MKT 3401 Exam Study Guide ACTUAL
QUESTIONS AND CORRECT ANSWERS
Test question 1 - They key to being successful - CORRECT ANSWER 1) You have to be able
to market yourself
2) You have to be able to sell yourself
3) You got to know people/have connections/build network
4) You have to maintain contact and relationships.
•long term relationships with customers, suppliers, community, and media
Test question - Unmitigated Communion (the U.C.) - CORRECT ANSWER •Favor
relationship more than outcome
•Be cautious to not lose in order to protect the relationship
Test question 2 - CORRECT ANSWER 1) Be creative
2) Be aggressive
• When someone says no, don't give up try something else instead.
3) Be enthusiastic to a certain degree
4) Be smart
• Not a GPA, but the ability to figure out complex issues.
* What is the Key to personal brand? - CORRECT ANSWER Likeability.
What is likeability? - CORRECT ANSWER The emotional impact you have on somebody.
Test Question 3 - CORRECT ANSWER • 38% of likeability is Vocal Delivery aka Tone of
voice (vocal tone).
• 55% is visual Delivery
- Facial expression (Default look)
, Thin Slicing or the thin slice - CORRECT ANSWER Observing a small sample of someone's
behavior and then making a generalization about what the person is like, based on the sample.
People can see you for as quick as 1/24th of a second and form an opinion of you and it takes 15
seconds for them to judge you. That's how fast your brand can be described.
Warmth vs. Competence - CORRECT ANSWER Warmth trumps every time but it is good to
have both. Warmth is more important than competence though. You can be cheerful and skillful.
3 barriers to good tone of voice: - CORRECT ANSWER 1) boring (same old thing over and
over)
2) whiney
3) Arrogance (have to agree/ be right all the time)
Why does every school/company do media training? - CORRECT ANSWER They care about
the athlete/employee who is an extension of the brand. Their behaviors reflect the company/program.
We can't read hearts, we read ___________ _________. People judge you based on that. - CORRECT
ANSWER default looks.
Two things that companies/brands look for in their employees/athletes. - CORRECT ANSWER
Cheerful & skillful. You can be both serious and warm.
What does the phrase "The camera never blinks" mean? - CORRECT ANSWER People watch
you even when your not looking. People see you when your away from your duties and get a
snapshot, thin slice of the way you act and judge you according to that.
People see you when you're not presenting and make judgements.
2 things to keep in mid: - CORRECT ANSWER A) Figure out your default look.
B) Don't overreact to the default look of others. You will mis-read it.
QUESTIONS AND CORRECT ANSWERS
Test question 1 - They key to being successful - CORRECT ANSWER 1) You have to be able
to market yourself
2) You have to be able to sell yourself
3) You got to know people/have connections/build network
4) You have to maintain contact and relationships.
•long term relationships with customers, suppliers, community, and media
Test question - Unmitigated Communion (the U.C.) - CORRECT ANSWER •Favor
relationship more than outcome
•Be cautious to not lose in order to protect the relationship
Test question 2 - CORRECT ANSWER 1) Be creative
2) Be aggressive
• When someone says no, don't give up try something else instead.
3) Be enthusiastic to a certain degree
4) Be smart
• Not a GPA, but the ability to figure out complex issues.
* What is the Key to personal brand? - CORRECT ANSWER Likeability.
What is likeability? - CORRECT ANSWER The emotional impact you have on somebody.
Test Question 3 - CORRECT ANSWER • 38% of likeability is Vocal Delivery aka Tone of
voice (vocal tone).
• 55% is visual Delivery
- Facial expression (Default look)
, Thin Slicing or the thin slice - CORRECT ANSWER Observing a small sample of someone's
behavior and then making a generalization about what the person is like, based on the sample.
People can see you for as quick as 1/24th of a second and form an opinion of you and it takes 15
seconds for them to judge you. That's how fast your brand can be described.
Warmth vs. Competence - CORRECT ANSWER Warmth trumps every time but it is good to
have both. Warmth is more important than competence though. You can be cheerful and skillful.
3 barriers to good tone of voice: - CORRECT ANSWER 1) boring (same old thing over and
over)
2) whiney
3) Arrogance (have to agree/ be right all the time)
Why does every school/company do media training? - CORRECT ANSWER They care about
the athlete/employee who is an extension of the brand. Their behaviors reflect the company/program.
We can't read hearts, we read ___________ _________. People judge you based on that. - CORRECT
ANSWER default looks.
Two things that companies/brands look for in their employees/athletes. - CORRECT ANSWER
Cheerful & skillful. You can be both serious and warm.
What does the phrase "The camera never blinks" mean? - CORRECT ANSWER People watch
you even when your not looking. People see you when your away from your duties and get a
snapshot, thin slice of the way you act and judge you according to that.
People see you when you're not presenting and make judgements.
2 things to keep in mid: - CORRECT ANSWER A) Figure out your default look.
B) Don't overreact to the default look of others. You will mis-read it.
