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MGT 6311 Midterm Questions With Complete Solutions.
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MGT 6311 Midterm Questions With Complete Solutions.
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MGT 6311 Midterm Questions With Complete SolutionsShift in marketing mix Correct Answers Reach, effectiveness,
hh hh
and efficiency
goal of marketing Correct Answers to create a product/service
hh hh
that sells
GOST hierarchy Correct Answers Goals, Objectives(specific
hh hh
metrics), Strategies, tactics aka hierarchy towards achieving
goals
5 C's Correct Answers Customer, competitors, collaborators,
hh hh
company, context
Customer marketing model Correct Answers Awareness
hh hh
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
RFM Correct Answers recency, frequency, monetary value (as
hh hh
a customer persona)
Buyer journey Correct Answers Discovery (loosening of status
hh hh
quo, committing to change)
Consideration (Exploring possible solutions & committing to a
solution)
Decision (Justifying the decision, making the selection)
, The 5 P's Correct Answers Core components associated with a
hh hh
mktg mix:
Price
Product
Promo
Place
People
Porter's 5 forces Correct Answers designed to consider
hh hh
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 Answers 1.
hh hh
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 Answers use of software to
hh hh
buy digital advertising.
What are goals of display ad? Correct Answers Build brand
hh hh
awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
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