and its role in decision making, implications of perception on consumer behavior, integrated marketing communication, and value and satisfaction.

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    © All Rights Reserved
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    Download as pdf or txt
    of 1

    (b) What is consumer learning ?

    Discuss its role in consumer Printed Pages—2 MBA034


    decision making process.
    (c) Discuss the various implications of perception on Consumer (Following Paper ID and Roll No. to be filled in your Answer Book)
    Behaviour. PAPER ID : 7120 Roll No.

    3. Attempt any two of the following : (2×10=20) MBA


    (a) Explain the factors contributing to Integrated Marketing (SEM. III) ODD SEMESTER THEORY
    Communication (IMC) and the challenges in IMC with EXAMINATION 2012-13
    suitable example. CONSUMER BEHAVIOUR & MARKETING
    (b) “Consumer feels satisfied when value is more than cost.” COMMUNICATION
    Explain with example.
    (c) What is information processing ? Distinguish between the Time : 3 Hours Total Marks : 100
    various activities that comprise the information processing Note :– (i) Attempt all questions.
    function.
    (ii) The figure on the right indicates the marks.
    1. Attempt any four of the following :– (5×4=20)
    4. Attempt any two of the following : (2×10=20)
    (a) “Marketing of any product requires knowledge of consumer
    (a) Explain the Howard Sheth model of Consumer behaviour.
    behaviour”– Explain with suitable example.
    (b) What are the factors that a marketer should consider while
    (b) Differentiate between ‘Personal Consumer ’ and
    setting the Advertising Budget ? Discuss the various ‘Organisational Consumer’.
    methods used in setting advertising budget.
    (c) Describe lifestyle segmentation.
    (c) Awareness advertising is done in Inroduction stage of PLC. (d) Discuss the situational factors in buying.
    Explain.
    (e) Explain the role of E-Commerce in marketing
    communication.
    5. Attempt any two of the following : (2×10=20) (f) What is the importance of creativity in copywriting ?
    (a) Testing of advertising effectiveness
    (b) STP strategy for advertising 2. Attempt any two of the following :– (2×10=20)
    (c) Objectives of media planning. (a) Describe the relevance of different stages of family life
    cycle in consumer behaviour.

    MBA034/DLT-44230 8725 MBA034/DLT-44230 [Turn Over

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