MGT 6311: Digital Marketing - Midterm Exam
2023/ 205 Question and Answers/ Graded A+
Marketing - -Creation and satisfaction of demand for a product or service.
-Digital Marketing - -Utilizing the internet and other digital channels to drive demand
for products and services
-Strategy - -Set of ideas that outline how a product or brand will meet its objectives
-Tactic - -A specific action or method that contributes to achieving a goal.
-Components of GOST strategy - -Goals
Objectives
Strategies
Tactics
-What are the Five Cs? - -Customers
Company
Collaborators
Competitors
Context
-Customers (5 Cs) - -Potential buyers with wants and needs that the company aims to
fulfill with its offerings
Business vs. non-business buyers
-Company (5 Cs) - -The org or business unit providing certain goods or services
Look internally at messaging, positioning, etc.
,-SWOT - -Strength, Weakness, Opportunities, Threats
-Competitors (5 Cs) - -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) - -External business entities that work with the company to create
value for customers
-Context (5 Cs) - -The environment in which the company operates and its associated
elements
-What does PESTEL stand for? - -Political
Economic
Sociocultural
Technological
Ecological
Legal
-What are the steps of a customer marketing model? - -Awareness
Interest & Engagement
Acquisition
Customer Segmentation
Customer Retention
Support & Advocacy
-Awareness - -Creating an identification moment in the customer's mind
-Interest & Engagement - -Informing the customer of your offerings and encouraging
them to learn more
"Now that I know you exist, why should I care?"
, -Acquisition - -Converting a prospect into a customer
-Customer Segmentation - -Differentiating between customer segments and marketing
to them accordingly
-Customer Retention - -Focus on convincing an existing customer to purchase again
-Support & Advocacy - -Satisfying customers to the point where they spread the word
about offerings
-Customer Personas - -Semi-fictional depictions of the target audience
-Demographic Profiling Components - -Age
Gender
Marital Status
Education
-Geographic Variables - -State
Population
Climate
-Psychographic Profile - -Lifestyle
Values
Attitudes
Personality
-Behavioral Variables - -Usage Rate
Brand Loyalty
Benefit Sought
-RFM - -Recency
2023/ 205 Question and Answers/ Graded A+
Marketing - -Creation and satisfaction of demand for a product or service.
-Digital Marketing - -Utilizing the internet and other digital channels to drive demand
for products and services
-Strategy - -Set of ideas that outline how a product or brand will meet its objectives
-Tactic - -A specific action or method that contributes to achieving a goal.
-Components of GOST strategy - -Goals
Objectives
Strategies
Tactics
-What are the Five Cs? - -Customers
Company
Collaborators
Competitors
Context
-Customers (5 Cs) - -Potential buyers with wants and needs that the company aims to
fulfill with its offerings
Business vs. non-business buyers
-Company (5 Cs) - -The org or business unit providing certain goods or services
Look internally at messaging, positioning, etc.
,-SWOT - -Strength, Weakness, Opportunities, Threats
-Competitors (5 Cs) - -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) - -External business entities that work with the company to create
value for customers
-Context (5 Cs) - -The environment in which the company operates and its associated
elements
-What does PESTEL stand for? - -Political
Economic
Sociocultural
Technological
Ecological
Legal
-What are the steps of a customer marketing model? - -Awareness
Interest & Engagement
Acquisition
Customer Segmentation
Customer Retention
Support & Advocacy
-Awareness - -Creating an identification moment in the customer's mind
-Interest & Engagement - -Informing the customer of your offerings and encouraging
them to learn more
"Now that I know you exist, why should I care?"
, -Acquisition - -Converting a prospect into a customer
-Customer Segmentation - -Differentiating between customer segments and marketing
to them accordingly
-Customer Retention - -Focus on convincing an existing customer to purchase again
-Support & Advocacy - -Satisfying customers to the point where they spread the word
about offerings
-Customer Personas - -Semi-fictional depictions of the target audience
-Demographic Profiling Components - -Age
Gender
Marital Status
Education
-Geographic Variables - -State
Population
Climate
-Psychographic Profile - -Lifestyle
Values
Attitudes
Personality
-Behavioral Variables - -Usage Rate
Brand Loyalty
Benefit Sought
-RFM - -Recency
