MKTG 371 EXAM 2 EHRICH QUESTIONS AND ANSWERS WITH COMPLETE SOLUTIONS VERIFIED
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Course
MKTG 371
Institution
MKTG 371
MKTG 371 EXAM 2 EHRICH QUESTIONS AND ANSWERS WITH COMPLETE SOLUTIONS VERIFIED
Categorization
occurs when consumers use their prior knowledge to label, identify, and classify something new
- once we have categorized an object, we know what it is, what it's like, and what it's similar to
Why do w...
- sophistication (upper class, glamorous, good looking, charming)
5 Dimensions of Brand personality
Sincerity
-Hallmark, Kodak, and even Coke
Excitement
--Pepsi vs Coke
Competence
-American Express and the Wall Street Journal
Sophistication
-BMW, Mercedes, Lexus vs Mazda Miata or VW Golf
Ruggedness
-Nike (vs Lululemon), Marlboro (vs Virginia Slims)
Experts
people whose prior knowledge is well developed, in part because they have had a lot of
experience and familiarity with an object or a task
Level of Expertise
experts vs novices categorize in different ways
- experts' category structure is more developed
,- have more categories, associations, and a better understanding
- have more subordinate-level categories
Graded Structure
some members represent category better than others
- dogs: golden retrievers, labs
Prototype
best example of category
- most easily recalled
-standard of comparison for category
-(Forest Gump for Tom Hanks movies)
-(velcro instead of hook and loop)
Goal Derived (Ad Hoc) Categorization
contain things we perceive as relevant to a goal
-We use rules/experience to create these
EX:
- things to do on a friday night
- things you eat on a diet
- things I take on a camping trip
First Mover Advantage
- allows you to be the prototype
- easier recall increases sales
- more likely to be in the consideration set
Positioning
, IN HEAD
-position close to prototype
-position away from prototype
-position relevant to goal
Repositioning
changing consumers' perceptions of a brand in relation to competing brands
-Can use placement to change categorization (on shelf)
EX: baking soda in fridge instead of baking with it
Why is understanding memory important for marketers?
-perceptions
-decision making
-effectiveness of marketing actions
EX: top advertising slogans of the century
-Diamonds are forever (Debeers)
-just do it (Nike)
-tastes great, less filling (Miller Lite)
EX: top advertising icons of the 20th century
-Ronald McDonald
-The Green Giant
-Betty Crocker
-Energizer Bunny
Types of Memory
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