MGT 6311 MIDTERM TEST BANK QUESTIONS
AND ACCURATE ANSWERS PRACTICE
STUDY MATERIAL
●● 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.
●● 5 C's
Answer: Customers, Company, Competitors, Collaborators, Context
●● Customer Marketing Mode
Answer: 1)Awareness 2) Interest and Engagement 3) Acquisition 4)
Customer Segmentation 5) Customer Retention 6) Support and
Advocacy
,●● Customer Profile / Personas Attributes
Answer: Demographic Profiling, Geographic Variables, Psychographic
Profiling, Behavioral Variables, RFM
●● Demographic Profiling
Answer: Age, gender, marital status, education
●● Geographic Variables
Answer: climate, terrain, city size, population density, and urban/rural
areas
●● Psychographic profiling
Answer: Lifestyle, values, attitudes, personality
●● Behavioral Variables
Answer: Usage rate, brand loyalty, benefit sought
●● RFM analysis
Answer: a way of analyzing and ranking customers according to their
purchasing patterns: recency, frequency, monetary
●● Buyer Journey
Answer: Discovery
,Consideration
Decision
●● Discovery
Answer: Loosening of the status quo and committing to change
●● Consideration
Answer: Exploring possible solutions and committing to a solution
●● Decision
Answer: Justifying the decision and making the selection
●● Marketing Mix- The Five P's
Answer: Product, Place, Price, Promotions, People
●● Porter's Five Forces
Answer: threat of entry, threat of substitute, supplier power, buyer
power, and competitive rivalry
●● Digital Marketing Strategy Framework
Answer: 1-Define Digital's Mission
2-Derive the Digital Strategy
, 3-Derive the Interaction Strategy Across the Customer -Lifecycle
4- Measure and Improve ROI
●● Define Digital's Mission
Answer: Create customers
Make more term-18money
Save more money
Satisfy Customers
Grow Customer lifetime value
Increase brand equity
●● Derive the Digital Strategy
Answer: -Which presence have priority?(website, mobile, social)
-Which of the five site types apply? (ecommerce, lead gen, service,
content, brand)
-What are your top KPI's and your targets?
-Which channels have priority? (Email, SEM)
●● Derive the Interaction Strategy Across the Customer -Lifecycle
Answer: Promote
Persuade
Nurture with Permission and Personalization
AND ACCURATE ANSWERS PRACTICE
STUDY MATERIAL
●● 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.
●● 5 C's
Answer: Customers, Company, Competitors, Collaborators, Context
●● Customer Marketing Mode
Answer: 1)Awareness 2) Interest and Engagement 3) Acquisition 4)
Customer Segmentation 5) Customer Retention 6) Support and
Advocacy
,●● Customer Profile / Personas Attributes
Answer: Demographic Profiling, Geographic Variables, Psychographic
Profiling, Behavioral Variables, RFM
●● Demographic Profiling
Answer: Age, gender, marital status, education
●● Geographic Variables
Answer: climate, terrain, city size, population density, and urban/rural
areas
●● Psychographic profiling
Answer: Lifestyle, values, attitudes, personality
●● Behavioral Variables
Answer: Usage rate, brand loyalty, benefit sought
●● RFM analysis
Answer: a way of analyzing and ranking customers according to their
purchasing patterns: recency, frequency, monetary
●● Buyer Journey
Answer: Discovery
,Consideration
Decision
●● Discovery
Answer: Loosening of the status quo and committing to change
●● Consideration
Answer: Exploring possible solutions and committing to a solution
●● Decision
Answer: Justifying the decision and making the selection
●● Marketing Mix- The Five P's
Answer: Product, Place, Price, Promotions, People
●● Porter's Five Forces
Answer: threat of entry, threat of substitute, supplier power, buyer
power, and competitive rivalry
●● Digital Marketing Strategy Framework
Answer: 1-Define Digital's Mission
2-Derive the Digital Strategy
, 3-Derive the Interaction Strategy Across the Customer -Lifecycle
4- Measure and Improve ROI
●● Define Digital's Mission
Answer: Create customers
Make more term-18money
Save more money
Satisfy Customers
Grow Customer lifetime value
Increase brand equity
●● Derive the Digital Strategy
Answer: -Which presence have priority?(website, mobile, social)
-Which of the five site types apply? (ecommerce, lead gen, service,
content, brand)
-What are your top KPI's and your targets?
-Which channels have priority? (Email, SEM)
●● Derive the Interaction Strategy Across the Customer -Lifecycle
Answer: Promote
Persuade
Nurture with Permission and Personalization
