MKT 300 EXAM 4 | VERIFIED STUDY | QUESTIONS AND
ANSWERS | 2026 STUDY UPDATES
Digital marketing - ANSWER- develop communication and exchanges and with customers;
includes all digital media
Electronic marketing (e-marketing) - ANSWER- Strategic marketing mix that identifies
customer needs using digital media and digital marketing
1. Connect
2. Engage
3. Gather
4. Convert - ANSWER- The 4 steps of digital marketing
Benefits of digital marketing - ANSWER- Forge interactive relationships with consumers
Target markets more precisely
Reach markets that were inaccessible
Share information
Maintain a competitive advantage
Small business benefits of digital marketing - ANSWER- Reach new markets, access
inexpensive communication channels
Large business benefits of digital marketing - ANSWER- supplement their brick-and-
mortar stores
Consumers - ANSWER- This group has recently seen an increase in a tendency to publish
their thoughts, opinions, reviews, and product discussions through blogs or other media
Marketer to the consumer - ANSWER- The shift of marketing power in the digital age has
caused marketing power to go from who to who?
A2A communication - ANSWER- Information sharing and the co-creation of value, where
consumers have a hand in getting exactly what they want, have increased due to what kind of
communication?
, Paid Media, Owned Media, Earned Media - ANSWER- The social media marketing
methods from least to most impactful
Earned media - ANSWER- consumer communications and word of mouth comprise this
category of social media marketing; examples are the Waffle House Index and Honda's
trademark reliability
Social network - ANSWER- users interact with other users by posting information and
engaging in conversation; these are also building business models for economic success cause
usage is growing and opportunities are available
Blogs - ANSWER- these are web-based journals that allow writers to editorialize articles
and interact with other internet users; gives consumers control and have corporate and non-
corporate types
Non-corporate blogs - ANSWER- privately edited/operated and influential blogs
Corporate blogs - ANSWER- Blogs that:
Answer consumer concerns
Defend their corporate reputations
Build enthusiasm for products
Develop customer relationships
Core benefits for apps - ANSWER- offer convenience and costs savings to customers while
allowing companies to target consumers based on location and offer additional incentives
Traditional mass media - ANSWER- less consumer-driven media that is indirectly relayed
to the consumer; tons of control over message, but little listening from consumers
Social mass media - ANSWER- one-to-one convesations that allow experiences to be
shared quickly and amplifies word of mouth impact; tons of listening, but little control over
message; generally has more meaningful interaction than traditional mass media
1. Exposure - ANSWER- Quantitative qualities of this include: Page visits, Visitors, Unique
Visitors, Reach Total Follower, CPM (cost per thousand exposures)
2. Engagement - ANSWER- Quantitative qualities of this include: Repeat visits, Time Spent
on Site, Total Interactions on Post/Page, Likes, Shares, Comments, Number of Friends/Followers,
Total Audience of All Shares, Use of Hashtags
Qualitative qualities of this include: Mentions, People Talking About a Brand
ANSWERS | 2026 STUDY UPDATES
Digital marketing - ANSWER- develop communication and exchanges and with customers;
includes all digital media
Electronic marketing (e-marketing) - ANSWER- Strategic marketing mix that identifies
customer needs using digital media and digital marketing
1. Connect
2. Engage
3. Gather
4. Convert - ANSWER- The 4 steps of digital marketing
Benefits of digital marketing - ANSWER- Forge interactive relationships with consumers
Target markets more precisely
Reach markets that were inaccessible
Share information
Maintain a competitive advantage
Small business benefits of digital marketing - ANSWER- Reach new markets, access
inexpensive communication channels
Large business benefits of digital marketing - ANSWER- supplement their brick-and-
mortar stores
Consumers - ANSWER- This group has recently seen an increase in a tendency to publish
their thoughts, opinions, reviews, and product discussions through blogs or other media
Marketer to the consumer - ANSWER- The shift of marketing power in the digital age has
caused marketing power to go from who to who?
A2A communication - ANSWER- Information sharing and the co-creation of value, where
consumers have a hand in getting exactly what they want, have increased due to what kind of
communication?
, Paid Media, Owned Media, Earned Media - ANSWER- The social media marketing
methods from least to most impactful
Earned media - ANSWER- consumer communications and word of mouth comprise this
category of social media marketing; examples are the Waffle House Index and Honda's
trademark reliability
Social network - ANSWER- users interact with other users by posting information and
engaging in conversation; these are also building business models for economic success cause
usage is growing and opportunities are available
Blogs - ANSWER- these are web-based journals that allow writers to editorialize articles
and interact with other internet users; gives consumers control and have corporate and non-
corporate types
Non-corporate blogs - ANSWER- privately edited/operated and influential blogs
Corporate blogs - ANSWER- Blogs that:
Answer consumer concerns
Defend their corporate reputations
Build enthusiasm for products
Develop customer relationships
Core benefits for apps - ANSWER- offer convenience and costs savings to customers while
allowing companies to target consumers based on location and offer additional incentives
Traditional mass media - ANSWER- less consumer-driven media that is indirectly relayed
to the consumer; tons of control over message, but little listening from consumers
Social mass media - ANSWER- one-to-one convesations that allow experiences to be
shared quickly and amplifies word of mouth impact; tons of listening, but little control over
message; generally has more meaningful interaction than traditional mass media
1. Exposure - ANSWER- Quantitative qualities of this include: Page visits, Visitors, Unique
Visitors, Reach Total Follower, CPM (cost per thousand exposures)
2. Engagement - ANSWER- Quantitative qualities of this include: Repeat visits, Time Spent
on Site, Total Interactions on Post/Page, Likes, Shares, Comments, Number of Friends/Followers,
Total Audience of All Shares, Use of Hashtags
Qualitative qualities of this include: Mentions, People Talking About a Brand
