Notesale: Turn your study into money

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MARKETING IN THE DIGITAL ERA – D373 – WESTERN GOVERNORS UNIVERSITY –
2025 LATEST OFFICIAL ASSESSMENT QUESTIONS & A+ GRADED ANSWERS
When a company already offering a brand in that product market introduces a new brand to
serve a different segment of that market
...
- ANSWER****What is a holistic marketing concept?

Looks at the benefit of the product or service to society as a whole noches the individual
consumer
...
A customer has with a company
there by informing the perception in opinion of the brand
...
- ANSWER****What is the business buying process?

Includes users, influencers, decision, makers, buyers, and gatekeepers - ANSWER****What
are the roles in the business buying center?

Users are those who use the product often initiate the purchase and provide post
...
- ANSWER****What is a user

Influencers are those who developed the specifications and RFPs they also evaluate alternative
products - ANSWER****What is an influencer?

Decision makers are often those that have the power to make the final purchase decision
...
- ANSWER****What is a decision maker?

Those that control the flow of information to and from the buying group
...
- ANSWER****What is a gatekeeper?

What the buyers getting in the exchange with the seller - ANSWER****What is a product?

The core benefit represents the fundamental need met buy the product - ANSWER****What
is a core benefit?

A simplified version of the product providing only the basic features for functionality
...
- ANSWER****What is a generic product?

The expected product takes the generic product up a notch and includes features that most
buyers expect when making a purchase
...
-

ANSWER****What is an augmented product?

The potential proud of represent the future version of the product as companies consider
opportunities to fuel growth - ANSWER****What is a potential product?

Product managers design, and develop products - ANSWER****What is product
management?

Product marketers, stimulate demand through positioning messaging, and the overall marketing
strategy - ANSWER****What is product marketing?

It may be because the products benefits and value are difficult to convey
...
Buyers need to be educated
...
- ANSWER****Why do products fail?

Customer perceived value, economic benefits, functional benefits, psychological benefits, and
are also influenced by emotional or rational reason - ANSWER****Why do we buy?

Omni channel(purchasing can take place through multiple channels, online in-store, or both),
social media, pop-ups, proud of drops, flash sales
...
-

ANSWER****Marketing Coordinator

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 -

ANSWER****Marketing Director

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
- ANSWER****Vice President

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 -

ANSWER****Chief Marketing Officer

Chief marketing officer - ANSWER****Who is responsible for ROI? (return on investments)

Product, price, place, promotion - ANSWER****What is the traditional marketing mix?

Product, price, place, promotion people,process, physical evidence - ANSWER****What is the
expanded marketing mix?

Represents what the company intends to do - ANSWER****Strategy

Represents how the company intends to do it - ANSWER****Execution

Potential customers who haven't bought from the company yet - ANSWER****Prospects

People who have bought from the company - ANSWER****Customers

The culmination of the products, services, and experiences that a brand provides to convey
value and meet customer wants, needs, and expectations - ANSWER****Positioning

Occurs when different companies or competitors have conflicting goals - ANSWER****Conflict

The process a buyer goes through from recognizing a need or opportunity to making a purchase
decision and evaluating the post-purchase experience - ANSWER****Buyer's Journey

An identifiable and differentiated product, service, person, movement, etc
...
- ANSWER****Brand
differentiation

The totality and quality of the interactions and engagements a customer has with a company,
informing their perception and opinion of the brand - ANSWER****Brand experience

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 - ANSWER****Purchase decision

Variables such as age, gender, education level, family size, occupation, income, etc
...
- ANSWER****Consumer buying process

Add a new product to an existing line - ANSWER****What is a line extension?

When a brand is extend it to a completely new product category
...
- ANSWER****How is
product research conducted?

Ideation, research, planning, prototyping, sourcing, costing, and production
...
-

ANSWER****What is minimum viable product?

introduction, growth, maturity, decline - ANSWER****What are the stages of the product life
cycle?

This represents the first 2
...
Innovators our product
enthusiasts who enjoy being the first to try and master a new product - ANSWER****What
are innovators

Early adopters are the next 13
...
These are product opinion leaders
who seek out new products consistent with their personal self image
...
- ANSWER****What are early
adopters?

This group is considered critical to long-term success as they take the product into the main
stream
...
-

ANSWER****What is the early majority?

These buyers are product followers, who are price, sensitive and risk adverse
...
-

ANSWER****What are the late majority?

This group makes up the last 16% of adopters
...
they are resistant to change
...
-

ANSWER****What is a product line stretch?

How a company reaches and interact with perspective and existing customers to educate,
inform and entertain
...
- ANSWER****What
are integrated marketing communication tactics?

Uses all digital media, including the Internet and mobile and interactive channels, to develop
communication and exchanges with customers - ANSWER****What is digital marketing?

Search Engine Optimization - ANSWER****What is SEO?

Pulling consumers to your brand, true value added content that is relevant, contextual, and
personalized
...
- ANSWER****What is paid media?

Websites, SEO, apps etc - ANSWER****What is owned media?

Search engine optimization, Facebook, YouTube, Twitter, and forums - ANSWER****What is
earned media?

Prospect is experiencing, and expressing symptoms of a problem or opportunity -

ANSWER****What is the awareness stage in a buyers journey?

Prospect is now clearly defined, and given name to their problem or opportunity -

ANSWER****What is the consideration stage any buyers journey?

Prospect has now decided on their solution strategy, method or approach -

ANSWER****What is the decision stage in a buyers journey?

This model developed by HubSpot is a tool designed to reinforce the importance of our existing
customers in fueling growth - ANSWER****What is the fly wheel concept?

An internal document, identifying the campaign strategy, the execution, in deliverables of the
campaign, and responsible parties
...
Read and scanned by using mobile camera - ANSWER****What is a QR
code?

Simply marketing technology, or the software market is used to optimize their marketing efforts
and achieve their objectives - ANSWER****What is Martech?

A combination of programs, solutions, and services to build or run an application or project -

ANSWER****What is a tech stack?

You just pay a subscription fee to use not own the software - ANSWER****What is software as
a service?

It is used to build websites, WordPress - ANSWER****What is a Web platform?

Use for the creation and deployment of web Contant, such as WordPress, Drupal and Joomla! -

ANSWER****What is a content management system?

Used to build online store fronts, woo commerce, big commerce, Shopify - ANSWER****What
is e-commerce?

Enable easy to use payment options such as PayPal or Apple Pay - ANSWER****What is a
payment processor?

Stores customer data in one system shared across the company, such as salesforce, HubSpot or
Microsoft dynamics 365 - ANSWER****What is customer relationship management?

Enables planning, organizing, conducting and automating marketing communication through a
single system, such as HubSpot, marketo or salesforce - ANSWER****What is marketing
automation?

Offer email list management, ability to schedule emails, subscription management, such as
constant contact, MailChimp, or Emma - ANSWER****What's are email platforms?

Incorporates all business systems, such as accounting or inventory management into one
system, such as NetSuite, SAP, Microsoft dynamics - ANSWER****What is enterprise resource
planning (ERP)?

Enable design and placement of paid advertising such as Google ads - ANSWER****What is
digital advertising?

Automate buying and selling of online advertising through software solution that uses
algorithms an AI, such as centro, audiencex, or pubMatic - ANSWER****What is
programmatic advertising?

Enable businesses to connect with prospects/customers, share, content, and build an audience
such as HOOTSUITE - ANSWER****Social media platforms, and monitoring

Deliver ads with sophisticated targeting - ANSWER****Social media advertising

Zendesk, help scouts, groove, and live chat - ANSWER****What do companies use to chat?

Allow teams to collaborate, connect, track, and manage projects such as slack or Asana -

ANSWER****Collaboration and project management

Enables the collection of data that can be stored in used such as survey monkey, take form, or
Google forms - ANSWER****Survey tools

Video, such as YouTube, audio/podcasting, such as SoundCloud, audio, boom, Apple, podcast,
or webinar, such a Zoom or webinar jam - ANSWER****Content solutions

Establish the US first national standards for sending a commercial email
...
-

ANSWER****CAN-SPAM Act of 2003

An EU law that enhances protection of citizens, while increasing obligations of companies that
collect personal information
...

- ANSWER****General Data Protection Regulation (GDPR) 2018

The right to know about personal information collected by a business the rights to delete
personal information, collected the right to opt out of the sale of personal information in the
right to nondiscrimination for exercising CCPA rights - ANSWER****California Consumer
Privacy Act (CCPA) 2018

Requires all apps to ask for explicit permission to track users before accessing the IDFA
(identifier for advertisers) - ANSWER****App Tracking Transparency ATT

Simple text file placed on your computer when you visit a website - ANSWER****What is a
cookie?

Stored on a users computer by the website the user is visiting - ANSWER****First party
cookies

Stored on the users computer buy a domain other than the website visited, used to track and
deliver online advertising
...
-

ANSWER****What is brand strategy?

A non-physical factor - ANSWER****What is the definition of intangible?

Generally defined as the worth of a customer over their lifetime of doing business with an
organization - ANSWER****What is customer lifetime value?

The first step in cultivating meaning, for long lasting brand, relationships typically begins with
brand identity, seeing, hearing, or interacting with a Brand through the senses -

ANSWER****What is brand awareness?

Stimulate senses and enables customers to initially relate to companies - ANSWER****What is
brand identity?

To create a unique place in peoples minds when they think of a brand - ANSWER****What is
brand positioning?

A goal for brand which hopefully leads to brand loyalty and brand relevance -

ANSWER****What is brand preference?

Consider the nirvana for brands because they are the only relevant choice for customers -

ANSWER****What is brand relevance?

Prefers to have company set up brands and products within categories and subcategories -

ANSWER****What is brand architecture?

Weaving the narrative of the brand - the Y, the purpose, the reason - with emotions and feelings
that entice people to follow or care about a brand beyond just the products and services it sells
- ANSWER****What is brand storytelling?



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