MKTG 3340 Final Exam UPDATED Study
Guide QUESTIONS AND CORRECT
ANSWERS
Role of Marketing - CORRECT ANSWERS Generate profitable revenue
When a marketer can describe something it is called a - CORRECT ANSWERS
product concept
After buying an item we experience what? - CORRECT ANSWERS
cognitive dissonance
Ways to engage consumers, directly or indirectly - CORRECT ANSWERS
-Directly: physically, email newsletters, one to one basis, calling, sending
direct ads/texting, create relationship, personalizing advertising toward you
-Indirectly: social media, PR, content marketing, commercials, billboards
Role of the internet in terms of marketing capabilities - CORRECT ANSWERS
-quicker speed
-less expensive
-reach more people more readily
-better target/micro target
-more efficient
Why digital marketing works..." better than non-digital" - CORRECT
ANSWERS -overall efficiency
-less expensive
-dynamic/more immediate
-can change it
,-FASTEST GROWING FORM OF MARKETING
Advantages of direct and digital - CORRECT ANSWERS -Buyers and
Sellers: convenience, ready access to many products, access to comparative
information about companies, products and competitors, interactive and
immediate
-Sellers: tool to build customer relationships, low-cost, efficient, fast alternative
to reach markets, flexible, access to buyers not reachable through other channels
Advantages of transacting online - CORRECT ANSWERS -quick
feedback
-convenient
-immediate
-collects info about buyer
-effective and efficient
Role of a non-transactional website - CORRECT ANSWERS -
inform/advertise to the consumer
-create brand awareness
-trusted source
-charitable cause
-can provide information/advertise
One to one marketing and personalization - CORRECT ANSWERS -
possible through email
-made possible by AI
-sales person to brand trying to connect and persuade you to buy their product
or service
, Role of viral marketing, how and why it works - CORRECT ANSWERS
-creating videos, ads, and other marketing content that are so infectious
that customers will seek them out or pass them along to their friends
-can be very inexpensive
-content is more likely to be viewed if it comes from a friend
Example of viral marketing video in class - CORRECT ANSWERS
Gangnam Style
Why blogs work and advantages - CORRECT ANSWERS -strong
following leads to higher engagement
-offer a fresh, person, cheap, and original way to enter consumer online and
social media conversations
-similar to viral marketing
-ex. Mommy blogs sponsored by Walmart
What is spam? - CORRECT ANSWERS -unsolicited/unwanted
commercial email messages
-usually through email
-Spam was generally unwanted during WWII (the food) so when email became
a thing, unwanted emails were also deemed spam
Omni-channel is - CORRECT ANSWERS -One person likes to buy the
product by going to a blog/tv/store and then finally buys it. Another person talks
to their friend and sees the bike on the road then decides to buy it. All those
persuasions have an effect, so you must have content and a presence in each of
those places.
-Complete and consistent in all representations of our product and that there are
representations of our product in all places people would look to buy our
product
Guide QUESTIONS AND CORRECT
ANSWERS
Role of Marketing - CORRECT ANSWERS Generate profitable revenue
When a marketer can describe something it is called a - CORRECT ANSWERS
product concept
After buying an item we experience what? - CORRECT ANSWERS
cognitive dissonance
Ways to engage consumers, directly or indirectly - CORRECT ANSWERS
-Directly: physically, email newsletters, one to one basis, calling, sending
direct ads/texting, create relationship, personalizing advertising toward you
-Indirectly: social media, PR, content marketing, commercials, billboards
Role of the internet in terms of marketing capabilities - CORRECT ANSWERS
-quicker speed
-less expensive
-reach more people more readily
-better target/micro target
-more efficient
Why digital marketing works..." better than non-digital" - CORRECT
ANSWERS -overall efficiency
-less expensive
-dynamic/more immediate
-can change it
,-FASTEST GROWING FORM OF MARKETING
Advantages of direct and digital - CORRECT ANSWERS -Buyers and
Sellers: convenience, ready access to many products, access to comparative
information about companies, products and competitors, interactive and
immediate
-Sellers: tool to build customer relationships, low-cost, efficient, fast alternative
to reach markets, flexible, access to buyers not reachable through other channels
Advantages of transacting online - CORRECT ANSWERS -quick
feedback
-convenient
-immediate
-collects info about buyer
-effective and efficient
Role of a non-transactional website - CORRECT ANSWERS -
inform/advertise to the consumer
-create brand awareness
-trusted source
-charitable cause
-can provide information/advertise
One to one marketing and personalization - CORRECT ANSWERS -
possible through email
-made possible by AI
-sales person to brand trying to connect and persuade you to buy their product
or service
, Role of viral marketing, how and why it works - CORRECT ANSWERS
-creating videos, ads, and other marketing content that are so infectious
that customers will seek them out or pass them along to their friends
-can be very inexpensive
-content is more likely to be viewed if it comes from a friend
Example of viral marketing video in class - CORRECT ANSWERS
Gangnam Style
Why blogs work and advantages - CORRECT ANSWERS -strong
following leads to higher engagement
-offer a fresh, person, cheap, and original way to enter consumer online and
social media conversations
-similar to viral marketing
-ex. Mommy blogs sponsored by Walmart
What is spam? - CORRECT ANSWERS -unsolicited/unwanted
commercial email messages
-usually through email
-Spam was generally unwanted during WWII (the food) so when email became
a thing, unwanted emails were also deemed spam
Omni-channel is - CORRECT ANSWERS -One person likes to buy the
product by going to a blog/tv/store and then finally buys it. Another person talks
to their friend and sees the bike on the road then decides to buy it. All those
persuasions have an effect, so you must have content and a presence in each of
those places.
-Complete and consistent in all representations of our product and that there are
representations of our product in all places people would look to buy our
product
