BBA/Seventh Semester/MKM 201: Buyers’ Behavior
Brief answer questions: [10X1=10]
1. What do you understand by buyers’ behavior?
2. What is stereotypes, explain main factors that can trigger stereotypes?
3. What do you understand by advertising wear-out?
4. Differentiate short term and long term memory?
5. What are the steps in consumer buying process?
6. List psychological fields that influence consumer decision making process.
7. List out different consumer buying situations.
8. Define Halo effect.
9. What are three major components of Tri-component attitude model?
10. What is sensory adaptation?
Short answer questions: [6X5=30]
11. Explain organizational buying process.
12. Explain marketing application of Behavioral Learning Theory.
13. Illustrate evaluation criteria of consumer decision rules.
14. Explain how change of consumers’ basic motivational function serves as a potential strategy of attitude change.
15. People do not experience the numerous stimuli they select from environment as separate and discrete; rather, they tend to organize them into groups and perceive them as a unified whole. Explain this phenomenon.
16. What is JND (Just Noticeable Difference) and illustrate its marketing application.
Comprehensive answer questions: [4X5=20]
17. Read the following case carefully and answer the questions that follow:
The distinction between figure and ground is an element of perception. A marketing technique dating back to the time when TV first became a mass medium that is experiencing tremendous growth and stems from the figure-and-ground concept is product placement (or branded entertainment). When this method is employed, the advertised product (ie the figure) is integrated into a TV show, film or even news broadcast (ie ground). As consumers increasingly and more efficiently avoid viewing TV commercials through “Time Shifting” and automatic “skip” features on their remote controls, marketers are turning to product placements and where consumers are “forced” to view the products because they are integrated into the show’s contents.
- What are the ethical implications of product placement in the context of consumer perception?
- Have you notices an increase in product placements in movie and TV programs? Explain your answer.
- Good product placements are seamlessly integrated into a movie’s or TV programs story line. List and describe one movie or TV program that you recall seeing where there was a good fit between the product placed and the story line, and one example where the opposite was the case.
- What are the implications of figure and ground relationship for print ads and TV ads? How can the figure and ground construct help or interfere with the communication of advertising messages?