Sales Promotion

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Consumer Behavior
MBA Sem. – III IMP Questions

Unit I
1. Describe the interrelationship between consumer behavior and marketing concept. (what is marketing and societal marketing concept, embracing the marketing concept and segmentation, targeting and positioning) 2. Describe the interrelationship between marketing research, market segmentation and targeting and the development of the marketing mix for a manufacture of mobile phone. (embracing the marketing concept, utilizing the concepts of segmentation-targeting-positioning and marketing mix.) 3. Explain the interrelation between customer value, satisfaction, trust and retention. Also explain why customer retention is essential? 4. Explain the difference between traditional marketing and value oriented marketing. (table 1.1 page 14) 5. Explain the consumer decision making model in detail.

6. What is the difference between primary and secondary research? Under what circumstances might the availability of secondary data make primary research unnecessary? What are some major sources of secondary data? 7. What are the advantages and limitations of secondary data? 8. A manufacturer of a new product for whitening teeth would like to investigate the effects of package design and label information on consumers’ perceptions of the product and their intentions to buy it. Would you advise the manufacturer to use observational research, experimentation, or a survey? Explain your choice. (show which method will be more appropriate for the research) 9. Why might a researcher prefer to use focus groups rather than depth interviews? When might depth interviews be preferable? (explain focus group and depth interview. Show the difference between the two and when depth interview are more appropriate?) 10. How would the interpretation of survey results change if the researcher used a probability sample rather than a non-probability sample? Explain your answer. (give the answer based on the...
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