Selected Answer: [None Given]
Answers: a. reinforcing the consumers' sense of self-confidence in making wise purchase decisions b. actively educating consumers about the product's competitive advantages c. changing the perceived importance of attributes d. refocusing a consumer's attention from one attribute to another e. denigrating the attributes of competitors' products Response Feedback : Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product. Question 8 0 out of 10 points Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of Selected Answer: [None Given] Answers: a. using a cognitive learning technique. b. using a behavioral learning technique. c. reducing perceived risk. d. creating stimulus generalization. e. using an attitudinal learning
technique. Response Feedback : Cognitive learning requires thinking, reasoning, and mental problem solving without direct experience. This type of learning involves making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting your own accordingly. The consumer is encouraged to learn about the benefits of the drug. Question 9 0 out of 10 points In the Maslow hierarchy of needs, water, food, and oxygen would be considered __________ needs. Selected Answer: [None Given] Answers: a. psychologi cal b. safety c. social d. personal e. physiologic al Response Feedback: People possess physiological needs for basics such as water, food, and oxygen, which are basic to survival and must be satisfied first. See Figure 5-5. Question 10 0 out of 10 points What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in its product? Selected Answer: [None Given] Answers: a. changing beliefs about the extent to which a brand has
certain attributes b. changing the perceived importance of attributes c. adding new attributes to the product d. providing free trials of the new product e. obtaining a seal of approval to reduce consumers' risk and encourage purchases Response Feedback: Colgate-Palmolive included a new antibacterial ingredient, triclosan, in its Colgate Total toothpaste and spent $100 million marketing the brand to encourage customers to consider this germ-fighting property as a new attribute. Question 1 0 out of 10 points In Marketing in the News, we heard that Enduring Brands should understand six core constituents. Which of the following is NOT a core constituent mentioned?
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- Spring '14