MGT 6311 MidTerm Real Exam Questions And Well Elaborated Answer| A new Updated Version.

SERP - correct answer Search Engine Results Page First Phase of Customer Marketing Model - correct answer Awareness Cluetrain Manifesto - correct answer A set of 95 theses organised as a call to action ( CTA ) for businesses operating within a newly connected marketplace , published in 1999 While some of the book's claims have failed to materialise , it was an early source of guidelines for social media and obtained a cult like following . Market share - correct answer In strategic management and marketing , market share is the percentage or proportion of the total available market or market segment that is being serviced by a company . Metric - correct answer A unit of measurement . Pay per click ( PPC ) - correct answer Pay per click is advertising where the advertiser pays only for each click on their advert , not for the opportunity for it to be seen or displayed . Return on investment ( ROI ) - correct answer The ratio of cost to profit . Search engine optimisation ( SEO ) - correct answer SEO is the practice that aims to specific keywords in the search engines . improve a website's ranking for Short Message Service ( SMS ) - correct answer Electronic messages sent on a cellular network . Strategy - correct answer and achieve its A set of ideas that outline how a product or brand will be positioned distribute , promote and objectives . This guides decisions price the product or service on how to create , Tactic - correct answer A specific action or method that contributes to achieving a goal Attention economy - correct answer The idea that human attention is a scarce commodity i.e. seeing attention as a limited resource . Customer experience map - correct answer A visual representation of the customers ' flow from beginning to end of the purchase experience , including their needs , wants , expectations and overall experience . Customer persona - correct answer A detailed description of a fictional person to help a brand visualise a segment of its target market . Global citizen - correct answer A person who identifies as part of a world community and works toward building the values and practices of that community Tribe - correct answer A social group linked by a shared belief or interest . Product - correct answer An item sold by a brand . Story - correct answer A narrative that incorporates the feelings and facts created by your brand , intended to inspire an emotional reaction . Business intelligence / insights - correct answer Data that can help businesses understand the factors influencing their success and how these can be used to benefit them . Connected customer - correct answer Consumers are increasingly connected , using ever - growing numbers of Internet - enabled devices . These offer opportunities for data collection . Current indicators - correct answer Information from the present time that can help businesses to understand their customer and themselves . Customer intelligence - correct answer The process of gathering and analysing information about customers to improve customer relationships and allow for more strategic business decisions . Data intelligence - correct answer The process of gathering and analysing data from all available sources to improve customer relationships and make more strategic business decisions . Disruption - correct answer When a disruptive innovation changes the market and displaces established players . Dynamic data - correct answer Data that is constantly updated and evaluated to provide a dynamic , changing view of the customer . Future / leading indicators - correct answer Information that can help a brand to make decisions about the future . Goals - correct answer Specific actions taken by a user , or specific user behaviour . Internet of things - correct answer The interconnection of everyday objects to the Internet via embedded computing devices , giving them the ability to send and receive data . Key performance indicators ( KPI - correct answer The metrics that are examined to determine the success of a campaign . Lagging indicators - correct answer Older data that gives information on how a brand performed in the past . Metric - correct answer A quantifiable measure used to track the performance of a campaign . The most important metrics are called KPIs . Net promoter score NPS ) - correct answer The KPI used to measure customer loyalty . Segmentation - correct answer The process of breaking an overall audience or target market into smaller groups based on specific commonalities for more accurate targeting . Single view of customer - correct answer Single view of customer is achieved when all customer information is available in a single central location . SMART objectives - correct answer A marketing objective that is specific , measurable , attainable , relevant and time bound . Target - correct answer The specific value that a marketer wants a metric to achieve . Bounce rate - correct answer The number of people who view one page and then leave a website . without viewing any other pages . Data statistics and facts collected for analysis . Data sentiment analysis - correct answer The systematic analysis of subjective materials , such as survey responses or social media posts , in order to determine the attitude and intended emotional communication of the customer . Focus group - correct answer A form of qualitative research where people are asked questions in an interactive group setting . From a marketing perspective , it is an important tool for acquiring feedback on new products and various topics . Hypothesis - correct answer A supposition that is tested in relation to known facts ; a proposition based on reason but not necessarily assumed to be true . Listening lab - correct answer A testing environment where the researcher observes how a customer uses a website or product . Observation / online ethnography - correct answer When researchers immerse themselves in a particular environment in order to gather insights Primary research - correct answer The collection of data to present a new set of findings from original research . Qualitative data - correct answer Data that can be observed but not measured . Deats with descriptions . Quantitative data - correct answer Data that can be measured or defined . Deals with numbers . Research community - correct answer A community set up with the intention of being a source for research Research methodology - correct answer Methods employed in research to reach results . Sample size - correct answer The number of respondents in a sample of the population . Secondary research - correct answer The collection of existing research data . Sentiment - correct answer The emotion attached to a particular mention which is positive , negative or neutral . Statistically significant - correct answer A sample that is big enough to represent valid conclusions . Alt text - correct answer Definition The ' alt attribute for the IMG HTML tag . It is used in HTML to attribute a text field to an image on a web page , normally with a descriptive function , telling a search engine or user what an image is about and displaying the text in instances where the image is unable to load . Also called alt tag . Anchor text is the visible , clickable text in a link . App store optimisation ( ASO ) - correct answer The process of optimising mobile and web applications for the specific web stores in which they are distributed Backlink - correct answer All the links from pages on external domains pointing to pages on your own domain . Each link from an external domain to a specific page is known as an inbound / backlink . The number of backlinks influences your ranking , so the more backlinks the better , get linking Canonical - correct answer In SEO canonical refers to a definitive URL . The canonical version is the definitive version . Domain name - correct answer The easy - to - read name used to identify an IP address of a server that distinguishes it from other systems on the World Wide Web : our domain name is . video and Flash - correct answer A technology used to show video and animation on a website . It can be bandwidth heavy and unfriendly to search engine spiders . Heading tags - correct answer Heading tags ( H1 , H2 , H3 , etc. ) are standard elements used to define headings and subheadings on a web page . The number indicates the importance so H1 tags are viewed by spiders as being more important than H3 tags . Using target keywords in your H tags is essential for effective SEO . Home page - correct answer The first page of any website . The home page gives users a glimpse into what your site is about very much like the index in a book , or contents page in a magazine . Hyper Text Markup Language HTML ) - correct answer Certain HTML tags are used to structure the information and i features within a web page . Hyperlink - correct answer A link in an electronic document that allows you , once you click on it , to follow the link to the relevant web page .