Chapter 7

Question 1

Behavioral learning

Answer 1

The premise that observable responses to specific external stimuli signal that learning has taken place.

Question 2

Brand loyalty

Answer 2

A measure of how often consumers buy a given brand

Question 3

Consumer involvement

Answer 3

The degree of personal relevance that the product or purchase holds for the consumer

Question 4

Learning

Answer 4

Applying one’s past knowledge and experience to present circumstances and behavior.

Question 5

Licensing

Answer 5

An application of stimulus generalization that contractually allows affixing a brand name to the products of another manufacturer

Question 6

Relationship marketing

Answer 6

Marketing strategies aimed at establishing, maintaining, and enhancing long-term relationships with customers.