MKT 3401 FINAL EXAM QUESTIONS & ANSWERS
To be successful in business, one must be: (5) - Answer -1) Creative
2) Aggressive
3) Enthusiastic
4) Smart
5) Honest
Personal Branding is all about learning how to ___ _______. - Answer -Sell Yourself
"the emotional impact you have on someone and why they want to pay attention to you"
- Answer -Likeability
_____ ______ is the man that researched statistics on what makes you "likeable" as an
individual. - Answer -Alan Murabian
Murabian's Numbers (statistics on likeability) consist of: (hint: add to 100%) - Answer -
38% Verbal Delivery
55% Visual Delivery
7% Verbal Arrangement
The most important component of Verbal Delivery is your _____ __ _______. - Answer
-Tone of voice
Three Killers of Personal Branding: - Answer -1) Boredom
2) Bitterness
3) Arrogance ***
T/F: The most important aspects of Visual Delivery include motion, eye contact,
gestures, and dress. - Answer -False
The most important component of Visual Delivery is _____ __________. - Answer -
Facial Expression
To successfully achieve effective Visual Delivery, one must learn their ______
________. (how you look when not trying) - Answer -Default Look
Everyone has two types of images... What are they? - Answer -1) Perceived Image
2) Desired Image
How long does it take for our brains to generate an image? - Answer -1/24th of a
second
, What is Jerry Curham's THIN SLICE? - Answer -Within 10 seconds, one can be 70%
accurate of who you are as a person.
The Personal Branding Formula was originally developed by which person? - Answer -
Stephen Geisman
What is the Personal Branding Formula? - Answer -(Performance + Personality +
Visibility) * Trust
Studies of Fortune 500 companies show that managers look for what characteristics in
a graduate? (4) - Answer -1) Interpersonal/Communication
2) Teamwork
3) Honesty
4) Core Competency (Knowledge)
"What makes you believable..." - Answer -Credibility
What are the factors that enhance credibility? (4) - Answer -1) Trust/Honesty
2) Knowledge/Expertise
3) Position Status/Success
4) Personal Brand
What are the Three Components of the Marketing Strategy Framework? - Answer -1)
Market Analysis
2) Strategy Development
3) Implementation
What are the four steps to Market Analysis? - Answer -1) Analyze the COMPANY
(strengths/weaknesses)
2) Study the COMPETITION
3) Find the CUSTOMER (age/gender/nationality)
4) Know the CONDITIONS
How did Burger King study the COMPETITION when it comes to Market Analysis? -
Answer -Burger King saw the "health" trend in the market, but decided to introduce an
all-new HOTDOG to solidify its perception as a FAST-FOOD RESTAURANT.
How did Ford study the COMPETITION when it comes to Market Analysis? - Answer -
Ford equipped their newer vehicles with LYFT technology to compare to UBER.
What are four types of CONDITIONS involved in Market Analysis? - Answer -1) Social
Factors (lifestyles/interests/opinions)
2) Economic Factors
3) Technology Factors (drones/phones/tracking)
4) Legal and Political (federal mandates)
To be successful in business, one must be: (5) - Answer -1) Creative
2) Aggressive
3) Enthusiastic
4) Smart
5) Honest
Personal Branding is all about learning how to ___ _______. - Answer -Sell Yourself
"the emotional impact you have on someone and why they want to pay attention to you"
- Answer -Likeability
_____ ______ is the man that researched statistics on what makes you "likeable" as an
individual. - Answer -Alan Murabian
Murabian's Numbers (statistics on likeability) consist of: (hint: add to 100%) - Answer -
38% Verbal Delivery
55% Visual Delivery
7% Verbal Arrangement
The most important component of Verbal Delivery is your _____ __ _______. - Answer
-Tone of voice
Three Killers of Personal Branding: - Answer -1) Boredom
2) Bitterness
3) Arrogance ***
T/F: The most important aspects of Visual Delivery include motion, eye contact,
gestures, and dress. - Answer -False
The most important component of Visual Delivery is _____ __________. - Answer -
Facial Expression
To successfully achieve effective Visual Delivery, one must learn their ______
________. (how you look when not trying) - Answer -Default Look
Everyone has two types of images... What are they? - Answer -1) Perceived Image
2) Desired Image
How long does it take for our brains to generate an image? - Answer -1/24th of a
second
, What is Jerry Curham's THIN SLICE? - Answer -Within 10 seconds, one can be 70%
accurate of who you are as a person.
The Personal Branding Formula was originally developed by which person? - Answer -
Stephen Geisman
What is the Personal Branding Formula? - Answer -(Performance + Personality +
Visibility) * Trust
Studies of Fortune 500 companies show that managers look for what characteristics in
a graduate? (4) - Answer -1) Interpersonal/Communication
2) Teamwork
3) Honesty
4) Core Competency (Knowledge)
"What makes you believable..." - Answer -Credibility
What are the factors that enhance credibility? (4) - Answer -1) Trust/Honesty
2) Knowledge/Expertise
3) Position Status/Success
4) Personal Brand
What are the Three Components of the Marketing Strategy Framework? - Answer -1)
Market Analysis
2) Strategy Development
3) Implementation
What are the four steps to Market Analysis? - Answer -1) Analyze the COMPANY
(strengths/weaknesses)
2) Study the COMPETITION
3) Find the CUSTOMER (age/gender/nationality)
4) Know the CONDITIONS
How did Burger King study the COMPETITION when it comes to Market Analysis? -
Answer -Burger King saw the "health" trend in the market, but decided to introduce an
all-new HOTDOG to solidify its perception as a FAST-FOOD RESTAURANT.
How did Ford study the COMPETITION when it comes to Market Analysis? - Answer -
Ford equipped their newer vehicles with LYFT technology to compare to UBER.
What are four types of CONDITIONS involved in Market Analysis? - Answer -1) Social
Factors (lifestyles/interests/opinions)
2) Economic Factors
3) Technology Factors (drones/phones/tracking)
4) Legal and Political (federal mandates)
