WGU D373 Final Exam (New 2024/ 2025 Update) Marketing in
the Digital Era | Questions and Verified Answers|100%
Correct| A Graded
Describe marketing and marketing management.
Marketing: advertising, branding, selling a product, and creating
demand for your product
Marketing management: planning, executing, and managing a
variety of functions to deliver value to the customer and the
organization
Identify and describe the five roles along the marketing career path.
Marketing coordinator, marketing manager, marketing director, VP
of marketing, CMO
Marketing coordinator: 0-2 yrs, low level, help managers with tasks
Marketing manager: 3-4 yrs, manage projects and products, not
people
Marketing director: 7-10 yrs, has direct reports and full responsibility
of people/products that are marketed in the department
VP: 11-15 yrs, responsible for all roles within marketing department
& works with other departments to help define and meet company
goals and objectives
CMO: 20+ yrs, reports to CEO and responsible for ROI of company
marketing efforts
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How does marketing strategy differ from marketing execution?
Provide an example of a marketing strategy, and the associated
execution of that strategy.
Marketing strategy: figuring out what to do and what not to do when
it comes to marketing a product and building customer
relationships.
Marketing execution: the doing of marketing including advertising,
social media, promotions, etc.
,Example: (Sally's OR Target)
Strategy Customer Loyalty Programs,
Execution Implement a rewards program where customers earn
points or discounts for repeat purchases, referrals, or engaging with
your brand. Use personalized offers to increase retention.
True or False: Integrated marketing communications (IMC) include
advertising, public relations (PR), digital marketing, direct
marketing, events and experiences, sales promotion, and personal
selling.
True
What is the purpose of HubSpot's flywheel?
a. To help companies realize the importance of expanding marketing
options
b. To help companies realize the importance of retiring outdated
products
c. To help companies realize the importance of addressing customer
complaints before they become public
d. To help companies realize the importance of customer success
and retaining existing customers by keeping them happy
d. To help companies realize the importance of customer success
and retaining existing customers by keeping them happy
True or False: Conversational marketing leverages chatbots to
engage with website visitors.
True
Which results-based measurement category is often identified as a
key performance indicator (KPI)?
a. Visits
b. Conversions
c. Reach
d. Impressions
b. Conversions
Which description accurately represents a subscribed audience?
a. Someone who gives permission to receive marketing information
from a company
,b. Someone who opts out of select communications from a company
c. Someone who promotes a company's content on their social
media pages
d. Someone who recruits other consumers to enroll in a company's
marketing
a. Someone who gives permission to receive marketing information
from a company
Describe the four components of the ABLE framework.
The ABLE framework includes:
Attention: Capturing consumer interest.
Benefit: Showcasing positive outcomes for consumers.
Linkage: Identifying the brand delivering the message.
Equity: Assessing the message's longevity and versatility across
platforms.
What is meant by the "digital transformation"?
Digital transformation involves integrating digital technologies into
all business areas to improve operations and customer
engagement.
It includes adopting new tech, enhancing customer experiences,
shifting to digital-first models, and using data analytics to drive
decisions. The goal is to make businesses more efficient and
competitive in the digital era.
What are QR codes and how are these used by marketers? Provide
an example of a recent product or service experience where a QR
code was used.
QR Codes are scannable barcodes linking to digital content.
Uses by Marketers:
Enhance Engagement: Link to interactive content or offers.
Provide Easy Access: Simplify access to information or promotions.
Track Data: Monitor user interactions and campaign success.
Example: In 2024, Nestlé's KitKat used QR codes on packaging to
direct users to an augmented reality (AR) game, boosting
engagement and brand interest.
Identify three advantages of data-driven decision making.
Improved Accuracy: Makes marketing strategies more precise by
using concrete data.
Increased Efficiency: Streamlines processes and optimizes resource
allocation.
, Enhanced Insights: Provides deeper understanding of customer
behavior for more targeted campaigns.
Explain how data creates efficiency and acts as a source of
competitive advantage for companies, providing an example.
Data creates efficiency and competitive advantage by:
Improving Operations: Streamlines processes and reduces costs.
Enhancing Decisions: Enables informed, strategic choices.
Personalizing Experience: Tailors marketing and interactions to
customers.
Example: Amazon leverages data to optimize its supply chain,
predict preferences, and personalize recommendations, boosting
efficiency and maintaining a competitive edge.
What is a tech stack and Software as a Service (SaaS)? Provide an
example of SaaS.
Tech Stack: A set of technologies and tools used together to build
and run applications.
Software as a Service (SaaS) : A model where software is hosted
online and accessed via subscription, rather than being installed
locally.
Example: Salesforce is a SaaS CRM platform that manages sales and
customer interactions through the cloud.
What is the purpose of a Content Management System (CMS)?
Simplifies the creation, management, and organization of digital
content, allowing users to update and structure content easily
without technical skills. It also supports collaboration among
multiple users and improves workflow efficiency.
What is the role of Customer Relationship Management (CRM)
systems in supporting customers?
Customer Relationship Management (CRM) systems support
customers by:
Centralizing Data: Keeps customer information in one place.
Enhancing Communication : Tracks interactions for personalized
outreach.
Improving Service: Manages support and inquiries efficiently.
CRM systems strengthen customer relationships through better data
management, communication, and service.
What is marketing automation? Provide an example of how
marketing automation might be used by a dental office.
