Postgraduate Diploma in Marketing June 2013 Examination Exploring Consumer Behavior (ECB)

Transcription

1 Postgraduate Diploma in Marketing June 2013 Examination Exploring Consumer Behavior (ECB) Date: 17 th June 2013 Time: 0900 Hrs 1200 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 1:1 is the process of dividing a market into subsets of consumers with common needs or characteristics: a. Market Segmentation b. Positioning c. Targeting d. The Marketing Mix Question 1:2 Education, income, and marital status are important causal factors in determining a person's social class: a. True b. False c. None of the above d. Maybe Question 1:3 A Sri Lankan advertising campaign that shows purchasing the product as a way to win the approval of friends represents the satisfaction of which needs in both the Trio of Needs and the Hierarchy of Needs? a. Achievement; Self-Actualization b. Affiliation; Social c. Affiliation; Power d. Affiliation; Physiological Page 2 of 9

3 Question 1:4 An advertisement for breakfast cereal shows a lonely, unattractive young man transforming into a champion cricket player after eating a particular brand of cereal. To which self-image does this advertisement most appeal? a. Ideal social self-image b. Ideal self-image c. Actual self-image d. Expected self-image Question 1:5 A marketer tries to improve a promotional campaign by writing advertisements that increase sensory input, decrease sensory input, or appear in unusual media. This marketer is trying to overcome: a. Sensory Adaptation b. Perceptual Distortion c. Subliminal Perception d. Perception Question 1:6 McDonald's value meals, which include a burger, fries and drink, are an example of: a. A tensile price claim b. An objective price claim c. A bundle price d. A reference price Question 1:7 A marketing strategy for a new telescope includes the following: high repetition of advertisements, slight variations to avoid wear out, and licensing of a respectable brand name. The marketer subscribes to which of the following learning theories? a. Classical Conditioning Theory b. Cognitive Learning Theory c. Instrumental Conditioning Page 3 of 9

4 Question 1:8 A market researcher who asks consumers their overall feelings towards a particular product is measuring which component of the tri-component attitude model? a. Cognitive Component b. Affective Component c. Conative Component Question 1:9 Which of the following is not a component of the basic communication model? a. Feedback b. The Sender c. The Channel d. The Budget Question 1:10 Two or more people who, together, influence a consumer's general values or behaviour are called: a. Comparative Reference Group b. Group c. Normative Reference Group Question 1:11 1) have the power over purchase decisions while 2) are the ones charged with servicing or repairing products. a. 1) Deciders; 2) maintainers b. 1) Gatekeepers; 2) disposers c. 1) Buyers; 2) maintainers d. 1) Deciders; 2) disposers Page 4 of 9

5 Question 1:12 Within cultures, 1) and 2) guide behaviour; 3) are accepted ways of behaving. a. 1) Beliefs; 2) customs; 3) values b. 1) Customs; 2) values; 3) beliefs c. 1) Beliefs; 2) values; 3) customs Question 1:13 Which age segment is described as pragmatic, savvy, socially and environmentally aware, and open to new experiences? a. baby-boomers b. Generation Y c. Generation X d. Gen Y kids Question 1:14 PRINGLES relies on which multinational advertising strategy or strategies? a. Global Advertising b. Localised Advertising c. Standardised Advertising d. Global and Standardised Advertising Question 1:15 Cross-cultural consumer analysis reveals the similarities and differences between consumers in different countries. a. True b. Maybe c. False Page 5 of 9

6 Question 1:16 A couple looking for a new car search the Internet for information on six vehicles and are determined to meet their pre-purchase evaluation criteria. At this stage, in which level of consumer decision-making is the couple, engaged in? a. Routinised Problem Solving b. Limited Problem Solving c. Extensive Problem Solving Question 1:17 A pet owner who wishes to purchase additive-free puppy food peruses the brands available at the local pet store. Three brands of the seven brands available, advertise themselves as "all natural" and four obviously contain additives. In this situation, what would consumer researchers call the four brands that contain additives? a. The Evoked Set b. The Inept Set c. The Inert Set Question 1:18 Opinion leaders often talk about a product as a way of reducing their own post-purchase dissonance: a. True b. False c. None of the above d. May be Question 1:19 1) have the authority to purchase; 2) are technical experts who decide on precise specifications. a. 1) Gatekeepers; 2) financial controllers b. 1) Financial controllers; 2) deciders c. 1) Deciders; 2) specifiers d. 1) Users; 2) buyers Page 6 of 9

7 Question 1:20 An advertisement for olive oil that states the product is "cholesterol free" is an example of what type of deception? a. Claim/belief discrepancy b. Claim/fact discrepancy c. Unconscionable lie d. Puffery (Total 20 Marks) Page 7 of 9

8 PART TWO This part includes SIX Compulsory short answer questions. Answer all questions Question 02 Illustrate how marketers could use each of the three major learning theories. Question 03 Explain how personal experience, family, friends, direct marketing, mass media and personality influence consumer attitude formation. Question 04 Explain the factors that affect reference group influence. Question 05 Discuss the dynamic nature of motivation and its impact on marketing strategies. Question 06 Explain how cross-cultural consumer analysis is conducted and how international marketers use it. Question 07 Discuss the importance of post-purchase evaluation and how consumers attempt to reduce post-purchase cognitive dissonance (Total 60 Marks) Page 8 of 9

9 PART THREE This part includes TWO Essay Type Questions Answer only ONE question from this part Question 08 a. Your company has created a virtual reality adventure tour for use with gaming consoles and computers. Discuss how the company might use its marketing strategies to facilitate the adoption process in order to 'jump start' the diffusion process. b. Discuss why and how a company would simulate or create opinion leaders. (Total 20 Marks) Question 09 a. It has been suggested that you can tell the core cultural values of a nation by its advertising. Discuss how advertising creates, reflects and reinforces culture, using examples of specific advertisements that create, reflect or reinforce core Sri Lankan values or customs. b. Discuss the importance of understanding language and symbols for international marketers wanting to sell their products in Sri Lanka or Sri Lankan marketers wanting to sell their products offshore. (Total 20 Marks) (Total 100 Marks) -END- Page 9 of 9