MGT 6311 (DIGITAL MARKETING) MIDTERM QUESTIONS AND CORRECT VERIFIED ANSWERS

MGT 6311 (DIGITAL MARKETING)
MIDTERM QUESTIONS AND CORRECT
VERIFIED ANSWERS
marketingA2-A2Ans--
TheA2creationA2andA2satisfactionA2ofA2demandA2forA2aA2productA2orA2service

digitalA2marketingA2-A2Ans--
utilizingA2theA2internetA2andA2otherA2digitalA2channelsA2toA2driveA2demandA2forA2productsA2
andA2services

strategyA2-A2Ans--
AA2setA2ofA2ideasA2thatA2outlineA2howA2aA2productA2lineA2orA2brandA2willA2achieveA2itsA2obje
ctives

tacticA2-A2Ans--AA2specificA2actionA2orA2methodA2thatA2contributesA2toA2achievingA2aA2goal

company,A2collaborators,A2competitors,A2customers,A2contextA2-A2Ans--5Cs

customersA2-A2Ans--
potentialA2buyersA2withA2wantsA2andA2needsA2thatA2theA2companyA2aimsA2toA2fulfillA2withA2i
tsA2offerings

companyA2-A2Ans--
theA2organizationA2orA2businessA2unitA2providingA2certainA2goodsA2andA2services,A2oftenA2
referredA2toA2asA2theA2offering

competitorsA2-A2Ans--
organizationsA2thatA2offerA2productsA2andA2servicesA2thatA2aimA2toA2fulfillA2theA2sameA2wa
ntsA2andA2needs,A2andA2theA2sameA2customersA2asA2theA2company'sA2offering

collaboratorsA2-A2Ans--
externalA2businessA2entitiesA2thatA2workA2withA2theA2companyA2toA2createA2valueA2forA2cus
tomers;A2examplesA2includeA2RawA2MaterialsA2Suppliers,A2Distributors,A2MarketingA2agen
cies,A2andA23rdA2PartyA2Retailers.

contextA2-A2Ans--
theA2environmentA2inA2whichA2theA2companyA2operates,A2andA2itsA2associatedA2elementsA
2suchA2asA2regulationsA2orA2laws,A2economicA2conditions,A2culturalA2norms,A2andA2technol
ogicalA2factors

political,A2economic,A2social,A2technological,A2environmental,A2legalA2-A2Ans--
PESTELA2standsA2for

, price,A2product,A2place,A2promotion,A2peopleA2-A2Ans--TheA2FiveA2P's

statusA2quo,A2change,A2exploring,A2committing,A2justifying,A2selectionA2-A2Ans--
BuyerA2Journey:
LooseningA2ofA2theA2_____________________________
CommittingA2toA2____________________
______________________A2possibleA2solutions
____________________A2toA2aA2solution
______________________A2theA2decision
MakingA2theA2_________________________

discovery,A2consideration,A2decisionA2-A2Ans--
3A2primaryA2stagesA2ofA2TheA2BuyerA2Journey

customers,A2suppliers,A2newA2entrants,A2substituteA2products,A2competitiveA2rivalryA2-
A2Ans--Porter'sA2FiveA2Forces:
PowerA2ofA2__________________
PowerA2ofA2__________________
ThreatA2ofA2____________________
ThreatA2ofA2____________________
____________________________A2withinA2industry

websiteA2-A2Ans--
AA2company'sA2__________________A2isA2aA2coreA2foundationalA2elementA2forA2commu
nicatingA2value,A2generatingA2interestA2inA2leads,A2engagingA2withA2customersA2andA2pros
pects,A2trackingA2consumerA2andA2customerA2insights,A2andA2soA2on.A2ItA2existsA2however
A2withinA2anA2ecosystemA2ofA2platformsA2andA2trafficA2drivers,A2thatA2areA2designedA2toA2a
chieveA2theA2company'sA2businessA2goalsA2asA2efficientlyA2andA2asA2effectivelyA2asA2poss
ible.

Digital'sA2Mission,A2DigitalA2Strategy,A2InteractionA2StrategyA2AcrossA2theA2CustomerA2Lif
ecycle,A2ROIA2-A2Ans--DigitalA2MarketingA2StrategyA2Framework:
DefineA2_____________________________
DeriveA2theA2_______________________
DeriveA2theA2_______________________
MeasureA2andA2ImproveA2________________

programmaticA2adA2buyingA2-A2Ans--theA2useA2ofA2softwareA2toA2buyA2digitalA2advertising

bannerA2adsA2-A2Ans--
imagesA2orA2animationsA2displayedA2onA2aA2websiteA2forA2advertisingA2purposes

pop-upA2(pop-under)A2-A2Ans--
adsA2thatA2openA2inA2aA2separateA2smallerA2window,A2eitherA2aboveA2theA2webA2page,A2or
A2underA2theA2webA2page