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MKTG 331 Exam 1
| Term | Definition |
|---|---|
| Marketing Foundations | Segmentation, targeting and positioning |
| Brand Promise | A contract between you and your customers. It's a commitment that you make to them, and it's something that they should be able to hold you accountable for. |
| Consumer behavior | The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs and desires and to define and express their identities. |
| Marketing Mix | Product, Price, Place, Promotion |
| VALS | motivations and resources |
| Perception | the process by which individuals select, organize, and interpret stimuli into a meaningful and coherent picture of the world |
| Perception process | Exposure, Attention, Interpretation |
| JND (Just noticeable difference) | The minimum difference consumers detect between stimuli |
| Semiotics | Signs and symbols and how they are used or interpreted |
| Two Schools of though associated with learning | behaviorism and constructivism |
| What do cognitive scientists believe | consumers are problem-solvers who use information from the world around them to master their environments |
| Classical Conditioning | A stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, the second stimulus elicits the same response because of association |
| Operant Conditioning | The individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes |
| Stimulus Generalization | Similar stimuli start eliciting same response ex. jangling keys instead of the bell |
| Positive Reinforcement | Something good happens, addition of positive |
| Negative Reinforcement | Something bad stops happening, removal of negative |
| Punishment | Opposite of reinforcement, something bad happens |
| Schemas | A set of beliefs that is formed by our experience |
| Scripts | A sequence of events an individual expects to occur |
| Cognitive Learning types | Incidental, Cognitive, Behavioral |
| Observational learning model | Retention, motivation, attention, production processes |
| Optimal Distinctiveness Theory | _______ posits that individuals desire to attain an optimal balance of inclusion and distinctiveness within and between social groups and situations |
| Closure | According to Chapter 3 in your textbook, which one of these is Not a personal selection factor that can lead adaptation? |
| Symbol | According to Charles Sanders Peirce, signs relate to objects in one of 3 ways: Icon, Index, or ____ |
| Shrinkage | _____ is the industry term for inventory and cash losses from shoplifting and employee theft |
| Conditioned response (CR) | Under classical conditioning, an unconditioned stimulus )UCS) needs to be frequently paired with the conditioned stimulus (CS) across media and platforms to elicit strong _____ and positive brand equity leading to loyalty |
| Spotlight Effect | Others have a big effect because we (wrongly) believe that they really notice us and care about what we're doing. This is called ____ |
| Gamification | is an instrumental/operant marketing technique wherein marketers turn routine or boring actions into gaming elements to motivate desired learning (e.g., with Nike+ |
| Invention | As per the Observational Learning Process, which one the following is NOT a condition for observational learning to happen? |
| Kansei | Some Japanese companies take this idea a step farther with their practice of _____ engineering, a philosophy that translates customers’ feelings into design elements. |
| Illusion of truth effect | Measurement of memory can be problematic. Sometimes, people might remember a claim to be true when they have been told the claim is false. This phenomenon is called ___________ |
| Service Script | Carson Schultz knows that when he goes to the dentist, he must first make an appointment, show up on time, bring proof of insurance, and have his teeth cleaned before any other dental services may be performed. |
| Incidental Learning | Casual, unintentional acquisition of knowledge |
| Behavioral Learning | Focus on associative stimulus response connections. These result of responses to external events and feedback to stimuli |
| Cognitive learning theories | Focus on consumers as problem solvers who learn when they observe relationships. These happen as a result of knowledge acquisition through internal mental processes. |
| Closure Principle | People perceive an incomplete picture as complete |
| Similarity principle | Consumers group together objects that share similar physical characteristics |
| Figure-ground principle | One part of the stimulus will dominate (figure) while the other recede into the background (ground) |
| Gestalt | People interpret meaning from the totality of set of stimuli not from any individual stimulus |
| STP | Marketers understand the wants and needs of their different targeted consumer segments. They understand that consumers can be segmented according to many different dimensions including product usage, demographics and psychographics |
| Classical Conditioning | a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, the second stimulus elicits the same response because of the association |
| Operant/ Instrumental Conditioning | the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes (probably not going to be this one) |
| What biological changes do stories make in humans | Oxytocin is released by the posterior lobe of the pituitary gland, a pea-sized structure at the base of the brain and is stimulated when people hug, bond socially or fall in love. Our brains are wired to connect with stories. |
| Memory | a process of acquiring information and storing it over time so that it will be available for retrieval when we need it. Information-processing approach says the human min is akin to a computer. |
| 3 types of Memory | encoding stage, storage stage, retrieval stage |
| Perception | process by which individuals select, organize, and interpret stimuli into a meaningfu and coherent picture of the world |
| 3 stages of perceptual process | Exposure, Attention, Interpretation |
Created by:
klundepe