MGT 6311: DIGITAL MARKETING - MIDTERM EXAM QUESTIONS AND CORRECT VERIFIED ANSWERS

MGT 6311: DIGITAL MARKETING -
MIDTERM EXAM QUESTIONS AND
CORRECT VERIFIED ANSWERS
MarketingA2-A2Ans--
CreationA2andA2satisfactionA2ofA2demandA2forA2aA2productA2orA2service.

DigitalA2MarketingA2-A2Ans--
UtilizingA2theA2internetA2andA2otherA2digitalA2channelsA2toA2driveA2demandA2forA2productsA2
andA2services

StrategyA2-A2Ans--
SetA2ofA2ideasA2thatA2outlineA2howA2aA2productA2orA2brandA2willA2meetA2itsA2objectives

TacticA2-A2Ans--
AA2specificA2actionA2orA2methodA2thatA2contributesA2toA2achievingA2aA2goal.

ComponentsA2ofA2GOSTA2strategyA2-A2Ans--Goals
Objectives
Strategies
Tactics

WhatA2areA2theA2FiveA2Cs?A2-A2Ans--Customers
Company
Collaborators
Competitors
Context

CustomersA2(5A2Cs)A2-A2Ans--
PotentialA2buyersA2withA2wantsA2andA2needsA2thatA2theA2companyA2aimsA2toA2fulfillA2withA2
itsA2offerings

BusinessA2vs.A2non-businessA2buyers

CompanyA2(5A2Cs)A2-A2Ans--
TheA2orgA2orA2businessA2unitA2providingA2certainA2goodsA2orA2services

LookA2internallyA2atA2messaging,A2positioning,A2etc.

SWOTA2-A2Ans--Strength,A2Weakness,A2Opportunities,A2Threats

CompetitorsA2(5A2Cs)A2-A2Ans--
OrgsA2thatA2offerA2productsA2orA2servicesA2thatA2aimA2toA2fulfillA2theA2sameA2wants/
needsA2ofA2theA2sameA2customersA2asA2theA2company'sA2offering

,CollaboratorsA2(5A2Cs)A2-A2Ans--
ExternalA2businessA2entitiesA2thatA2workA2withA2theA2companyA2toA2createA2valueA2forA2cu
stomers

ContextA2(5A2Cs)A2-A2Ans--
TheA2environmentA2inA2whichA2theA2companyA2operatesA2andA2itsA2associatedA2elements

WhatA2doesA2PESTELA2standA2for?A2-A2Ans--Political
Economic
Sociocultural
Technological
Ecological
Legal

WhatA2areA2theA2stepsA2ofA2aA2customerA2marketingA2model?A2-A2Ans--Awareness
InterestA2&A2Engagement
Acquisition
CustomerA2Segmentation
CustomerA2Retention
SupportA2&A2Advocacy

AwarenessA2-A2Ans--CreatingA2anA2identificationA2momentA2inA2theA2customer'sA2mind

InterestA2&A2EngagementA2-A2Ans--
InformingA2theA2customerA2ofA2yourA2offeringsA2andA2encouragingA2themA2toA2learnA2more

"NowA2thatA2IA2knowA2youA2exist,A2whyA2shouldA2IA2care?"

AcquisitionA2-A2Ans--ConvertingA2aA2prospectA2intoA2aA2customer

CustomerA2SegmentationA2-A2Ans--
DifferentiatingA2betweenA2customerA2segmentsA2andA2marketingA2toA2themA2accordingly

CustomerA2RetentionA2-A2Ans--
FocusA2onA2convincingA2anA2existingA2customerA2toA2purchaseA2again

SupportA2&A2AdvocacyA2-A2Ans--
SatisfyingA2customersA2toA2theA2pointA2whereA2theyA2spreadA2theA2wordA2aboutA2offerings

CustomerA2PersonasA2-A2Ans--Semi-fictionalA2depictionsA2ofA2theA2targetA2audience

DemographicA2ProfilingA2ComponentsA2-A2Ans--Age
Gender
MaritalA2Status
Education

, GeographicA2VariablesA2-A2Ans--State
Population
Climate

PsychographicA2ProfileA2-A2Ans--Lifestyle
Values
Attitudes
Personality

BehavioralA2VariablesA2-A2Ans--UsageA2Rate
BrandA2Loyalty
BenefitA2Sought

RFMA2-A2Ans--Recency
Frequency
MonetaryA2Value

BuyerA2JourneyA2-A2Ans---A2LooseningA2ofA2StatusA2Quo
-A2CommittingA2toA2Change
-A2ExploringA2PossibleA2Solutions
-A2CommittingA2toA2aA2Solution
-A2JustifyingA2theA2Decision
-A2MakingA2theA2Selection

(Discovery,A2Consideration,A2Decision)

FiveA2PsA2-A2Ans--Product
Price
Place
Promotion
People

Porter'sA2FiveA2ForcesA2-A2Ans--PowerA2ofA2Customers
ThreatA2ofA2NewA2Entrants
ThreatA2ofA2SubstituteA2Products
PowerA2ofA2Suppliers
CompetitiveA2RivalryA2withinA2Industry

DigitalA2MarketingA2StrategyA2FrameworkA2-A2Ans--
DefineA2digital'sA2missionA2(howA2shouldA2digitalA2helpA2theA2business?)

DeriveA2digitalA2strategyA2(howA2canA2digitalA2fulfillA2thisA2mission?)

DeriveA2interactionA2strategyA2acrossA2customerA2lifecycleA2(leveragingA2digital'sA2unique
A2strengths)