MGT 6311 gatech Midterm exam
COMPREHENSIVE QUESTIONS AND VERIFIED
ANSWERS 2025(GRADED A+) DETAILED
ANSWERS!!
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Terms in this set (96)
A set of 95 theses organised as a call to action (CTA)
for businesses operating within a newly connected
marketplace, published in 1999. While some of the
Cluetrain Manifesto book's claims have failed to materialise, it was an early
source of guidelines for social media and obtained a
cult-
like following
In strategic management and marketing, market share
is the percentage or proportion of the total available
Market share
market or market
segment that is being serviced by a company.
Advertising where the advertiser pays only for each
click on their advert, not for the opportunity for it to
Pay per click (PPC)
be seen or
displayed.
Return on investment The ratio of cost to profit.
(ROI)
, Search engine The practice that aims to improve a website's ranking
optimisation for specific keywords in the search engines.
(SEO)
A set of ideas that outline how a product or brand will
be positioned and achieve its objectives. This guides
decisions on how to create,
Strategy
distribute, promote and price the product or service.
Looks at 4 pillars: environment, business, customers,
competitors
A specific action or method that contributes to
Tactic
achieving a goal
Power of suppliers, power of
customers, threat of new
Porter's 5 Forces entrants, threat of substitute
products --> competitive rivalry
within industry
5 P's of marketing mix Product, price, place, promotion, people
SWOT Strength, weakness, opportunities, threats
What do objectives need SMART: specific, measurable, attainable, realistic,
to be? time-bound
The idea that human attention is a scarce commodity
Attention economy
i.e. seeing attention as a limited resource.
A visual representation of the customers' flow from
beginning to end of the purchase experience,
Customer experience map
including their needs, wants,
expectations and overall experience.
A detailed description of a fictional person to help a
Customer persona
brand visualise a segment of its target market.
A person who identifies as part of a world community
Global citizen and works toward building the values and practices of
that community
Tribe A social group linked by a shared belief or interest.
COMPREHENSIVE QUESTIONS AND VERIFIED
ANSWERS 2025(GRADED A+) DETAILED
ANSWERS!!
Save
Terms in this set (96)
A set of 95 theses organised as a call to action (CTA)
for businesses operating within a newly connected
marketplace, published in 1999. While some of the
Cluetrain Manifesto book's claims have failed to materialise, it was an early
source of guidelines for social media and obtained a
cult-
like following
In strategic management and marketing, market share
is the percentage or proportion of the total available
Market share
market or market
segment that is being serviced by a company.
Advertising where the advertiser pays only for each
click on their advert, not for the opportunity for it to
Pay per click (PPC)
be seen or
displayed.
Return on investment The ratio of cost to profit.
(ROI)
, Search engine The practice that aims to improve a website's ranking
optimisation for specific keywords in the search engines.
(SEO)
A set of ideas that outline how a product or brand will
be positioned and achieve its objectives. This guides
decisions on how to create,
Strategy
distribute, promote and price the product or service.
Looks at 4 pillars: environment, business, customers,
competitors
A specific action or method that contributes to
Tactic
achieving a goal
Power of suppliers, power of
customers, threat of new
Porter's 5 Forces entrants, threat of substitute
products --> competitive rivalry
within industry
5 P's of marketing mix Product, price, place, promotion, people
SWOT Strength, weakness, opportunities, threats
What do objectives need SMART: specific, measurable, attainable, realistic,
to be? time-bound
The idea that human attention is a scarce commodity
Attention economy
i.e. seeing attention as a limited resource.
A visual representation of the customers' flow from
beginning to end of the purchase experience,
Customer experience map
including their needs, wants,
expectations and overall experience.
A detailed description of a fictional person to help a
Customer persona
brand visualise a segment of its target market.
A person who identifies as part of a world community
Global citizen and works toward building the values and practices of
that community
Tribe A social group linked by a shared belief or interest.
