Ch.2 Quiz

True or False: Data privacy and protections are the responsibility of the government, not a business.

False

True or False: Smartphone apps can only access your GPS location when you are actively using map navigation within an app.

False

True or False: The only website collecting data as you navigate a website is the website you are navigating.

False

True or False: Total consumer new data creation is decreasing each year.

False

True or False: A persona builds on a target market segment to humanize the segment for more effective marketing.

True

True or False: Consumer segmentation can include one consumer per segment when using digital technologies.

True

True or False: Data amassed in targeting profiles on each consumer enables Google to connect an individual consumer with highly targeted ads.

True

True or False: Public social posts by individuals contribute variables to consumer data.

True

Becky recently purchased a non-slip mat for her bathroom. What is a possible trigger for her purchase?

her son slipped and fell in the shower

What are the stages of the McKinsey Consumer Decision Journey model?

trigger, initial consideration set, active evaluation, moment of purchase, post-purchase experience, loyalty loop

What data privacy policy in the United States had a similar scope of regulations as GDPR in Europe?

California Consumer Privacy Act (CCPA)

Sam searches online and compares reviews for various restaurants in his area. What stage of the McKinsey Consumer Decision Journey model is Sam in?

active evaluation

What is the difference between a consumer and a customer?

consumer is an individual who uses a product and a customer is an individual who purchased a product

Robin takes home her newly purchased drone and tries it out in a nearby park. What stage of the McKinsey Consumer Decision Journey model is Robin in?

post-purchase experience

What apps can be used to see the amount of time spent on all your installed smartphone apps?

screen time monitoring apps