# Funnels and customer journeys

> A stage where a person first becomes familiar with an offer or need.

Course: [Digital marketing foundations](https://studybrix.com/en/courses/digital-marketing/index.md)
Level: university
Prerequisites: Percentages and basic business vocabulary.

## Notes

### Awareness

A stage where a person first becomes familiar with an offer or need.

### Consideration

A stage where alternatives are compared and evaluated.

### Conversion

A defined desired action such as a purchase, registration or request.

### Retention

Ongoing value and engagement after an initial conversion.

## Practice questions

### 1. Which term best matches this description: A stage where a person first becomes familiar with an offer or need.

A. Retention
B. Conversion
C. Consideration
D. Awareness

Answer: Awareness

Explanation: Awareness is the matching concept in this lesson.

### 2. Which term best matches this description: A stage where alternatives are compared and evaluated.

A. Consideration
B. Retention
C. Conversion
D. Awareness

Answer: Consideration

Explanation: Consideration is the matching concept in this lesson.

### 3. Which concept would you apply first in a situation where a defined desired action such as a purchase, registration or request.

A. Conversion
B. Retention
C. Consideration
D. Awareness

Answer: Conversion

Explanation: The scenario directly calls for Conversion.

### 4. Name the concept described as: Ongoing value and engagement after an initial conversion.

Answer: Retention

Explanation: The intended concept is Retention.

### 5. Which statement about Awareness is most accurate?

A. A defined desired action such as a purchase, registration or request.
B. Ongoing value and engagement after an initial conversion.
C. A stage where a person first becomes familiar with an offer or need.
D. A stage where alternatives are compared and evaluated.

Answer: A stage where a person first becomes familiar with an offer or need.

Explanation: The definition in the lesson notes gives the required condition.

### 6. Explain one important difference between Awareness and Consideration.

Sample answer / marking guidance: Awareness: A stage where a person first becomes familiar with an offer or need. Consideration: A stage where alternatives are compared and evaluated.

Explanation: Credit a clear distinction using both definitions and an appropriate example if supplied.

### 7. Give a short example showing how Conversion would be used in practice.

Sample answer / marking guidance: A valid example should demonstrate this idea: A defined desired action such as a purchase, registration or request.

Explanation: Credit a relevant scenario that applies the concept rather than merely naming it.

### 8. Summarize why Retention matters in the lesson “Funnels and customer journeys”.

Sample answer / marking guidance: Retention matters because Ongoing value and engagement after an initial conversion.

Explanation: Credit the core purpose, scope and any important limitation from the notes.

## Further reading

- https://support.google.com/analytics/

Original AI-assisted educational draft; not independently teacher-reviewed. References support further study, not copied exercises, affiliation or curriculum accreditation.