Exam (elaborations)
D373 WGU OA MARKETING IN THE DIGITAL ERA
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D373 WGU OA MARKETING IN THE DIGITAL ERA
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D373 WGU OA MARKETING IN THE DIGITAL ERATarget customers - Answers-Customers based on a predefined geographic boundary
Market segmentation - Answers-Dividing a market through variables such as age,
gender, education level, family size, occupation, income, and more
Psychographic - Answers-Focus on the intrinsic traits the target customer has, such as
values, personalities, interests, attitudes, conscious and subconscious motivators,
lifestyles, and opinions
Behavioral - Answers-The way customers go through their decision making and buying
processes, including attitudes towards the brand, the way they use it, and their
knowledge base
What is marketing? - Answers-The set of institutions and processes for creating,
communicating, delivering, and exchanging offers that have value for customers,
clients, partners, and society
Marketing Coordinator - Answers-Entry-level marketing position responsible for
planning, executing, and managing a variety of functions to deliver value to the
customer and the organization (1-3 years).
What is the expanded marketing mix? - Answers-Product, price, place, promotion
people,process, physical evidence
Strategy - Answers-Represents what the company intends to do
Execution - Answers-Represents how the company intends to do it
Prospects - Answers-Potential customers who haven't bought from the company yet
Customers - Answers-People who have bought from the company
Positioning - Answers-The culmination of the products, services, and experiences that a
brand provides to convey value and meet customer wants, needs, and expectations
Conflict - Answers-Occurs when different companies or competitors have conflicting
goals
Buyer's Journey - Answers-The process a buyer goes through from recognizing a need
or opportunity to making a purchase decision and evaluating the post-purchase
experience
Brand - Answers-An identifiable and differentiated product, service, person, movement,
etc.
, Brand promise - Answers-What a brand promises to deliver to a customer
Brand awareness - Answers-Awareness of the existence of a brand
Brand positioning - Answers-The unique place the brand occupies in the consumer's
mind, linked to benefits received
Brand relevance - Answers-Occurs when there is only one relevant choice, making all
other brands irrelevant
Brand purpose - Answers-The reason the brand exists, goes beyond just selling
Brand storytelling - Answers-Expressing the mission, vision, values, and passion of a
brand through a narrative that draws in the audience
Marketing Director - Answers-Mid-level marketing position responsible for planning,
executing, and managing a variety of functions to deliver value to the customer and the
organization, with 7-10 years of experience
Vice President - Answers-Senior-level marketing position responsible for planning,
executing, and managing a variety of functions to deliver value to the customer and the
organization, with 11-15 years of experience
Chief Marketing Officer - Answers-Top-level marketing position responsible for planning,
executing, and managing a variety of functions to deliver value to the customer and the
organization, with 20+ years of experience
Who is responsible for ROI? (return on investments) - Answers-Chief marketing officer
What is the traditional marketing mix? - Answers-Product, price, place, promotion
Brand differentiation - Answers-How a brand or brand family is delineated, including line
extension, brand extension, flanker brands, down market and up market extensions, co-
branding, etc.
Brand experience - Answers-The totality and quality of the interactions and
engagements a customer has with a company, informing their perception and opinion of
the brand
Purchase decision - Answers-Factors influencing a customer's decision to purchase a
product or service, including loyalty and rewards, ordering ease and convenience, user
experience, interaction, transparency, and purpose
Demographics - Answers-Variables such as age, gender, education level, family size,
occupation, income, etc.
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