MKTG 371 EXAM 2 EHRICH QUESTIONS AND ANSWERS WITH
COMPLETE SOLUTIONS VERIFIED
Categorization
occurs when consumers use their prior knowledge to label, identify, and classify
something new
- once we have categorized an object, we know what it is, what it's like, and what it's
similar to
Why do we categorize?
-too much information
-utter chaos without structure
-helps us learn
-we like to do it
-we're good at it
Taxonomic Categorization
similar objects in the same category (playlist with all the same genre)
-objects in categories have same features
-lots of sharing within categories
-little sharing across categories
3 types:
- superordinate (broadest)
- basic
- subordinate (narrowest)
,Aaker's 5 dimensions of brand personality
- sincerity (down to earth, honest, wholesome, cheerful)
- competence (reliable, hard working, intelligent, confident, successful)
- ruggedness (outdoorsy, masculine, tough)
- excitement (exciting, spirited, imaginative, up-to-date)
- sophistication (upper class, glamorous, good looking, charming)
5 Dimensions of Brand personality
Sincerity
-Hallmark, Kodak, and even Coke
Excitement
--Pepsi vs Coke
Competence
-American Express and the Wall Street Journal
Sophistication
-BMW, Mercedes, Lexus vs Mazda Miata or VW Golf
Ruggedness
-Nike (vs Lululemon), Marlboro (vs Virginia Slims)
Experts
people whose prior knowledge is well developed, in part because they have had a lot of
experience and familiarity with an object or a task
Level of Expertise
experts vs novices categorize in different ways
- experts' category structure is more developed
,- have more categories, associations, and a better understanding
- have more subordinate-level categories
Graded Structure
some members represent category better than others
- dogs: golden retrievers, labs
Prototype
best example of category
- most easily recalled
-standard of comparison for category
-(Forest Gump for Tom Hanks movies)
-(velcro instead of hook and loop)
Goal Derived (Ad Hoc) Categorization
contain things we perceive as relevant to a goal
-We use rules/experience to create these
EX:
- things to do on a friday night
- things you eat on a diet
- things I take on a camping trip
First Mover Advantage
- allows you to be the prototype
- easier recall increases sales
- more likely to be in the consideration set
Positioning
, IN HEAD
-position close to prototype
-position away from prototype
-position relevant to goal
Repositioning
changing consumers' perceptions of a brand in relation to competing brands
-Can use placement to change categorization (on shelf)
EX: baking soda in fridge instead of baking with it
Why is understanding memory important for marketers?
-perceptions
-decision making
-effectiveness of marketing actions
EX: top advertising slogans of the century
-Diamonds are forever (Debeers)
-just do it (Nike)
-tastes great, less filling (Miller Lite)
EX: top advertising icons of the 20th century
-Ronald McDonald
-The Green Giant
-Betty Crocker
-Energizer Bunny
Types of Memory
COMPLETE SOLUTIONS VERIFIED
Categorization
occurs when consumers use their prior knowledge to label, identify, and classify
something new
- once we have categorized an object, we know what it is, what it's like, and what it's
similar to
Why do we categorize?
-too much information
-utter chaos without structure
-helps us learn
-we like to do it
-we're good at it
Taxonomic Categorization
similar objects in the same category (playlist with all the same genre)
-objects in categories have same features
-lots of sharing within categories
-little sharing across categories
3 types:
- superordinate (broadest)
- basic
- subordinate (narrowest)
,Aaker's 5 dimensions of brand personality
- sincerity (down to earth, honest, wholesome, cheerful)
- competence (reliable, hard working, intelligent, confident, successful)
- ruggedness (outdoorsy, masculine, tough)
- excitement (exciting, spirited, imaginative, up-to-date)
- sophistication (upper class, glamorous, good looking, charming)
5 Dimensions of Brand personality
Sincerity
-Hallmark, Kodak, and even Coke
Excitement
--Pepsi vs Coke
Competence
-American Express and the Wall Street Journal
Sophistication
-BMW, Mercedes, Lexus vs Mazda Miata or VW Golf
Ruggedness
-Nike (vs Lululemon), Marlboro (vs Virginia Slims)
Experts
people whose prior knowledge is well developed, in part because they have had a lot of
experience and familiarity with an object or a task
Level of Expertise
experts vs novices categorize in different ways
- experts' category structure is more developed
,- have more categories, associations, and a better understanding
- have more subordinate-level categories
Graded Structure
some members represent category better than others
- dogs: golden retrievers, labs
Prototype
best example of category
- most easily recalled
-standard of comparison for category
-(Forest Gump for Tom Hanks movies)
-(velcro instead of hook and loop)
Goal Derived (Ad Hoc) Categorization
contain things we perceive as relevant to a goal
-We use rules/experience to create these
EX:
- things to do on a friday night
- things you eat on a diet
- things I take on a camping trip
First Mover Advantage
- allows you to be the prototype
- easier recall increases sales
- more likely to be in the consideration set
Positioning
, IN HEAD
-position close to prototype
-position away from prototype
-position relevant to goal
Repositioning
changing consumers' perceptions of a brand in relation to competing brands
-Can use placement to change categorization (on shelf)
EX: baking soda in fridge instead of baking with it
Why is understanding memory important for marketers?
-perceptions
-decision making
-effectiveness of marketing actions
EX: top advertising slogans of the century
-Diamonds are forever (Debeers)
-just do it (Nike)
-tastes great, less filling (Miller Lite)
EX: top advertising icons of the 20th century
-Ronald McDonald
-The Green Giant
-Betty Crocker
-Energizer Bunny
Types of Memory
