Question 1

ABC company wants to create an association between two stimuli: marketing information and feeling.ABC Company is using _______.

Accepted Answer

This scenario describes classical conditioning, where ABC Company is attempting to associate two stimuli (marketing information and feeling) in order to create a positive association between them.

Question 2

MetLife insurance has brand personality that is _____ and ______.

Accepted Answer

MetLife's brand personality emphasizes sincerity and competence, which are reflected in the company's marketing and messaging. The company aims to be seen as trustworthy and reliable, and these traits are reflected in its brand personality.

Question 3

Although individuals are exposed to 2,000 to 5,000 messages daily, all messages are not processed, retained and interpreted because of this tool _________, which helps individuals focus on what is relevant and eliminate what is not.

Accepted Answer

The answer of Although individuals are exposed to 2,000 to...

Question 4

_____ tends to reinforce existing attitudes and creates a real challenge for marketers trying to overcome negative beliefs and attitudes since people are less likely to be aware of or retain information to the contrary.

Accepted Answer

People cannot process, let alone retain, all those messages, so they employ a psychological tool known as selective awareness to help them focus on what is relevant and eliminate what is not. The challenge for marketers is breaking through people's decision rules, which are designed to reject the vast majority of stimuli they see every day.

Question 5

______ is a unique set of personal qualities that produce distinctive responses across similar situations.

Accepted Answer

Personality encompasses a combination of traits, behaviors, and characteristics that make a person unique and influence their behaviors and responses across different situations. Attitude is a person's evaluation of a particular situation or object, situational state is a temporary emotional or mental state in response to a particular situation, personal characteristics refer to any distinguishing attribute of a person, and a mind-set is a particular way of thinking or approaching a situation. None of these alternatives fully capture the idea of a unique set of personal qualities that produce distinctive responses across similar situations, which is the essence of personality.

Question 6

Frito-Lay is using _______ when offering free in-store samples of Doritos for the express purpose of getting people to try the product, enjoy the product, and finally purchase a bag of Doritos.

Accepted Answer

Many different types of food retailers offer product samples in their stores. Frito-Lay, for instance, offers free in-store samples of Doritos for the express purpose of getting people to try the product, enjoy the product, and finally purchase a bag of Doritos. Enjoying the Doritos reinforces the positive attributes of the product and increases the probability of a purchase. Since the consumer must choose to try the product for operant conditioning to occur, Frito-Lay wants to make the trial as easy as possible.

Question 7

Research shows that customers want an easier shopping experience at Staples and are less concerned about price.The result of this research is the ______ made famous in commercials and on office desks all over the country.The "____" message reinforced customer attitudes about the shopping experience and has helped vault Staples to Number 1 in the office supply market.

Accepted Answer

The "Easy button" was a marketing campaign by Staples that emphasized making the shopping experience easy, aligning with customer desires for simplicity over price concerns.

Question 8

______ is any change in the content or organization of long-term memory or behavior.

Accepted Answer

Learning is defined as any change in the content or organization of long-term memory or behavior. Conditioning, memory, behavior modification, and training are all related to learning but do not fully encompass the definition of learning.

Question 9

Values shared by Americans are _____ while Japanese value ______.

Accepted Answer

Americans typically value hard work and achievement, while Japanese culture places a high value on harmony and hierarchy.

Question 10

Jose is _____.He exhibits behaviors that are considered careful, precise and organized.

Accepted Answer

The answer of Jose is _____.He exhibits behaviors that are...

Question 11

Whole Foods is considered to be down-to-earth and wholesome by consumers.Whole Foods has the trait of _____ brand personality.

Accepted Answer

Whole Foods is portrayed as a brand that values being genuine, transparent, and down-to-earth. These qualities are associated with the sincerity dimension of brand personality.

Question 12

While Chuck is aware of most stimuli around him, a number of _____ go unnoticed.

Accepted Answer

Subliminal stimuli are stimuli that are below the threshold of conscious awareness and therefore go unnoticed by the individual.

Question 13

Conditioning requires little effort on the part of the learner, ______ is more active and involves mental processes that acquire information to work through problems and manage life situations.

Accepted Answer

Cognitive learning involves mental processes such as perception, attention, and memory to acquire and use information. Conditioning, both classical and operant, does not require conscious effort or mental processes. Long term memory is a type of memory storage, not a learning process. Active learning is a broad term that can encompass both conditioning and cognitive learning.

Question 14

When baby boomers hear music that connects them with positive memories and the product and brand that is being advertised, they reflect ______.

Accepted Answer

Recently, many companies have started using popular songs from the 1960s and 1970s in their advertising. When individuals, particularly baby boomers, hear that music it connects them with positive memories and, not coincidentally, the product and brand being advertised. This is conditioned learning, by connecting the stimulus such as music with a response such as a positive association with a particular brand.

Question 15

______ assimilates the shared artifacts such as values, morals, beliefs, art, law, and customs into an organized system that enables people to function as members of society.

Accepted Answer

Culture is defined as the shared beliefs, values, customs, practices, and social behavior of a particular group or society. It includes artifacts such as art, architecture, literature, music, and religion, as well as intangible elements such as beliefs, values, and norms. The culture assimilates these elements into an organized system that provides a framework for social interaction and enables people to function as members of society. Therefore, the most appropriate choice is D.

Question 16

When Bob was asked to describe Sherry, he didn't describe her by talking about her age or education; rather, his comments about her sense of humor were reflecting her ____.

Accepted Answer

Bob's comments about Sherry's sense of humor suggest that he is describing her personal traits or qualities, which fall under the category of personality. The other choices (appearance, income, job type, and aptitude) are not relevant in this context.

Question 17

those characteristics can be measured to identify ____________.

Accepted Answer

Characteristics that can be measured are typically used to identify differences between individuals. Measuring reactions, common beliefs, mood or emotion can also be useful, but they may not necessarily help to identify specific individuals or groups.

Question 18

The two fundamental approaches to learning include ____ and _____.

Accepted Answer

There are two fundamental approaches to learning. The first, conditioning, involves creating an association between two stimuli. There are two types of conditioning: classical and operant. While conditioning requires very little effort on the part of the learner, cognitive learning is more active and involves mental processes that acquire information to work through problems and manage life situations.

Question 19

_______ is not an example of a brand personality.

Accepted Answer

The answer of _______ is not an example of a...

Question 20

Marketing managers need to pay attention to culture as _________.

Accepted Answer

All of these statements are true. Culture plays a significant role in shaping consumer behavior, and marketing managers need to understand and incorporate cultural cues in their strategies to ensure the product's success. Failure to do so can result in negative effects on product acceptance and customer loyalty. Additionally, cultural influences affect how customers filter messages, making it important for marketing managers to consider the cultural context when designing promotional material.

Quiz 7: Understanding Customers: Business to Consumer Markets