MGT 6311: DIGITAL MARKETING - MIDTERM EXAM
QUESTIONS AND ANSWERS
Marketing - Answers -Creation and satisfaction of demand for a product or service.
Digital Marketing - Answers -Utilizing the internet and other digital channels to drive
demand for products and services
Strategy - Answers -Set of ideas that outline how a product or brand will meet its
objectives
Tactic - Answers -A specific action or method that contributes to achieving a goal.
Components of GOST strategy - Answers -Goals
Objectives
Strategies
Tactics
What are the Five Cs? - Answers -Customers
Company
Collaborators
Competitors
Context
Customers (5 Cs) - Answers -Potential buyers with wants and needs that the company
aims to fulfill with its offerings
Business vs. non-business buyers
Company (5 Cs) - Answers -The org or business unit providing certain goods or
services
Look internally at messaging, positioning, etc.
SWOT - Answers -Strength, Weakness, Opportunities, Threats
Competitors (5 Cs) - Answers -Orgs that offer products or services that aim to fulfill the
same wants/needs of the same customers as the company's offering
Collaborators (5 Cs) - Answers -External business entities that work with the company
to create value for customers
,Context (5 Cs) - Answers -The environment in which the company operates and its
associated elements
What does PESTEL stand for? - Answers -Political
Economic
Sociocultural
Technological
Ecological
Legal
What are the steps of a customer marketing model? - Answers -Awareness
Interest & Engagement
Acquisition
Customer Segmentation
Customer Retention
Support & Advocacy
Awareness - Answers -Creating an identification moment in the customer's mind
Interest & Engagement - Answers -Informing the customer of your offerings and
encouraging them to learn more
"Now that I know you exist, why should I care?"
Acquisition - Answers -Converting a prospect into a customer
Customer Segmentation - Answers -Differentiating between customer segments and
marketing to them accordingly
Customer Retention - Answers -Focus on convincing an existing customer to purchase
again
Support & Advocacy - Answers -Satisfying customers to the point where they spread
the word about offerings
Customer Personas - Answers -Semi-fictional depictions of the target audience
Demographic Profiling Components - Answers -Age
Gender
Marital Status
Education
Geographic Variables - Answers -State
Population
Climate
, Psychographic Profile - Answers -Lifestyle
Values
Attitudes
Personality
Behavioral Variables - Answers -Usage Rate
Brand Loyalty
Benefit Sought
RFM - Answers -Recency
Frequency
Monetary Value
Buyer Journey - Answers -- Loosening of Status Quo
- Committing to Change
- Exploring Possible Solutions
- Committing to a Solution
- Justifying the Decision
- Making the Selection
(Discovery, Consideration, Decision)
Five Ps - Answers -Product
Price
Place
Promotion
People
Porter's Five Forces - Answers -Power of Customers
Threat of New Entrants
Threat of Substitute Products
Power of Suppliers
Competitive Rivalry within Industry
Digital Marketing Strategy Framework - Answers -Define digital's mission (how should
digital help the business?)
Derive digital strategy (how can digital fulfill this mission?)
Derive interaction strategy across customer lifecycle (leveraging digital's unique
strengths)
Measure and Improve ROI (where to invest/how to increase ROI)
Define digital's mission - Answers -Create customers
Make more money
QUESTIONS AND ANSWERS
Marketing - Answers -Creation and satisfaction of demand for a product or service.
Digital Marketing - Answers -Utilizing the internet and other digital channels to drive
demand for products and services
Strategy - Answers -Set of ideas that outline how a product or brand will meet its
objectives
Tactic - Answers -A specific action or method that contributes to achieving a goal.
Components of GOST strategy - Answers -Goals
Objectives
Strategies
Tactics
What are the Five Cs? - Answers -Customers
Company
Collaborators
Competitors
Context
Customers (5 Cs) - Answers -Potential buyers with wants and needs that the company
aims to fulfill with its offerings
Business vs. non-business buyers
Company (5 Cs) - Answers -The org or business unit providing certain goods or
services
Look internally at messaging, positioning, etc.
SWOT - Answers -Strength, Weakness, Opportunities, Threats
Competitors (5 Cs) - Answers -Orgs that offer products or services that aim to fulfill the
same wants/needs of the same customers as the company's offering
Collaborators (5 Cs) - Answers -External business entities that work with the company
to create value for customers
,Context (5 Cs) - Answers -The environment in which the company operates and its
associated elements
What does PESTEL stand for? - Answers -Political
Economic
Sociocultural
Technological
Ecological
Legal
What are the steps of a customer marketing model? - Answers -Awareness
Interest & Engagement
Acquisition
Customer Segmentation
Customer Retention
Support & Advocacy
Awareness - Answers -Creating an identification moment in the customer's mind
Interest & Engagement - Answers -Informing the customer of your offerings and
encouraging them to learn more
"Now that I know you exist, why should I care?"
Acquisition - Answers -Converting a prospect into a customer
Customer Segmentation - Answers -Differentiating between customer segments and
marketing to them accordingly
Customer Retention - Answers -Focus on convincing an existing customer to purchase
again
Support & Advocacy - Answers -Satisfying customers to the point where they spread
the word about offerings
Customer Personas - Answers -Semi-fictional depictions of the target audience
Demographic Profiling Components - Answers -Age
Gender
Marital Status
Education
Geographic Variables - Answers -State
Population
Climate
, Psychographic Profile - Answers -Lifestyle
Values
Attitudes
Personality
Behavioral Variables - Answers -Usage Rate
Brand Loyalty
Benefit Sought
RFM - Answers -Recency
Frequency
Monetary Value
Buyer Journey - Answers -- Loosening of Status Quo
- Committing to Change
- Exploring Possible Solutions
- Committing to a Solution
- Justifying the Decision
- Making the Selection
(Discovery, Consideration, Decision)
Five Ps - Answers -Product
Price
Place
Promotion
People
Porter's Five Forces - Answers -Power of Customers
Threat of New Entrants
Threat of Substitute Products
Power of Suppliers
Competitive Rivalry within Industry
Digital Marketing Strategy Framework - Answers -Define digital's mission (how should
digital help the business?)
Derive digital strategy (how can digital fulfill this mission?)
Derive interaction strategy across customer lifecycle (leveraging digital's unique
strengths)
Measure and Improve ROI (where to invest/how to increase ROI)
Define digital's mission - Answers -Create customers
Make more money
