WGU D373 MARKETING IN THE DIGITAL ERA EXAM
148 QUESTIONS WITH VERIFIED ANSWERS
2025/2026
a prompt designed to elicit a response or sale, e.g., a phone number or specific
URL (Uniform Resource Locator or more commonly referred to as a "web address"
or "domain.") - CORRECT ANSWER Call-to-Action (CTA)
recognition of a need, problem, or opportunity - CORRECT ANSWER 1. Awareness
information search regarding the need, problem, or opportunity - CORRECT
ANSWER 2. Research
evaluation of alternatives, solutions - CORRECT ANSWER 3. Consideration
the decision to purchase a specific product, service, or brand - CORRECT ANSWER
4. Decision
designed to help companies create effective marketing communications while
simplifying the evaluation and creation process; there are four components in the
ABLE Framework - CORRECT ANSWER ABLE Framework
the "ownership" a brand has in the marketplace as measured by the value of the
brand and the collective perception of the brand; example - CORRECT ANSWER
brand equity
,when a brand moves into a new category; example - CORRECT ANSWER brand
extension
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 - CORRECT ANSWER brand perception
the generally recognized steps that consumers go through to make a purchase -
CORRECT ANSWER consumer decision-making process
there are four recognized growth strategies, as introduced by H. Igor Ansoff in the
Harvard Business Review in 1957 - CORRECT ANSWER growth strategies
when a new product is introduced to expand an existing product line; example -
CORRECT ANSWER line extension
group customers by specific characteristics or criteria - CORRECT ANSWER market
segments
concepts that illustrate how companies engage to compete, win customers,
generate revenue and profit and ultimately build a successful business - CORRECT
ANSWER Marketing concepts
1. Awareness 2. Research 3. Consideration 4. Decision 5. Evaluation - CORRECT
ANSWER steps to the consumer decision-making process
, used to narrow or define a group of people; standard marketing segmentation
includes demographics (age, income), geographics (city, state), psychographics
(beliefs, attitudes), and behavior (purchases, product usage) - CORRECT ANSWER
market segmentation
the belief of a customer (or not) that a product or service is going to satisfy their
wants or needs - CORRECT ANSWER customer perceived value (CPV)
part of Philip Kotler's "5 Product Levels;" a simplified version of the product with
only features necessary for basic functionality; this is analogous to Minimum
Viable Product (MVP), which will be explored later in this chapter - CORRECT
ANSWER generic product
designed to "push" products to consumers through tactics like direct selling, point
of purchase (POP), and packaging, among others - CORRECT ANSWER push
promotional strategy
something that can be measured but may not be a KPI; e.g., website visits might
be a metric but a KPI might be customer conversions (sales) from organic web
traffic - CORRECT ANSWER metric
where a company sells its products; e.g., through a website, retail stores, or
through sales representatives who sell directly - CORRECT ANSWER channel
group customers by specific characteristics or criteria - CORRECT ANSWER market
segments
148 QUESTIONS WITH VERIFIED ANSWERS
2025/2026
a prompt designed to elicit a response or sale, e.g., a phone number or specific
URL (Uniform Resource Locator or more commonly referred to as a "web address"
or "domain.") - CORRECT ANSWER Call-to-Action (CTA)
recognition of a need, problem, or opportunity - CORRECT ANSWER 1. Awareness
information search regarding the need, problem, or opportunity - CORRECT
ANSWER 2. Research
evaluation of alternatives, solutions - CORRECT ANSWER 3. Consideration
the decision to purchase a specific product, service, or brand - CORRECT ANSWER
4. Decision
designed to help companies create effective marketing communications while
simplifying the evaluation and creation process; there are four components in the
ABLE Framework - CORRECT ANSWER ABLE Framework
the "ownership" a brand has in the marketplace as measured by the value of the
brand and the collective perception of the brand; example - CORRECT ANSWER
brand equity
,when a brand moves into a new category; example - CORRECT ANSWER brand
extension
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 - CORRECT ANSWER brand perception
the generally recognized steps that consumers go through to make a purchase -
CORRECT ANSWER consumer decision-making process
there are four recognized growth strategies, as introduced by H. Igor Ansoff in the
Harvard Business Review in 1957 - CORRECT ANSWER growth strategies
when a new product is introduced to expand an existing product line; example -
CORRECT ANSWER line extension
group customers by specific characteristics or criteria - CORRECT ANSWER market
segments
concepts that illustrate how companies engage to compete, win customers,
generate revenue and profit and ultimately build a successful business - CORRECT
ANSWER Marketing concepts
1. Awareness 2. Research 3. Consideration 4. Decision 5. Evaluation - CORRECT
ANSWER steps to the consumer decision-making process
, used to narrow or define a group of people; standard marketing segmentation
includes demographics (age, income), geographics (city, state), psychographics
(beliefs, attitudes), and behavior (purchases, product usage) - CORRECT ANSWER
market segmentation
the belief of a customer (or not) that a product or service is going to satisfy their
wants or needs - CORRECT ANSWER customer perceived value (CPV)
part of Philip Kotler's "5 Product Levels;" a simplified version of the product with
only features necessary for basic functionality; this is analogous to Minimum
Viable Product (MVP), which will be explored later in this chapter - CORRECT
ANSWER generic product
designed to "push" products to consumers through tactics like direct selling, point
of purchase (POP), and packaging, among others - CORRECT ANSWER push
promotional strategy
something that can be measured but may not be a KPI; e.g., website visits might
be a metric but a KPI might be customer conversions (sales) from organic web
traffic - CORRECT ANSWER metric
where a company sells its products; e.g., through a website, retail stores, or
through sales representatives who sell directly - CORRECT ANSWER channel
group customers by specific characteristics or criteria - CORRECT ANSWER market
segments
