MGT 6311 MIDTERM EXAM | QUESTIONS AND DETAILED
ANSWERS | 2026 UPDATE | WITH COMPLETE SOLUTIONS
• marketing -✓✓ The creation and satisfaction of demand for a product or service
• digital marketing -✓✓ utilizing the internet and other digital channels to drive demand
for products and services
• strategy -✓✓ A set of ideas that outline how a product line or brand will achieve its
objectives
• tactic -✓✓ A specific action or method that contributes to achieving a goal
• company, collaborators, competitors, customers, context -✓✓ 5Cs
• customers -✓✓ potential buyers with wants and needs that the company aims to fulfill
with its offerings
• company -✓✓ the organization or business unit providing certain goods and services,
often referred to as the offering
• competitors -✓✓ 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 -✓✓ 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 -✓✓ 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 -✓✓ PESTEL stands for
• price, product, place, promotion, people -✓✓ The Five P's
• status quo, change, exploring, committing, justifying, selection -✓✓ Buyer Journey:
Loosening of the _____________________________
Committing to ____________________
______________________ possible solutions
____________________ to a solution
______________________ the decision
Making the _________________________
, • discovery, consideration, decision -✓✓ 3 primary stages of The Buyer Journey
• customers, suppliers, new entrants, substitute products, competitive rivalry -✓✓
Porter's Five Forces:
Power of __________________
Power of __________________
Threat of ____________________
Threat of ____________________
____________________________ within industry
• website -✓✓ 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.
• Digital's Mission, Digital Strategy, Interaction Strategy Across the Customer Lifecycle,
ROI -✓✓ Digital Marketing Strategy Framework:
Define _____________________________
Derive the _______________________
Derive the _______________________
Measure and Improve ________________
• programmatic ad buying -✓✓ the use of software to buy digital advertising
• banner ads -✓✓ images or animations displayed on a website for advertising purposes
• pop-up (pop-under) -✓✓ ads that open in a separate smaller window, either above the
web page, or under the web page
• interstitial -✓✓ ads that are shown when a user is clicking from one page to the next
• floating -✓✓ ads that typically cover all or most of the web page, and either disappear
after a few seconds, or have a close button in one corner of the Ad
• wallpaper -✓✓ ads that are used to take over, or change the background of a web
page; in most instances, not clickable (merely for branding purposes)
• dwell duration -✓✓ the length of time the user remains exposed to an ad, after first
engaging with it
• vertical -✓✓ In principle, __________________ ad units are most likely to be viewed
more regularly -- and for longer periods of time as the user navigates around the web
page
ANSWERS | 2026 UPDATE | WITH COMPLETE SOLUTIONS
• marketing -✓✓ The creation and satisfaction of demand for a product or service
• digital marketing -✓✓ utilizing the internet and other digital channels to drive demand
for products and services
• strategy -✓✓ A set of ideas that outline how a product line or brand will achieve its
objectives
• tactic -✓✓ A specific action or method that contributes to achieving a goal
• company, collaborators, competitors, customers, context -✓✓ 5Cs
• customers -✓✓ potential buyers with wants and needs that the company aims to fulfill
with its offerings
• company -✓✓ the organization or business unit providing certain goods and services,
often referred to as the offering
• competitors -✓✓ 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 -✓✓ 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 -✓✓ 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 -✓✓ PESTEL stands for
• price, product, place, promotion, people -✓✓ The Five P's
• status quo, change, exploring, committing, justifying, selection -✓✓ Buyer Journey:
Loosening of the _____________________________
Committing to ____________________
______________________ possible solutions
____________________ to a solution
______________________ the decision
Making the _________________________
, • discovery, consideration, decision -✓✓ 3 primary stages of The Buyer Journey
• customers, suppliers, new entrants, substitute products, competitive rivalry -✓✓
Porter's Five Forces:
Power of __________________
Power of __________________
Threat of ____________________
Threat of ____________________
____________________________ within industry
• website -✓✓ 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.
• Digital's Mission, Digital Strategy, Interaction Strategy Across the Customer Lifecycle,
ROI -✓✓ Digital Marketing Strategy Framework:
Define _____________________________
Derive the _______________________
Derive the _______________________
Measure and Improve ________________
• programmatic ad buying -✓✓ the use of software to buy digital advertising
• banner ads -✓✓ images or animations displayed on a website for advertising purposes
• pop-up (pop-under) -✓✓ ads that open in a separate smaller window, either above the
web page, or under the web page
• interstitial -✓✓ ads that are shown when a user is clicking from one page to the next
• floating -✓✓ ads that typically cover all or most of the web page, and either disappear
after a few seconds, or have a close button in one corner of the Ad
• wallpaper -✓✓ ads that are used to take over, or change the background of a web
page; in most instances, not clickable (merely for branding purposes)
• dwell duration -✓✓ the length of time the user remains exposed to an ad, after first
engaging with it
• vertical -✓✓ In principle, __________________ ad units are most likely to be viewed
more regularly -- and for longer periods of time as the user navigates around the web
page
