MGT 6311 Midterm Exam questions with 100% Correct answers

MGT 6311 Midterm Exam questions with 100% Correct answers Shift in marketing mix Correct Ans-Reach, effectiveness, and efficiency goal of marketing Correct Ans-to create a product/service that sells GOST hierarchy Correct Ans-Goals, Objectives(specific metrics), Strategies, tactics aka hierarchy towards achieving goals 5 C's Correct Ans-Customer, competitors, collaborators, company, context Customer marketing model Correct Ans-Awareness Interest/Engagement Acquisition Customer Segmentation Customer Retention Support/Advocacy RFM Correct Ans-recency, frequency, monetary value (as a customer persona) Buyer journey Correct Ans-Discovery (loosening of status quo, committing to change) Consideration (Exploring possible solutions & committing to a solution) Decision (Justifying the decision, making the selection) The 5 P's Correct Ans-Core components associated with a mktg mix: Price Product Promo Place People Porter's 5 forces Correct Ans-designed to consider 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 Ans-1. 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 Ans-use of software to buy digital advertising. What are goals of display ad? Correct Ans-Build brand awareness Increase share of voice Create consumer demand Inform consumers Build brand loyalty Drive response and sales Avg CTR Correct Ans-1.91% on search network, but just .25% on display network Dwell duration Correct Ans-Length of time a user remains exposed to an ad after first engaging with it Type of ad more likely to be viewed Correct Ans-Vertical ads (above the fold) When is a display ad considered view able? Correct Ans-When 50% of an ads pixels are in view on the screen for a minimum of one second. better to have multiple senses, like sound and video Dynamic creative optimization Correct Ans-to increase engagement - create targeted ads down to an individual viewer level Contextual ads Correct Ans-shown based upon a webpages ad copy and ads associated tags to create a symbiosis of relevance. like a marriott or trip advisor page Ad network Correct Ans-serves as an intermediary between advertisers and websites that have opted in. help publish ads at scale, manage pricing, help geo-target and provide useful analytics Ad exchange Correct Ans-where unsold ad space is placed by publishers and then bid on by advertisers CPM Correct Ans-Cost per mille (1,000 impressions) Most common; pric