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MBA 034 (Following paper ID and roll No.

to be filled in your answer book) Paper ID: BRANCH - MBA II (SEM I) ODD SEMESTER II SESSIONAL EXAMINATION 2011-12 SUBJECT CONSUMER BEHAVIOR AND MARKETING COMMUNICATION Roll No. :

[Time: 1 Hour 30 Min.] Marks: 30 SECTION A

Total

(Following questions carry 2 marks each. Attempt all questions) 1. What is consumer behavior? 2. Write down the names of elements included in Promotion Mix? 3 Explain the concept of IMC (Integrated marketing communication)? SECTION B (Following questions carry 4.5 marks each. Attempt any two) 4. Explain various stages in the consumer buying decision process? 5. What is the role of E-commerce in marketing communication? 6. What do you mean by consumerism? Name the various laws for consumer protection in India? SECTION C (Following questions carry 7.5 marks each. Attempt any two)

7. Explain the process of communication and Objectives of marketing communication? 8. What is the role of various reference groups on consumer behavior? Explain in detail. 9. Explain the role of POP in IMC? Also explain any six ways of POP promotion?

MBA 034 (Following paper ID and roll No. to be filled in your answer book) Paper ID: BRANCH - MBA II (SEM I) ODD SEMESTER II SESSIONAL EXAMINATION 2011-12 SUBJECT CONSUMER BEHAVIOR AND MARKETING COMMUNICATION Roll No. :

[Time: 1 Hour 30 Min.] Marks: 30 SECTION A

Total

(Following questions carry 2 marks each. Attempt all questions) 1. What is consumerism? 2. What are motives for buying behavior? 3. Explain Marketing Mix? SECTION B (Following questions carry 4.5 marks each. Attempt any two) 4. Explain various situations resulting in buying decisions? 5. What is the role of sponsorship? 6. What is the effect of technology on consumer buying behavior? SECTION C (Following questions carry 7.5 marks each. Attempt any two)

7. Explain in detail the role of print media and outdoor advertising in promotion mix 8. What do you mean by the statement that Consumer is the King? 9. Explain the role of POP in IMC? Also explain any six ways of POP promotion?

MBA 034 (Following paper ID and roll No. to be filled in your answer book) Paper ID: BRANCH - MBA II (SEM I) ODD SEMESTER II SESSIONAL EXAMINATION 2011-12 SUBJECT CONSUMER BEHAVIOR AND MARKETING COMMUNICATION [Time: 1 Hour 30 Min.] Marks: 30 SECTION A (Following questions carry 2 marks each. Attempt all questions) 1. What is consumer behavior? 2. What are motives for buying behavior? 3 Explain the concept of IMC (Integrated marketing communication)? SECTION B (Following questions carry 4.5 marks each. Attempt any two) 4. Explain various stages in the consumer buying decision process? 5. What is the role of sponsorship? 6. What is the effect of technology on consumer buying behavior? SECTION C (Following questions carry 7.5 marks each. Attempt any two) Total Roll No. :

7. Explain the process of communication and Objectives of marketing communication? 8. What is the role of various reference groups on consumer behavior? Explain in detail. 9. What do you mean by the statement that Consumer is the King?

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