Question 1:

(a) Describe the main stages in the buying decision process that customers typically go through, and explain the relevance of this process to a company marketing a new lotion for curing baldness as an example.

(b) Outline the main roles in a decision making unit and explain how an understanding of this can help a sales representative from the above mentioned company contacting a hospital in a developed country for the first time.

Question 2:

Explain the following, with suitable examples with respect to its implication for marketing discipline:

(a) Trait Theory of Personality

(b) Concept of Cognitive Dissonance

(c) Elaboration Likelihood Method

(d) Opinion Leaders

(e) Family life cycle concept