MARKETING IN THE DIGITAL ERA D373
WGU OA COMPREHENSIVE TEST PAPER
2026 COMPLETE ANSWERS ACCURATE
⫸ ABLE Framework Answer: designed to help companies create
effective marketing communications while simplifying the evaluation
and creation process; there are four components in the ABLE
Framework: attention, benefit, linkage, and equity (Chapter 9)
⫸ activation Answer: the execution of marketing after the planning
process (Chapter 8)
⫸ agile Answer: a methodology to more efficiently and effectively
develop software products (Chapter 7)
⫸ augmented product Answer: part of Philip Kotler's "5 Product
Levels;" a version of the product with additional features that
differentiates it from the competition (Chapter 7)
⫸ average order value Answer: a metric companies strive to increase by
increasing the amount of customer spend resulting in increased revenue
and profits (Chapter 5)
⫸ Awareness Stage Answer: the first stage in the Buyer's Journey and
confirms that you have a need, problem, or opportunity (Chapter 8)
,⫸ Bargaining Power of Customers Answer: part of Michael Porter's
"Five Forces;" companies are always concerned with customers' ability
and desire to purchase, price sensitivity, and changing preferences,
among others (Chapter 7)
⫸ Bargaining Power of Suppliers Answer: part of Michael Porter's
"Five Forces;" companies are typically reliant on other businesses in
their supply chain who control inputs and outputs potentially affecting
results (Chapter 7)
⫸ big idea Answer: an overarching concept that unifies a marketing
campaign and connects with the intended audience (Chapter 9)
⫸ brand Answer: an identifiable and differentiated product, service,
person, movement, idea, etc. that is represented by associations
including thoughts and identity, among many others (Chapter 2)
⫸ brand advocate Answer: a loyal customer who supports and promotes
a brand — sometimes referred to as a brand "ambassador," or brand
"champion" (Chapter 9)
⫸ brand architecture Answer: how a brand or brand family is
delineated; e.g., Apple is the company brand while Macintosh, iPhone,
and iPad are product brands (Chapter 3)
, ⫸ brand affinity Answer: a brand that is held in high esteem by a
prospect or customer (Chapter 4)
⫸ brand awareness Answer: being aware of the existence of a brand
(Chapter 2)
⫸ brand elements Answer: sensory manifestations of brand identity
including brand name; see chapter for specific examples (Chapter 2)
⫸ brand equity Answer: the "ownership" a brand has in the marketplace
as measured by the value of the brand and the collective perception of
the brand; example: Apple and Nike have significant brand equity
(Chapter 3)
⫸ brand experience Answer: the experience the customer has in
interacting with a brand (Chapter 2)
⫸ brand extension Answer: when a brand moves into a new category;
example: Apple moving from computers (Macintosh) into music
listening devices (iPod) and then into smartphones (iPhone) (Chapter 3)
⫸ brand identity Answer: the way a brand looks and feels as
exemplified through a logo, website, brochures, etc. (Chapter 2)
WGU OA COMPREHENSIVE TEST PAPER
2026 COMPLETE ANSWERS ACCURATE
⫸ ABLE Framework Answer: designed to help companies create
effective marketing communications while simplifying the evaluation
and creation process; there are four components in the ABLE
Framework: attention, benefit, linkage, and equity (Chapter 9)
⫸ activation Answer: the execution of marketing after the planning
process (Chapter 8)
⫸ agile Answer: a methodology to more efficiently and effectively
develop software products (Chapter 7)
⫸ augmented product Answer: part of Philip Kotler's "5 Product
Levels;" a version of the product with additional features that
differentiates it from the competition (Chapter 7)
⫸ average order value Answer: a metric companies strive to increase by
increasing the amount of customer spend resulting in increased revenue
and profits (Chapter 5)
⫸ Awareness Stage Answer: the first stage in the Buyer's Journey and
confirms that you have a need, problem, or opportunity (Chapter 8)
,⫸ Bargaining Power of Customers Answer: part of Michael Porter's
"Five Forces;" companies are always concerned with customers' ability
and desire to purchase, price sensitivity, and changing preferences,
among others (Chapter 7)
⫸ Bargaining Power of Suppliers Answer: part of Michael Porter's
"Five Forces;" companies are typically reliant on other businesses in
their supply chain who control inputs and outputs potentially affecting
results (Chapter 7)
⫸ big idea Answer: an overarching concept that unifies a marketing
campaign and connects with the intended audience (Chapter 9)
⫸ brand Answer: an identifiable and differentiated product, service,
person, movement, idea, etc. that is represented by associations
including thoughts and identity, among many others (Chapter 2)
⫸ brand advocate Answer: a loyal customer who supports and promotes
a brand — sometimes referred to as a brand "ambassador," or brand
"champion" (Chapter 9)
⫸ brand architecture Answer: how a brand or brand family is
delineated; e.g., Apple is the company brand while Macintosh, iPhone,
and iPad are product brands (Chapter 3)
, ⫸ brand affinity Answer: a brand that is held in high esteem by a
prospect or customer (Chapter 4)
⫸ brand awareness Answer: being aware of the existence of a brand
(Chapter 2)
⫸ brand elements Answer: sensory manifestations of brand identity
including brand name; see chapter for specific examples (Chapter 2)
⫸ brand equity Answer: the "ownership" a brand has in the marketplace
as measured by the value of the brand and the collective perception of
the brand; example: Apple and Nike have significant brand equity
(Chapter 3)
⫸ brand experience Answer: the experience the customer has in
interacting with a brand (Chapter 2)
⫸ brand extension Answer: when a brand moves into a new category;
example: Apple moving from computers (Macintosh) into music
listening devices (iPod) and then into smartphones (iPhone) (Chapter 3)
⫸ brand identity Answer: the way a brand looks and feels as
exemplified through a logo, website, brochures, etc. (Chapter 2)
