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Learning,
Memory,
and
Product
Positioning
Learning, Memory, and Product Positioning
McGraw-Hill/Irwin
CHAPTER
CHAPTER
CHAPTER
Classical Conditioning
CHAPTER
CHAPTER
Operant Conditioning
CHAPTER
CHAPTER
Cognitive Learning
CHAPTER
10
CHAPTER
11
Characteristics of Learning
Strength of Learning
Extinction
Stimulus Generalization and Stimulus
Discrimination
Response Environment
CHAPTER
12
CHAPTER
13
CHAPTER
14
CHAPTER
Memory
15
CHAPTER
Short-term Memory
16
CHAPTER
activated or in use
Often refereed to as working memory
Analogous to thinking
Has limited capacity
An active, dynamic process, not a static
structure
Short-term Memory
17
Maintenance rehearsal
Continual repetition of information to hold it in current
memory for use in problem solving or transferal to longterm
CHAPTER
Short-term Memory
18
Imagery
Involves concrete sensory representations of ideas,
feelings & objects
Permits direct recovery of aspects of past experiences
Involves recall & manipulation of sensory images
Long-term Memory
19
Episodic memory
Memory of sequence of events in which a
person participated
Often elicit imagery & feelings
CHAPTER
completely objective
Memory is sometimes shaped &
changed as it is accessed
Long-term Memory
20
Long-term Memory
21
Long-term Memory
22
United Colors of
Benetton
Formal
Expensive
Informal
Work Place
Posh
Fashionable
CHAPTER
Sleek
Parties
Young Executives
Festive People
Long-term Memory
23
Scripts
Memory of how an action sequence should
occur
A special type of schema
Necessary for consumers to shop effectively
Difficulty is to teach the consumers about
appropriate acquisition, use and disposal
behavior
CHAPTER
Brand Image
24
CHAPTER
Product Positioning
25
CHAPTER
Product Positioning
26
Perceptual Mapping
Technique for measuring & developing a
products position
CHAPTER
Product Positioning
27
Trendy, Youthful,
Fast
I1
I 2 UCB
Westecs
Economical,
Common
Expensive,
Prestigious
Traditional,
Conservative
CHAPTER
Product Repositioning
28
CHAPTER
Brand Equity
29
Brand Leverage
30
Brand Leverage
31
CHAPTER