Answered: What is the difference between an…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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What is the difference between an unconditioned stimulus and a conditioned stimulus? People react to other, similar stimuli in much the same way as they responded to an original stimulus. What is this phenomenon, and how does it work? What are the dangers of advertising wear-out, and how might a marketer avoid it? Advertisers like to use celebrities and well-known faces to help promote their products and services. Is this a good idea? Why are brand marketers concerned with stimulus discrimination? What is the major difference between behavioral and cognitive theories of learning? Name the three stages of information processing as we commit information about products to memory. What is external memory, and why is it important to marketers? How can marketers use sensory memory? What advantages does narrative bring to advertising? List the three types of memory, and explain how they work together. How is associative memory like a spider web? How does the likelihood that a person wants to use an ATM machine relate to a schema? Why does a pioneering brand have a memory advantage over follower brands? If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why? Why are retro brands so popular? What is the key ingredient that makes them successful? What is a schema? Give an example. How would you explain the terms salience and recall? How do different types of reinforcement enhance learning? How does the strategy of frequency marketing relate to conditioning? How does learning new information make it more likely that we’ll forget things we’ve already learned?

Transcribed Image Text:1. What is the difference between an unconditioned stimulus and a conditioned stimulus? 2. People react to other, similar stimuli in much the same way as they responded to an original stimulus. What is this phenomenon, and how does it work? 3. What are the dangers of advertising wear-out, and how might a marketer avoid it? 4. Advertisers like to use celebrities and well-known faces to help promote their products and services. Is this a good idea? 5. Why are brand marketers concerned with stimulus discrimination? 6. What is the major difference between behavioral and cognitive theories 7. Name the three stages of information processing as we commit information about products to learning? memory. 8. What is external memory, and why is it important to marketers? 9. How can marketers use sensory memory? 10. What advantages does narrative bring to advertising? 11. List the three types of memory, and explain how they work together. 12. How is associative memory like a spider web? 13. How does the likelihood that a person wants to use an ATM machine relate to a schema? 14. Why does a pioneering brand have a memory advantage over follower brands? 15. If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why? 16. Why are retro brands so popular? What is the key ingredient that makes them successful? 17. What is a schema? Give an example. 18. How would you explain the terms salience and recall?

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