MKTG 437 FINAL EXAM STUDY
TERMS QUESTIONS AND ANSWERS
Authority - Correct Answers -persuades with the opinion or recommendation of an
expert in the field.
Behavioral Segmentation - Correct Answers -divides consumers into groups based on
how they act with regard to a brand or product category.
Benefit Segmentation - Correct Answers -groups individuals in the marketing universe
according to benefits they seek from the products available in the market.
Bounded Rationality - Correct Answers -when we have choices to make but our limited
by our own cognitive capacity.
Cognitive Biases - Correct Answers -"shortcuts" our brains take when we process
information.
Return on Target Influence Model: - Correct Answers -relies upon survey data to assess
the effectiveness of social
media marketing,
Social Media Return on Investment - Correct Answers -measures income generated
from investment in social
media.
Validity - Correct Answers -data actually measures the phenomena
Recommendations/Referrals - Correct Answers -personalized product endorsements.
Cognitive Dissonance - Correct Answers -a state of psychological discomfort caused
when things we know or do contradict one another
Conformity - Correct Answers -a change in beliefs or actions as a reaction to real or
imagined group pressure.
Conversationalists - Correct Answers -people talking through social media and doing so
frequently.
TERMS QUESTIONS AND ANSWERS
Authority - Correct Answers -persuades with the opinion or recommendation of an
expert in the field.
Behavioral Segmentation - Correct Answers -divides consumers into groups based on
how they act with regard to a brand or product category.
Benefit Segmentation - Correct Answers -groups individuals in the marketing universe
according to benefits they seek from the products available in the market.
Bounded Rationality - Correct Answers -when we have choices to make but our limited
by our own cognitive capacity.
Cognitive Biases - Correct Answers -"shortcuts" our brains take when we process
information.
Return on Target Influence Model: - Correct Answers -relies upon survey data to assess
the effectiveness of social
media marketing,
Social Media Return on Investment - Correct Answers -measures income generated
from investment in social
media.
Validity - Correct Answers -data actually measures the phenomena
Recommendations/Referrals - Correct Answers -personalized product endorsements.
Cognitive Dissonance - Correct Answers -a state of psychological discomfort caused
when things we know or do contradict one another
Conformity - Correct Answers -a change in beliefs or actions as a reaction to real or
imagined group pressure.
Conversationalists - Correct Answers -people talking through social media and doing so
frequently.
