Scenario 5-4 an American Automobile Company Sees That the Market Share of Share

question 97

Multiple Choice

Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined.It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition.In an effort to regain market share, the automobile company decides to promote its American-made heritage.In fact, every part of its car is manufactured in the United States.The advertising agency for the company comes up with the slogan "Right here.Right now.Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response.
-(Scenario 5-4) After running a MAAMs analysis, the advertising agency discovers that the made-in-America element is a consideration for consumers-in fact, most know where the car is made-but it's a relatively minor consideration compared to other issues.The task that confronts the advertising agency now is to

• A)change the importance weight of the attribute.
• B)get the car included in a consideration set.
• C)change the evaluative criteria that consumers use.
• D)move the car into a limited problem-solving mode for consumers.

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Definitions:

Latent Learning

Learning that occurs without any obvious reinforcement of the behavior or associations that are learned.

Observational Learning

The process of acquiring new behaviors or information through watching and imitating the actions of others, also known as social learning.

Classical Conditioning

An educational method where two stimuli are consistently linked together, leading to a response initially triggered by the second stimulus but later induced by the first stimulus alone.

Operant Conditioning

A learning process in which the consequences of an action determine the likelihood of that action being repeated in the future.