MKT201 Tutorial 5 (Chapter 5)

1. Jonas knows the tagline from the local oil change vendor, which is frequently advertised
on the radio station he listens to. However, Jonas does not have a car and is not interested in
oil changes. His awareness of the tagline was most likely due to ________.
A) intentional learning
B) incidental learning
C) cognitive learning
D) negative reinforcement
E) punishment

2. In the marketplace, price, styling, packaging, advertising, and store displays all serve as
________ to help consumers fulfill their needs in product-specific ways.
A) feedback
B) cues
C) response
D) motivation
E) reinforcement

3. At Gino's Italian Bistro, waitresses ask each table whether or not they have dined at Gino's
before. A manager is sure to stop by every table with first-time guests to thank them for
trying the restaurant and to encourage them to return. In this case, the manager visit
constitutes ________ for the guests, making them feel like restaurant staff really care about
the quality of their experience.
A) feedback
B) a cue
C) a response
D) a motive
E) reinforcement

4. If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would
tend to associate the news with dinner, and eventually the sound of the 6 o'clock news alone
might cause your mouth to water even if dinner was not being prepared. This is known as
________.
A) instrumental conditioning
B) classical conditioning
C) conditional learning
D) behavioral learning
E) perceptual learning

5. When a professor reviews a certain topic many times, he or she is practicing ________.
A) psychological conditioning
B) stimulus-response conditioning
C) subliminal conditioning
D) repetition conditioning
E) none of the above
6. HSBC positions itself as "the world's local bank." A recent advertising campaign consisted
of about 20 ads centered on the theme that "different values make the world a richer place."
HSBC's use of different cosmetic variations in their ads while repeating the same advertising
theme is an attempt to avoid ________.
A) advertising wearout
B) the three-hit theory
C) stimulus differentiation
D) rehearsal
E) stimulus generalization

7. Manufacturers of private-label brands try to make their packaging closely resemble the
national brand leaders. They are hoping that consumers will engage in ________ and attribute
the qualities of the leading national brand to the private-label brand by virtue of their similar
packaging appearance.
A) stimulus discrimination
B) advertising wearout
C) stimulus generalization
D) family branding
E) interference

8. Campbell's Soup Company continues to add new food products to its product line under
the Campbell's brand name. This is known as ________.
A) corporate marketing
B) family branding
C) capital branding
D) licensing
E) positioning

9. When Listerine, who makes mouthwash in the form of a liquid, introduced Listerine
PocketPacks, a solid form of the product, it was an example of a ________.
A) product form extension
B) product category extension
C) product line extension
D) product differentiation strategy
E) product generalization strategy

10. If Sarah has a cold and takes Advil, and her cold goes away, increasing the likelihood she
will take Advil if she has another cold, the removal of the unpleasant stimulus (the cold) is an
example of ________.
A) the central route to persuasion
B) copy testing
C) positive reinforcement
D) the peripheral route to persuasion
E) negative reinforcement
11. When a child learns about social and consumer behavior by observing his/her parents
and/or older siblings, it is an example of ________.
A) massed learning
B) passive learning
C) observational learning
D) positioning
E) distributed learning

12. When consumers receive too much information and then find it difficult to encode and
store it, ________ occurs.
A) chunking
B) encoding
C) long-term store purging
D) short-term store purging
E) information overload

13. In ________ tests, the consumer is asked whether he or she has read a specific magazine
or watched a specific television show, and, if so, if he or she can remember any ads or
commercials seen, the product and brand advertised, and any notable points about the
offerings promoted.
A) brand loyalty
B) low involvement processing
C) recall
D) recognition
E) discrimination

FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs down by
only serving its food through drive-through windows. In response to increasing concern
about obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken
taco, as a healthy alternative to its tasty all-beef Speedy Taco. In addition to chicken and
beef tacos, Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas. Hoping
to capitalize on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy
Taco in return for the ability to put the Speedy name on its line of salsa and tortilla chips
sold to consumers through grocery stores. To entice consumers to try its salsa and chips,
Continental Foods set up sampling booths at the front of the chip-and-dip aisles at grocery
stores nationwide. Consumers that sampled the chips and salsa were given coupons toward
the purchase of Continental Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also
printed a discount coupon for salsa on the back of every bag of tortilla chips.

14. In the FAST FOOD MINI CASE, by printing a coupon on the back of every bag of
tortilla chips, Continental foods is reinforcing consumer purchases on a(n) ________
schedule.
A) fixed ratio reinforcement
B) continuous reinforcement
C) variable ratio
D) random
E) iterative
15. In the FAST FOOD MINI CASE, Speedy Taco's addition of chicken tacos to its menu
constitutes ________.
A) product form extension
B) product category extension
C) product line extension
D) product reputation extension
E) product brand extension

OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in
providing routine services like oil changes and safety inspections. It advertises nationally,
particularly around Memorial Day, Independence Day, and Labor Day, when it runs an
advertising blitz to encourage drivers to bring their cars in for a check up before holiday
road trips. Mr. Greasy's advertisements emphasize the importance of changing a car's oil
regularly in order to prevent costly engine failure. Its stores are recognizable from the road
by their gray and yellow color schemes. To encourage brand loyalty, Mr. Greasy offers
customers reward cards that customers get stamped every time they get an oil change, and
can receive the sixth oil change free after the purchase of the first five. Fast Oil, a North
Carolina chain that offers the same kind of services, paints its stores black and yellow in an
effort to appear like Mr. Greasy stores and benefit from Mr. Greasy's extensive advertising.
Thus many customers have developed positive perceptions of Mr. Greasy, note Fast Oil's
store color, and mistake Fast Oil stores for Mr. Greasy stores.

16. In the OIL CHANGE MINI CASE, Mr. Greasy's advertising relies on which of the
following elements of instrumental conditioning?
A) positive reinforcement
B) product category extension
C) product form extension
D) product line extension
E) negative reinforcement

17. In the OIL CHANGE MINI CASE, Fast Oil is relying on ________ to draw consumers to
its stores based on its color scheme.
A) stimulus generalization
B) family branding
C) product differentiation
D) stimulus discrimination
E) licensing

18. Consumers exposed to substantively varied ads process more information about product
attributes and have more positive thoughts about the product than those exposed to cosmetic
variation.
A) True
B) False

19. Extinction and forgetting are the same thing.

A) True
B) False
20. High-involvement purchases are important to the consumer in terms of perceived risk, so
they provoke extensive problem solving and information search.
A) True
B) False