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MGT 6311 gatech Midterm Exam 2024!!!!
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MGT 6311 gatech Midterm Exam 2024!!!!
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MGT 6311 gatech Midterm Exam 2024!!!!5 C's - -Company, collaborators (people you partner with that have a stake -
like Target partnering to sell Nabisco products), competitors, context
(PESTEL - environment in which company operates), customers
-5 P's of marketing mix - -Product, price, place, promotion, people
-Ad extensions - -Location extensions, call extensions (phone), app, review,
sitelink, callout, consumer rating, previous visits, dynamic structured
snipper, seller rating
-Ad servers - -You can send a line of code that calls up to every time an ad
is scheduled to run - they hate lots of data
-Adwords account structure - -Account > campaign
(vineyard) > ad group (wine varietal, special offers, locations)
-Attention economy - -The idea that human attention is a scarce commodity
i.e. seeing attention as a limited resource.
-Backlink - -All the links from pages on external domains pointing to pages
on your own domain. Each link from an external domain to a specific page is
known as an inbound/backlink. The number of backlinks influences your
ranking, so the more backlinks the better, get
linking!
Quality: help with the authority of your website (make you look more legit)
Keyword targeted anchor text
Lots of links from lots of different websites versus from one
Great content drives the likelihood of backlinks
-BEP (breakeven point analysis) - -CPC/conversion rate --> $ needed to
achieve a sale
Profit margin per sale = profit margin % * avg sale value
BEP CPC for avg sale aka avg profit/sale = profit margin * conversion rate
(i.e. spending this amount of money would generate a $0 return),
BEP CPC for LTV = conversion rate * profit margin
-Bounce rate - -The number of people who view one page and then leave a
website without viewing any other pages. Data statistics and facts collected
for analysis
-Business intelligence/
insights - -Data that can help businesses understand the factors influencing
their success and how these can be used to benefit them.
, -Buyer journey - -Discovery, consideration, and decision
-Choice - -Word of mouth/peer suggestions, personal preferences and
history, habits, decision load
-Choice architecture - -Small number of choices, ideally 3, less than 5
A recommend or default
Visual design hierarchy
-Choosing keywords - -Search volume, competition, propensity to convert,
value per lead
-Clickthrough rate (CTR) - -Clickthrough rate = Clicks / impressions, shown
as a % conversion. A visitor completing a target action.
-Cluetrain Manifesto - -A set of 95 theses organised as a call to action (CTA)
for businesses operating within a newly connected marketplace, published in
1999. While some of the book's claims have failed to materialise, it was an
early source of guidelines for social media and obtained a cult-
like following
-Cognitive biases - -personal prejudices and preferences, as well as
common ways of thinking that are inherently flawed
-Connected customer - -Consumers are increasingly connected, using ever-
growing numbers of Internet-enabled devices. These offer opportunities for
data collection.
-Conversion rate - -The number of conversions divided by the number of
visitors, expressed as a percentage.
-Cost per acquisition
(CPA) - -Refers to the cost of acquiring a new customer. The advertiser pays
only when a desired action is achieved (sometimes called cost per
lead).
-Cost per click (CPC) - -Refers to when an advertiser pays only when their
ad is clicked on, giving them a visitor to their site typically from a search
engine in pay-per-click search marketing or programmatic CPC buying
engines.
-CPM cost per mille - -Cost per 1000 impressions
-Creating demand - -Inform, persuade, and remind are the 3 step process
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