MKT 434 Final Exam Practice Questions and Answers

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MKT 434 Final Exam
Practice Questions and
Answers




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MKT 434 Final Exam
Study online at https://quizlet.com/_iv5tp2

1. ________ roughly means whole, pattern, or configura- C) Gestalt
tion; this perspective is best
summarized by the saying "The whole is greater than
the sum of its parts."
A) Freudian traits analysis
B) Kinsei
C) Gestalt
D) Weber's Law

2. A new Green Giant ad campaign relied on the ________ D) principle of similarity
when it used a redesigned
package for Green Giant products that showed the
Green Giant in a "sea of green." It
was felt that the Green Giant products were now uni-
fied under a common design
banner.
A) figure-ground principle
B) subliminal principle
C) closure principle
D) principle of similarity

3. When a gas station blows "fresh coffee smell" around B) sensory
the gas pumps to tempt customers
to come inside for a cup, the gas station is using a form
of ________ marketing to
influence customers.
A) differentiated
B) sensory
C) one-on-one
D) subliminal

4. B) incidental learning
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MKT 434 Final Exam
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Sam Bolton hums the Purina Cat Chow jingle as he
drives down the expressway. A
thought suddenly occurs to Sam: "Why am I humming
this stupid jingle? I don't buy
this stuff. In fact, I don't even have a cat." Sam knows
this jingle through ________.
A) operant conditioning
B) incidental learning
C) stimulus generalization
D) reinforcement modeling

5. According to the definition of learning, how could a D) by measuring a behav-
researcher ever show that cognitive ioral change that could di-
learning had taken place in a subject? rectly be tied to a previous
A) by removing the conditioned stimulus experience
B) by measuring the brainwave pattern of the subject
C) by relying upon an intuitive feel for the amount of
learning the subject had
experienced
D) by measuring a behavioral change that could direct-
ly be tied to a previous
experience

6. Jamie was really angry when Coca-Cola attempted to C) Internalization
switch from its older
formula to New Coke. She wrote letters to Coca-Cola,
talked to friends, called
the local bottler, attempted to hoard "old Coke," com-
plained to the local
grocery store manager, and she flew to Atlanta to pick-
et in front of Coca Cola
headquarters. . In this example, which degree of com-
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MKT 434 Final Exam
Study online at https://quizlet.com/_iv5tp2

mitment would be most
closely associated with Jamie and her attitudes?
A) Information acquisition
B) Identification
C) Internalization
D) Compliance

7. When Jamie sees an ad in a newspaper about a partic- B) feedback
ular product, goes to the
store, reviews the actual product offer in the store,
rejects the product, and
tells the salesperson why she did not buy the product,
she is providing
________ in the communications model established by
the store.
A) media forms
B) feedback
C) noise
D) a message

8. Physically attractive people are perceived as smarter, D) halo effect
cooler, and happier than
average people. These perceptions are a result of the
________.
A) balance theory
B) principle of cognitive dissonance
C) self-perception theory
D) halo effect

9. Jamie has a unique problem. She must persuade a B) two-sided
good friend to stop
smoking. She knows that if she just says "Quit," her

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