Postgraduate Diploma in Marketing December 2017 Examination Exploring Consumer Behaviour (ECB)

Transcription

1 Postgraduate Diploma in Marketing December 2017 Examination Exploring Consumer Behaviour (ECB) Date: 18 December 2017 Time: 0830 Hrs 1130 Hrs Duration: Three (03) Hrs Total marks for this paper is 100 marks. There are three parts in this question paper. All questions in Part One and Part Two are COMPULSORY. Part One includes 20 Compulsory multiple-choice questions. Select the most appropriate answer from the given choices and mark it in the given space in the answer book. Part Two includes 06 Compulsory short answer questions. Part Three includes 02 Essay Type Questions. Answer only 01 Question from this part. Instructions to candidates 1 State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts 2. Always start answering a question on a new page 3. You are reminded that answers should not be written in pencil or red pen except in drawing diagrams 4. Answer the questions using: Effective arrangement and presentation Clarity of expression Logical and precise arguments Clear diagrams and examples where appropriate 5. Illegible hand writing and language errors will be penalised

2 PART ONE Read the question and select the most appropriate answer out of the four given choices Tick your choice in the given space in the answer booklet Question 01 Question 01.1 Placing ads in places where consumers do not expect to see them and cannot readily avoid them is called: a. Ambush marketing b. Experiential marketing c. Green marketing d. Socially responsible marketing Question 01.2 Stimuli that are too weak or too brief to be consciously seen or heard may nevertheless be strong enough to be perceived by one or two receptor cells. This process is called: a. Differential threshold b. Absolute threshold c. Subliminal perception d. Sensory input Question 01.3 Which is the incorrect statement? a. Unfilled needs lead to motivation which spears learning b. Stimulus is a unfulfilled need c. Cues are stimulate that direct motivated behaviour d. Response is an individual s reaction to a drive or cue Question 01.4 is the systematic evaluation of information and alternatives needed to solve a recognized but unfilled need or unsolved problem: a. Instrumental conditioning b. Operant conditioning c. Observational learning d. Cognitive learning Page 2 of 8

3 Question 01.5 Smoking may cause cancer Which advertising appeal is used on the above statement? a. Fear b. Humour c. Disappointment d. Sex Question 01.6 What is the correct statement? a. Enculturation is learning a new or foreign culture b. Acculturation is learning a new or foreign culture c. Acculturation is learning one s own culture d. Enculturation is developing a new culture Question 01.7 is the degree to which potential customers perceive a new product as superior to existing substitutes: Question 01.8 a. Relative advantage b. Compatibility c. Trial ability d. Complexity Employees posing online as customers (in chat rooms, blogs.) spreading positive word-ofmouth about the brand is called: a. Cause related marketing b. Covert marketing c. The societal marketing d. Exploitive marketing Question 01.9 Culture is made of many elements. What is not an element of culture? a. Customs b. Human rights c. Language and symbols d. Rituals Page 3 of 8

4 Question There are two types of samples; probability sample and non-probability sample. Which is not a method of a probability sample? a. Simple random sample b. Stratified random sample c. Quota sample d. Cluster sample Question What is the incorrect statement? a. Consumers form new attitudes and also change existing attitudes b. Internet and social media do not affect the attitudes c. Attitudes are consistent with behaviours d. Attitudes occur within situations Question What is not a facet of personality? a. Personality reflects individual differences b. Personality is consistent and enduring c. Personality never change d. Personality may change Question Select the theory of personality: a. Maslow s theory b. Trait theory c. AIDA d. SERVQUAL Question are learnt from parents, social environment and interaction with others: a. Physiological needs b. Psychological needs c. Basic needs d. Generic needs Page 4 of 8

5 Question Which is not a criterion for effective targeting? a. Reachable b. Sizeable c. Stable d. Acceptable Question The intrinsic value of a brand name is represented by: a. Brand equity b. Brand stability c. Brand loyalty d. Brand strategy Question 01: 17 When it comes to tapping in to underlying motives of individuals which research technique is most useful: a. Depth interviews b. Focus groups c. Projective technique d. Observational research Question What is not a component of self-image? a. Extended self-image b. Actual self-image c. Ideal self-image d. Social self-image Question Which one of the following strategies is the best suited to be used to position Shangrila hotel? a. Value for money b. Me too c. Top of the range d. Trusted Page 5 of 8

6 Question The innovation adoption process consists of five (05) stages. Which is not a stage of the process? a. Awareness b. Interest c. Desire d. Adoption (Total 20 Marks) Page 6 of 8

7 PART TWO This part includes SIX Compulsory short answer questions, Answer all questions. Question 02 Explain what is perceived risk and list down three (03) types of perceived risks with short definitions. Question 03 Define self-image and identify the four (04) components of self-image. Question 04 Briefly explain four (04) advertising appeals used by marketers with examples from local market. Question 05 Define the term upward mobility and explain how credit card usage changes with the social class. Question 06 Briefly explain the elements of learning. Question 07 Explain the three (03) principles of perceptual organization with examples. (Total 60 Marks) Page 7 of 8

8 PART THREE This part includes TWO essay type questions Answer only ONE question from this part Question 08 a) You are the brand manager for a new energy drink that will be introduced to the local market. Suggest segmentation, targeting and positioning strategies for the new product. (12 Marks) b) Do you think customer loyalty exists in the energy drink category? Discuss (08 Marks) (Total 20 Marks) Question 09 a) Select a product of your choice and explain how you would do the changes to the imagery and product to suit different stages of the family life cycle. (12 Marks) b) Discuss how the family acts as a consumer socialization agent. (08 Marks) (Total 20 Marks) (Total 100 Marks) -END- Page 8 of 8