Question Bank on Special Studies in Marketing – TYBMS Sem 5 October/ November 2014 Exams

Dear Students,

As you may be aware that the paper would be now a 75 marks one with 2.5 hr duration. There would be 5 units each of 15 marks each. The last question would be a case study. Question 1 to 4 would be from unit 1 to 4 respectively.  No concepts would be asked.

Please find the attached list of all possible questions. A set of some important questions from board perspective would be passed on around October mid.

Students are requested to go through the entire syllabus. However the tentative questions from every unit are as follows:-

Unit 1:- Consumer Behaviour

1. Why do we study consumer behaviour
2. Explain the decision making model
3. Explain consumer buying process with examples
4. What are the factors affecting consumer behaviour
5. What are the stages in a family life cycle
6. What is the role of family in decision making
7. Explain the Adoption decision process
8. What are the various adopters categories

Unit 2:-Advertising

1. Explain the AIDA model
2. What is IMC and what are features of the same
3. What are the components of IMC
4. Critically evaluate the DAGMAR model
5. Explain the 5 Ms of advertising with examples
6. What are the functions of advertising
7. Explain the structure of an ad agency
8. Elaborate the various advertising budget strategies 

Unit 3:-Media Planning

1. What are the advantages and disadvantages of television advertising
2. What are the advantages and disadvantages of radio advertising
3. What are the types of transit advertising
4. What is the process of media planning
5. What are the factors one must keep in mind while doing media planning
6. What are media scheduling strategies
7. How does one measure the effectiveness of advertising

Unit 4:- Branding

1. Explain the different positioning strategies
2. What are the strategies to develop brand image
3. What are the components of brand equity
4. What are the types of corporate advertising
5. What are the tools of public relation
6. What are the tools for sales promotion
7. What are the reasons of growth of sales promotion
8. What are the channels of direct marketing
9. Explain the importance of personal selling

Case study:- Case study could come from situations branding or product launch

Source:- Vipin Saboo Tutorials

For any further clarifications please feel free to contact Prof Vipin Saboo on 9820779873