MKTG 445 TEST #1 (Wardley, CSUSM) STUDY GUIDE
(Ch. 1)
Mlodinow tells a story about his mother accusing his roommate of covering up
his death. This illustrates what point? - ANSWER It is sometimes hard to accept
that the unconscious mind plays such a big part in our thought process even
though we do not notice it.
(Ch. 2?)
Mlodinow tells a story about a tortoise trying to escape from its pen. This
illustrates what point? - ANSWER As humans we tend to think that animals are
ruled by their conscious behavior just like humans but this case shows that
animals are often ruled by their unconscious behavior or in this case their
instinct to escape despite a comfortable living situation.
(Ch. 3)
The main point of chapter 3 (Remembering and Forgetting) in your book is? -
ANSWER Your memory gets distorted all the time. There is a bias with memory.
Your mind creates memories of events then forgets the details.
We process tons of information a day and filter out unnecessary clutter.
We reinforce our memory by remembering the memory and not the event.
(Ch. 4)
The main point of chapter 4 (The Importance of Being Social) in your book is? -
ANSWER We as humans are a social species. We have a biological need to bond
and be a part of a group.
There is a subliminal programming of our brains which allows us to distinguish
or guess different mental states/ emotions of people (theory of mind).
Human behavior is advanced compared to animals.
(Ch.5)
Mlodinow discusses a study in which student expectations affected the
performance of rats running through a maze. How is this related to market
research? - ANSWER This is related because you can unconsciously deliver
, cues based on expectations and the people you are studying will have a
response to it.
Unconsciously communicated expectations might affect human performance.
(Ch. 5)
Mlodinow discusses body language and tone of voice. Understanding body
language and tone of voice is important in marketing because? - ANSWER Both
are important in marketing because body language and tone of voice are non-
verbal communication techniques.
It communicates the message you're trying to get across just as effectively as
speaking about it.
You have to communicate a message in the right way otherwise the target
audience could take it the wrong way or misinterpret your message.
Forms relationship that is stronger than just words.
(Ch. 7)
From your reading: the IAT (implicit association test) allows social science
researchers to uncover what? - ANSWER IAT measures the degree to which an
individual unconsciously associates traits with social categories
(unconscious biases, stereotyping, mental associations)
What is consumer behavior? - ANSWER The study of the process involved when
individuals or groups select, purchase, use or dispose of products, services,
ideas or experiences to satisfy needs and desires.
Pre-Purchase --> Purchase --> Post-Purchase
A consumer is generally a person who...? - ANSWER Identifies a need or desire -
-> Makes a purchase ---> Uses & disposes of the product
Peter Drucker's defined business purpose as what? - ANSWER To create a
customer
According to Peter Drucker, what are the 2 basic functions of business? -
ANSWER Marketing and innovation
(Ch. 1)
Mlodinow tells a story about his mother accusing his roommate of covering up
his death. This illustrates what point? - ANSWER It is sometimes hard to accept
that the unconscious mind plays such a big part in our thought process even
though we do not notice it.
(Ch. 2?)
Mlodinow tells a story about a tortoise trying to escape from its pen. This
illustrates what point? - ANSWER As humans we tend to think that animals are
ruled by their conscious behavior just like humans but this case shows that
animals are often ruled by their unconscious behavior or in this case their
instinct to escape despite a comfortable living situation.
(Ch. 3)
The main point of chapter 3 (Remembering and Forgetting) in your book is? -
ANSWER Your memory gets distorted all the time. There is a bias with memory.
Your mind creates memories of events then forgets the details.
We process tons of information a day and filter out unnecessary clutter.
We reinforce our memory by remembering the memory and not the event.
(Ch. 4)
The main point of chapter 4 (The Importance of Being Social) in your book is? -
ANSWER We as humans are a social species. We have a biological need to bond
and be a part of a group.
There is a subliminal programming of our brains which allows us to distinguish
or guess different mental states/ emotions of people (theory of mind).
Human behavior is advanced compared to animals.
(Ch.5)
Mlodinow discusses a study in which student expectations affected the
performance of rats running through a maze. How is this related to market
research? - ANSWER This is related because you can unconsciously deliver
, cues based on expectations and the people you are studying will have a
response to it.
Unconsciously communicated expectations might affect human performance.
(Ch. 5)
Mlodinow discusses body language and tone of voice. Understanding body
language and tone of voice is important in marketing because? - ANSWER Both
are important in marketing because body language and tone of voice are non-
verbal communication techniques.
It communicates the message you're trying to get across just as effectively as
speaking about it.
You have to communicate a message in the right way otherwise the target
audience could take it the wrong way or misinterpret your message.
Forms relationship that is stronger than just words.
(Ch. 7)
From your reading: the IAT (implicit association test) allows social science
researchers to uncover what? - ANSWER IAT measures the degree to which an
individual unconsciously associates traits with social categories
(unconscious biases, stereotyping, mental associations)
What is consumer behavior? - ANSWER The study of the process involved when
individuals or groups select, purchase, use or dispose of products, services,
ideas or experiences to satisfy needs and desires.
Pre-Purchase --> Purchase --> Post-Purchase
A consumer is generally a person who...? - ANSWER Identifies a need or desire -
-> Makes a purchase ---> Uses & disposes of the product
Peter Drucker's defined business purpose as what? - ANSWER To create a
customer
According to Peter Drucker, what are the 2 basic functions of business? -
ANSWER Marketing and innovation
