MGT 6311 DIGITAL MARKETING
MIDTERM EXAM QUESTIONS AND
ANSWERS 2026 VERIFIED.
Marketing - ANS The creation and satisfaction of demand for a product or service.
Digital Marketing - ANS Utilizing the internet and other digital channels to drive demand for
products and services.
Strategy - ANS A set of ideas that outline how a product line or brand will achieve its
objectives.
Tactic - ANS A specific action or method that contributes to achieving a goal.
5 C's - ANS Customers, Company, Competitors, Collaborators, Context
Customer Marketing Mode - ANS 1)Awareness 2) Interest and Engagement 3) Acquisition 4)
Customer Segmentation 5) Customer Retention 6) Support and Advocacy
Customer Profile / Personas Attributes - ANS Demographic Profiling, Geographic Variables,
Psychographic Profiling, Behavioral Variables, RFM
Demographic Profiling - ANS Age, gender, marital status, education
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,Geographic Variables - ANS climate, terrain, city size, population density, and urban/rural
areas
Psychographic profiling - ANS Lifestyle, values, attitudes, personality
Behavioral Variables - ANS Usage rate, brand loyalty, benefit sought
RFM analysis - ANS a way of analyzing and ranking customers according to their purchasing
patterns: recency, frequency, monetary
Buyer Journey - ANS Discovery
Consideration
Decision
Discovery - ANS Loosening of the status quo and committing to change
Consideration - ANS Exploring possible solutions and committing to a solution
Decision - ANS Justifying the decision and making the selection
Marketing Mix- The Five P's - ANS Product, Place, Price, Promotions, People
Porter's Five Forces - ANS threat of entry, threat of substitute, supplier power, buyer power,
and competitive rivalry
Digital Marketing Strategy Framework - ANS 1-Define Digital's Mission
2-Derive the Digital Strategy
3-Derive the Interaction Strategy Across the Customer -Lifecycle
4- Measure and Improve ROI
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, Define Digital's Mission - ANS Create customers
Make more term-18money
Save more money
Satisfy Customers
Grow Customer lifetime value
Increase brand equity
Derive the Digital Strategy - ANS -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 - ANS Promote
Persuade
Nurture with Permission and Personalization
Convert to New Customers
Service
Grow Lifetime value
Grow Net Promoters
Measure and Improve ROI - ANS For short term optimization
For longer term optimization
Display Advertising Goals - ANS Build brand awareness
Increase share of voice
Create consumer demand
Inform consumers
@COPYRIGHT ALL RIGHTS RESERVED PAGE 3 OF 19
MIDTERM EXAM QUESTIONS AND
ANSWERS 2026 VERIFIED.
Marketing - ANS The creation and satisfaction of demand for a product or service.
Digital Marketing - ANS Utilizing the internet and other digital channels to drive demand for
products and services.
Strategy - ANS A set of ideas that outline how a product line or brand will achieve its
objectives.
Tactic - ANS A specific action or method that contributes to achieving a goal.
5 C's - ANS Customers, Company, Competitors, Collaborators, Context
Customer Marketing Mode - ANS 1)Awareness 2) Interest and Engagement 3) Acquisition 4)
Customer Segmentation 5) Customer Retention 6) Support and Advocacy
Customer Profile / Personas Attributes - ANS Demographic Profiling, Geographic Variables,
Psychographic Profiling, Behavioral Variables, RFM
Demographic Profiling - ANS Age, gender, marital status, education
@COPYRIGHT ALL RIGHTS RESERVED PAGE 1 OF 19
,Geographic Variables - ANS climate, terrain, city size, population density, and urban/rural
areas
Psychographic profiling - ANS Lifestyle, values, attitudes, personality
Behavioral Variables - ANS Usage rate, brand loyalty, benefit sought
RFM analysis - ANS a way of analyzing and ranking customers according to their purchasing
patterns: recency, frequency, monetary
Buyer Journey - ANS Discovery
Consideration
Decision
Discovery - ANS Loosening of the status quo and committing to change
Consideration - ANS Exploring possible solutions and committing to a solution
Decision - ANS Justifying the decision and making the selection
Marketing Mix- The Five P's - ANS Product, Place, Price, Promotions, People
Porter's Five Forces - ANS threat of entry, threat of substitute, supplier power, buyer power,
and competitive rivalry
Digital Marketing Strategy Framework - ANS 1-Define Digital's Mission
2-Derive the Digital Strategy
3-Derive the Interaction Strategy Across the Customer -Lifecycle
4- Measure and Improve ROI
@COPYRIGHT ALL RIGHTS RESERVED PAGE 2 OF 19
, Define Digital's Mission - ANS Create customers
Make more term-18money
Save more money
Satisfy Customers
Grow Customer lifetime value
Increase brand equity
Derive the Digital Strategy - ANS -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 - ANS Promote
Persuade
Nurture with Permission and Personalization
Convert to New Customers
Service
Grow Lifetime value
Grow Net Promoters
Measure and Improve ROI - ANS For short term optimization
For longer term optimization
Display Advertising Goals - ANS Build brand awareness
Increase share of voice
Create consumer demand
Inform consumers
@COPYRIGHT ALL RIGHTS RESERVED PAGE 3 OF 19
