MGT 6311 Exam Questions with Correct Answers
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?
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?
