Mkt 300 Exam 4 UPDATED ACTUAL
QUESTIONS AND CORRECT ANSWERS
Digital marketing - CORRECT ANSWER develop communication and exchanges and
with customers; includes all digital media
Electronic marketing (e-marketing) - CORRECT ANSWER Strategic marketing mix
that identifies customer needs using digital media and digital marketing
1. Connect
2. Engage
3. Gather
4. Convert - CORRECT ANSWER The 4 steps of digital marketing
Benefits of digital marketing - CORRECT ANSWER Forge interactive relationships
with consumers
Target markets more precisely
Reach markets that were inaccessible
Share information
Maintain a competitive advantage
Small business benefits of digital marketing - CORRECT ANSWER Reach new
markets, access inexpensive communication channels
Large business benefits of digital marketing - CORRECT ANSWER supplement their
brick-and-mortar stores
Consumers - CORRECT ANSWER This group has recently seen an increase in a
tendency to publish their thoughts, opinions, reviews, and product discussions through blogs
or other media
,Marketer to the consumer - CORRECT ANSWER The shift of marketing power in the
digital age has caused marketing power to go from who to who?
A2A communication - CORRECT ANSWER Information sharing and the co-creation
of value, where consumers have a hand in getting exactly what they want, have increased due
to what kind of communication?
Paid Media, Owned Media, Earned Media - CORRECT ANSWER The social media
marketing methods from least to most impactful
Earned media - CORRECT ANSWER consumer communications and word of mouth
comprise this category of social media marketing; examples are the Waffle House Index and
Honda's trademark reliability
Social network - CORRECT ANSWER users interact with other users by posting
information and engaging in conversation; these are also building business models for
economic success cause usage is growing and opportunities are available
Blogs - CORRECT ANSWER these are web-based journals that allow writers to
editorialize articles and interact with other internet users; gives consumers control and have
corporate and non-corporate types
Non-corporate blogs - CORRECT ANSWER privately edited/operated and influential
blogs
Corporate blogs - CORRECT ANSWER Blogs that:
Answer consumer concerns
Defend their corporate reputations
Build enthusiasm for products
Develop customer relationships
, Core benefits for apps - CORRECT ANSWER offer convenience and costs savings to
customers while allowing companies to target consumers based on location and offer
additional incentives
Traditional mass media - CORRECT ANSWER less consumer-driven media that is
indirectly relayed to the consumer; tons of control over message, but little listening from
consumers
Social mass media - CORRECT ANSWER one-to-one convesations that allow
experiences to be shared quickly and amplifies word of mouth impact; tons of listening, but
little control over message; generally has more meaningful interaction than traditional mass
media
1. Exposure - CORRECT ANSWER Quantitative qualities of this include: Page visits,
Visitors, Unique Visitors, Reach Total Follower, CPM (cost per thousand exposures)
2. Engagement - CORRECT ANSWER Quantitative qualities of this include: Repeat
visits, Time Spent on Site, Total Interactions on Post/Page, Likes, Shares, Comments,
Number of Friends/Followers, Total Audience of All Shares, Use of Hashtags
Qualitative qualities of this include: Mentions, People Talking About a Brand
3. Influence - CORRECT ANSWER Quant: Links, Purchase Consideration, Likelihood
to Recommend
Qual: Sentiment (+/-/neutral)
4. Impact - CORRECT ANSWER Quant: New subscribers, # of Referrals, # of Content
Downloads, # of App Downloads, Sales, Repeat Sales, Conversion Rate, Purchase Frequency,
Abandoned Shopping Carts (negative)
Qual: Satisfaction, Loyalty
5. Advocacy - CORRECT ANSWER Quant: Online Ratings, # of Brand
Fans/Advocates, Ratio Mentions to Recommendations
Qual: Content of Ratings/Reviews, Employee Ambassadors
QUESTIONS AND CORRECT ANSWERS
Digital marketing - CORRECT ANSWER develop communication and exchanges and
with customers; includes all digital media
Electronic marketing (e-marketing) - CORRECT ANSWER Strategic marketing mix
that identifies customer needs using digital media and digital marketing
1. Connect
2. Engage
3. Gather
4. Convert - CORRECT ANSWER The 4 steps of digital marketing
Benefits of digital marketing - CORRECT ANSWER Forge interactive relationships
with consumers
Target markets more precisely
Reach markets that were inaccessible
Share information
Maintain a competitive advantage
Small business benefits of digital marketing - CORRECT ANSWER Reach new
markets, access inexpensive communication channels
Large business benefits of digital marketing - CORRECT ANSWER supplement their
brick-and-mortar stores
Consumers - CORRECT ANSWER This group has recently seen an increase in a
tendency to publish their thoughts, opinions, reviews, and product discussions through blogs
or other media
,Marketer to the consumer - CORRECT ANSWER The shift of marketing power in the
digital age has caused marketing power to go from who to who?
A2A communication - CORRECT ANSWER Information sharing and the co-creation
of value, where consumers have a hand in getting exactly what they want, have increased due
to what kind of communication?
Paid Media, Owned Media, Earned Media - CORRECT ANSWER The social media
marketing methods from least to most impactful
Earned media - CORRECT ANSWER consumer communications and word of mouth
comprise this category of social media marketing; examples are the Waffle House Index and
Honda's trademark reliability
Social network - CORRECT ANSWER users interact with other users by posting
information and engaging in conversation; these are also building business models for
economic success cause usage is growing and opportunities are available
Blogs - CORRECT ANSWER these are web-based journals that allow writers to
editorialize articles and interact with other internet users; gives consumers control and have
corporate and non-corporate types
Non-corporate blogs - CORRECT ANSWER privately edited/operated and influential
blogs
Corporate blogs - CORRECT ANSWER Blogs that:
Answer consumer concerns
Defend their corporate reputations
Build enthusiasm for products
Develop customer relationships
, Core benefits for apps - CORRECT ANSWER offer convenience and costs savings to
customers while allowing companies to target consumers based on location and offer
additional incentives
Traditional mass media - CORRECT ANSWER less consumer-driven media that is
indirectly relayed to the consumer; tons of control over message, but little listening from
consumers
Social mass media - CORRECT ANSWER one-to-one convesations that allow
experiences to be shared quickly and amplifies word of mouth impact; tons of listening, but
little control over message; generally has more meaningful interaction than traditional mass
media
1. Exposure - CORRECT ANSWER Quantitative qualities of this include: Page visits,
Visitors, Unique Visitors, Reach Total Follower, CPM (cost per thousand exposures)
2. Engagement - CORRECT ANSWER Quantitative qualities of this include: Repeat
visits, Time Spent on Site, Total Interactions on Post/Page, Likes, Shares, Comments,
Number of Friends/Followers, Total Audience of All Shares, Use of Hashtags
Qualitative qualities of this include: Mentions, People Talking About a Brand
3. Influence - CORRECT ANSWER Quant: Links, Purchase Consideration, Likelihood
to Recommend
Qual: Sentiment (+/-/neutral)
4. Impact - CORRECT ANSWER Quant: New subscribers, # of Referrals, # of Content
Downloads, # of App Downloads, Sales, Repeat Sales, Conversion Rate, Purchase Frequency,
Abandoned Shopping Carts (negative)
Qual: Satisfaction, Loyalty
5. Advocacy - CORRECT ANSWER Quant: Online Ratings, # of Brand
Fans/Advocates, Ratio Mentions to Recommendations
Qual: Content of Ratings/Reviews, Employee Ambassadors
