Ch 9

Describe the difference between classical and operant conditioning?

Classical conditioning- attempts to create an association between a stimulus (e.g. brand name) and some response (e.g. behavior or feeling). Operant conditioning- attempts to create an association between a response (e.g. buying a brand) and some outcome (e.g. satisfaction) that serves to reinforce the response.

Name and describe the two components of memory

Short-term memory (AKA working memory)- a portion of total memory that is currently activated or in use. Long-term memory- portion of total memory devoted to permanent information storage

A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down, you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes and consumers tend to shut out the message, evaluate it negatively, or disregard it. Charlie is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____.

advertising wearout

Which of the following statements is true?

all of the above are true It is hard to "unlearn" Learning can happen subconsciously Experience (e.g., pushing a button gets results) can result in learning

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _________________________.

brand equity

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as ______________________________________.

brand equity

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

brand image

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.

brand leverage

Capitalizing on brand equity by using an existing brand name for new products is called

brand leveraging

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.

chunking

Jared finally got a phone number from a girl, and instead of writing it down, he kept repeating it to himself over and over until he could dial the numbers and make the call (didn't help-fake number). Which of the following describes what Jared was doing?

chunking information

What are the two basic forms of conditioned learning?

classical and operant

Coca-Cola does not advertise during the evening news because the marketer does not want the often negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

classical conditioning

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

conditioning

Which of the following is the primary determinant of how material is learned?

level of involvement

Which type of memory is viewed as an unlimited, permanent storage that can store numerous type of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?

long-term memory

_________________ is the total accumulation of prior learning experiences.

memory

Which type the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes?

perceptual mapping

A few years ago, the makers of Lee jeans, learned from market research that young men perceived the brand more for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter the perception of this market f this brand. The deliberate decision to significantly alter the way the market views its brand is an example of ___________.

product positioning