When Its Monitoring Software Spotted a Twitter Post That Went

question 76

Multiple Choice

When its monitoring software spotted a Twitter post that went to 10,000 followers from an upset consumer who couldn't redeem a prize from a MyCoke rewards program, Coke quickly posted an apology on his Twitter profile and offered to help resolve the situation. This is an example of which of the following?

• A) mystery shopper actions
• B) consumer panel data
• C) purchasing outside information
• D) acting on marketing intelligence
• E) conducting a sentiment analysis

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Definitions:

Money

A medium of exchange, unit of account, and store of value, used to facilitate transactions and measure economic value.

Happiness

A mental or emotional state of well-being characterized by positive emotions ranging from contentment to intense joy.

Physiological Component

Aspects of psychological experiences that are tied to the functions and responses of the body, such as heart rate or hormone levels.

Perceptual Component

The aspect of perception involving the interpretation and organization of sensory information to understand the environment.