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What type of music should be played in a retail store to encourage consumers to spend more? Why are consumers willing to spend so much more for a Harley than a Honda motorcycle?

Why do women who work the cosmetic counters in department stores wish to spray you with perfume? Creating well-designed products is the predominant way of conveying brand imagery through a. Which of the following is NOT an example of design? Sensory perception b. Perceptual fluency c. Subliminal messaging d. Sensory and perceptual impressions can become a.

Learning is the process by which associations get past the sensory and perception stages into a. With repetition and elaboration, associations can get into a. Ivan Pavlov with his salivating dogs is an example of what type of learning process? Which of these is an example of stage 4 of classical conditioning?

A bell rung in front of the dog initially elicits no response. A food bowl placed in front of a dog naturally elicits its drool. A bell rung in front of the dog elicits drool. A bell rung while a food bowl is simultaneously placed in front of the dog elicits drool. Philip Morris recently changed its name to Altria a. Skinner discovered a. Operant conditioning is based on a.

If a marketer is focusing on people who , she will promote a popular brand. What are a mix of beliefs and importance weights? Marketers typically classify customers by a given purchase.

John is considering buying a new car. This is an example of a mechanism. Which of the following elements is considered characteristic of a social class?

The baby boomer generation is societal minded, so we might expect to see large-scale a. Describe the three phases of the purchase process. During this phase, the consumer identifies the need or want, searches for a possible solution, and builds a consideration set.

The next phase is the purchase phase. During this phase, the consumer narrows the consideration set and decides on a retail channel. Lastly, there is the post-purchase phase. In this phase, the consumer assesses the purchase, and if he is satisfied he will likely make repeat purchases and will generate word of mouth about his purchase. Describe the three types of purchases in a B2C transaction. This purchase typically has little forethought and is price sensitive.

A medium customer involvement purchase in a B2C situation is called a shopping Copyright Cengage Learning. The last type of purchase has high customer involvement. This situation is called a specialty purchase. Purchases of this type require a great deal of research for the best brands, quality, and price.

Marketers for this level try to convince the buyer that their brand is the best choice. Describe how visual stimuli are important to marketers and explain how colors are involved.

For example, the white iPod headphones were easily identified with Apple because they were the only company to offer white headphones when the iPod first came out. Colors also are important for cultural symbols. In the United States, white represents purity. In Thailand, purple is the color for mourning. Yellow means courage in Japan. Explain subliminal advertising. This somehow is captured subconsciously, and the hope is the message would compel one to buy the product advertised.

But, they do a lot of research in the areas of perceptual fluency. Marketers know that if you are exposed to the same billboard every day, you will start to become familiar with it, and with familiarity comes a comfortable, positive feeling, increasing the chances you will make a purchase. Stage 2: A bell rung in front of the dog initially elicits no response.

Stage 3: A bell rung while a food bowl is simultaneously placed in front of the dog elicits drool. Stage 4: With time, a bell rung in front of the dog elicits drool. The dog has come to learn that the bell is associated with food.

Explain the process of operant conditioning and how to maximize results using it. Skinner discovered this when he was able to teach rats to press a bar. The rats would press the bar because they knew they would be rewarded with a food pellet. To maximize results with this method, you should use a variable ratio reinforcement schedule. For example, with a customer loyalty program, you will Copyright Cengage Learning. If the program runs on a fixed ratio schedule, then he knows that five purchases give him one free one, for example.

List from the lowest needs to the highest. Food, water, sleep, sex 2. Safety, security 3. Friendship, love, belonging 4. Self-esteem, respect 5. Describe one of the ways marketers use the hierarchy of needs and give an example of this strategy.

Marketers identify their product with a certain level of needs. For example, Volvo stresses that its brand represents safety. Marketers appeal to your sense of belonging. Curriculum Vitae July Kenneth E. Matching card game activity Worksheet for teachers Use these cards as a matching game They can be used in a variety of ways but you could: Put the pupils into small groups and give them both the word cards.

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