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MGT6311Midterm Questions With Complete Solutions
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MGT6311Midterm Questions With Complete Solutions
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MGT6311Midterm Questions With Complete SolutionsWhat is the main purpose of marketing? Correct Answers hh
creation and satisfaction of demand for a product or service
hh
(create a product that sells, vs. sell a product)
What is the main purpose of digital marketing? Correct hh
Answers using the internet, social media, and other digital
hh
channels to drive demand
strategy Correct Answers set of ideas that outline how a product
hh hh
line/brand will achieve its objectives
tactic Correct Answers specific action/method that contributes
hh hh
to achieving a goal
GOST Correct Answers goals, objectives, strategies, tactics
hh hh
What are the 5 C's of marketing? Correct Answers customers,
hh hh
company, competitors, collaborators, context
What are marketing personas? Correct Answers fictional
hh hh
customer profiles used to target marketing materials to specific
customer segments
What are the 5 P's of the marketing mix? Correct Answers hh
price, product, place/placement, people, promotion
hh
What are Porter's 5 forces? Correct Answers competitive
hh hh
rivalry, power of customer, threat of new entrants, power of
suppliers, threat of substitute products
, What does PESTLE stand for? Correct Answers political,
hh hh
environmental, social, technological, legal, and economic factors
that impact a marketing strategy
What are the 4 pillars for situational analysis? Correct Answers
hh
environment (PESTLE), business (unique selling points),
hh
customers/customer journey, and competitors (marketers,
disrupters, replacements)
What are SMART objectives? Correct Answers specific,
hh hh
measurable, achievable, relevant, time-bound
What is a KPI? Correct Answers key performance indicator, a
hh hh
metric for determining the success or failure of a tactic
bounce rate Correct Answers the percent of users who click on
hh hh
a site but leave before going to any other linked pages within the
site
What makes digital marketing different from other marketing
channels? Correct Answers more data available, more rapid
hh hh
change, more disruptors, more competition for customer
attention, opportunity for more granular customer segment
targeting
What are the aspects of a user persona? Correct Answers
hh
psychological, behavioral, emotional, technological (prefered
hh
media)
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