Exam (elaborations)
MARKETING IN THE DIGITAL ERA D373 OA EXAM QUESTIONS AND ANSWERS
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MARKETING IN THE DIGITAL ERA D373 OA EXAM QUESTIONS AND ANSWERS....
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Target customers - ANSWER Customers based on a pre-set geographicboundary
Market segmentation- ANSWER to divide a market through variables such as
things like age, gender, education level, family size, occupation, income, etc.
Psychographic- ANSWER intrinsic traits the target customer possesses,
including things like values, personalities, interests, attitudes, conscious and
subconscious motivators, lifestyles, and opinions.
Behavioural - ANSWER The way customers go through their various decision-
making and buying processes, including brand attitudes, usages, and knowledge
base
What is marketing? - ANSWER The collection of institutions and processes that
create, communicate, deliver, and exchange offerings that have value for
customers, clients, partners and society
Marketing Coordinator-ANSWER Entry-level position in marketing responsible
for the planning, execution, and management of a variety of functions to deliver
value to the customer and the organization. Responsibility level:1-3 years.
Marketing Director-ANSWER Mid-level position in marketing responsible for
the planning, execution, and managing of a variety of functions to deliver value
to the customer and the organization. Responsibility level:7-10 years
,Vice President - ANSWER 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 - ANSWER 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) - ANSWER Chief
marketing officer
What is the traditional marketing mix? - ANSWER Product, price, place,
promotion
What is the expanded marketing mix? - ANSWER Product, price, place,
promotion people,process, physical evidence
Strategy - ANSWER Represents what the company intends to do
Execution - ANSWER Represents how the company intends to do it
Prospects - ANSWER Potential customers who haven't bought from the
company yet
Customers - ANSWER People who have bought from the company
, Positioning - ANSWER The culmination of the products, services and
experiences that a brand provides, to communicate value and satisfy customer
wants, needs and expectations
Conflict - ANSWER Occurs when different companies or competitors have
conflicting goals
Buyer's Journey - ANSWER The steps a buyer goes through from recognizing
a need or opportunity to making a purchase decision and assessing the post-
purchase experience
Brand - ANSWER An identifiable and differentiated product, service, person,
movement, etc.
Brand promise - ANSWER What a brand promises to deliver to a customer
Brand awareness - ANSWER Awareness of the existence of a brand
Brand positioning - ANSWER The special place the brand holds in consumer's
mind, connected with the benefit delivered
Brand relevance - ANSWER When only one option is relevant, thus rendering
all other brands irrelevant
Brand purpose - ANSWER The reason behind a brand's existence, more than
just to sell
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