MGT 6311 Midterm|52 Questions With
Correct Solutions Latest Update
2025/26,,.
Save
Shift in marketing mix - Correct answerReach, effectiveness, and efficiency
goal of marketing - Correct answerto create a product/service that sells
GOST hierarchy - Correct answerGoals, Objectives(specific metrics),
Strategies, tactics aka hierarchy towards achieving goals
5 C's - Correct answerCustomer, competitors, collaborators, company, context
Customer marketing model - Correct answerAwareness
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
RFM - Correct answerrecency, frequency, monetary value (as a customer
persona)
Buyer journey - Correct answerDiscovery (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 - Correct answerCore components associated with a mktg mix:
Price
Product
Promo
Place
People
Porter's 5 forces - Correct answerdesigned 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 - Correct answer1. 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 - Correct answeruse of software to buy digital
advertising.
What are goals of display ad? - Correct answerBuild brand awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
Avg CTR - Correct answer1.91% on search network, but just .25% on display
network
Dwell duration - Correct answerLength of time a user remains exposed to an
ad after first engaging with it
Type of ad more likely to be viewed - Correct answerVertical ads (above the
fold)
When is a display ad considered view able? - Correct answerWhen 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 - Correct answerto increase engagement -
create targeted ads down to an individual viewer level
Contextual ads - Correct answershown based upon a webpages ad copy and
ads associated tags to create a symbiosis of relevance. like a marriott or trip advisor
page
Ad network - Correct answerserves as an intermediary between advertisers
and websites that have opted in. help publish ads at scale, manage pricing, help geo-
target and provide useful analytics
Correct Solutions Latest Update
2025/26,,.
Save
Shift in marketing mix - Correct answerReach, effectiveness, and efficiency
goal of marketing - Correct answerto create a product/service that sells
GOST hierarchy - Correct answerGoals, Objectives(specific metrics),
Strategies, tactics aka hierarchy towards achieving goals
5 C's - Correct answerCustomer, competitors, collaborators, company, context
Customer marketing model - Correct answerAwareness
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
RFM - Correct answerrecency, frequency, monetary value (as a customer
persona)
Buyer journey - Correct answerDiscovery (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 - Correct answerCore components associated with a mktg mix:
Price
Product
Promo
Place
People
Porter's 5 forces - Correct answerdesigned 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 - Correct answer1. 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 - Correct answeruse of software to buy digital
advertising.
What are goals of display ad? - Correct answerBuild brand awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
Avg CTR - Correct answer1.91% on search network, but just .25% on display
network
Dwell duration - Correct answerLength of time a user remains exposed to an
ad after first engaging with it
Type of ad more likely to be viewed - Correct answerVertical ads (above the
fold)
When is a display ad considered view able? - Correct answerWhen 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 - Correct answerto increase engagement -
create targeted ads down to an individual viewer level
Contextual ads - Correct answershown based upon a webpages ad copy and
ads associated tags to create a symbiosis of relevance. like a marriott or trip advisor
page
Ad network - Correct answerserves as an intermediary between advertisers
and websites that have opted in. help publish ads at scale, manage pricing, help geo-
target and provide useful analytics
