MKTG 2110 Midterm 1

Which is an example of a goal-derived category, which is created via rules and experience?

Select the correct model of consumer behavior.

Quantitative data: primary data and secondary data. Qualitative data: depth interviews, focus groups, etc.

She's told to get more specific and come up with what might be a subordinate category for Coke. This might be:

What happens to an environmental stimulus that you do not attend to?

Select in which of the following ads you would likely see the need for belonging used.

Which of the following is not needed for causation?

Whether or not a node gets activated depends on the ___ between the retrieval cue and the node.

You can't own a color. Products can compete by presenting themselves as similar to a competitor.

RECALL: which of the following wouldn't lead a consumer to expend more effort?

Blatant/central placements are better for memory. Subtle/non-central placements are better for associations

There are many ways to counter selective exposure. This image exemplifies which one?

The following painting exemplifies which weakness of surveys (quantitative method)?

Which of the marketing implications for attention does this ad use?

Ali's mom makes her go to the store for milk, eggs, apples, pears, and jam. Yet, she can only remember milk and jam.

Ali changed her phone number, but each time people ask for it, she gives them her old one.

Ali used to bake all the time, but her memory of her cookie recipe has deteriorated because she hasn't baked in a while.

Ali sees a crash. When interviewed, she remembers it incorrectly. Per the misinformation effect, she was likely asked:

The hotel/travel industry often targets which need?

Which subject(s) is (are) partaking in a study using the ZMET?

As I fast-forward through a YT ad on my phone, my brother changes the channel when a Coke ad comes up. Who's doing what?

Select which is a con of co-branding. (2)

_: requires high motivation, ability, and opportunity. More likely for high-involvement consumers—relevant info matters!

Sprite adds lemon juice after receiving many "tasteless" complaints. They want this ingredient change to...

___ research: explores less consumers in depth, must infer causes, hard to study consumers without causing reactions.

Stacy provides this image for her Toyota ZMET. Which common ZMET metaphor does it exemplify? (control not included)

Zipping and zapping are examples of ——: consumers decide what they'll be exposed to, often trying to avoid mktg stimuli.

"Gerber Singles" didn't really work because they broke which "rule" of brand extensions?

___: autobiographical information/sensory abstractions. ex. a fun party __: detached concepts/meaning. ex. PA's capital

The "Got Milk?" ads exemplify __, which uses brand name and repetition to improve brand memory.

Ali is told to put Coke into a category. She immediately thinks bevarages. This is an example of a...

Remembering AZRIPACA can be hard. But, grouping the letters as their state abbreviations makes it much easier!

Select in which of the following ads you would likely see the need for control used.

Qualitative research often has bigger sample sizes, so it's easier to generalize results.

The beauty/diet industry often targets which need?

People's interpretation of a stimulus is affected by their goals and expectations. They perceive...

Select the correct order of perceptual process factors.

Pre-existing data used to infer preferences and patterns: __. Surveys that directly measure consumer preferences: __

Lee learns ab Maslow's hierarchy, but disagrees with it. For him, sometimes, socializing is more important than sleep!

Customers' perceptions are always true and don't affect their actions.

Mia sees a Cadillac commercial. Which of the following isn't a reason she would expend more effort to process the ad?

Which research type makes and records observations of behavior in an objective manner with systematic coding methods?

Product placement is not an example of...

Select which of the following is a con of comparative advertising (2)

___: an overall evaluation that expresses how much we like or dislike an issue, person, or object. Learned and enduring.

Self-generation and self-referencing are examples of __, which transfers info into the LTM via deeper level processing.

___: the process of developing an interpretation of a stimulus and deciding what it means.

___: a Listerine ad features parkour, grabbing my attention. ___: I need new mouthwash, so I pay attention to the ad.

Which of the marketing implications for attention do these ads use?

The following is an example of which kind of processing?

Which of the following is not a marketing implication of the associative network?

$$ paid, time between purchases, location of purchase, and buyer characteristics from credit card information are all:

Principles of perception: ___ (people interpret incoming stimuli in contrast to a background)

___: lowest level of stimulation a person can detect. ___: intensity difference needed for a stimulus to be perceived.

Consumers cannot be motivated by an ad lest they have the opportunity to view it. Which factors impact opportunity? (2)

Select which of the following is not true of the long term memory when compared to the short term memory.

Which research type tests hypotheses about causal relationships by manipulating an I.V. and measuring a D.V.?

Factors ranging from colors used, to brands, to pricing can impact consumer perception of a product.

Mere exposure: AJ views 20 photos for 2 secs each. 8 have a Coke. DJ does the same, but 0 have a Coke.

Ice cream sales and the violent crime index have a strong correlation, yet the two aren't really related. This is a(n):

When dealing with a negative association, it is best to promote other, unrelated positive features rather than nothing.

Sub-branding refers to a one-time relationship between two brands.

Increasing prices and downsizing the amount of products you offer are examples of instances where you'd want to...

Principles of perception: ___ (people have a tendency to organize stimuli into a meaningful form)

An example of a brand category is sports car. An example of a brand attribute is US made.

Without ___, or the process by which consumers come into contact with a stimulus, there's no opportunity to process.

Positioning (product distribution, shelf placement, etc.) impacts exposure. Ex. items in peripheral are more noticeable.

Long-term memory: where we encode or interpret information... in other words, our active or working memory.

Select which of the following is a line extension.

Her father offering to get the car exemplifies which of the following?

Though __ involves higher involvement, it's useful via catchy jingles + slogans. Ex. "They're g-r-r-eat!"/"Just do it."

Which of the following doesn't describe attention (devoting cognitive resources to a stimulus)?

Coke expanding its line to include Diet Coke and Coke Zero is an example of a brand...

If you don't want consumers to notice a change, exceed JND. If you want consumers to notice a change, fall below JND.

Eye tracking—using trackers to measure events where our eyes focus on a point and movements between fixations—measures:

KitKat rolling out its Valentine's Day special edition candy each year is an example of a brand...

Which process would the following be more effective: attractive, likeable source with expertise cues

In a __, some members rep categories better than others. The best/most easily recalled member of a category is the __.

Though a claim may be labeled as false, this label might not be remembered—thus, it could be remembered as true!

The consumer's response is driven by forces like beliefs, attitudes, motivation, emotion, and needs.

Which of the following is not a guiding assumption of ZMET?