MGT 6311 gatech Midterm questions with verified
answers
5 C's Ans✓✓✓ Company, collaborators (people you partner with that have a
stake - like Target partnering to sell Nabisco products), competitors, context
(PESTEL - environment in which company operates), customers
5 P's of marketing mix Ans✓✓✓ Product, price, place, promotion, people
Ad extensions Ans✓✓✓ Location extensions, call extensions (phone), app,
review, sitelink, callout, consumer rating, previous visits, dynamic structured
snipper, seller rating
Ad servers Ans✓✓✓ You can send a line of code that calls up to every time an ad
is scheduled to run - they hate lots of data
Adwords account structure Ans✓✓✓ Account > campaign
(vineyard) > ad group (wine varietal, special offers, locations)
Attention economy Ans✓✓✓ The idea that human attention is a scarce
commodity i.e. seeing attention as a limited resource.
Backlink Ans✓✓✓ All the links from pages on external domains pointing to pages
on your own domain. Each link from an external domain to a specific page is
known as an inbound/backlink. The number of backlinks influences your ranking,
so the more backlinks the better, get
linking!
Quality: help with the authority of your website (make you look more legit)
, Keyword targeted anchor text
Lots of links from lots of different websites versus from one
Great content drives the likelihood of backlinks
BEP (breakeven point analysis) Ans✓✓✓ CPC/conversion rate --> $ needed to
achieve a sale
Profit margin per sale = profit margin % * avg sale value
BEP CPC for avg sale aka avg profit/sale = profit margin * conversion rate (i.e.
spending this amount of money would generate a $0 return),
BEP CPC for LTV = conversion rate * profit margin
Bounce rate Ans✓✓✓ The number of people who view one page and then leave
a website without viewing any other pages. Data statistics and facts collected
for analysis
Business intelligence/
insights Ans✓✓✓ Data that can help businesses understand the factors
influencing their success and how these can be used to benefit them.
Buyer journey Ans✓✓✓ Discovery, consideration, and decision
Choice architecture Ans✓✓✓ Small number of choices, ideally 3, less than 5
A recommend or default
Visual design hierarchy
answers
5 C's Ans✓✓✓ Company, collaborators (people you partner with that have a
stake - like Target partnering to sell Nabisco products), competitors, context
(PESTEL - environment in which company operates), customers
5 P's of marketing mix Ans✓✓✓ Product, price, place, promotion, people
Ad extensions Ans✓✓✓ Location extensions, call extensions (phone), app,
review, sitelink, callout, consumer rating, previous visits, dynamic structured
snipper, seller rating
Ad servers Ans✓✓✓ You can send a line of code that calls up to every time an ad
is scheduled to run - they hate lots of data
Adwords account structure Ans✓✓✓ Account > campaign
(vineyard) > ad group (wine varietal, special offers, locations)
Attention economy Ans✓✓✓ The idea that human attention is a scarce
commodity i.e. seeing attention as a limited resource.
Backlink Ans✓✓✓ All the links from pages on external domains pointing to pages
on your own domain. Each link from an external domain to a specific page is
known as an inbound/backlink. The number of backlinks influences your ranking,
so the more backlinks the better, get
linking!
Quality: help with the authority of your website (make you look more legit)
, Keyword targeted anchor text
Lots of links from lots of different websites versus from one
Great content drives the likelihood of backlinks
BEP (breakeven point analysis) Ans✓✓✓ CPC/conversion rate --> $ needed to
achieve a sale
Profit margin per sale = profit margin % * avg sale value
BEP CPC for avg sale aka avg profit/sale = profit margin * conversion rate (i.e.
spending this amount of money would generate a $0 return),
BEP CPC for LTV = conversion rate * profit margin
Bounce rate Ans✓✓✓ The number of people who view one page and then leave
a website without viewing any other pages. Data statistics and facts collected
for analysis
Business intelligence/
insights Ans✓✓✓ Data that can help businesses understand the factors
influencing their success and how these can be used to benefit them.
Buyer journey Ans✓✓✓ Discovery, consideration, and decision
Choice architecture Ans✓✓✓ Small number of choices, ideally 3, less than 5
A recommend or default
Visual design hierarchy
