MKTG 437 FINAL EXAM QUESTIONS
AND ANSWERS
Behavioral Segmentation - Correct Answers -divides consumers into groups based on
their actions
Benefit Segmentation - Correct Answers -groups individuals according to the benefits
they seek from the products available in the market
Consumer Behavior - Correct Answers -describes how consumers make purchase
decisions and how they use and dispose of purchased goods and services
Demographic Segmentation - Correct Answers -use of common characteristics (age,
gender, income, ethnic background, life stage, generation, etc.) to understand how to
group similar consumers together; seeks to understand and market to the motives and
beliefs that characterize the subgroups themselves
Digital Immigrant - Correct Answers -born before the widespread adoption of digital
technology; not exposed at an early age
Digital Intermediate - Correct Answers -those closer to the cut off (born 1980-95);
started using digital technology in their early teens and they are closer to digital natives
in terms of their understanding and abilities
Digital Native - Correct Answers -born in an era in which technology has always existed
Geographic Segmentation - Correct Answers -targets people based on physical
presence
Geotargeting - Correct Answers -similar to geofencing but the geographic parameters
are more general such as miles from a zip code
Market Segmentation - Correct Answers -the process of dividing a market into
meaningful, relatively similar, identifiable segments or groups
Personas - Correct Answers -snapshot of your ideal customer that tells a story using the
information you used for segmentation. This provides
Psychographic Segmentation - Correct Answers -utilizes personality, activity, interests,
and opinions to categorize individuals
, Social footprint - Correct Answers -the mark a person makes when he or she is present
in a social media space
Social identity - Correct Answers -the part of our self-concept that results from our
perceived membership in a group
Socialization - Correct Answers -general process of acquiring culture is referred to as
socialization
Encultration - Correct Answers -process by which people learn the dynamics of their
surrounding culture and acquire values and norms appropriate or necessary to that
culture and its worldviews. As part of this process, the influences that limit, direct, or
shape the individual include parents, other adults, and peers
Acculturation - Correct Answers -process of social, psychological, and cultural change
that stems from balancing two cultures while adapting to the prevailing culture of the
society. Acculturation is a process in which an individual adopts, acquires and adjusts to
a new cultural environment.
Affinity heuristic - Correct Answers -people follow and emulate people whom they find
attractive and/or desirable
Authority heuristic - Correct Answers -persuades with the opinion or recommendation of
an expert in the field
Bounded Rationality - Correct Answers -all online shopping decisions are bound by our
energy/effort and ability to gather and process information
Cognitive Biases - Correct Answers -shortcuts we take when making decisions to
balance energy/effort and cost in decision making; influence what we pay attention to
based on our experiences and background
Cognitive Dissonance - Correct Answers -a state of psychological discomfort caused
when things we know and do contradict one another
SMRO (Social Media Return on Investment) - Correct Answers -metric showing amount
of value generated by your investments in social media
Social Listening - Correct Answers -identifies and collects information shared on social
media sites, but for listening applications, the data collected is analyzed for insights to
inform strategic marketing decisions
Social Monitoring - Correct Answers -the process of tracking mentions of specific words
or phrases on social media sites
AND ANSWERS
Behavioral Segmentation - Correct Answers -divides consumers into groups based on
their actions
Benefit Segmentation - Correct Answers -groups individuals according to the benefits
they seek from the products available in the market
Consumer Behavior - Correct Answers -describes how consumers make purchase
decisions and how they use and dispose of purchased goods and services
Demographic Segmentation - Correct Answers -use of common characteristics (age,
gender, income, ethnic background, life stage, generation, etc.) to understand how to
group similar consumers together; seeks to understand and market to the motives and
beliefs that characterize the subgroups themselves
Digital Immigrant - Correct Answers -born before the widespread adoption of digital
technology; not exposed at an early age
Digital Intermediate - Correct Answers -those closer to the cut off (born 1980-95);
started using digital technology in their early teens and they are closer to digital natives
in terms of their understanding and abilities
Digital Native - Correct Answers -born in an era in which technology has always existed
Geographic Segmentation - Correct Answers -targets people based on physical
presence
Geotargeting - Correct Answers -similar to geofencing but the geographic parameters
are more general such as miles from a zip code
Market Segmentation - Correct Answers -the process of dividing a market into
meaningful, relatively similar, identifiable segments or groups
Personas - Correct Answers -snapshot of your ideal customer that tells a story using the
information you used for segmentation. This provides
Psychographic Segmentation - Correct Answers -utilizes personality, activity, interests,
and opinions to categorize individuals
, Social footprint - Correct Answers -the mark a person makes when he or she is present
in a social media space
Social identity - Correct Answers -the part of our self-concept that results from our
perceived membership in a group
Socialization - Correct Answers -general process of acquiring culture is referred to as
socialization
Encultration - Correct Answers -process by which people learn the dynamics of their
surrounding culture and acquire values and norms appropriate or necessary to that
culture and its worldviews. As part of this process, the influences that limit, direct, or
shape the individual include parents, other adults, and peers
Acculturation - Correct Answers -process of social, psychological, and cultural change
that stems from balancing two cultures while adapting to the prevailing culture of the
society. Acculturation is a process in which an individual adopts, acquires and adjusts to
a new cultural environment.
Affinity heuristic - Correct Answers -people follow and emulate people whom they find
attractive and/or desirable
Authority heuristic - Correct Answers -persuades with the opinion or recommendation of
an expert in the field
Bounded Rationality - Correct Answers -all online shopping decisions are bound by our
energy/effort and ability to gather and process information
Cognitive Biases - Correct Answers -shortcuts we take when making decisions to
balance energy/effort and cost in decision making; influence what we pay attention to
based on our experiences and background
Cognitive Dissonance - Correct Answers -a state of psychological discomfort caused
when things we know and do contradict one another
SMRO (Social Media Return on Investment) - Correct Answers -metric showing amount
of value generated by your investments in social media
Social Listening - Correct Answers -identifies and collects information shared on social
media sites, but for listening applications, the data collected is analyzed for insights to
inform strategic marketing decisions
Social Monitoring - Correct Answers -the process of tracking mentions of specific words
or phrases on social media sites
