C201 BUSINESS ACUMEN
QUESTONS AND CORRECT
ANSWERS
Comprehensive Integrated Study Guide
14-
DAY MASTER STUDY PLAN
Daysqz1qz- Chapterqz11:qzCustomer-
2 Driven Marketing & Utility Fundamentals
Daysqz3qz- Chapterqz12:qzProductqz&qzDistributionqzStrategiesqz(HighqzW
5 eight)
Daysqz6qz- Chapterqz13:qzPricingqz&qzIntegratedqzPromotionalqzStr
7 ategy
Daysqz8qz- Chapterqz15:qzAccountingqz&qzGlobalqzFinancialqzSystemsqz(Highqz
10 Weight)
Daysqz11qz- CoreqzOrganizationalqzManagementqz&qzStructuralqzDe
12 sign
Daysqz13qz- EconomicqzFrameworks,qzBusinessqzSystemsqz&qzFinalqzComprehe
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Review
WGUqzC201qzBusinessqzAcumenqzMasterqzStudyq Pageqz1
zGuide qzofqz17
DownloadedqzbyqzJosephineqzKimaniqz(josephinekimani6@gmail.c
,Chapter 11: Customer-qz qz
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tingqzmarksqzaqzfundamentalqzstructuralqzshiftqzfromqzaqzseller'sqzmarketqztoqzaqzbuyer'sqzmarketqzwhereqzsuccessqzorig
inatesqzstrictlyqzfromqzanqzorganization-wideqzcustomerqzorientation.
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ationqzwhereqzcustomersqzcanqzeasilyqzaccessqzit.
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heqzsellerqztoqztheqzbuyer.
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profitq z organizationsq z andq z modernq z enterprisesq z utilizeq z fiveq z coreq z typesq z ofq z nontraditionalq z marketingq z toq
z buildqzengagement,qzdriveqzactions,qzorqzsolicitqzdonations:
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WGUqzC201qzBusinessqzAcumenqzMasterqzStudyq Pageqz2
zGuide qzofqz17
DownloadedqzbyqzJosephineqzKimaniqz(josephinekimani6@gmail.c
, 3. TargetqzMarketqzSelectionqz&qzConsumerqzInsights
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qz physicalqzlocation.
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ssqzitemqzrules.
5. ChapterqzSummaryqzQ&AqzBlitz
Q:qzDefineqzCustomerqzLifetimeqzValueqz(CLV).
A:qzCLVqzisqzaqzcalculationqzrepresentingqztheqzfinancialqznetqzworthqzofqzaqzconsumerqzrelationship:qz(TotalqzRevenu
eqz+qzIntangibleqzBenefitsqzgeneratedqzoverqztime)qzminusqz(Theqzacquisitionqzandqzcustomerqzretentionqzcosts).
WGUqzC201qzBusinessqzAcumenqzMasterqzStudyq Pageqz3
zGuide qzofqz17
DownloadedqzbyqzJosephineqzKimaniqz(josephinekimani6@gmail.c
QUESTONS AND CORRECT
ANSWERS
Comprehensive Integrated Study Guide
14-
DAY MASTER STUDY PLAN
Daysqz1qz- Chapterqz11:qzCustomer-
2 Driven Marketing & Utility Fundamentals
Daysqz3qz- Chapterqz12:qzProductqz&qzDistributionqzStrategiesqz(HighqzW
5 eight)
Daysqz6qz- Chapterqz13:qzPricingqz&qzIntegratedqzPromotionalqzStr
7 ategy
Daysqz8qz- Chapterqz15:qzAccountingqz&qzGlobalqzFinancialqzSystemsqz(Highqz
10 Weight)
Daysqz11qz- CoreqzOrganizationalqzManagementqz&qzStructuralqzDe
12 sign
Daysqz13qz- EconomicqzFrameworks,qzBusinessqzSystemsqz&qzFinalqzComprehe
14 nsive
Review
WGUqzC201qzBusinessqzAcumenqzMasterqzStudyq Pageqz1
zGuide qzofqz17
DownloadedqzbyqzJosephineqzKimaniqz(josephinekimani6@gmail.c
,Chapter 11: Customer-qz qz
Driven Marketing & Insight Frameworks
qz qz qz qz
Marketingqzisqztheqzactivity,qzsetqzofqzinstitutions,qzandqzprocessesqzforqzcreating,qzcommunicating,qzdelivering,qzandqze
xchangingqzofferingsqzthatqzhaveqzvalueqzforqzcustomers,qzclients,qzpartners,qzandqzsocietyqzatqzlarge.qzModernqzmarke
tingqzmarksqzaqzfundamentalqzstructuralqzshiftqzfromqzaqzseller'sqzmarketqztoqzaqzbuyer'sqzmarketqzwhereqzsuccessqzorig
inatesqzstrictlyqzfromqzanqzorganization-wideqzcustomerqzorientation.
1. CoreqzConceptsqzofqzMarketingqz&qzUtility
Utilityqzisqztheqzpowerqzofqzaqzgoodqzorqzserviceqztoqzsatisfyqzaqzconsumer'sqzspecificqzwantsqzandqzneeds.qzWhileqztheqz
engineeringq z andqzmanufacturingqzfunctionsqzofqzaqzcompanyqzcreateqzFormqzUtilityqzbyqzphysicallyqztransformingqz
rawqzmaterialsqzintoqzfinishedqzitems,qzmarketingqzcreatesqzthreeqzdistinctqztypesqzofqzutilityqztoqzfinalizeqztheqzexchang
eqzprocess:
• TimeqzUtility:qzCreatedqzbyqzmakingqzaqzproductqzorqzserviceqzavailableqzexactlyqzwhenqzconsumersqzwantqztoqzpurch
aseqzit.
• PlaceqzUtility:qzCreatedqzbyqzmakingqzaqzproductqzavailableqzinqzaqzconvenientqzphysicalqzorqzdigitalqzloc
ationqzwhereqzcustomersqzcanqzeasilyqzaccessqzit.
• OwnershipqzUtility:qzCreatedqzbyqzsmoothlyqztransferringqztitleqzandqzlegalqzpossessionqzofqztheqzproductqzfromqzt
heqzsellerqztoqztheqzbuyer.
2. NontraditionalqzMarketingqzClassifications
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profitq z organizationsq z andq z modernq z enterprisesq z utilizeq z fiveq z coreq z typesq z ofq z nontraditionalq z marketingq z toq
z buildqzengagement,qzdriveqzactions,qzorqzsolicitqzdonations:
MarketingqzType StrategicqzDefinition Real-WorldqzExample
Effortsqzdesignedqztoqzattractqztheqzattention,qzinterest,qz
Politicalqzcampaignsqzorqzcelebrity
PersonqzMarketing andqzpreferenceqzofqzaqztargetqzmarketqztowardqzaqzspe
qzendorsements.
cific
individual.
Strategiesqzimplementedqztoqzattractqzpeopleqztoqzaqzp Tourismqzcampaignsqz("WhatqzHa
PlaceqzMarketing
articularqzgeographicqzarea. ppensqzinqzVegas").
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EventqzMarketing
termqzliveqzeventsqzorqzspecificqzoperationalqzhappening events,qzorqzmusicqzfestivals.
s.
Marketingqzthatqzpromotesqzaqzspecificqzsocialqzcause, Anti-
CauseqzMarketing
qzissue,qzorqzphilosophyqztoqzchangeqzpublicqzbehavio smokingqzadvertisements,qzeco-
r. friendlyqzsustainabilityqzpushes.
Influencesqzconsumersqztoqzacceptqztheqzbroadqzgoalsqz Universityqzenrollmentqzorqzpublicq
OrganizationqzMarketing
of,qzreceiveqzservicesqzfrom,qzorqzcontributeqztoqzanqzinst zhealthcareqznetworkqzbranding.
itution.
WGUqzC201qzBusinessqzAcumenqzMasterqzStudyq Pageqz2
zGuide qzofqz17
DownloadedqzbyqzJosephineqzKimaniqz(josephinekimani6@gmail.c
, 3. TargetqzMarketqzSelectionqz&qzConsumerqzInsights
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1. Identifyqzaqzviableqzmarketqzsegmentqzwithqzsufficientqzpurchasingqzpower,qzwillingnessqztoqzbuy,qzandqzauthori
tyqztoqzmakeqzdecisions.
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veysqzforqzaqzspecificqzpurpose)qzandqzSecondaryqzDataqz(pre-
existing,qzpublishedqzfactsqzthatqzareqzinexpensiveqzandqzrapidqztoqzobtain).
3. DeployqzDataqzMiningqzandqzBusinessqzIntelligenceqztechnologiesqztoqzanalyzeqzlargeqzinternalqzdatabasesqzt
oqzdiscoverqzpatterns,qztrends,qzandqzcustomerqzpurchaseqzrelationships.
4. Defineqztheqzuniqueqzvalueqzpropositionqzandqzblendqztheqz4PsqzofqztheqzMarketingqzMixqz(Product,qzPrice,qzPlace,qzPr
omotion).
4. MarketqzSegmentationqzStrategies
MarketsqzareqzbroadlyqzsplitqzintoqzB2Cqz(Business-to-
Consumer)qzmarketsqz(purchasedqzforqzpersonalqzuse)qzandqzB2Bqz(Business-to-
Business)qzmarketsqz(purchasedqztoqzbeqzusedqzdirectlyqzorqzindirectlyqzinqztheqzproductionqzofqzotherqzgoodsqzforqzres
ale).
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qz physicalqzlocation.
• DemographicqzSegmentation:qzDividesqztheqzmarketqzbyqzsocioeconomicqzcharacteristicsqz(age,qzgender,qzi
ncome,qzhouseholdqzsize,qzeducation,qzethnicqzgroup).qzThisqzisqztheqzmostqzcommonqzandqzheavilyqzutilized
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ues,qzandqzdistinctqzlifestyles.
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benefitsqzsought,qzproductqzusageqzratesqz(heavyqzvs.qzlightqzusers),qzorqzbrandqzloyaltyqzlevels.
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UserqzApplicationsqz(focusingqzonqztheqzpreciseqzwayqztheqzpurchaserqzwillqzintegrateqztheqzitemqzintoqztheirqzoperatio
ns).qzNote:qzPsychographicqzsegmentationqzisqzcompletelyqzomittedqzfromqzB2Bqzmarketqzstrategies.
OAq z CRAMq z RULEq z OFq z THUMB
Alwaysqzdetermineqztheqztargetqzcustomerqztypeqz(B2Bqzvs.qzB2C)qzandqzcoreqzobjectiveqzfirst.qzIfqzanqzitemqzisqzpurcha
sedqzforqzpersonalqzuse,qzuseqzconsumerqzbuyingqzhabits;qzifqzitqzisqzforqzdailyqzbusinessqzinfrastructure,qzapplyqzbusine
ssqzitemqzrules.
5. ChapterqzSummaryqzQ&AqzBlitz
Q:qzDefineqzCustomerqzLifetimeqzValueqz(CLV).
A:qzCLVqzisqzaqzcalculationqzrepresentingqztheqzfinancialqznetqzworthqzofqzaqzconsumerqzrelationship:qz(TotalqzRevenu
eqz+qzIntangibleqzBenefitsqzgeneratedqzoverqztime)qzminusqz(Theqzacquisitionqzandqzcustomerqzretentionqzcosts).
WGUqzC201qzBusinessqzAcumenqzMasterqzStudyq Pageqz3
zGuide qzofqz17
DownloadedqzbyqzJosephineqzKimaniqz(josephinekimani6@gmail.c
