Exam Questions

Chapter 2

1. Examine the relative advantages and limitations of in-depth interviews and group discussions for an investigation into the consumer perceptions of a new brand of cosmetics.

2. Compare and contrast 'word association tests' and 'sentence completion tests' and summarise their practical limitations.

Chapter 3

1. What are the key factors to be considered by marketing managers in order to segment consumer markets?

2. Explain what you understand by the term 'market segmentation' and highlight the value of psychographic factors as bases for market segmentation.

3. Discuss the value of using demographic factors and benefit factors as bases for consumer market segmentation.

4. Discuss the importance of psychographic variables as a basis for consumer market segmentation.

Chapter 4

1. Explain the theory of human motivation based on the Hierarchy of Needs theory developed by Abraham Maslow.

2. Explain what you understand by the term motivation research and discuss TWO motivation research techniques of your choice.

3. (a) What do you understand by the term 'frustration'?

(b) Describe the main characteristics of frustrated behaviour.

4. As a newly appointed marketing manager, explain to your staff the term 'motivation research' and discuss TWO motivation research techniques widely used by marketing oriented organisations.

5. Identify the main advantages and limitations of TWO motivation research techniques of your choice.

6. Discuss Maslow's Hierarchy of Needs and explain the value of the theory to marketing management.

7. Summarise the main advantages and limitations you would associate with TWO motivation research techniques widely used by marketing management.

8. Discuss the value of Maslow's Hierarchy of Needs and explain the importance of the theory to marketing management.

9. Introduce Maslow's Hierarchy of Needs and explain the different types of needs identified in the hierarchy.

10. Examine Maslow's classification of human needs and explain how the theory may be used for the marketing of products or services.

11. Explain the advantages and limitations of TWO widely used motivaion research techniques.

12. Outline Maslow's Hierarchy of Human Needs and summarise the importance of the theory in the development of promotional campaign for products and services.

Chapter 5

1. Discuss TWO personality theories and highlight the value in assessing consumer behavioural patterns.

2. Discuss the value of personality theory to marketing management and discuss TWO personality theories of your choice..

3. Distinguish between Neo-Freudian personality theory and trait personality theory and summarise the importance of these theories to the marketing products and services.

4. Discuss TWO personality theories and summarise their value to understanding consumer behaviour.

5. Distinguish between Neo-Freudian personality theory and trait theory and summarise their importance to understanding consumer behaviour.

6. Distinguish between two personality theories of your choice and summarise their value to marketing management.

7. Summarise the importance of understanding people's personalities and discuss TWO personality theories.

Chapter 6

1. Summarize the difference between 'absolute threshold' and ' differential threshold' and explain their importance to marketing management.

2. Explain the relative advantages limitations of in-depth interviews and group discussions for an investigation into the consumer perceptions of a new brand of cosmetics.

3. Discuss the main factors which can influence the way consumer perceive products and services available in the marketplace.

4. The way consumers perceive products and services will have a direct effect on the purchasing behaviour. What are the key influences on consumer perception?

5. Discuss the main influences on the way consumers perceive products and services and outline the importance of perception theory to marketing management.

6. Define the term perception and discuss the factors that can influence the consumer perception of products and services.

7. Discuss the factors that can influence the way consumers perceive products and services and use examples to support your recommendations.

8. Identify the main influence on perception and highlight how they can have an impact on the effectiveness of marketing campaign.

9. What are the main advantages and limitations of in-depth interviews and group discussions for an investigation into the consumer perceptions of a new range of running shoes?

10. Explain the interaction between perception and motivation and use examples to support your explanations.

11. Describe and make recommendations on the stimuli that marketing organisations can use in order to affect consumer attention levels.

Chapter 7

1. How can the principle of clasiical conditioning be applied to the development of marketing campaigns?

2. Discuss the importance of learning theory to the marketing of products and services.

3. As an independent consultant you have been asked by one of your clients to explain how the understanding of learning theories can be of value to marketing management. What advice would you offer to the client?

4 Explain what you understand by the term 'learning' and highlight the value of learning theory to the marketing of products and services.

5. Outline how the theories of learning can be of practical value to the development of promotional campaigns.

6. Discuss how the theories of learning can be of practical value to marketing managers.

7. Highlight the value of learning theory to the marketing of products and services and and provide examples to support your recommendations.

8. Outline the practical value of learning theories to marketing management decision making.

9. You have been asked to explain the importance of classical conditioning to a group of students. What information would you include in your explanations/

Chapter 8

1. Discuss the factors that could influence relationships between consumer attitudes and consumer behaviour.

2.Explain the main factors that could have an influence on the relationship between consumer attitudes and consumer behaviour.

3. Examine the relaive advantages and disadvantages of TWO attitude quantification techniques and summarize their likely contribution to a satisfactory measurement of attitudes.

3. Examine the relative advantages and limitations of TWO attitude measurement techniques used by marketing management to determine consumer attitudes towards a new range of clothing.

4. Discuss TWO consumer attitude measurement techniques and summarise the practical limitations associated with these techniques.

5. Explain the relationship between consumer attitude and consumer behaviour and summarise the practical difficulties in assessing the relationship between attitude and behaviour.

6. Discuss the factors that can influence the formation of attitudes and explain the relationship between consumer attitudes and consumer behaviour.

7. Explain the relationship between consumer attitudes and consumer behaviour and highlight its relevance to the marketing of products and services.

8. Outline TWO attitude measurent techniques and discuss the extent to which they provide a satsisfactory meansurement of attitudes.

9. Summarise the factors thar can influence the relationship between attitudes and behaviour and identify the practical difficulties associated with effective measurement of the relationship.

Chapter 9

1. Distinguish between formal and informal communications and identify the conditions to effective communications.

Chapter 10 (Social)

1. Identify THREE different types of groups and explain the influence they can have on consumer purchasing behaviour.

2. You have been asked to explain the following terms:

(a) Reference groups

(b) Membership groups

What informationwould you include in your explanations?

3. Prepare a report explaining the following terms:

(a) Formal groups

(b) Informal groups

4. How can the basic concepts of social interaction and groups dynamics contribute to the development of effective marketing campaign? Use examples to support your recommendations.

Chapter 11 (Cultural)

Chapter 12 (Subcultures and Consumer Behaviour)

Chapter 13 (Cross Cultural Consumer Behaviour)

Chapter 14 (Diffusion)

1. As a newly appointed marketing manager, you have been asked to explain the following terms to your staff.

(a) Frustration

(b) Diffusion of Innovation

What information would you provide in your explanations?

2.Wrote notes on the THREE of the following.

(a) Adoption process

(b) Adopter Catagories

(d) Likert scale

3. Explain the following terms to a group of students.

(a) Innovators

(b) Early majoity

4. Discuss the stages of the adoption process and outline the factors that can influence the rate of adoption.

5. You have been asked to explain the stages of the adoption process to a group of marketing students. What information would you include in your explanations.

6. You have been asked to explain the following topics to a group of behavioural studies students.

(a) Stages of the adoption process

(b) Adopter categories

What information would you include in your explanation?

7. Discuss the stages of the adoption process and summarise the value of the process to marketing decision making.

Chapter 15 (Consumer Decision Making)

1. Summarize the Howard and Sheth model of buyer behaviour and explain its value to marketing management.

2. Discuss the main influences on consumer behaviour and provide examples to support your recommendations.

3. Explain how models of consumer behaviour can contribute to the development of marketing campaigns.

4. Discuss the main internal and external influences that could affect organisational decisions.

5. Explain and make recommendations to the main influences on consumer behaviour and provide examples to support your recommendations.