SQ09 - September 29, 2011 SQ09 - CHAPTER 9 LEARNING,...

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September 29, 2011 SQ09 - CHAPTER 9 LEARNING, MEMORY, AND PRODUCT POSITIONING 1) How does the chapter opening example illustrate that learning and memory are keys to successful brand image development, positioning and repositioning? Define learning and memory in your answer. Okamoto had to demonstrate for people how this type of mackerel was more flavorful and less prone to spoilage. He showed people through direct experience. He did this for years, and finally their memorys could process and associate his fish as good fish. 2) Define short-term memory. Discuss the nature of short-term memory in terms of its endurance and capacity. What are the differences between maintenance rehearsal and elaborative activities? Short term memory is also known as working memory. It is the portion of total memory that is currently activated or in use. It has a very limited capacity to store information. We use short term to hold information while we analyze and interpret it. It is an active,
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This note was uploaded on 09/29/2011 for the course MKT 3350 taught by Professor Smith during the Spring '09 term at Texas State.

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SQ09 - September 29, 2011 SQ09 - CHAPTER 9 LEARNING,...

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