Marketing Final Exam

Prestige fame and recognition text examples include

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Unformatted text preview: clude security and freedom from pain and discomfort. Text examples include health screenings to relieve consumer fears and anxieties and an image campaign to reassure consumers about the safety of air travel. SOCIAL NEEDS involve a sense of belonging and love. Examples could include any messages advertising that the use of the product will bring love. These products might include clothes, cosmetics, and vacation packages. ESTEEM NEEDS include self-respect, feelings of accomplishment, prestige, fame, and recognition. Text examples include Mont Blanc pens, Mercedes-Benz automobiles, and Neiman Marcus stores. SELF-ACTUALIZATION is the highest human need. It refers to self-fulfillment and self-expression. Text examples include American Express ads, Microsoft, and the U.S. Army slogan. PTS: 1 REF: 97-98 Communication KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB MSC: BLOOMS Synthesis 14. Define stimulus generalization and stimulus discrimination and give an example of how each is used. ANS: Stimulus generalization is a form of learning that occurs when one response is extended to a second stimulus similar to the first. Any product line extension will be a satisfactory example. Stimulus discrimination is a learned ability to differentiate among similar products. There are many examples of stimulus discrimination. Students’ examples should indicate how superficial differences are emphasized in promotions. PTS: 1 REF: 99 Communication KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB MSC: BLOOMS Synthesis 15. Compare and contrast beliefs and attitudes. ANS: Beliefs and attitudes are closely linked to values. A belief is defined as an organized pattern of knowledge that an individual holds as true about his or her world. Consumers form beliefs about products based on knowledge, faith, or hearsay. Sets of beliefs form the basis for an attitude. An attitude is a learned tendency to respond consistently toward a given object. Attitudes tend to be more enduring and complex than beliefs. Attitudes also encompass an individual’s value system, which represents personal standards of good and bad, right and wrong, and so forth. PTS: 1 REF: 99 Communication KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB MSC: BLOOMS Synthesis 16. Apply the three methods of changing attitudes or beliefs about brands to possibilities for the marketing activities of Kellogg’s Corn Flakes (or another breakfast cereal you are more familiar with). ANS: CHANGING BELIEFS ABOUT ATTRIBUTES. Kellogg’s could work to promote the image of a family cereal by changing consumers’ beliefs about children’s cereals. Any negative beliefs or misconceptions should also be changed. For example, consumers may believe the cereal is high in sugar, when actually it is not. CHANGING THE IMPORTANCE OF BELIEFS. Kellogg’s could start emphasizing certain attributes that already exist. These might include environmental concerns (a package made of 100 percent recycled materials) or consumer preferences (the favorite ch...
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