11/8/24, 5:28 PM
Digital Marketing - D098 UNIT TWO WITH COMPLETE SOLUTIONS GRADED A+
Practice questions for this set
Learn Study with Learn
Information
Choose matching term
2 third-party data
Digital marketing is powerful in four
3 4 Search engine marketing (SEM)
fundamental ways:
Don't know?
Terms in this set (95)
1/8
, 11/8/24, 5:28 PM
"the activity, set of institutions, and processes for creating, communicating,
The American Marketing Association
delivering, and exchanging offerings that have value for customers, clients, partners,
defines marketing as
and society at large"
Business function that identifies, satisfies, and retains customers through a set of
Marketing activities related to creating, communicating, delivering, and exchanging offerings
that have value for the customer
Defining characteristic is the expectation that benefits are fairly given in return or
exchange relationships
repayment for comparable benefits
what the customer gets by purchasing and consuming a company's offering. So,
value although the offering is created by the company, the value is determined by the
customer.
profitable it means that the consumer's personal value equation is positive.
The personal value equation is value = benefits received - (price + hassle).
Hassle the time and effort the consumer puts into the shopping process.
A philosophy that companies should understand needs of customers and make
marketing concept
decisions to satisfy those needs; also known as a market-orientation
Creating—The process of collaborating with suppliers and customers to create
offerings that have value
four activities, or components, of Communicating—Broadly, describing those offerings, as well as learning from
marketing: customers
Delivering—Getting those offerings to the consumer in a way that optimizes value Exchanging—
Trading value for those offerings
Product—Goods and services (creating offerings) Promotion—
Communication (communicating)
The traditional way of viewing the
Place—Getting the product to a point at which the customer can purchase it
components of marketing is via the four Ps:
(delivering)
Price—The monetary amount charged for the product (exchanging)
Precision targeting
Digital marketing is powerful in four Measurability
fundamental ways: Information
interconnectivity
Internet-based marketing associated with the researching, submitting, and
search engine marketing (SEM)
positioning of a website within search engines to achieve maximum visibility
Process of increasing the quality and quantity of website traffic by increasing the
search engine optimization (SEO)
visibility of a website or a web page to users of a web search engine
Form of online advertising that entails embedding an advertisement into a web page
banner ads
to attract traffic to a website by linking to the website of the advertiser
Act of sending a commercial message using email, typically in the form of
email marketing advertisements, requesting business, or soliciting sales or donations, with intention to
build loyalty, trust, or brand awareness
The four Ps (product, price, place, and They fail to describe what marketers actually do.
promotion) were developed in the 1950s to Correct! The four Ps are nouns, and they do not actually describe what people do.
describe the marketing process. Marketers The four Ps have been replaced by action verbs that describe what marketers do.
no longer prefer to use the four Ps to
describe the marketing process.
Why are the four Ps seen as outdated by
some people in the marketing profession?
2/8
Digital Marketing - D098 UNIT TWO WITH COMPLETE SOLUTIONS GRADED A+
Practice questions for this set
Learn Study with Learn
Information
Choose matching term
2 third-party data
Digital marketing is powerful in four
3 4 Search engine marketing (SEM)
fundamental ways:
Don't know?
Terms in this set (95)
1/8
, 11/8/24, 5:28 PM
"the activity, set of institutions, and processes for creating, communicating,
The American Marketing Association
delivering, and exchanging offerings that have value for customers, clients, partners,
defines marketing as
and society at large"
Business function that identifies, satisfies, and retains customers through a set of
Marketing activities related to creating, communicating, delivering, and exchanging offerings
that have value for the customer
Defining characteristic is the expectation that benefits are fairly given in return or
exchange relationships
repayment for comparable benefits
what the customer gets by purchasing and consuming a company's offering. So,
value although the offering is created by the company, the value is determined by the
customer.
profitable it means that the consumer's personal value equation is positive.
The personal value equation is value = benefits received - (price + hassle).
Hassle the time and effort the consumer puts into the shopping process.
A philosophy that companies should understand needs of customers and make
marketing concept
decisions to satisfy those needs; also known as a market-orientation
Creating—The process of collaborating with suppliers and customers to create
offerings that have value
four activities, or components, of Communicating—Broadly, describing those offerings, as well as learning from
marketing: customers
Delivering—Getting those offerings to the consumer in a way that optimizes value Exchanging—
Trading value for those offerings
Product—Goods and services (creating offerings) Promotion—
Communication (communicating)
The traditional way of viewing the
Place—Getting the product to a point at which the customer can purchase it
components of marketing is via the four Ps:
(delivering)
Price—The monetary amount charged for the product (exchanging)
Precision targeting
Digital marketing is powerful in four Measurability
fundamental ways: Information
interconnectivity
Internet-based marketing associated with the researching, submitting, and
search engine marketing (SEM)
positioning of a website within search engines to achieve maximum visibility
Process of increasing the quality and quantity of website traffic by increasing the
search engine optimization (SEO)
visibility of a website or a web page to users of a web search engine
Form of online advertising that entails embedding an advertisement into a web page
banner ads
to attract traffic to a website by linking to the website of the advertiser
Act of sending a commercial message using email, typically in the form of
email marketing advertisements, requesting business, or soliciting sales or donations, with intention to
build loyalty, trust, or brand awareness
The four Ps (product, price, place, and They fail to describe what marketers actually do.
promotion) were developed in the 1950s to Correct! The four Ps are nouns, and they do not actually describe what people do.
describe the marketing process. Marketers The four Ps have been replaced by action verbs that describe what marketers do.
no longer prefer to use the four Ps to
describe the marketing process.
Why are the four Ps seen as outdated by
some people in the marketing profession?
2/8
