MARKETING CHAPTER 9 EXAM #2

Risks of Brand Leveraging

"Spillover" back to brand & product change(dilution) of brand schema

Analytical Reasoning

-most complex form of learning -creative thinking, reconstructing & recombining information

Conditioned Learning Theory: Classical Conditioning

1. unconditioned stimulus(automatically cause a response) UCS 2. Unconditioned Response ( involuntary response) UCR 3. Conditioned Stimulus (does not auto respond) CS 4. Conditioned Response ( CS causes a response) CR

Line Extension

A new idea or offering that within an existing product category within the brand ex apple watch series 4 and then series 5 etc.

The likelihood and ease with which information can be recalled from long-term memory is termed

Accessibility

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?

Iconic rote learning

Strength of learning

Level of involvement, elaborative activities, connections in associative network.

______ is the total accumulation of prior learning experiences.

MEMORY

Which of the following is not a type of cognitive learning? -iconic rote -vicarious learning/modeling -analytical reasoning/analogy -operant -all of these choices are types of cognitive learning

Operant IS CONDITIONED LEARNING

long-term memory (LTM)

Permanent Store; unlimited semantic & episodic memory Schemas & scripts

Which of the following statements is false regarding short-term memory(STM)? -STM is a static structure -STM is short lived -STM is also called working memory -Elaborative activities occur inSTM STM has limited capacity

STM is a static structure FALSE -it is constantly changing

What are two important long-term organizational memory structures?

Schema and scripts

Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli

True

Brand Positioning

a marketer tries to achieve a defined brand image relative to competition within a market

Associative Network

a massive network of associated ideas and concepts

Scripts

a portion of the associative network related to an ACTION sequence

Schema

a portion of the associative network that represents a specific entity and thereby provides it with meaning

Learning:

any change in thought processes, memory, or behavior that is caused by experience &/or information processing

WHAT ARE the two basic forms of conditioned learning?

classical and operant

Intentional learning

consumers purposefully seek information about a subject to learn

Retrieval cues

cues that activate network nodes that are linked to desired information

Brand Extension

extending an existing brand name to new product categories

Cognitive Learning Theory

focuses on the thought processes to learn

positive reinforcement

good performance/taste test-drive reward positive consequence results -frequency marketing

FIT

how much sense does it make? where is the connection? key if brand associations are to transfer -complement -Substitute -Transfer -Image

stimulus discrimination

learn to respond differently to similar stimuli

Any change in the content or organization of long-term memory or behavior is known as _____. -marketing -cognition -information processing -learning

learning

2. Iconic rote Learning

learning the association between 2 or more concepts without conditioning -low involvement - simple association

stimulus generalization

making the same response to slightly different (or similar) stimulus

Recall

measure of person's ability to retrieve specific info from LT memory -more extensive effort

Recognition

measure of whether a person has encountered a stimulus before ( is it familiar to the consumer)

Co-Branding

placing two or more brand names on a product or its package

Conditioned Learning Theory : Operant (instrumental) Conditioning

ppl learn to behave to get positive outcomes and learns to avoid the behavior that causes negative outcomes behavior & consequences Reinforcement (+) Punishment (-)

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called: -product extension -product positioning -brand extension -brand leveraging

product positioning

negative reinforcement

remove/avoid a negative consequence -"gerbil" giveaway

Nodes

represent concepts in the network

Paths

show the association RELATIONSHIP between nodes in the network

Semantic Memory

storage of general information disassociated from any specific event

Licensing

the legal process whereby a licensor allows another firm to use its manufacturing process, trademarks, patents, trade secrets, or other proprietary knowledge

Episodic Memory

the memory of a sequence of events in which a person participated

Memory

total accumulation of prior learning experiences -processing of info -storing it over time -retrieving it when needed

perceptual mapping

useful technique for measuring and developing a product's position

Brand Leveraging

using an existing brand name on a new product Advantages: -brand schemas-brand associations -stimulus generalization

Incidental Learning

when consumer learns through a stimulus interaction without effort (ex: annoying jingle)

Vicarious learning

when people watch the actions of others and note the outcomes(and learn as a result) -like modeling

short-term memory (STM)

working memory; information currently being processed limited capacity