MGT 6311 Digital Marketing Midterm Questions With
Complete Solutions
Marketing Correct Answers The creation and satisfaction of
hh hh
demand for a product or service.
Digital Marketing Correct Answers Utilizing the internet and
hh hh
other digital channels to drive demand for products and services.
Strategy Correct Answers A set of ideas that outline how a
hh hh
product line or brand will achieve its objectives.
Tactic Correct Answers A specific action or method that
hh hh
contributes to achieving a goal.
5 C's Correct Answers Customers, Company, Competitors,
hh hh
Collaborators, Context
Customer Marketing Mode Correct Answers 1)Awareness 2)
hh hh
Interest and Engagement 3) Acquisition 4) Customer
Segmentation 5) Customer Retention 6) Support and Advocacy
Customer Profile / Personas Attributes Correct Answers hh
Demographic Profiling, Geographic Variables, Psychographic
hh
Profiling, Behavioral Variables, RFM
Demographic Profiling Correct Answers Age, gender, marital
hh hh
status, education
Geographic Variables Correct Answers climate, terrain, city
hh hh
size, population density, and urban/rural areas
,Psychographic profiling Correct Answers Lifestyle, values,
hh hh
attitudes, personality
Behavioral Variables Correct Answers Usage rate, brand
hh hh
loyalty, benefit sought
RFM analysis Correct Answers a way of analyzing and ranking
hh hh
customers according to their purchasing patterns: recency,
frequency, monetary
Buyer Journey Correct Answers Discovery
hh hh
Consideration
Decision
Discovery Correct Answers Loosening of the status quo and
hh hh
committing to change
Consideration Correct Answers Exploring possible solutions
hh hh
and committing to a solution
Decision Correct Answers Justifying the decision and making
hh hh
the selection
Marketing Mix- The Five P's Correct Answers Product, Place,
hh hh
Price, Promotions, People
Porter's Five Forces Correct Answers threat of entry, threat of
hh hh
substitute, supplier power, buyer power, and competitive rivalry
, Digital Marketing Strategy Framework Correct Answers 1-
hh hh
Define Digital's Mission
2-Derive the Digital Strategy
3-Derive the Interaction Strategy Across the Customer -
Lifecycle
4- Measure and Improve ROI
Define Digital's Mission Correct Answers Create customers
hh hh
Make more term-18money
Save more money
Satisfy Customers
Grow Customer lifetime value
Increase brand equity
Derive the Digital Strategy Correct Answers -Which presence
hh hh
have priority?(website, mobile, social)
-Which of the five site types apply? (ecommerce, lead gen,
service, content, brand)
-What are your top KPI's and your targets?
-Which channels have priority? (Email, SEM)
Derive the Interaction Strategy Across the Customer -Lifecycle
Correct Answers Promote
hh hh
Persuade
Nurture with Permission and Personalization
Convert to New Customers
Service
Grow Lifetime value
Grow Net Promoters
Complete Solutions
Marketing Correct Answers The creation and satisfaction of
hh hh
demand for a product or service.
Digital Marketing Correct Answers Utilizing the internet and
hh hh
other digital channels to drive demand for products and services.
Strategy Correct Answers A set of ideas that outline how a
hh hh
product line or brand will achieve its objectives.
Tactic Correct Answers A specific action or method that
hh hh
contributes to achieving a goal.
5 C's Correct Answers Customers, Company, Competitors,
hh hh
Collaborators, Context
Customer Marketing Mode Correct Answers 1)Awareness 2)
hh hh
Interest and Engagement 3) Acquisition 4) Customer
Segmentation 5) Customer Retention 6) Support and Advocacy
Customer Profile / Personas Attributes Correct Answers hh
Demographic Profiling, Geographic Variables, Psychographic
hh
Profiling, Behavioral Variables, RFM
Demographic Profiling Correct Answers Age, gender, marital
hh hh
status, education
Geographic Variables Correct Answers climate, terrain, city
hh hh
size, population density, and urban/rural areas
,Psychographic profiling Correct Answers Lifestyle, values,
hh hh
attitudes, personality
Behavioral Variables Correct Answers Usage rate, brand
hh hh
loyalty, benefit sought
RFM analysis Correct Answers a way of analyzing and ranking
hh hh
customers according to their purchasing patterns: recency,
frequency, monetary
Buyer Journey Correct Answers Discovery
hh hh
Consideration
Decision
Discovery Correct Answers Loosening of the status quo and
hh hh
committing to change
Consideration Correct Answers Exploring possible solutions
hh hh
and committing to a solution
Decision Correct Answers Justifying the decision and making
hh hh
the selection
Marketing Mix- The Five P's Correct Answers Product, Place,
hh hh
Price, Promotions, People
Porter's Five Forces Correct Answers threat of entry, threat of
hh hh
substitute, supplier power, buyer power, and competitive rivalry
, Digital Marketing Strategy Framework Correct Answers 1-
hh hh
Define Digital's Mission
2-Derive the Digital Strategy
3-Derive the Interaction Strategy Across the Customer -
Lifecycle
4- Measure and Improve ROI
Define Digital's Mission Correct Answers Create customers
hh hh
Make more term-18money
Save more money
Satisfy Customers
Grow Customer lifetime value
Increase brand equity
Derive the Digital Strategy Correct Answers -Which presence
hh hh
have priority?(website, mobile, social)
-Which of the five site types apply? (ecommerce, lead gen,
service, content, brand)
-What are your top KPI's and your targets?
-Which channels have priority? (Email, SEM)
Derive the Interaction Strategy Across the Customer -Lifecycle
Correct Answers Promote
hh hh
Persuade
Nurture with Permission and Personalization
Convert to New Customers
Service
Grow Lifetime value
Grow Net Promoters
