Marketing in the Digital Era WGU Exam
ACTUAL QUESTIONS AND CORRECT
ANSWERS
Channel - CORRECT ANSWER where a company sells its products - through a website, retail
stores, or through sales representatives who sell directly
Marketing concepts - CORRECT ANSWER concepts that illustrate how companies engage to
compete, win customers, generate revenue and profit, and ultimately build a successful business
Market segments: - CORRECT ANSWER group customers by specific characteristics or
criteria
Brand - CORRECT ANSWER an identifiable and differentiated product, service, person,
movement, idea that is represented by associations including thought and identity among many others
Brand awareness - CORRECT ANSWER being aware of the existence of a brand
Brand elements - CORRECT ANSWER sensory manifestations of brand identity including
brand name
Brand experience: - CORRECT ANSWER the experience the customer has in interacting with
a brand
Brand identity: - CORRECT ANSWER the way a brand looks and feels as exemplified through
a logo, website, brochures
Branding - CORRECT ANSWER the process of applying concepts, designs, and techniques to
a brand to differentiate it from others brands in the marketplace
Brand loyalty - CORRECT ANSWER purchasing or using one brand over another even if there
are cheaper alternatives
, Brand perception: - CORRECT ANSWER what one thinks about a brand - which is usually
characterized as the intersection between the brand promise (what a brand promises to deliver) and the
actual brand experience
Brand personality: - CORRECT ANSWER a discernible type, trait, or characteristic
attributable to a brand much like a person that helps brands differentiate from the competition and
create relatability for prospects and customers
Brand positioning: - CORRECT ANSWER creating a unique place to occupy in the minds of
prospects and customers when they think of a brand
Brand preference: - CORRECT ANSWER choosing one brand over another
Brand promise - CORRECT ANSWER what a brand promises to deliver to a customer
Brand purpose - CORRECT ANSWER often refers to the mission or reason a brand exists and
goes beyond just selling a product - often associated with a cause, social responsibility, or a simple
deeper meaning
Brand relevance: - CORRECT ANSWER ultimate display of brand loyalty - there is only one
relevant choice thereby rendering all other brands irrelevant in the eyes of the customer
Brand storytelling: - CORRECT ANSWER expressing the mission, vision, values, and passion
of a brand through a narrative that draws in the audience
Categories - CORRECT ANSWER classifications of products and services - ex. "soda"
category
Category leader: - CORRECT ANSWER brand that is the identifiable leader in a respective
category - Nike in athletic shoes and Starbucks in coffee
Consumer decision-making process: - CORRECT ANSWER the steps that consumes go
through to make a purchase (awareness to decision)
ACTUAL QUESTIONS AND CORRECT
ANSWERS
Channel - CORRECT ANSWER where a company sells its products - through a website, retail
stores, or through sales representatives who sell directly
Marketing concepts - CORRECT ANSWER concepts that illustrate how companies engage to
compete, win customers, generate revenue and profit, and ultimately build a successful business
Market segments: - CORRECT ANSWER group customers by specific characteristics or
criteria
Brand - CORRECT ANSWER an identifiable and differentiated product, service, person,
movement, idea that is represented by associations including thought and identity among many others
Brand awareness - CORRECT ANSWER being aware of the existence of a brand
Brand elements - CORRECT ANSWER sensory manifestations of brand identity including
brand name
Brand experience: - CORRECT ANSWER the experience the customer has in interacting with
a brand
Brand identity: - CORRECT ANSWER the way a brand looks and feels as exemplified through
a logo, website, brochures
Branding - CORRECT ANSWER the process of applying concepts, designs, and techniques to
a brand to differentiate it from others brands in the marketplace
Brand loyalty - CORRECT ANSWER purchasing or using one brand over another even if there
are cheaper alternatives
, Brand perception: - CORRECT ANSWER what one thinks about a brand - which is usually
characterized as the intersection between the brand promise (what a brand promises to deliver) and the
actual brand experience
Brand personality: - CORRECT ANSWER a discernible type, trait, or characteristic
attributable to a brand much like a person that helps brands differentiate from the competition and
create relatability for prospects and customers
Brand positioning: - CORRECT ANSWER creating a unique place to occupy in the minds of
prospects and customers when they think of a brand
Brand preference: - CORRECT ANSWER choosing one brand over another
Brand promise - CORRECT ANSWER what a brand promises to deliver to a customer
Brand purpose - CORRECT ANSWER often refers to the mission or reason a brand exists and
goes beyond just selling a product - often associated with a cause, social responsibility, or a simple
deeper meaning
Brand relevance: - CORRECT ANSWER ultimate display of brand loyalty - there is only one
relevant choice thereby rendering all other brands irrelevant in the eyes of the customer
Brand storytelling: - CORRECT ANSWER expressing the mission, vision, values, and passion
of a brand through a narrative that draws in the audience
Categories - CORRECT ANSWER classifications of products and services - ex. "soda"
category
Category leader: - CORRECT ANSWER brand that is the identifiable leader in a respective
category - Nike in athletic shoes and Starbucks in coffee
Consumer decision-making process: - CORRECT ANSWER the steps that consumes go
through to make a purchase (awareness to decision)
