MGT 6311 MIDTERM QUESTIONS AND
CORRECT VERIFIED ANSWERS
ShiftA2inA2marketingA2mixA2-A2Ans--Reach,A2effectiveness,A2andA2efficiency
goalA2ofA2marketingA2-A2Ans--toA2createA2aA2product/serviceA2thatA2sells
GOSTA2hierarchyA2-A2Ans--
Goals,A2Objectives(specificA2metrics),A2Strategies,A2tacticsA2akaA2hierarchyA2towardsA2ac
hievingA2goals
5A2C'sA2-A2Ans--Customer,A2competitors,A2collaborators,A2company,A2context
CustomerA2marketingA2modelA2-A2Ans--Awareness
Interest/Engagement
Acquisition
CustomerA2Segmentation
CustomerA2Retention
Support/Advocacy
RFMA2-A2Ans--recency,A2frequency,A2monetaryA2valueA2(asA2aA2customerA2persona)
BuyerA2journeyA2-A2Ans--
DiscoveryA2(looseningA2ofA2statusA2quo,A2committingA2toA2change)
ConsiderationA2(ExploringA2possibleA2solutionsA2&A2committingA2toA2aA2solution)
DecisionA2(JustifyingA2theA2decision,A2makingA2theA2selection)
TheA25A2P'sA2-A2Ans--CoreA2componentsA2associatedA2withA2aA2mktgA2mix:A2
Price
Product
Promo
Place
People
Porter'sA25A2forcesA2-A2Ans--
designedA2toA2considerA2competitiveA2implicationsA2forA2anA2orgA2withinA2contextA2ofA2con
sumerA2behavior.A2
PowerA2ofA2customer,A2threatA2ofA2newA2entrants,A2threatA2ofA2substitutes,A2powerA2ofA2su
pplies
-A2AllA2circleA2into:A2competitiveA2rivalryA2withinA2industry
4A2componentsA2toA2defineA2aA2holisticA2strategyA2-A2Ans--
1.A2defineA2theA2missionA2behindA2dig.A2mktgA2efforts
2.A2deriveA2theA2digitalA2strategy
3.A2defineA2theA2interactionA2strategyA2acrossA2cust.A2lifestyle
, 4.A2measurementA2&A2improveA2ROI
ProgrammaticA2adA2buyingA2-A2Ans--useA2ofA2softwareA2toA2buyA2digitalA2advertising.
WhatA2areA2goalsA2ofA2displayA2ad?A2-A2Ans--BuildA2brandA2awareness
IncreaseA2shareA2ofA2voice
CreateA2consumerA2demand
InformA2consumers
BuildA2brandA2loyalty
DriveA2responseA2andA2sales
AvgA2CTRA2-A2Ans--1.91%A2onA2searchA2network,A2butA2justA2.25%A2onA2displayA2network
DwellA2durationA2-A2Ans--
LengthA2ofA2timeA2aA2userA2remainsA2exposedA2toA2anA2adA2afterA2firstA2engagingA2withA2it
TypeA2ofA2adA2moreA2likelyA2toA2beA2viewedA2-A2Ans--VerticalA2adsA2(aboveA2theA2fold)
WhenA2isA2aA2displayA2adA2consideredA2viewA2able?A2-A2Ans--
WhenA250%A2ofA2anA2adsA2pixelsA2areA2inA2viewA2onA2theA2screenA2forA2aA2minimumA2ofA2
oneA2second.A2betterA2toA2haveA2multipleA2senses,A2likeA2soundA2andA2video
DynamicA2creativeA2optimizationA2-A2Ans--toA2increaseA2engagementA2-
A2createA2targetedA2adsA2downA2toA2anA2individualA2viewerA2level
ContextualA2adsA2-A2Ans--
shownA2basedA2uponA2aA2webpagesA2adA2copyA2andA2adsA2associatedA2tagsA2toA2createA
2aA2symbiosisA2ofA2relevance.A2likeA2aA2marriottA2orA2tripA2advisorA2page
AdA2networkA2-A2Ans--
servesA2asA2anA2intermediaryA2betweenA2advertisersA2andA2websitesA2thatA2haveA2optedA
2in.A2helpA2publishA2adsA2atA2scale,A2manageA2pricing,A2helpA2geo-
targetA2andA2provideA2usefulA2analytics
AdA2exchangeA2-A2Ans--
whereA2unsoldA2adA2spaceA2isA2placedA2byA2publishersA2andA2thenA2bidA2onA2byA2advertis
ers
CPMA2-A2Ans--CostA2perA2milleA2(1,000A2impressions)
MostA2common;A2pricingA2dependsA2onA2popularityA2ofA2theA2siteA2-A2sitesA2w/
A2moreA2trafficA2tendA2toA2costA2more
CPCA2-A2Ans--CostA2perA2clickA2-A2otherA2mostA2common
CORRECT VERIFIED ANSWERS
ShiftA2inA2marketingA2mixA2-A2Ans--Reach,A2effectiveness,A2andA2efficiency
goalA2ofA2marketingA2-A2Ans--toA2createA2aA2product/serviceA2thatA2sells
GOSTA2hierarchyA2-A2Ans--
Goals,A2Objectives(specificA2metrics),A2Strategies,A2tacticsA2akaA2hierarchyA2towardsA2ac
hievingA2goals
5A2C'sA2-A2Ans--Customer,A2competitors,A2collaborators,A2company,A2context
CustomerA2marketingA2modelA2-A2Ans--Awareness
Interest/Engagement
Acquisition
CustomerA2Segmentation
CustomerA2Retention
Support/Advocacy
RFMA2-A2Ans--recency,A2frequency,A2monetaryA2valueA2(asA2aA2customerA2persona)
BuyerA2journeyA2-A2Ans--
DiscoveryA2(looseningA2ofA2statusA2quo,A2committingA2toA2change)
ConsiderationA2(ExploringA2possibleA2solutionsA2&A2committingA2toA2aA2solution)
DecisionA2(JustifyingA2theA2decision,A2makingA2theA2selection)
TheA25A2P'sA2-A2Ans--CoreA2componentsA2associatedA2withA2aA2mktgA2mix:A2
Price
Product
Promo
Place
People
Porter'sA25A2forcesA2-A2Ans--
designedA2toA2considerA2competitiveA2implicationsA2forA2anA2orgA2withinA2contextA2ofA2con
sumerA2behavior.A2
PowerA2ofA2customer,A2threatA2ofA2newA2entrants,A2threatA2ofA2substitutes,A2powerA2ofA2su
pplies
-A2AllA2circleA2into:A2competitiveA2rivalryA2withinA2industry
4A2componentsA2toA2defineA2aA2holisticA2strategyA2-A2Ans--
1.A2defineA2theA2missionA2behindA2dig.A2mktgA2efforts
2.A2deriveA2theA2digitalA2strategy
3.A2defineA2theA2interactionA2strategyA2acrossA2cust.A2lifestyle
, 4.A2measurementA2&A2improveA2ROI
ProgrammaticA2adA2buyingA2-A2Ans--useA2ofA2softwareA2toA2buyA2digitalA2advertising.
WhatA2areA2goalsA2ofA2displayA2ad?A2-A2Ans--BuildA2brandA2awareness
IncreaseA2shareA2ofA2voice
CreateA2consumerA2demand
InformA2consumers
BuildA2brandA2loyalty
DriveA2responseA2andA2sales
AvgA2CTRA2-A2Ans--1.91%A2onA2searchA2network,A2butA2justA2.25%A2onA2displayA2network
DwellA2durationA2-A2Ans--
LengthA2ofA2timeA2aA2userA2remainsA2exposedA2toA2anA2adA2afterA2firstA2engagingA2withA2it
TypeA2ofA2adA2moreA2likelyA2toA2beA2viewedA2-A2Ans--VerticalA2adsA2(aboveA2theA2fold)
WhenA2isA2aA2displayA2adA2consideredA2viewA2able?A2-A2Ans--
WhenA250%A2ofA2anA2adsA2pixelsA2areA2inA2viewA2onA2theA2screenA2forA2aA2minimumA2ofA2
oneA2second.A2betterA2toA2haveA2multipleA2senses,A2likeA2soundA2andA2video
DynamicA2creativeA2optimizationA2-A2Ans--toA2increaseA2engagementA2-
A2createA2targetedA2adsA2downA2toA2anA2individualA2viewerA2level
ContextualA2adsA2-A2Ans--
shownA2basedA2uponA2aA2webpagesA2adA2copyA2andA2adsA2associatedA2tagsA2toA2createA
2aA2symbiosisA2ofA2relevance.A2likeA2aA2marriottA2orA2tripA2advisorA2page
AdA2networkA2-A2Ans--
servesA2asA2anA2intermediaryA2betweenA2advertisersA2andA2websitesA2thatA2haveA2optedA
2in.A2helpA2publishA2adsA2atA2scale,A2manageA2pricing,A2helpA2geo-
targetA2andA2provideA2usefulA2analytics
AdA2exchangeA2-A2Ans--
whereA2unsoldA2adA2spaceA2isA2placedA2byA2publishersA2andA2thenA2bidA2onA2byA2advertis
ers
CPMA2-A2Ans--CostA2perA2milleA2(1,000A2impressions)
MostA2common;A2pricingA2dependsA2onA2popularityA2ofA2theA2siteA2-A2sitesA2w/
A2moreA2trafficA2tendA2toA2costA2more
CPCA2-A2Ans--CostA2perA2clickA2-A2otherA2mostA2common
