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National Institute of
Business Management
Chennai - 020
EMBA/ MBA
Elective: Marketing
Management (Part - 2)
Attend any 4 questions. Each
question carries 25 marks
(Each answer should be of minimum 2 pages / of 300 words)
1.What is the need for Consumer Research? Explain.
Answer : Consumer research,
sometimes known as market research, is the investigation into the driving forces
behind customer behaviour, consumer psychology and purchase patterns. Consumer
research falls under marketing activities, as well as in higher education under
business psychology or sociology. Consumer research is focused on obtaining
objective information through statistical sampling to help businesses craft
products and advertising that increase sales and profitability.
Function
Consumer research functions as
the foundation of
2.Describe the relevance of consumer attitudes to marketing decisions.
Answer : Attitudes
Introduction. Consumer attitudes
are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and
behavioural intentions toward some object--within the context of marketing,
usually a brand or retail store. These components
are viewed together since they are highly interdependent and together represent
forces that influence how the consumer will react to the object.
Beliefs. The first component
is beliefs. A
3.Discuss the application of attitude measurements to marketing
problems.
Answer : Attitude Measurement – Methods of Scaling Attitudes: Multiple-Item
Batteries
Attitudes toward complex objects
such as health plans, automobiles, credit instruments, or transportation modes
have many facets. Thus it is often unrealistic to attempt to capture the full
picture with one overall attitude scale question. For example, the public
appears to support the general idea of income tax reform but opposes the
elimination of the most popular tax loopholes. While beliefs in any specific
issue, aspect, or characteristic are useful indicators of the overall attitude,
there may be unusual reasons that make the single belief unrepresentative of
the general position.10 To cope with this problem, a variety of methods have
been developed to measure a sample of beliefs toward the attitude objects
4.Explain the challenges of Industrial Products Marketing.
Answer : The marketing of
industrial products presents its own unique bunch of challenges. After all –
there's only so much you can do when trying to market the widget that's
attached to the thingamajig via the hose attached to the whatchamacallit…
Maybe if you're marketing an
industrial IT application you can throw in some pretty screen shots and invite
customers and the press around to sit through a flashy Power Point presentation
now and then. But, it doesn't work quite so well when
5.Explain the factors effecting the efficiency of Marketing.
Answer :
6.Explain the major types of factors that influence consumer buying
behaviour.
Answer :
25 x 4=100 marks
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