,DigitaljMarketingjStrategyj3ejbyjSimonjKingsnorth
Chapterj1:jThejfoundationsjofjdigitaljmarketing
Testjbankjanswers
1.j a),jb),jd),je)
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.j a),jb)
,DigitaljMarketingjStrategyj3ejbyjSimonjKingsnorth
Chapterj1:jThejfoundationsjofjdigitaljmarketing
Testjbank
1. Whichjfourjofjthejfollowingjmakejupj‘Thej4jPsjofjMarketing’?
a) Price
b) Promotion
c) Process
d) Place
e) Product
2. Truejorjfalse:j‘Below-the-line’jpromotionjrefersjtojmassjmarketingjsuchjasjTVjadverts.
3. WhichjonejofjthejfollowingjisjNOTjonejofjPorter’sjFivejForces?
a) Threatjofjnewjentrants
b) Bargainingjpowerjofjsuppliers
c) Bargainingjpowerjofjcompetitors
d) Threatjofjsubstitutejproductsjorjservices
4. AjBrandjorjPerceptualjPositioningjMapjmapsjajcompany’sjpositionjinjthejmarketjfromjwhichjper
spective?
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. WhatjdoesjCPAjstandjfor?
a) Customerjperjacquisition
b) Costjperjacquisition
c) Costjperjaveragejmargin
d) Customerjperjaveragejcost
6. WhatjdoesjCLTVjstandjfor?
a) CompetitorjLifetimejValue
b) CustomerjLifetimejView
c) CustomerjLifetimejValue
d) CompetitorjLifetimejView
7. WhatjisjthejformulajforjcalculatingjCLTV?
a) CLTVj=jLifetimejxjAvgjmargin
b) CLTVj=jLifetimejxjAvgjcost
c) CLTVj=jLifecyclejxjAvgjprice
d) CLTVj=jLifecyclejxjAvgjrevenue
8. Whatjtypejofjsegmentationjgroupsjcustomersjbyjagejrange?
, a) Geographic
b) Benefit
c) Psychographic
d) Demographic
9. Truejorjfalse:jGeographicjmarketingjcanjhelpjinformjdatajselectionjforjdigitaljmarketingjstra
tegy.
10. Truejorjfalse:jPeoplejinjthejsamejdemographicjwilljoftenjbehavejsimilarly.
11. Whyjisjitjimportantjtojworkjwithjup-to-datejbehaviouraljdata?
a) Becausejcustomersjmayjmovejtojajnewjarea
b) Becausejcustomersjmayjexperiencejlifestylejchanges
c) Becausejcustomersjmayjchangejtheirjjob
d) Becausejcustomersjmayjhearjaboutjajcompetitor.
12. Truejorjfalse:jThejbenefitsjofjajproductjwilljbejthejsamejforjeveryonejwithinjajsegment.
13. Whichjtypejofjsegmentationjwouldjhelpjajcompanyjtojunderstandjwhetherjtheirjcustomersjare
jmotivatedjbyj‘green’jproducts?
a) Benefit
b) Behavioural
c) Psychographic
d) Geographic
14. Howjmanyjpersonasjwouldjajbusinessjcreate,jonjaverage?ja)
j 1-5
b)j 5-10
c)jjj 10-15
d)jjj 15-20
15. WhatjdojthejlettersjonjthejBCGjMatrixjstandjfor?
a) BostonjConsumerjGroup
b) BostonjConsultingjGroup
c) BoltonjConsultingjGroup
d) BoltonjConsumerjGroup
16. Truejorjfalse:jProductsjcategorizedjasj‘Dogs’jtendjtojbreak-even.
17. Whichjproductsjgivejajhighjmarketjsharejinjajhigh-growthjenvironment?
a) Stars
b) Dogs
c) Cashjcows
d) Questionjmarks
18. AjdigitaljmarketingjbusinessjmayjseekjtojmovejSEOjfromjwhatjtojwhatjonjthejBCGjMatrix?:
a) AjCashjcowjtojajStar
Chapterj1:jThejfoundationsjofjdigitaljmarketing
Testjbankjanswers
1.j a),jb),jd),je)
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.j a),jb)
,DigitaljMarketingjStrategyj3ejbyjSimonjKingsnorth
Chapterj1:jThejfoundationsjofjdigitaljmarketing
Testjbank
1. Whichjfourjofjthejfollowingjmakejupj‘Thej4jPsjofjMarketing’?
a) Price
b) Promotion
c) Process
d) Place
e) Product
2. Truejorjfalse:j‘Below-the-line’jpromotionjrefersjtojmassjmarketingjsuchjasjTVjadverts.
3. WhichjonejofjthejfollowingjisjNOTjonejofjPorter’sjFivejForces?
a) Threatjofjnewjentrants
b) Bargainingjpowerjofjsuppliers
c) Bargainingjpowerjofjcompetitors
d) Threatjofjsubstitutejproductsjorjservices
4. AjBrandjorjPerceptualjPositioningjMapjmapsjajcompany’sjpositionjinjthejmarketjfromjwhichjper
spective?
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. WhatjdoesjCPAjstandjfor?
a) Customerjperjacquisition
b) Costjperjacquisition
c) Costjperjaveragejmargin
d) Customerjperjaveragejcost
6. WhatjdoesjCLTVjstandjfor?
a) CompetitorjLifetimejValue
b) CustomerjLifetimejView
c) CustomerjLifetimejValue
d) CompetitorjLifetimejView
7. WhatjisjthejformulajforjcalculatingjCLTV?
a) CLTVj=jLifetimejxjAvgjmargin
b) CLTVj=jLifetimejxjAvgjcost
c) CLTVj=jLifecyclejxjAvgjprice
d) CLTVj=jLifecyclejxjAvgjrevenue
8. Whatjtypejofjsegmentationjgroupsjcustomersjbyjagejrange?
, a) Geographic
b) Benefit
c) Psychographic
d) Demographic
9. Truejorjfalse:jGeographicjmarketingjcanjhelpjinformjdatajselectionjforjdigitaljmarketingjstra
tegy.
10. Truejorjfalse:jPeoplejinjthejsamejdemographicjwilljoftenjbehavejsimilarly.
11. Whyjisjitjimportantjtojworkjwithjup-to-datejbehaviouraljdata?
a) Becausejcustomersjmayjmovejtojajnewjarea
b) Becausejcustomersjmayjexperiencejlifestylejchanges
c) Becausejcustomersjmayjchangejtheirjjob
d) Becausejcustomersjmayjhearjaboutjajcompetitor.
12. Truejorjfalse:jThejbenefitsjofjajproductjwilljbejthejsamejforjeveryonejwithinjajsegment.
13. Whichjtypejofjsegmentationjwouldjhelpjajcompanyjtojunderstandjwhetherjtheirjcustomersjare
jmotivatedjbyj‘green’jproducts?
a) Benefit
b) Behavioural
c) Psychographic
d) Geographic
14. Howjmanyjpersonasjwouldjajbusinessjcreate,jonjaverage?ja)
j 1-5
b)j 5-10
c)jjj 10-15
d)jjj 15-20
15. WhatjdojthejlettersjonjthejBCGjMatrixjstandjfor?
a) BostonjConsumerjGroup
b) BostonjConsultingjGroup
c) BoltonjConsultingjGroup
d) BoltonjConsumerjGroup
16. Truejorjfalse:jProductsjcategorizedjasj‘Dogs’jtendjtojbreak-even.
17. Whichjproductsjgivejajhighjmarketjsharejinjajhigh-growthjenvironment?
a) Stars
b) Dogs
c) Cashjcows
d) Questionjmarks
18. AjdigitaljmarketingjbusinessjmayjseekjtojmovejSEOjfromjwhatjtojwhatjonjthejBCGjMatrix?:
a) AjCashjcowjtojajStar
