MKT 3401 EXAM 1 QUESTIONS & ANSWERS
product life cycle - Answer -introduction, growth, maturity, decline, & sometimes
extension.
Personal Branding - Answer -What do people think of when they think of you?
Likeability - Answer -emotional impact you have on another. Can be serious/intense
and still be likeable
What does billionaire Warren Buffet look for in future employees - Answer -
cheerfulness & skillfulness
What did Colombia University study find about warmth vs competency - Answer -more
important trait is warmth (likeability)
brand consistency - Answer -not only do you need to be likeable at a
presentation/interview, need to be consistent. you are a potential extention of the
company's brand
where does the impact of a persentation come from? - Answer -7%- verbal
arrangement of the message
38%- vocal delivery. ok to be nervous, makes you likeable, don't let is shut you down.
Biggest component is tone of voice.
55%- visual. not just how you dress, mainly facial expression or "default look".
thin slice - Answer -1/24th to 15 second increment when someone makes a judgement
of you.
"the flinch" - Answer -negotiation tactic used by skilled business people to get what
they want. basically they're really mean and jarring. destroys your brand forever.
Michael Jordan's mantra - Answer -the camera never blinks.
3 things that kill tone of voice - Answer -sounding boring, whiny, or arrogant.
True or false: when you give a presentation, you should be scanning the audience's
facial expressions and gauging your performance based on that - Answer -False. Can
be looking very engaged and thinking about nothing, can be looking like they hate you
but they actually love what ur saying. need to be able to not get distracted when people
get up and walk out.
Why is managing the flinch important to learn? Specifically, what example did he give in
class - Answer -Karam went to present idea of Shaq donating 15 million for a
, "computers only library". Karam got the flinch when he presented, and the idea didn't
happen.
What is the personal branding formula? - Answer -performance + personality + visibility
x trust
What are the objectives of branding? - Answer -identification (want audience to be able
to identify ur brand), repeat sales (want to sell more than one thing to consumers), &
introduce new products (ex. how apple started w/ only one product, expanded over
time)
Why did NFL choose to have 4 female singers and cute kids during halftime show? -
Answer -got female singers to appeal to women, bc already had heavy fanbase of men.
The kids appeal to people's sense of security, bc NFL has come under scrutiny for
being unsafe for players. and the two latina singers likley chosen to appeal to latinx
viewers.
what is a celebrity? - Answer -someone known for their well-known-ness
3 reasons why companies want celebrity endorsements - Answer -to drive sales, to
change perception of brand (Tiger woods endorsed Buick, before was seen as old man
car, Karam ended up buying one when he hated them before), & to enhance company's
image (Tiger/Eldrich woods wearing Tag Howard watch, made it look upscale and
classy)
What makes a celebrity endorser effective? - Answer -Familiarity- audicence needs to
know who it is
Fit- want product & individual to fit together
Esteem- respect ppl have for celebrity
differentiation- sets you apart from other brands (Marshawn Lynch known for being
grumpy, 'here cause i don't want to be fined'.
What is credibility made of? - Answer -trust, expertise, & position (like if someone has
worked in a prestigious position)
give an example of how lack of trust can destroy a brand - Answer -With lance
armstrong, everyone wore the livestrong bracelets, until he was discovered to be using
steroids in his races, killed the brand.
After trust is broken within a brand, how can it be rebuilt? - Answer -only through
honesty. Need to own your mistake. Private apology is more powerful than a public one.
"why do people think I scream when i rarely speak" - Answer -guy had a great default
look when he was listening to presentations, but terrible the rest of the time.
product life cycle - Answer -introduction, growth, maturity, decline, & sometimes
extension.
Personal Branding - Answer -What do people think of when they think of you?
Likeability - Answer -emotional impact you have on another. Can be serious/intense
and still be likeable
What does billionaire Warren Buffet look for in future employees - Answer -
cheerfulness & skillfulness
What did Colombia University study find about warmth vs competency - Answer -more
important trait is warmth (likeability)
brand consistency - Answer -not only do you need to be likeable at a
presentation/interview, need to be consistent. you are a potential extention of the
company's brand
where does the impact of a persentation come from? - Answer -7%- verbal
arrangement of the message
38%- vocal delivery. ok to be nervous, makes you likeable, don't let is shut you down.
Biggest component is tone of voice.
55%- visual. not just how you dress, mainly facial expression or "default look".
thin slice - Answer -1/24th to 15 second increment when someone makes a judgement
of you.
"the flinch" - Answer -negotiation tactic used by skilled business people to get what
they want. basically they're really mean and jarring. destroys your brand forever.
Michael Jordan's mantra - Answer -the camera never blinks.
3 things that kill tone of voice - Answer -sounding boring, whiny, or arrogant.
True or false: when you give a presentation, you should be scanning the audience's
facial expressions and gauging your performance based on that - Answer -False. Can
be looking very engaged and thinking about nothing, can be looking like they hate you
but they actually love what ur saying. need to be able to not get distracted when people
get up and walk out.
Why is managing the flinch important to learn? Specifically, what example did he give in
class - Answer -Karam went to present idea of Shaq donating 15 million for a
, "computers only library". Karam got the flinch when he presented, and the idea didn't
happen.
What is the personal branding formula? - Answer -performance + personality + visibility
x trust
What are the objectives of branding? - Answer -identification (want audience to be able
to identify ur brand), repeat sales (want to sell more than one thing to consumers), &
introduce new products (ex. how apple started w/ only one product, expanded over
time)
Why did NFL choose to have 4 female singers and cute kids during halftime show? -
Answer -got female singers to appeal to women, bc already had heavy fanbase of men.
The kids appeal to people's sense of security, bc NFL has come under scrutiny for
being unsafe for players. and the two latina singers likley chosen to appeal to latinx
viewers.
what is a celebrity? - Answer -someone known for their well-known-ness
3 reasons why companies want celebrity endorsements - Answer -to drive sales, to
change perception of brand (Tiger woods endorsed Buick, before was seen as old man
car, Karam ended up buying one when he hated them before), & to enhance company's
image (Tiger/Eldrich woods wearing Tag Howard watch, made it look upscale and
classy)
What makes a celebrity endorser effective? - Answer -Familiarity- audicence needs to
know who it is
Fit- want product & individual to fit together
Esteem- respect ppl have for celebrity
differentiation- sets you apart from other brands (Marshawn Lynch known for being
grumpy, 'here cause i don't want to be fined'.
What is credibility made of? - Answer -trust, expertise, & position (like if someone has
worked in a prestigious position)
give an example of how lack of trust can destroy a brand - Answer -With lance
armstrong, everyone wore the livestrong bracelets, until he was discovered to be using
steroids in his races, killed the brand.
After trust is broken within a brand, how can it be rebuilt? - Answer -only through
honesty. Need to own your mistake. Private apology is more powerful than a public one.
"why do people think I scream when i rarely speak" - Answer -guy had a great default
look when he was listening to presentations, but terrible the rest of the time.
