Marketing in the Digital Era WGU Exam Questions and Correct Answers

Marketing in the Digital Era WGU

channel - Answers -where a company sells its products - through a website, retail
stores, or through sales representatives who sell directly

marketing concepts - Answers -concepts that illustrate how companies engage to
compete, win customers, generate revenue and profit, and ultimately build a successful
business

market segments: - Answers -group customers by specific characteristics or criteria

brand - Answers -an identifiable and differentiated product, service, person, movement,
idea that is represented by associations including thought and identity among many
others

brand awareness - Answers -being aware of the existence of a brand

brand elements - Answers -sensory manifestations of brand identity including brand
name

brand experience: - Answers -the experience the customer has in interacting with a
brand

brand identity: - Answers -the way a brand looks and feels as exemplified through a
logo, website, brochures

branding - Answers -the process of applying concepts, designs, and techniques to a
brand to differentiate it from others brands in the marketplace

brand loyalty - Answers -purchasing or using one brand over another even if there are
cheaper alternatives

brand perception: - Answers -what one thinks about a brand - which is usually
characterized as the intersection between the brand promise (what a brand promises to
deliver) and the actual brand experience

brand personality: - Answers -a discernible type, trait, or characteristic attributable to a
brand much like a person that helps brands differentiate from the competition and
create relatability for prospects and customers

brand positioning: - Answers -creating a unique place to occupy in the minds of
prospects and customers when they think of a brand

, brand preference: - Answers -choosing one brand over another

brand promise - Answers -what a brand promises to deliver to a customer

brand purpose - Answers -often refers to the mission or reason a brand exists and goes
beyond just selling a product - often associated with a cause, social responsibility, or a
simple deeper meaning

brand relevance: - Answers -ultimate display of brand loyalty - there is only one relevant
choice thereby rendering all other brands irrelevant in the eyes of the customer

brand storytelling: - Answers -expressing the mission, vision, values, and passion of a
brand through a narrative that draws in the audience

categories - Answers -classifications of products and services - ex. "soda" category

category leader: - Answers -brand that is the identifiable leader in a respective category
- Nike in athletic shoes and Starbucks in coffee

consumer decision-making process: - Answers -the steps that consumes go through to
make a purchase (awareness to decision)

awareness - Answers -recognition of a need, problem, or opportunity

research: - Answers -information search regarding the need, problem, or opportunity

consideration: - Answers -evaluation of alternatives, solutions

decision - Answers -the decision to purchase a specific product, service, or brand

evaluation: - Answers -post-purchase evaluation if the solution meets the need, etc.

marketing communication tactics: - Answers -what is used to execute the marketing
strategy - advertising, social media, SEO

subcategories: - Answers -classification of products and services within a category;
examples is colas, diet sodas, citrus-flavored sodas

switching opportunity: - Answers -brands try to create opportunities for customers to
switch brands through incentives like trials and coupons, among others, with the hopes
of establishing brand preference

brand architecture: - Answers -how a brand or brand family is delineated - Apple is the
company brand while Macintosh, iPhone, and iPad are the product brands