Consumer Behaviour, Question Paper of MBA (MM) 3rd-4th Semester,Download Previous Years Question Paper 4

Roll no ....................

Total No. of Questions: 07]

Paper ID [MB602]

MBA(Sem.-3^rd & 4^th )

CONSUMER BEHAVIOUR $ PROMOTION MANAGEMENT  (MB-628)

TIME: 03 Hours

Instruction to Candidates :

1)    Section – A is Compulsory.

2)    Attempt any Four questions form Section – B.

Section - A

1.              

a.     Define Advertising.

b.     Define Marketing Mix.

c.      What are consumer rights?

d.     Differentiate between sales promotion and publicity.

e.      What is consumer behaviour?

f.       What is perceptual threshold?

g.     What is motivational research?

h.     What are the advantages of comparative advertising?

i.       What are the role reference groups?

j.       What is product innovation?

Section-B

2.     Define Integrated Marketing Communication and suggest some guidelines to make it effective.

3.     What are the objectives of advertising? How will you measure advertising effectiveness?

4.     Discuss various types of sales promotion tools and give their advantages and disadvantages?

5.     Explain the advantages and disadvantages of using qualitative research in study consumer behaviour.

6.     Discuss the factors influencing perceptual selection.

7.     Explain Nicosia model of consumer decision making.