MARKETING IN THE DIGITAL ERA D373 WGU OA
CORE MAIN EXAMS ALL QUESTIONS AND ANSWERS
SURE A+
✔✔What is Ingredient branding? - ✔✔a Brand features Another brand in its product
✔✔Why do we buy? - ✔✔Functional, habitual, cost, emotional, social, self expressive
benefits
✔✔What is an upmarket extension? - ✔✔Involves introducing a brand at a higher price
point
✔✔What is equal pay cobranding? - ✔✔Both brands are featured prominently
✔✔What is sponsorship branding? - ✔✔Two or more brands sponsor an event such as
sports for shared exposure and goodwill
✔✔Consumer buying process - ✔✔Recognize problem, information, search, evaluation
of alternatives, purchase decision, purchase, post purchase evaluation.
✔✔What is a line extension? - ✔✔Add a new product to an existing line
, ✔✔What is a Brand extension? - ✔✔When a brand is extend it to a completely new
product category.
✔✔What is a flanker brand? - ✔✔When a company already offering a brand in that
product market introduces a new brand to serve a different segment of that market.
✔✔What is a down market extension? - ✔✔The companies introducing a Brand target
at an audience, looking for a lower price point
✔✔What is a holistic marketing concept? - ✔✔Looks at the interconnectedness
between marketing and other aspects and departments of the business.
✔✔What is a societal marketing concept? - ✔✔Looks at the benefit of the product or
service to society as a whole noches the individual consumer.
✔✔What is a marketing concept? - ✔✔Focused on meeting the needs and wants of the
market and seek feedback from the market
✔✔What is a production concept? - ✔✔Companies using this concept believe that
success comes from making products that are readily available in highly affordable
✔✔What is a product concept? - ✔✔Focuses on efficient and cost-effective mass
production profits primarily from a low cost unit
✔✔What is a Selling concept? - ✔✔That left alone consumers will not buy and need to
be pushed to purchase through more aggressive, promotional efforts
✔✔What is channel conflict? - ✔✔This occurs when the same or competing channels
have conflicting goals
✔✔What is customer experience? - ✔✔The totality and quality of the interactions and
engagement. A customer has with a company there by informing the perception in
opinion of the brand.
✔✔What is the buyers journey? - ✔✔The buyers journey includes the awareness, stage
consideration stage and decision stage
✔✔What is the business buying process? - ✔✔Recognize problem, opportunity,
conduct information, church on products and suppliers, develop need specifications
document, request for proposals from vendors, vendor, selection, performance review.
✔✔What are the roles in the business buying center? - ✔✔Includes users, influencers,
decision, makers, buyers, and gatekeepers
CORE MAIN EXAMS ALL QUESTIONS AND ANSWERS
SURE A+
✔✔What is Ingredient branding? - ✔✔a Brand features Another brand in its product
✔✔Why do we buy? - ✔✔Functional, habitual, cost, emotional, social, self expressive
benefits
✔✔What is an upmarket extension? - ✔✔Involves introducing a brand at a higher price
point
✔✔What is equal pay cobranding? - ✔✔Both brands are featured prominently
✔✔What is sponsorship branding? - ✔✔Two or more brands sponsor an event such as
sports for shared exposure and goodwill
✔✔Consumer buying process - ✔✔Recognize problem, information, search, evaluation
of alternatives, purchase decision, purchase, post purchase evaluation.
✔✔What is a line extension? - ✔✔Add a new product to an existing line
, ✔✔What is a Brand extension? - ✔✔When a brand is extend it to a completely new
product category.
✔✔What is a flanker brand? - ✔✔When a company already offering a brand in that
product market introduces a new brand to serve a different segment of that market.
✔✔What is a down market extension? - ✔✔The companies introducing a Brand target
at an audience, looking for a lower price point
✔✔What is a holistic marketing concept? - ✔✔Looks at the interconnectedness
between marketing and other aspects and departments of the business.
✔✔What is a societal marketing concept? - ✔✔Looks at the benefit of the product or
service to society as a whole noches the individual consumer.
✔✔What is a marketing concept? - ✔✔Focused on meeting the needs and wants of the
market and seek feedback from the market
✔✔What is a production concept? - ✔✔Companies using this concept believe that
success comes from making products that are readily available in highly affordable
✔✔What is a product concept? - ✔✔Focuses on efficient and cost-effective mass
production profits primarily from a low cost unit
✔✔What is a Selling concept? - ✔✔That left alone consumers will not buy and need to
be pushed to purchase through more aggressive, promotional efforts
✔✔What is channel conflict? - ✔✔This occurs when the same or competing channels
have conflicting goals
✔✔What is customer experience? - ✔✔The totality and quality of the interactions and
engagement. A customer has with a company there by informing the perception in
opinion of the brand.
✔✔What is the buyers journey? - ✔✔The buyers journey includes the awareness, stage
consideration stage and decision stage
✔✔What is the business buying process? - ✔✔Recognize problem, opportunity,
conduct information, church on products and suppliers, develop need specifications
document, request for proposals from vendors, vendor, selection, performance review.
✔✔What are the roles in the business buying center? - ✔✔Includes users, influencers,
decision, makers, buyers, and gatekeepers
