Topics 1-2

Question 1

Cognitivism explains why ________

Answer 1

people do things and the individual reasons for each purchase

Question 2

Behaviourism explains ________

Answer 2

buying patterns across different people and different time periods

Question 3

Behaviourism emphasises on: ________ (3)

Answer 3

(1) Marketing effort as a reinforcer
(2) Importance of a situation
(3) Repetitive nature of of buying situations

Question 4

Initial Purchases are explained by ________ (2)

Answer 4

(1) cognitive model
(2) reinforcement model

Question 5

Subsequent purchases are explained by ________ (1)

Answer 5

Habit Model

Question 6

The two forms of behaviourism that are relevant to marketing are ________ (2)

Answer 6

(1) classical conditioning
(2) operant conditioning

Question 7

Operant conditioning is ________ and focuses on ________

Answer 7

operant conditioning is [trial & error learning] and focuses on [goal-directing behaviour]

Question 8

Classical conditioning is a form of ______ ______ where your mind is trained to ______ different ______ with products or brands.

Answer 8

A form of [associative learning] where your mind is trained to [associate] different [behaviours] with products or brands

Question 9

What does the reinforcement model focus on?

Answer 9

Reinforcing positive behaviours or responses from consumers through various stimuli

Question 10

what are the conditions for a theory? (3)

Answer 10

(1) Explanatory power - answers the ‘why’ questions
(2) Show that the phenomena was expected to occur (predictive power)
(3) Have empirical content

Question 11

Importance of Empirical Generalisations (4)

Answer 11

(1) Basic form of marketing knowledge
(2) Building blocks for more complex knowledge
(3) Can be used
(4) Guard against falsehoods and unsubstantiated claims to knowledge

Question 12

Good empirical generalisations have/are: S__, P__, P__, U__, L__

Answer 12

(1) Scope - holds under a wide range of conditions
(2) Precision - a marketing phenomenon that has been observed a number of times
(3) Parsimony - simply put; keeping things as simple as they can be
(4) Usefulness - useful to those practising marketing
(5) Linked with theory - try to explain the ‘why’

Question 13

Types of loyalty (3)

Answer 13

(1) attitudinal
(2) share
(3) tenure

Question 14

Loyalty in cognitivism is loyalty = __ + __

Answer 14

Loyalty in cognitivism is loyalty = attitude + behaviour

Question 15

4 types of behavioural loyalty

Answer 15

(1) sole
(2) polygamous
(3) unstable
(4) no loyalty

Question 16

Repertoire market metrics (2)

Answer 16

(1) avg. purchase frequency
(2) share of category requirements

Question 17

Subscription market metrics (4)

Answer 17

(1) acquisition rates
(2) defection rates
(3) churn rates
(4) cross selling

Question 18

Are sole loyals important for marketers? why?

Answer 18

No, because sole loyals are usually light buyers

Question 19

are tenure loyals more likely to recommend a product/brand? why?

Answer 19

no, studies show that more recommendations come from new users/buyers

Question 20

Attitudinal loyalty determines a consumer’s ______ from the consumer’s______ and ______ towards the brand

Answer 20

Attitudinal loyalty determines a consumer’s [loyalty] from the consumer’s [attitude] and [behaviour] towards the brand

Question 21

Share loyalty is polarised into 2 markets - what are they? (2)

Answer 21

(1) subscription markets
(2) repertoire markets