MGT 6311 TEST BANK 2026 QUESTIONS WITH
CORRECT ANSWERS GRADED A+
◉ goal of marketing. Answer: to create a product/service that sells
◉ GOST hierarchy. Answer: Goals, Objectives(specific metrics),
Strategies, tactics aka hierarchy towards achieving goals
◉ 5 C's. Answer: Customer, competitors, collaborators, company,
context
◉ Customer marketing model. Answer: Awareness
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
◉ RFM. Answer: recency, frequency, monetary value (as a customer
persona)
, ◉ Buyer journey. Answer: Discovery (loosening of status quo,
committing to change)
Consideration (Exploring possible solutions & committing to a solution)
Decision (Justifying the decision, making the selection)
◉ The 5 P's. Answer: Core components associated with a mktg mix:
Price
Product
Promo
Place
People
◉ Porter's 5 forces. Answer: designed to consider competitive
implications for an org within context of consumer behavior.
Power of customer, threat of new entrants, threat of substitutes, power of
supplies
- All circle into: competitive rivalry within industry
◉ 4 components to define a holistic strategy. Answer: 1. define the
mission behind dig. mktg efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
CORRECT ANSWERS GRADED A+
◉ goal of marketing. Answer: to create a product/service that sells
◉ GOST hierarchy. Answer: Goals, Objectives(specific metrics),
Strategies, tactics aka hierarchy towards achieving goals
◉ 5 C's. Answer: Customer, competitors, collaborators, company,
context
◉ Customer marketing model. Answer: Awareness
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
◉ RFM. Answer: recency, frequency, monetary value (as a customer
persona)
, ◉ Buyer journey. Answer: Discovery (loosening of status quo,
committing to change)
Consideration (Exploring possible solutions & committing to a solution)
Decision (Justifying the decision, making the selection)
◉ The 5 P's. Answer: Core components associated with a mktg mix:
Price
Product
Promo
Place
People
◉ Porter's 5 forces. Answer: designed to consider competitive
implications for an org within context of consumer behavior.
Power of customer, threat of new entrants, threat of substitutes, power of
supplies
- All circle into: competitive rivalry within industry
◉ 4 components to define a holistic strategy. Answer: 1. define the
mission behind dig. mktg efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
