MKTG 3340 FINAL EXAM QUESTIONS WITH VERIFIED
ACCURATE ANSWERS
Role of Marketing - Answers - Generate profitable revenue
When a marketer can describe something it is called a - Answers - product concept
After buying an item we experience what? - Answers - cognitive dissonance
Ways to engage consumers, directly or indirectly - Answers - -Directly: physically, email
newsletters, one to one basis, calling, sending direct ads/texting, create relationship,
personalizing advertising toward you
-Indirectly: social media, PR, content marketing, commercials, billboards
Role of the internet in terms of marketing capabilities - Answers - -quicker speed
-less expensive
-reach more people more readily
-better target/micro target
-more efficient
Why digital marketing works..." better than non-digital" - Answers - -overall efficiency
-less expensive
-dynamic/more immediate
-can change it
-FASTEST GROWING FORM OF MARKETING
Advantages of direct and digital - Answers - -Buyers and Sellers: convenience, ready
access to many products, access to comparative information about companies,
products and competitors, interactive and immediate
-Sellers: tool to build customer relationships, low-cost, efficient, fast alternative to reach
markets, flexible, access to buyers not reachable through other channels
Advantages of transacting online - Answers - -quick feedback
-convenient
-immediate
-collects info about buyer
-effective and efficient
Role of a non-transactional website - Answers - -inform/advertise to the consumer
-create brand awareness
-trusted source
-charitable cause
-can provide information/advertise
, One to one marketing and personalization - Answers - -possible through email
-made possible by AI
-sales person to brand trying to connect and persuade you to buy their product or
service
Role of viral marketing, how and why it works - Answers - -creating videos, ads, and
other marketing content that are so infectious that customers will seek them out or pass
them along to their friends
-can be very inexpensive
-content is more likely to be viewed if it comes from a friend
Example of viral marketing video in class - Answers - Gangnam Style
Why blogs work and advantages - Answers - -strong following leads to higher
engagement
-offer a fresh, person, cheap, and original way to enter consumer online and social
media conversations
-similar to viral marketing
-ex. Mommy blogs sponsored by Walmart
What is spam? - Answers - -unsolicited/unwanted commercial email messages
-usually through email
-Spam was generally unwanted during WWII (the food) so when email became a thing,
unwanted emails were also deemed spam
Omni-channel is - Answers - -One person likes to buy the product by going to a
blog/tv/store and then finally buys it. Another person talks to their friend and sees the
bike on the road then decides to buy it. All those persuasions have an effect, so you
must have content and a presence in each of those places.
-Complete and consistent in all representations of our product and that there are
representations of our product in all places people would look to buy our product
-Creating a seamless cross-channel buying experience that integrates in-store, online,
and mobile shopping
-Buyers shift seamlessly across online and in-store channels throughout the buying
process
-Ex: Walmart, Target, and Macy's offer apps that pull customers to both their websites
and stores.
Steps in the consumer behavior buying process: the process by which consumers
evaluate making a purchase decision - Answers - 1. need recognition/identify the
problem
2. information search/information gathering
3. Identification/evaluation of alternatives]
4. Purchase decision
5. post-purchase evalutation
ACCURATE ANSWERS
Role of Marketing - Answers - Generate profitable revenue
When a marketer can describe something it is called a - Answers - product concept
After buying an item we experience what? - Answers - cognitive dissonance
Ways to engage consumers, directly or indirectly - Answers - -Directly: physically, email
newsletters, one to one basis, calling, sending direct ads/texting, create relationship,
personalizing advertising toward you
-Indirectly: social media, PR, content marketing, commercials, billboards
Role of the internet in terms of marketing capabilities - Answers - -quicker speed
-less expensive
-reach more people more readily
-better target/micro target
-more efficient
Why digital marketing works..." better than non-digital" - Answers - -overall efficiency
-less expensive
-dynamic/more immediate
-can change it
-FASTEST GROWING FORM OF MARKETING
Advantages of direct and digital - Answers - -Buyers and Sellers: convenience, ready
access to many products, access to comparative information about companies,
products and competitors, interactive and immediate
-Sellers: tool to build customer relationships, low-cost, efficient, fast alternative to reach
markets, flexible, access to buyers not reachable through other channels
Advantages of transacting online - Answers - -quick feedback
-convenient
-immediate
-collects info about buyer
-effective and efficient
Role of a non-transactional website - Answers - -inform/advertise to the consumer
-create brand awareness
-trusted source
-charitable cause
-can provide information/advertise
, One to one marketing and personalization - Answers - -possible through email
-made possible by AI
-sales person to brand trying to connect and persuade you to buy their product or
service
Role of viral marketing, how and why it works - Answers - -creating videos, ads, and
other marketing content that are so infectious that customers will seek them out or pass
them along to their friends
-can be very inexpensive
-content is more likely to be viewed if it comes from a friend
Example of viral marketing video in class - Answers - Gangnam Style
Why blogs work and advantages - Answers - -strong following leads to higher
engagement
-offer a fresh, person, cheap, and original way to enter consumer online and social
media conversations
-similar to viral marketing
-ex. Mommy blogs sponsored by Walmart
What is spam? - Answers - -unsolicited/unwanted commercial email messages
-usually through email
-Spam was generally unwanted during WWII (the food) so when email became a thing,
unwanted emails were also deemed spam
Omni-channel is - Answers - -One person likes to buy the product by going to a
blog/tv/store and then finally buys it. Another person talks to their friend and sees the
bike on the road then decides to buy it. All those persuasions have an effect, so you
must have content and a presence in each of those places.
-Complete and consistent in all representations of our product and that there are
representations of our product in all places people would look to buy our product
-Creating a seamless cross-channel buying experience that integrates in-store, online,
and mobile shopping
-Buyers shift seamlessly across online and in-store channels throughout the buying
process
-Ex: Walmart, Target, and Macy's offer apps that pull customers to both their websites
and stores.
Steps in the consumer behavior buying process: the process by which consumers
evaluate making a purchase decision - Answers - 1. need recognition/identify the
problem
2. information search/information gathering
3. Identification/evaluation of alternatives]
4. Purchase decision
5. post-purchase evalutation
