Marketing Final Exam

Discrimination c perceptual discrimination d

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Unformatted text preview: f learning that occurs when one response is extended to a second stimulus similar to the first. PTS: 1 REF: 99 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application 105. Omega is a prestigious brand of watch that is sold as a luxury product. It has a reputation based on quality and attention to detail. When the company introduces new timepieces, it can count on a well-established market already existing for the new product due to: a. perceptual generalization b. stimulus discrimination c. perceptual discrimination d. selective distortion e. stimulus generalization ANS: E This is an example of stimulus generalization, which is a form of learning that occurs when one response is extended to a second stimulus similar to the first. Omega consumers assume that any product made by Omega is worth purchasing. PTS: 1 REF: 99 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application 106. At the beginning of every trailer for Disney’s Pixar film Wall-E, they say “From the makers who brought you Toy Story, A Bug’s Life, and Monsters Inc., we are proud to present Wall-E.” Here, Pixar is using: a. stimulus discrimination b. selective retention c. stimulus generalization d. social learning e. product reinforcement ANS: C Stimulus generalization occurs when one response (positive attitude for a product) is extended to a similar stimulus (new product, same brand). PTS: 1 REF: 99 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application 107. _____ is the learned ability to differentiate between similar objects such as packages of different brands of aspirin. a. Incentive discrimination b. Stimulus generalization c. Selective perception d. Selective generalization e. Stimulus discrimination ANS: E This is describing stimulus discrimination, which is a learned ability to differentiate among similar products. PTS: 1 REF: 99 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Knowledge 108. There are many travel agencies in the world. One of the largest is Thomas Cook, which is in England. The slogan the travel agency has used for years is “Don’t just book it. Thomas Cook it.” The slogan implies that if you are making any travel plans, you should call the Thomas Cook agency and not some other agency. What learning concept is Thomas Cook relying on with this advertising claim? a. Selective retention b. Stimulus discrimination c. Perceptual generalization d. Selective generalization e. Stimulus generalization ANS: B Stimulus discrimination occurs when consumers learn to differentiate among similar products. PTS: 1 REF: 99 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application 109. Which of the following is an organized pattern of knowledge that an individual holds as true about his or her world? a. Belief b. Value c. Affect d. Attitude e. Descriptor ANS: A This is the definition of...
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This document was uploaded on 09/29/2013.

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