MGT 6311 GATECH EXAM QUESTIONS AND
1. Cluetrain Manifesto ANS >>> A set of 95 theses organised as a call to action
(CTA) for businesses operating within a newly connected marketplace, published
in 1999. While some of the book's claims have failed to materialise, it was an early
source of guidelines for social media and obtained a cult-
like following
2. Market share ANS >>> In strategic management and marketing, market
share is the percentage or proportion of the total available market or market
segment that is being serviced by a company.
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, 3. Pay per click (PPC) ANS >>> Advertising where the advertiser pays only for each
click on their advert, not for the opportunity for it to be seen or
displayed.
4. Return on investment (ROI)
ANS >>> The ratio of cost to
profit.
5. Search engine optimisation
(SEO) ANS >>> The practice that aims to improve a website's ranking for specific
keywords in the search engines.
6. Strategy ANS >>> A set of ideas that outline how a product or brand will be
positioned and achieve its objectives. This guides decisions on how to create,
distribute, promote and price the product or service. Looks at 4 pillars ANS >>>
environment, business, customers, competitors
7. Tactic ANS >>> A specific action or method that contributes to achieving a goal
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1. Cluetrain Manifesto ANS >>> A set of 95 theses organised as a call to action
(CTA) for businesses operating within a newly connected marketplace, published
in 1999. While some of the book's claims have failed to materialise, it was an early
source of guidelines for social media and obtained a cult-
like following
2. Market share ANS >>> In strategic management and marketing, market
share is the percentage or proportion of the total available market or market
segment that is being serviced by a company.
https://www.stuvia.com/user/CULTIVATED 1/
12
, 3. Pay per click (PPC) ANS >>> Advertising where the advertiser pays only for each
click on their advert, not for the opportunity for it to be seen or
displayed.
4. Return on investment (ROI)
ANS >>> The ratio of cost to
profit.
5. Search engine optimisation
(SEO) ANS >>> The practice that aims to improve a website's ranking for specific
keywords in the search engines.
6. Strategy ANS >>> A set of ideas that outline how a product or brand will be
positioned and achieve its objectives. This guides decisions on how to create,
distribute, promote and price the product or service. Looks at 4 pillars ANS >>>
environment, business, customers, competitors
7. Tactic ANS >>> A specific action or method that contributes to achieving a goal
https://www.stuvia.com/user/CULTIVATED 2/
12
