MKT 300 Exam 4 Questions and Answers
Digital marketing - -develop communication and exchanges and with customers; includes
all digital media
-Electronic marketing (e-marketing) - -Strategic marketing mix that identifies customer
needs using digital media and digital marketing
-1. Connect
2. Engage
3. Gather
4. Convert - -The 4 steps of digital marketing
-Benefits of digital marketing - -Forge interactive relationships with consumers
Target markets more precisely
Reach markets that were inaccessible
Share information
Maintain a competitive advantage
-Small business benefits of digital marketing - -Reach new markets, access inexpensive
communication channels
-Large business benefits of digital marketing - -supplement their brick-and-mortar stores
-Consumers - -This group has recently seen an increase in a tendency to publish their
thoughts, opinions, reviews, and product discussions through blogs or other media
-Marketer to the consumer - -The shift of marketing power in the digital age has caused
marketing power to go from who to who?
-A2A communication - -Information sharing and the co-creation of value, where
consumers have a hand in getting exactly what they want, have increased due to what kind
of communication?
-Paid Media, Owned Media, Earned Media - -The social media marketing methods from
least to most impactful
-Earned media - -consumer communications and word of mouth comprise this category of
social media marketing; examples are the Waffle House Index and Honda's trademark
reliability
-Social network - -users interact with other users by posting information and engaging in
conversation; these are also building business models for economic success cause usage is
growing and opportunities are available
, -Blogs - -these are web-based journals that allow writers to editorialize articles and
interact with other internet users; gives consumers control and have corporate and non-
corporate types
-Non-corporate blogs - -privately edited/operated and influential blogs
-Corporate blogs - -Blogs that:
Answer consumer concerns
Defend their corporate reputations
Build enthusiasm for products
Develop customer relationships
-Core benefits for apps - -offer convenience and costs savings to customers while allowing
companies to target consumers based on location and offer additional incentives
-Traditional mass media - -less consumer-driven media that is indirectly relayed to the
consumer; tons of control over message, but little listening from consumers
-Social mass media - -one-to-one convesations that allow experiences to be shared quickly
and amplifies word of mouth impact; tons of listening, but little control over message;
generally has more meaningful interaction than traditional mass media
-1. Exposure - -Quantitative qualities of this include: Page visits, Visitors, Unique Visitors,
Reach Total Follower, CPM (cost per thousand exposures)
-2. Engagement - -Quantitative qualities of this include: Repeat visits, Time Spent on Site,
Total Interactions on Post/Page, Likes, Shares, Comments, Number of Friends/Followers,
Total Audience of All Shares, Use of Hashtags
Qualitative qualities of this include: Mentions, People Talking About a Brand
-3. Influence - -Quant: Links, Purchase Consideration, Likelihood to Recommend
Qual: Sentiment (+/-/neutral)
-4. Impact - -Quant: New subscribers, # of Referrals, # of Content Downloads, # of App
Downloads, Sales, Repeat Sales, Conversion Rate, Purchase Frequency, Abandoned
Shopping Carts (negative)
Qual: Satisfaction, Loyalty
-5. Advocacy - -Quant: Online Ratings, # of Brand Fans/Advocates, Ratio Mentions to
Recommendations
Qual: Content of Ratings/Reviews, Employee Ambassadors
-Five characteristics of online monitoring and analysis - -1. Exposure 2. Engagement 3.
Influence 4. Impact 5. Advocacy
Digital marketing - -develop communication and exchanges and with customers; includes
all digital media
-Electronic marketing (e-marketing) - -Strategic marketing mix that identifies customer
needs using digital media and digital marketing
-1. Connect
2. Engage
3. Gather
4. Convert - -The 4 steps of digital marketing
-Benefits of digital marketing - -Forge interactive relationships with consumers
Target markets more precisely
Reach markets that were inaccessible
Share information
Maintain a competitive advantage
-Small business benefits of digital marketing - -Reach new markets, access inexpensive
communication channels
-Large business benefits of digital marketing - -supplement their brick-and-mortar stores
-Consumers - -This group has recently seen an increase in a tendency to publish their
thoughts, opinions, reviews, and product discussions through blogs or other media
-Marketer to the consumer - -The shift of marketing power in the digital age has caused
marketing power to go from who to who?
-A2A communication - -Information sharing and the co-creation of value, where
consumers have a hand in getting exactly what they want, have increased due to what kind
of communication?
-Paid Media, Owned Media, Earned Media - -The social media marketing methods from
least to most impactful
-Earned media - -consumer communications and word of mouth comprise this category of
social media marketing; examples are the Waffle House Index and Honda's trademark
reliability
-Social network - -users interact with other users by posting information and engaging in
conversation; these are also building business models for economic success cause usage is
growing and opportunities are available
, -Blogs - -these are web-based journals that allow writers to editorialize articles and
interact with other internet users; gives consumers control and have corporate and non-
corporate types
-Non-corporate blogs - -privately edited/operated and influential blogs
-Corporate blogs - -Blogs that:
Answer consumer concerns
Defend their corporate reputations
Build enthusiasm for products
Develop customer relationships
-Core benefits for apps - -offer convenience and costs savings to customers while allowing
companies to target consumers based on location and offer additional incentives
-Traditional mass media - -less consumer-driven media that is indirectly relayed to the
consumer; tons of control over message, but little listening from consumers
-Social mass media - -one-to-one convesations that allow experiences to be shared quickly
and amplifies word of mouth impact; tons of listening, but little control over message;
generally has more meaningful interaction than traditional mass media
-1. Exposure - -Quantitative qualities of this include: Page visits, Visitors, Unique Visitors,
Reach Total Follower, CPM (cost per thousand exposures)
-2. Engagement - -Quantitative qualities of this include: Repeat visits, Time Spent on Site,
Total Interactions on Post/Page, Likes, Shares, Comments, Number of Friends/Followers,
Total Audience of All Shares, Use of Hashtags
Qualitative qualities of this include: Mentions, People Talking About a Brand
-3. Influence - -Quant: Links, Purchase Consideration, Likelihood to Recommend
Qual: Sentiment (+/-/neutral)
-4. Impact - -Quant: New subscribers, # of Referrals, # of Content Downloads, # of App
Downloads, Sales, Repeat Sales, Conversion Rate, Purchase Frequency, Abandoned
Shopping Carts (negative)
Qual: Satisfaction, Loyalty
-5. Advocacy - -Quant: Online Ratings, # of Brand Fans/Advocates, Ratio Mentions to
Recommendations
Qual: Content of Ratings/Reviews, Employee Ambassadors
-Five characteristics of online monitoring and analysis - -1. Exposure 2. Engagement 3.
Influence 4. Impact 5. Advocacy
