MGT 6311 Final Exam Prep Test Bank
Newest Actual Exam With Complete
300+ Questions And Correct Detailed
Answers (Verified Answers) |Already
Graded A+
Shift in marketing mix - Reach, effectiveness, and efficiency
goal of marketing - to create a product/service that sells
GOST hierarchy - Goals, Objectives(specific metrics), Strategies, tactics aka hierarchy
towards achieving goals
5 C's - Customer, competitors, collaborators, company, context
Customer marketing model - Awareness
Interest/Engagement
, Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
RFM - recency, frequency, monetary value (as a customer persona)
Buyer journey - Discovery (loosening of status quo, committing to change)
Consideration (Exploring possible solutions & committing to a solution)
Decision (Justifying the decision, making the selection)
The 5 P's - Core components associated with a mktg mix:
Price
Product
Promo
Place
People
Porter's 5 forces - designed to consider competitive implications for an org within
context of consumer behavior.
Power of customer, threat of new entrants, threat of substitutes, power of supplies
- All circle into: competitive rivalry within industry
4 components to define a holistic strategy - 1. define the mission behind dig. mktg
efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
Programmatic ad buying - use of software to buy digital advertising.
What are goals of display ad? - Build brand awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
Avg CTR - 1.91% on search network, but just .25% on display network
Dwell duration - Length of time a user remains exposed to an ad after first engaging
with it
Type of ad more likely to be viewed - Vertical ads (above the fold)
Newest Actual Exam With Complete
300+ Questions And Correct Detailed
Answers (Verified Answers) |Already
Graded A+
Shift in marketing mix - Reach, effectiveness, and efficiency
goal of marketing - to create a product/service that sells
GOST hierarchy - Goals, Objectives(specific metrics), Strategies, tactics aka hierarchy
towards achieving goals
5 C's - Customer, competitors, collaborators, company, context
Customer marketing model - Awareness
Interest/Engagement
, Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
RFM - recency, frequency, monetary value (as a customer persona)
Buyer journey - Discovery (loosening of status quo, committing to change)
Consideration (Exploring possible solutions & committing to a solution)
Decision (Justifying the decision, making the selection)
The 5 P's - Core components associated with a mktg mix:
Price
Product
Promo
Place
People
Porter's 5 forces - designed to consider competitive implications for an org within
context of consumer behavior.
Power of customer, threat of new entrants, threat of substitutes, power of supplies
- All circle into: competitive rivalry within industry
4 components to define a holistic strategy - 1. define the mission behind dig. mktg
efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
Programmatic ad buying - use of software to buy digital advertising.
What are goals of display ad? - Build brand awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
Avg CTR - 1.91% on search network, but just .25% on display network
Dwell duration - Length of time a user remains exposed to an ad after first engaging
with it
Type of ad more likely to be viewed - Vertical ads (above the fold)
