TEST BANK Digital Marketing Strategy: An
Integrated Approach to Online Marketing
4th Edition by Simon Kingsnorth
CHAPTER 1-22| GUARANTEED PASS
Ar
ch
Do
pg. 1
c
, Chapter 1: The foundations of digital marketing answers
1. a), b), d), e)
2. False
3. c)
4. b)
5. b)
6. c)
7. a)
8. d)
9. True
10. False:
11. b)
12. False
13. c)
14. b)
15. b)
16. True
17. a)
18. c)
19. c)
20. a), b)
Chapter 1: The foundations of digital marketing
1. Which four of the following make up ‘The 4 Ps of Marketing’?
a) Price
b) Promotion
c) Process
Ar
d) Place
c
e) Product
h
Do
pg. 2
c
,2. True or false: ‘Below-the-line’ promotion refers to mass marketing such as TV adverts.
3. Which one of the following is NOT one of Porter’s Five Forces?
a) Threat of new entrants
b) Bargaining power of suppliers
c) Bargaining power of competitors
d) Threat of substitute products or services
4. A Brand or Perceptual Positioning Map maps a company’s position in the market from which perspective?
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. What does CPA stand for?
a) Customer per acquisition
b) Cost per acquisition
c) Cost per average margin
d) Customer per average cost
6. What does CLTV stand for?
a) Competitor Lifetime Value
b) Customer Lifetime View
c) Customer Lifetime Value
d) Competitor Lifetime View
Ar
7. What is the formula for calculating CLTV?
c
a) CLTV = Lifetime x Avg margin
h
Do
pg. 3
c
, b) CLTV = Lifetime x Avg cost
c) CLTV = Lifecycle x Avg price
d) CLTV = Lifecycle x Avg revenue
8. What type of segmentation groups customers by age range?
a) Geographic
b) Benefit
c) Psychographic
d) Demographic
9. True or false: Geographic marketing can help inform data selection for digital marketing strategy.
10. True or false: People in the same demographic will often behave similarly.
11. Why is it important to work with up-to-date behavioural data?
a) Because customers may move to a new area
b) Because customers may experience lifestyle changes
c) Because customers may change their job
d) Because customers may hear about a competitor.
12. True or false: The benefits of a product will be the same for everyone within a segment.
13. Which type of segmentation would help a company to understand whether their customers are motivated
by ‘green’ products?
a) Benefit
b) Behavioural
c) Psychographic
Ar
d) Geographic
c h
Do
pg. 4
c
Integrated Approach to Online Marketing
4th Edition by Simon Kingsnorth
CHAPTER 1-22| GUARANTEED PASS
Ar
ch
Do
pg. 1
c
, Chapter 1: The foundations of digital marketing answers
1. a), b), d), e)
2. False
3. c)
4. b)
5. b)
6. c)
7. a)
8. d)
9. True
10. False:
11. b)
12. False
13. c)
14. b)
15. b)
16. True
17. a)
18. c)
19. c)
20. a), b)
Chapter 1: The foundations of digital marketing
1. Which four of the following make up ‘The 4 Ps of Marketing’?
a) Price
b) Promotion
c) Process
Ar
d) Place
c
e) Product
h
Do
pg. 2
c
,2. True or false: ‘Below-the-line’ promotion refers to mass marketing such as TV adverts.
3. Which one of the following is NOT one of Porter’s Five Forces?
a) Threat of new entrants
b) Bargaining power of suppliers
c) Bargaining power of competitors
d) Threat of substitute products or services
4. A Brand or Perceptual Positioning Map maps a company’s position in the market from which perspective?
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. What does CPA stand for?
a) Customer per acquisition
b) Cost per acquisition
c) Cost per average margin
d) Customer per average cost
6. What does CLTV stand for?
a) Competitor Lifetime Value
b) Customer Lifetime View
c) Customer Lifetime Value
d) Competitor Lifetime View
Ar
7. What is the formula for calculating CLTV?
c
a) CLTV = Lifetime x Avg margin
h
Do
pg. 3
c
, b) CLTV = Lifetime x Avg cost
c) CLTV = Lifecycle x Avg price
d) CLTV = Lifecycle x Avg revenue
8. What type of segmentation groups customers by age range?
a) Geographic
b) Benefit
c) Psychographic
d) Demographic
9. True or false: Geographic marketing can help inform data selection for digital marketing strategy.
10. True or false: People in the same demographic will often behave similarly.
11. Why is it important to work with up-to-date behavioural data?
a) Because customers may move to a new area
b) Because customers may experience lifestyle changes
c) Because customers may change their job
d) Because customers may hear about a competitor.
12. True or false: The benefits of a product will be the same for everyone within a segment.
13. Which type of segmentation would help a company to understand whether their customers are motivated
by ‘green’ products?
a) Benefit
b) Behavioural
c) Psychographic
Ar
d) Geographic
c h
Do
pg. 4
c
