Question bank

Q.1 Briefly explain the VAL II lifestyles approach. How in your view is this explanation
of lifestyles segments useful in development of marketing strategy?

Q.2 How does the knowledge of personality help marketers develop suitable
marketing communication? How will you as a marketer use the knowledge of consumer
personality to develop advertisement campaigns Describe in each case how the knowledge of
personality has been applied.

Q.3 What do you understand by motivational conflict? Talk friends/close associates about some of
their recent purchases and collect from their examples of

1. Approach approach conflict

2. Approach avoidance conflict

3. Avoidance Conflict
What in your view is the application to which a marketer may put this knowledge ? (Faculty notes)

Q 4 Analyse the latest major organizational purchase within your own organization or any other
organization that your are familiar with respect of (June 2007)

1. Factors influencing the purchase decision

2. Management of risk related to the decision

Q 5 As part of the urban administration, you want to change attitudes of young vers and promote safe
diving habits. Explain how would you use your understanding of the tricomponent model of attitudes to
plan your strategies for attitude change.

Q 6 Carefully study the Indian media for advertisements using celebrities. Find atleast three examples
of

1. Celebrities used as experts

2. Celebrities used for product endorsement

Celebrities used as spokesperson

Q 7 Taking a sample of ten families study the assignment of decision making roles in an Indian family
for

1. purchase of consumer durables

2. purchase of insurance

3. long term investment decision

4. health care service

Q 8 What are the factors that determine the extent of information search for products and
services : Explain with reference to the decision involving

1. search for a restaurant for taking your family out for dinner

2. search for a residential accommodation

 3. search for a pediatrician

Q 9 Read the case given below and answer the question given at the end of the case.

Q 10 What learning approach and principles would you use to

teach consumers about Medicine from Nature? (June 2000)

Q 11 How would you establish a favorable attitude for Medicine from Nature?

Q 12 Develop an ad or marketing approach to create a positive attitude toward Medicine from

Nature focusing on the -----------------component.
a. Cognitive.
b. Affective

Q 13 To what motive(s) would you appeal to induce consumers to use Medicine from Nature?

Q 14 Carefully study the organizational buying behavior in your own organization or any other
organization that you are familiar with. Based on your study, describe the environmental, organizational,
interpersonal and personal factors which influenced the last major purchases made by the organization.

Q 15 Describe the needs that the following products would satisfy. Based on your answer, in each
case suggest what appeals should the marketer use to motivate the customers to buy the products?
1. a music system

2. a motorcycle

3. a washing machine

Q 16 Identify one advertisement each, which in your view are based on classical
conditioning, instrumental conditioning and cognitive learning . Discuss each advertisement to
explain how it utilizes the respective theory of learning .

Q 17 How can a marketer use the understanding of self concept to develop marketing strategies
for product like mens suiting and cars? Briefly explain the meaning and significance of self
concept for marketing decisions by applying it to the above buying situations

Q 18.. For the following products, suggest the type of reference groups that can be expected
to influence the purchase decisions. Justify your answer in each case

1. expensive watches

2. refrigerators

3. vacation packages

Q 19 Which stage in the Product lifecycle would constitute the most lucrative segment for
the following products and why? In accordance with your answer, suggest the most
appropriate promotions strategies in each case. .(Faculty notes )

1. multivitamin capsules

2. washing machines

3. mouthwash
 4. Mutual funds

Q 20 Describe the role of cultural values in influencing consumer behavior. How would you, as a
marketer of credit cards utilize your knowledge of culture to market these products in India? Discuss in
detail

Q 21 How would the knowledge of social stratification and the influence of Social class on buying
behavior affect the development of marketing strategy for A shopping complex

1. A new magazine

2. A public service NGO

Q 22 What are the factors that contribute to extensive search of information in consumer decision-
making and the factors that reduce the search for external information ? Discuss With reference
to the following purchase situations: Automobile repairs

1. Life insurance

2. Soft drinks

3. Pension plans

Q 23 Describe the decision rules or choice heuristics that you have used or would expect to use in
case of your own decision of the following. Justify your answer in each case :

1. Selection of a school for a child

2. Buying your first computer

3. Contribution to charity
Buying your residential house.

Q 24 How does the Howard Sheth model explain the consumer decision process? Describe in detail,
using the example of the last consumer durable purchased by your family (Faculty notes)

Q 25 Explain Attitude Toward-the-Ad Models. Discuss the strategic marketing implications of this
model

Q 26. Explain how by altering components of the Multi-Attribute Model and changing beliefs about the
competitor's brands the marketers can alter consumer attitudes ?

Q 27 Distinguish between consumer behaviour and organizational buying behaviour. What buying
decisions do business buyers make?

Q 28. Define the term `Perception'. Explain the Weber's Law of the,j.n.d. Discuss the
marketingapplication of Weber's theory of j.n.d.

Q 29. What is "Self Perception Theory" of Learning ? Discuss the relevance of this theory from
themarketing strategy point of view.

Q. 30. What is Reference Groups? How do Reference Groups influence Consumers?