MGT 6311 Midterm (PDF) | 2026 Questions &
Answers
Shift in marketing mix - ANSWER- Reach, effectiveness, and efficiency
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
Programmatic ad buying - ANSWER- use of software to buy digital advertising.
What are goals of display ad? - ANSWER- Build brand awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
Avg CTR - ANSWER- 1.91% on search network, but just .25% on display network
Dwell duration - ANSWER- Length of time a user remains exposed to an ad after first
engaging with it
Type of ad more likely to be viewed - ANSWER- Vertical ads (above the fold)
When is a display ad considered view able? - ANSWER- When 50% of an ads pixels are in view
on the screen for a minimum of one second. better to have multiple senses, like sound and
video
Dynamic creative optimization - ANSWER- to increase engagement - create targeted ads
down to an individual viewer level
Contextual ads - ANSWER- shown based upon a webpages ad copy and ads associated tags to
create a symbiosis of relevance. like a marriott or trip advisor page
Answers
Shift in marketing mix - ANSWER- Reach, effectiveness, and efficiency
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
Programmatic ad buying - ANSWER- use of software to buy digital advertising.
What are goals of display ad? - ANSWER- Build brand awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
Avg CTR - ANSWER- 1.91% on search network, but just .25% on display network
Dwell duration - ANSWER- Length of time a user remains exposed to an ad after first
engaging with it
Type of ad more likely to be viewed - ANSWER- Vertical ads (above the fold)
When is a display ad considered view able? - ANSWER- When 50% of an ads pixels are in view
on the screen for a minimum of one second. better to have multiple senses, like sound and
video
Dynamic creative optimization - ANSWER- to increase engagement - create targeted ads
down to an individual viewer level
Contextual ads - ANSWER- shown based upon a webpages ad copy and ads associated tags to
create a symbiosis of relevance. like a marriott or trip advisor page
