MGT 6311 GATECH MIDTERM QUESTIONS AND CORRECT VERIFIED ANSWERS

MGT 6311 GATECH MIDTERM
QUESTIONS AND CORRECT VERIFIED
ANSWERS
CluetrainA2ManifestoA2-A2Ans--
AA2setA2ofA295A2thesesA2organisedA2asA2aA2callA2toA2actionA2(CTA)A2forA2businessesA2oper
atingA2withinA2aA2newlyA2connectedA2marketplace,A2publishedA2inA21999.A2WhileA2someA2
ofA2theA2book'sA2claimsA2haveA2failedA2toA2materialise,A2itA2wasA2anA2earlyA2sourceA2ofA2gu
idelinesA2forA2socialA2mediaA2andA2obtainedA2aA2cult-
likeA2following

MarketA2shareA2-A2Ans--
InA2strategicA2managementA2andA2marketing,A2marketA2shareA2isA2theA2percentageA2orA2p
roportionA2ofA2theA2totalA2availableA2marketA2orA2market
segmentA2thatA2isA2beingA2servicedA2byA2aA2company.

PayA2perA2clickA2(PPC)A2-A2Ans--
AdvertisingA2whereA2theA2advertiserA2paysA2onlyA2forA2eachA2clickA2onA2theirA2advert,A2not
A2forA2theA2opportunityA2forA2itA2toA2beA2seenA2or
displayed.

ReturnA2onA2investment
(ROI)A2-A2Ans--TheA2ratioA2ofA2costA2toA2profit.

SearchA2engineA2optimisation
(SEO)A2-A2Ans--
TheA2practiceA2thatA2aimsA2toA2improveA2aA2website'sA2rankingA2forA2specificA2keywordsA2i
nA2theA2searchA2engines.

StrategyA2-A2Ans--
AA2setA2ofA2ideasA2thatA2outlineA2howA2aA2productA2orA2brandA2willA2beA2positionedA2andA2a
chieveA2itsA2objectives.A2ThisA2guidesA2decisionsA2onA2howA2toA2create,
distribute,A2promoteA2andA2priceA2theA2productA2orA2service.A2LooksA2atA24A2pillars:A2envir
onment,A2business,A2customers,A2competitors

TacticA2-A2Ans--AA2specificA2actionA2orA2methodA2thatA2contributesA2toA2achievingA2aA2goal

Porter'sA25A2ForcesA2-A2Ans--
PowerA2ofA2suppliers,A2powerA2ofA2customers,A2threatA2ofA2newA2entrants,A2threatA2ofA2su
bstituteA2productsA2-->A2competitiveA2rivalryA2withinA2industry

5A2P'sA2ofA2marketingA2mixA2-A2Ans--Product,A2price,A2place,A2promotion,A2people

SWOTA2-A2Ans--Strength,A2weakness,A2opportunities,A2threats

, WhatA2doA2objectivesA2needA2toA2be?A2-A2Ans--
SMART:A2specific,A2measurable,A2attainable,A2realistic,A2time-bound

AttentionA2economyA2-A2Ans--
TheA2ideaA2thatA2humanA2attentionA2isA2aA2scarceA2commodityA2i.e.A2seeingA2attentionA2as
A2aA2limitedA2resource.


CustomerA2experienceA2mapA2-A2Ans--
AA2visualA2representationA2ofA2theA2customers'A2flowA2fromA2beginningA2toA2endA2ofA2theA2
purchaseA2experience,A2includingA2theirA2needs,A2wants,
expectationsA2andA2overallA2experience.

CustomerA2personaA2-A2Ans--
AA2detailedA2descriptionA2ofA2aA2fictionalA2personA2toA2helpA2aA2brandA2visualiseA2aA2segm
entA2ofA2itsA2targetA2market.

GlobalA2citizenA2-A2Ans--
AA2personA2whoA2identifiesA2asA2partA2ofA2aA2worldA2communityA2andA2worksA2towardA2bui
ldingA2theA2valuesA2andA2practicesA2ofA2thatA2community

TribeA2-A2Ans--AA2socialA2groupA2linkedA2byA2aA2sharedA2beliefA2orA2interest.

ProductA2-A2Ans--AnA2itemA2soldA2byA2aA2brand

StoryA2-A2Ans--
AA2narrativeA2thatA2incorporatesA2theA2feelingsA2andA2factsA2createdA2byA2yourA2brand,A2in
tendedA2toA2inspireA2anA2emotionalA2reaction

UnderstandingA2motivationA2-A2Ans--
positive,A2intrinsic:A2IA2wantA2toA2doA2thisA2toA2feelA2good
negative,A2intrinsic:A2IA2needA2toA2doA2thisA2orA2I'llA2feelA2bad
positive,A2extrinsic:A2IfA2IA2doA2this,A2I'llA2getA2aA2reward
negative,A2extrinsic:A2IfA2IA2don'tA2doA2this,A2I'llA2faceA2aA2penalty

ExtrinsicA2motivatorsA2-A2Ans--
LimitedA2timeA2specialsA2andA2discounts,A2scarcity,A2loyaltyA2programmes,A2ancillaryA2be
nefits,A2freeA2contentA2orA2downloads

IntrinsicA2motivatorsA2-A2Ans--
Love,A2enjoymentA2andA2fun,A2selfA2expression,A2personalA2values,A2achievementA2orA2co
mpetence,A2negativeA2intrinsicA2motivatorsA2(fear,A2embarrassment,A2inertia)

CognitiveA2biasesA2-A2Ans--
personalA2prejudicesA2andA2preferences,A2asA2wellA2asA2commonA2waysA2ofA2thinkingA2th
atA2areA2inherentlyA2flawed