BMCB5103/MAY2010-F/FA

PART A INSTRUCTIONS: 1. THERE ARE TWO (2) QUESTIONS IN THIS PART. 2. ANSWER BOTH QUESTIONS.

Question 1

a.

Any human behaviour is caused by motives or needs. Using your own examples explain FOUR (4) distinct stimuli of needs. [20 marks]

b.

Explain what determines customer needs and wants. [10 marks]

[TOTAL: 30 MARKS]

Question 2

a.

Discuss the differences between stereotypes and first impressions in Perceptual Distortion. [10 marks]

b.

Marketers try to differentiate their products by stressing attributes they claim will fulfill the consumers needs better than competing brands. Hence, the result of a successful positioning strategy is a distinctive brand image on which consumers rely to make choices.

Discuss FOUR (4) major positioning strategies. [20 marks]

[TOTAL: 30 MARKS]

BMCB5103/MAY2010-F/FA

PART B INSTRUCTIONS: 1. THERE ARE FIVE (5) QUESTIONS IN THIS PART. 2. ANSWER TWO (2) QUESTIONS ONLY.

Question 1

Humor should be used selectively because there are so many qualifying conditions to its effectiveness. Discuss FIVE (5) impacts of Humor on Advertising. [TOTAL: 20 MARKS] Question 2

You are the owner of two furniture stores, one catering to middle to upper class consumers and the other to lower class consumers. Explain how social class differences influence each stores: i) ii) iii) iv) Product lines and styles Advertising media selection The copy and communications style used in the ads, and Payment policies [TOTAL: 20 MARKS]

Question 3

To implement the purchase decision, a consumer needs to select both specific items (brands) and specific outlets (where to buy) to resolve their problems. There are, in fact, three ways purchase decisions can be made: i) simultaneously; ii) item first, outlet second; or iii) outlet first, item second. In many situations, consumers engage in a simultaneous selection process of stores and brands. Using your own experienced as an example, discuss the above statement.

[TOTAL: 20 MARKS] 2

BMCB5103/MAY2010-F/FA

Question 4

Burger King would like to evaluate the effects of their customer service on consumers perceptions of their products as well as their intention to re-visit Burger King outlet. Advise how Burger King could use mystery shoppers in their above investigation.

[TOTAL: 20 MARKS]

Question 5

Sometimes consumers undertake a complex decision process requiring substantial amount of time and energy. In situations where consumers are making a decision for the first time, actions must be based on some form of problem solving. Differentiate between routinised response behaviour (habitual buying behaviour) and limited problem solving (dissonance reducing buying behaviour).

[TOTAL: 20 MARKS]

QUESTION PAPER ENDS HERE