MGT 6311 DIGITAL MARKETING FINAL EXAM
COMPREHENSIVE EXAM SCRIPT 2026
QUESTIONS WITH SOLUTIONS
◉ digital marketing. Answer: utilizing the internet and other digital
channels to drive demand for products and services
◉ strategy. Answer: A set of ideas that outline how a product line or
brand will achieve its objectives
◉ tactic. Answer: A specific action or method that contributes to
achieving a goal
◉ company, collaborators, competitors, customers, context. Answer:
5Cs
◉ customers. Answer: potential buyers with wants and needs that
the company aims to fulfill with its offerings
◉ company. Answer: the organization or business unit providing
certain goods and services, often referred to as the offering
,◉ competitors. Answer: organizations that offer products and
services that aim to fulfill the same wants and needs, and the same
customers as the company's offering
◉ collaborators. Answer: external business entities that work with
the company to create value for customers; examples include Raw
Materials Suppliers, Distributors, Marketing agencies, and 3rd Party
Retailers.
◉ context. Answer: the environment in which the company operates,
and its associated elements such as regulations or laws, economic
conditions, cultural norms, and technological factors
◉ political, economic, social, technological, environmental, legal.
Answer: PESTEL stands for
◉ price, product, place, promotion, people. Answer: The Five P's
◉ status quo, change, exploring, committing, justifying, selection.
Answer: Buyer Journey:
Loosening of the _____________________________
Committing to ____________________
______________________ possible solutions
____________________ to a solution
, ______________________ the decision
Making the _________________________
◉ discovery, consideration, decision. Answer: 3 primary stages of
The Buyer Journey
◉ customers, suppliers, new entrants, substitute products,
competitive rivalry. Answer: Porter's Five Forces:
Power of __________________
Power of __________________
Threat of ____________________
Threat of ____________________
____________________________ within industry
◉ website. Answer: A company's __________________ is a core
foundational element for communicating value, generating interest
in leads, engaging with customers and prospects, tracking consumer
and customer insights, and so on. It exists however within an
ecosystem of platforms and traffic drivers, that are designed to
achieve the company's business goals as efficiently and as effectively
as possible.
COMPREHENSIVE EXAM SCRIPT 2026
QUESTIONS WITH SOLUTIONS
◉ digital marketing. Answer: utilizing the internet and other digital
channels to drive demand for products and services
◉ strategy. Answer: A set of ideas that outline how a product line or
brand will achieve its objectives
◉ tactic. Answer: A specific action or method that contributes to
achieving a goal
◉ company, collaborators, competitors, customers, context. Answer:
5Cs
◉ customers. Answer: potential buyers with wants and needs that
the company aims to fulfill with its offerings
◉ company. Answer: the organization or business unit providing
certain goods and services, often referred to as the offering
,◉ competitors. Answer: organizations that offer products and
services that aim to fulfill the same wants and needs, and the same
customers as the company's offering
◉ collaborators. Answer: external business entities that work with
the company to create value for customers; examples include Raw
Materials Suppliers, Distributors, Marketing agencies, and 3rd Party
Retailers.
◉ context. Answer: the environment in which the company operates,
and its associated elements such as regulations or laws, economic
conditions, cultural norms, and technological factors
◉ political, economic, social, technological, environmental, legal.
Answer: PESTEL stands for
◉ price, product, place, promotion, people. Answer: The Five P's
◉ status quo, change, exploring, committing, justifying, selection.
Answer: Buyer Journey:
Loosening of the _____________________________
Committing to ____________________
______________________ possible solutions
____________________ to a solution
, ______________________ the decision
Making the _________________________
◉ discovery, consideration, decision. Answer: 3 primary stages of
The Buyer Journey
◉ customers, suppliers, new entrants, substitute products,
competitive rivalry. Answer: Porter's Five Forces:
Power of __________________
Power of __________________
Threat of ____________________
Threat of ____________________
____________________________ within industry
◉ website. Answer: A company's __________________ is a core
foundational element for communicating value, generating interest
in leads, engaging with customers and prospects, tracking consumer
and customer insights, and so on. It exists however within an
ecosystem of platforms and traffic drivers, that are designed to
achieve the company's business goals as efficiently and as effectively
as possible.
