MGT 6311 COMPLETE QUESTIONS AND VERIFIED
ANSWERS EXAM PRACTICE 2024 UPDATE
Marketing Mix (5 P's)
People, price, place, promotion, product
Porter's Five Forces
digital marketing strategy framework
define digital mission -> define digital strategies -> derive interaction strategy across customer lifeycle ->
measure and improve ROI
Kinda like GOST
What are programmatic ads, and what are their trends?
Programmatic ads are ads served by programs or systems (instead of manual insertion) and they
dominate spend on digital display ad spending.
Marketing
Marketing-The creation and satisfaction of demand for a product or service.
Digital Marketing
Digital Marketing -Utilizing the internet and other digital channels to drive demand for products and
services.
Strategy
Strategy-A set of ideas that outline how a product line or brand will achieve its objectives.
Tactic
Tactic -A specific action or method that contributes to achieving a goal.
GOST
goals
objectives
strategies
tactics
Strategy 5 C's
context, customer, competitors, collaboraters, company
Customer marketing model
, 1 awareness
2 interest and engagement
3 aquisition
4 customer segmentation
5 customer retention
6 support and advocacy
Customer profiling
demographic
geographic
psychographic e.g. values
behavioral variables e.g. benefit sought
RFM - recency, frequency, monetary
Buyer journey
1. discovery
a. loosening the status quo
b. committing to change
2. consideration
a. exploring possible solutions
b. committing to a solution
3. decision
a. justifying the decision
b. making the selection
display advertising goals
build brand awareness
Increase share of voice
• Create consumer demand
• Inform consumers
• Build brand loyalty • Drive response and sales
How low are click through rates?
Based upon word streams analysis of 3 plus billion in Adwords spend, the average click-through rate is
1.91% on the Search Network but just 0.35% on the Display Network.
So stated differently, roughly 1 in 52 people click on
a paid search ad while 1 in 286 click on a display ad.
display advertising considerations
• Does it matter if the company/organization is B2C vs. B2B? • Does it matter if the company is well
known vs. lesser known/SMB? • At what stage of the buyer's journey are display ads likely to be clicked?
what are ad networks?
ANSWERS EXAM PRACTICE 2024 UPDATE
Marketing Mix (5 P's)
People, price, place, promotion, product
Porter's Five Forces
digital marketing strategy framework
define digital mission -> define digital strategies -> derive interaction strategy across customer lifeycle ->
measure and improve ROI
Kinda like GOST
What are programmatic ads, and what are their trends?
Programmatic ads are ads served by programs or systems (instead of manual insertion) and they
dominate spend on digital display ad spending.
Marketing
Marketing-The creation and satisfaction of demand for a product or service.
Digital Marketing
Digital Marketing -Utilizing the internet and other digital channels to drive demand for products and
services.
Strategy
Strategy-A set of ideas that outline how a product line or brand will achieve its objectives.
Tactic
Tactic -A specific action or method that contributes to achieving a goal.
GOST
goals
objectives
strategies
tactics
Strategy 5 C's
context, customer, competitors, collaboraters, company
Customer marketing model
, 1 awareness
2 interest and engagement
3 aquisition
4 customer segmentation
5 customer retention
6 support and advocacy
Customer profiling
demographic
geographic
psychographic e.g. values
behavioral variables e.g. benefit sought
RFM - recency, frequency, monetary
Buyer journey
1. discovery
a. loosening the status quo
b. committing to change
2. consideration
a. exploring possible solutions
b. committing to a solution
3. decision
a. justifying the decision
b. making the selection
display advertising goals
build brand awareness
Increase share of voice
• Create consumer demand
• Inform consumers
• Build brand loyalty • Drive response and sales
How low are click through rates?
Based upon word streams analysis of 3 plus billion in Adwords spend, the average click-through rate is
1.91% on the Search Network but just 0.35% on the Display Network.
So stated differently, roughly 1 in 52 people click on
a paid search ad while 1 in 286 click on a display ad.
display advertising considerations
• Does it matter if the company/organization is B2C vs. B2B? • Does it matter if the company is well
known vs. lesser known/SMB? • At what stage of the buyer's journey are display ads likely to be clicked?
what are ad networks?
