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