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WorksheetsPRE EXERCISE TOPIC 6 CB DMKT1023
Total questions: 25
Worksheet time: 50mins
When new products carrying a well-known brand name are advertised, consumers immediately ______them with the well-established brand name and are eager to try them.
reward
associate
experience
process
From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior is known as ______.
brand loyalty
brand equity
positive reinforcement
consumer learning
In the marketplace, price, styling, packaging, advertising and store displays all serve as ______ to help consumer fulfill their needs in product-specific ways.
feedback
cues
response
motivation
If you usually listen to the 6 o’clock news while smelling dinner as it is being prepared,
you would tend to associate the news with dinner, and eventually the sound of the 6
o’clock news alone might cause your mouth to water even if dinner was not being prepared. This is knows as ______.
instrumental conditioning
classical conditioning
conditional learning
behavioral learning
Campbell’s Soup Company continues to add new food products to its product line under
the Campbell’s brand name. This is known as ______.
corporate marketing
family branding
capital branding
capital branding
From a marketer’s perspective, ______ involves obtaining the desired result from using a particular product or service.
the central route to persuasion
copy testing
positive reinforcement
the peripheral route to persuasion
Gino’s Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ______ reward schedule.
variable ratio
random
fixed ratio
continuous
Newly acquired knowledge and personal experience serve as _____ to the individual and provide the basis for future behavior in similar situations
stimulus
sensation
communication
feedback
According to Pavlovian theory, _____.
learning can occur only when responses are overt
conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone
each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer
there is a limit to the amount of repetition that will aid retention
At some point, an individual can become satiated with numerous exposures to the same message, and both attention and retention will decline. This effect is known as _____.
advertising wearout
the three-hit theory
stimulus differentiation
stimulus generalization
Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this perception to all colas in red cans, she is engaging in _____.
stimulus discrimination
advertising wearout
cosmetic variations
cosmetic variations
Working from the original Ivory bath soap, Ivory liquid soap and Ivory shower gel are examples of _____.
product form extensions
product line extensions
product differentiation
product generalization
According to B.F. Skinner, _____.
the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment
conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone
a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective
most individual learning occurs in a controlled environment in which individuals are “rewarded” for choosing an appropriate behavior
Forgetting is often related to the passage of time, and is known as the process of _____.
encoding
relationship marketing
decay
advertising wearout
_____ occurs through repeated exposures to a TV commercial and produces changes in consumer behavior prior to changes in the consumer’s attitude toward the product.
Hemispheral lateralization
Behavioral learning
Observational learning
Observational learning
__________as the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior
Consumer learning
Advertising wearout
Generalization
Family branding
___________ refer to effect after a certain number of repetitions, attention and retention declines in advertising messages
Consumer learning
Advertising wearout
Generalization
Family branding
Making the same response to slightly different stimuli is called stimulus __________
Consumer learning
Advertising wearout
Generalization
Family branding
___________ is the practice of marketing a whole line of company products under the same brand name
Consumer learning
Advertising wearout
Generalization
Family branding
_________ reinforcement is an unpleasant or negative outcome that also serves to encourage specific behavior
Negative
Chunking
Narrow categorizers
Avatars
________ is the process consumer recode what they have already encoded to include larger amounts of information
Negative
Chunking
Narrow categorizers
Avatars
Highly involved consumers find fewer brands acceptable called as ____________
Negative
Chunking
Narrow categorizers
Avatars
Online, many advertisers use ____________ which animated, virtual reality graphical figures representing people in their Web sites
Negative
Chunking
Narrow categorizers
Avatars
__________ is the ultimate desired outcome of consumer learning
Narrow categorizers
Avatars
Brand Loyalty
Megabrands
Well known brand names are known as __________
Narrow categorizers
Avatars
Brand Loyalty
Megabrands
