CONFIDENTIAL BM/APR 2007/MKT535/532/561

UNIVERSITI TEKNOLOGI MARAFINAL EXAMINATION

COURSE

COURSE CODE

EXAMINATION

TIME

: UNDERSTANDING CONSUMER

: MKT535/532/561

: APRIL 2007

: 3 HOURS

INSTRUCTIONS TO CANDIDATES

1. This question paper consists of six (6) questions.

Answer only four (4) questions in the Answer Booklet. Start each answer on a new page.2.

3.

4.

Do not bring any material into the examination room unless permission is given by theinvigilator.

Please check to make sure that this examination pack consists of:

i) the Question Paperii) an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SOThis examination paper consists of 3 printed pages

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CONFIDENTIAL 2 BM/APR 2007/MKT535/532/561

QUESTION 1

a) One important concept of perception is the differential threshold. With the use ofappropriate examples, explain briefly Weber's Law.

(5 marks)

b) Individuals are subject to a number of influences that tend to distort their perceptions.Describe five (5) influences that tend to distort objective interpretation.

(10 marks)

c) Discuss five (5) major positioning strategies.

(10 marks)

QUESTION 2

a) Describe Elaboration Likelihood Model.

(5 marks)

b) Explain how marketers make use of the concept of stimulus generalization.

(5 marks)c) Purchase loyalty leads to a higher market share, and attitudinal loyalty enables

marketer to charge a higher price for the brand relative to the competition. Discussthe three (3) groups of drivers of consumer loyalty, and explain the four (4) types ofloyalty that these influences produce.

(15 marks)

QUESTION 3

a) Communication is the transmission of a message from a sender to a receiver via amedium (or channel) of transmission. Briefly explain the type of message receivers.

(9 marks)

b) Discuss the barriers to communication that may affect the accuracy of messageinterpretation. Identify strategies that marketers can use to overcome psychologicalnoise. Give examples.

(16 marks)

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CONFIDENTIAL 3 BM/APR 2007/MKT535/532/561

QUESTION 4

a) Explain social comparison theory and show how it is related to status consumption.Explain how marketers use this in advertising.

(10 marks)

b) The affluent market is not easily identified and characterized. However, MediamarkResearch, Inc. was able to develop a market-segmentation scheme for the UpperDeck consumers. With appropriate examples, describe the characteristics of thefive (5) segments of the affluent market.

(15 marks)

QUESTION 5

a) Opinion leaders are considered to be highly credible sources of information.Describe the generalized profile of opinion leaders.

(15 marks)

b) What is the significance of the rate of adoption? How can a slower rate of adoptionbe beneficial to the marketer?

(10 marks)

QUESTION 6

a) Differentiate between values and beliefs in the context of defining culture.

(10 marks)

b) In identifying the core values of a society, three (3) criteria must be met. Explainthese criteria.

(6 marks)

c) Explain how the values of achievement and success influence consumption. Giveexamples.

(9 marks)

END OF QUESTION PAPER

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