MGT 6311 MIDTERM EXAM | COMPLETE QUESTIONS AND
VERIFIED ANSWERS | 2026 UPDATE | GRADED A+
• Marketing -✓✓ 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 -✓✓ Set of ideas that outline how a product or brand will meet its objectives
• Tactic -✓✓ A specific action or method that contributes to achieving a goal.
• Components of GOST strategy -✓✓ Goals
Objectives
Strategies
Tactics
• What are the Five Cs? -✓✓ Customers
Company
Collaborators
Competitors
Context
• Customers (5 Cs) -✓✓ Potential buyers with wants and needs that the company aims
to fulfill with its offerings
Business vs. non-business buyers
• Company (5 Cs) -✓✓ The org or business unit providing certain goods or services
Look internally at messaging, positioning, etc.
• SWOT -✓✓ Strength, Weakness, Opportunities, Threats
• Competitors (5 Cs) -✓✓ Orgs that offer products or services that aim to fulfill the same
wants/needs of the same customers as the company's offering
• Collaborators (5 Cs) -✓✓ External business entities that work with the company to
create value for customers
• Context (5 Cs) -✓✓ The environment in which the company operates and its
associated elements
• What does PESTEL stand for? -✓✓ Political
,Economic
Sociocultural
Technological
Ecological
Legal
• What are the steps of a customer marketing model? -✓✓ Awareness
Interest & Engagement
Acquisition
Customer Segmentation
Customer Retention
Support & Advocacy
• Awareness -✓✓ Creating an identification moment in the customer's mind
• Interest & Engagement -✓✓ Informing the customer of your offerings and encouraging
them to learn more
"Now that I know you exist, why should I care?"
• Acquisition -✓✓ Converting a prospect into a customer
• Customer Segmentation -✓✓ Differentiating between customer segments and
marketing to them accordingly
• Customer Retention -✓✓ Focus on convincing an existing customer to purchase again
• Support & Advocacy -✓✓ Satisfying customers to the point where they spread the
word about offerings
• Customer Personas -✓✓ Semi-fictional depictions of the target audience
• Demographic Profiling Components -✓✓ Age
Gender
Marital Status
Education
• Geographic Variables -✓✓ State
Population
Climate
• Psychographic Profile -✓✓ Lifestyle
Values
Attitudes
Personality
, • Behavioral Variables -✓✓ Usage Rate
Brand Loyalty
Benefit Sought
• RFM -✓✓ Recency
Frequency
Monetary Value
• Buyer Journey -✓✓ - Loosening of Status Quo
- Committing to Change
- Exploring Possible Solutions
- Committing to a Solution
- Justifying the Decision
- Making the Selection
(Discovery, Consideration, Decision)
• Five Ps -✓✓ Product
Price
Place
Promotion
People
• Porter's Five Forces -✓✓ Power of Customers
Threat of New Entrants
Threat of Substitute Products
Power of Suppliers
Competitive Rivalry within Industry
• Digital Marketing Strategy Framework -✓✓ Define digital's mission (how should digital
help the business?)
Derive digital strategy (how can digital fulfill this mission?)
Derive interaction strategy across customer lifecycle (leveraging digital's unique
strengths)
Measure and Improve ROI (where to invest/how to increase ROI)
• Define digital's mission -✓✓ Create customers
Make more money
Save more money
Satisfy clients
Grow CLV
VERIFIED ANSWERS | 2026 UPDATE | GRADED A+
• Marketing -✓✓ 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 -✓✓ Set of ideas that outline how a product or brand will meet its objectives
• Tactic -✓✓ A specific action or method that contributes to achieving a goal.
• Components of GOST strategy -✓✓ Goals
Objectives
Strategies
Tactics
• What are the Five Cs? -✓✓ Customers
Company
Collaborators
Competitors
Context
• Customers (5 Cs) -✓✓ Potential buyers with wants and needs that the company aims
to fulfill with its offerings
Business vs. non-business buyers
• Company (5 Cs) -✓✓ The org or business unit providing certain goods or services
Look internally at messaging, positioning, etc.
• SWOT -✓✓ Strength, Weakness, Opportunities, Threats
• Competitors (5 Cs) -✓✓ Orgs that offer products or services that aim to fulfill the same
wants/needs of the same customers as the company's offering
• Collaborators (5 Cs) -✓✓ External business entities that work with the company to
create value for customers
• Context (5 Cs) -✓✓ The environment in which the company operates and its
associated elements
• What does PESTEL stand for? -✓✓ Political
,Economic
Sociocultural
Technological
Ecological
Legal
• What are the steps of a customer marketing model? -✓✓ Awareness
Interest & Engagement
Acquisition
Customer Segmentation
Customer Retention
Support & Advocacy
• Awareness -✓✓ Creating an identification moment in the customer's mind
• Interest & Engagement -✓✓ Informing the customer of your offerings and encouraging
them to learn more
"Now that I know you exist, why should I care?"
• Acquisition -✓✓ Converting a prospect into a customer
• Customer Segmentation -✓✓ Differentiating between customer segments and
marketing to them accordingly
• Customer Retention -✓✓ Focus on convincing an existing customer to purchase again
• Support & Advocacy -✓✓ Satisfying customers to the point where they spread the
word about offerings
• Customer Personas -✓✓ Semi-fictional depictions of the target audience
• Demographic Profiling Components -✓✓ Age
Gender
Marital Status
Education
• Geographic Variables -✓✓ State
Population
Climate
• Psychographic Profile -✓✓ Lifestyle
Values
Attitudes
Personality
, • Behavioral Variables -✓✓ Usage Rate
Brand Loyalty
Benefit Sought
• RFM -✓✓ Recency
Frequency
Monetary Value
• Buyer Journey -✓✓ - Loosening of Status Quo
- Committing to Change
- Exploring Possible Solutions
- Committing to a Solution
- Justifying the Decision
- Making the Selection
(Discovery, Consideration, Decision)
• Five Ps -✓✓ Product
Price
Place
Promotion
People
• Porter's Five Forces -✓✓ Power of Customers
Threat of New Entrants
Threat of Substitute Products
Power of Suppliers
Competitive Rivalry within Industry
• Digital Marketing Strategy Framework -✓✓ Define digital's mission (how should digital
help the business?)
Derive digital strategy (how can digital fulfill this mission?)
Derive interaction strategy across customer lifecycle (leveraging digital's unique
strengths)
Measure and Improve ROI (where to invest/how to increase ROI)
• Define digital's mission -✓✓ Create customers
Make more money
Save more money
Satisfy clients
Grow CLV
