MGT 6311 DIGITAL MARKETING MIDTERM
Question and Answer 2026 | Ultimate
Exam Preparation Bundle | Grade A+
• goal of marketing -✓✓to create a product/service that sells
• GOST hierarchy -✓✓Goals, Objectives(specific metrics), Strategies,
tactics aka hierarchy towards achieving goals
• 5 C's -✓✓Customer, competitors, collaborators, company, context
• Customer marketing model -✓✓Awareness
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
• RFM -✓✓recency, frequency, monetary value (as a customer persona)
• Buyer journey -✓✓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 -✓✓Core components associated with a mktg mix:
Price
Product
Promo
Place
People
• Porter's 5 forces -✓✓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 -✓✓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 -✓✓use of software to buy digital
advertising.
• What are goals of display ad? -✓✓Build brand awareness
Question and Answer 2026 | Ultimate
Exam Preparation Bundle | Grade A+
• goal of marketing -✓✓to create a product/service that sells
• GOST hierarchy -✓✓Goals, Objectives(specific metrics), Strategies,
tactics aka hierarchy towards achieving goals
• 5 C's -✓✓Customer, competitors, collaborators, company, context
• Customer marketing model -✓✓Awareness
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
• RFM -✓✓recency, frequency, monetary value (as a customer persona)
• Buyer journey -✓✓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 -✓✓Core components associated with a mktg mix:
Price
Product
Promo
Place
People
• Porter's 5 forces -✓✓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 -✓✓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 -✓✓use of software to buy digital
advertising.
• What are goals of display ad? -✓✓Build brand awareness
