,DigitalpMarketingpStrategyp3epbypSimonpKingsnorth
Chapterp1:pThepfoundationspofpdigitalpmarketing
Testpbankpanswers
1.p a),pb),pd),pe)
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.p a),pb)
,DigitalpMarketingpStrategyp3epbypSimonpKingsnorth
Chapterp1:pThepfoundationspofpdigitalpmarketing
Testpbank
1. Whichpfourpofpthepfollowingpmakepupp‘Thep4pPspofpMarketing’?
a) Price
b) Promotion
c) Process
d) Place
e) Product
2. Trueporpfalse:p‘Below-the-line’ppromotionprefersptopmasspmarketingpsuchpaspTVpadverts.
3. WhichponepofpthepfollowingpispNOTponepofpPorter’spFivepForces?
a) Threatpofpnewpentrants
b) Bargainingppowerpofpsuppliers
c) Bargainingppowerpofpcompetitors
d) Threatpofpsubstitutepproductsporpservices
4. ApBrandporpPerceptualpPositioningpMappmapspapcompany’sppositionpinpthepmarketpfrompwhic
hpperspective?
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. WhatpdoespCPApstandpfor?
a) Customerpperpacquisition
b) Costpperpacquisition
c) Costpperpaveragepmargin
d) Customerpperpaveragepcost
6. WhatpdoespCLTVpstandpfor?
a) CompetitorpLifetimepValue
b) CustomerpLifetimepView
c) CustomerpLifetimepValue
d) CompetitorpLifetimepView
7. WhatpispthepformulapforpcalculatingpCLTV?
a) CLTVp=pLifetimepxpAvgpmargin
b) CLTVp=pLifetimepxpAvgpcost
c) CLTVp=pLifecyclepxpAvgpprice
d) CLTVp=pLifecyclepxpAvgprevenue
8. Whatptypepofpsegmentationpgroupspcustomerspbypageprange?
, a) Geographic
b) Benefit
c) Psychographic
d) Demographic
9. Trueporpfalse:pGeographicpmarketingpcanphelppinformpdatapselectionpforpdigitalpmarketingp
strategy.
10. Trueporpfalse:pPeoplepinpthepsamepdemographicpwillpoftenpbehavepsimilarly.
11. Whypispitpimportantptopworkpwithpup-to-datepbehaviouralpdata?
a) Becausepcustomerspmaypmoveptopapnewparea
b) Becausepcustomerspmaypexperienceplifestylepchanges
c) Becausepcustomerspmaypchangeptheirpjob
d) Becausepcustomerspmayphearpaboutpapcompetitor.
12. Trueporpfalse:pThepbenefitspofpapproductpwillpbepthepsamepforpeveryonepwithinpapsegment.
13. Whichptypepofpsegmentationpwouldphelppapcompanyptopunderstandpwhetherptheirpcustomer
sparepmotivatedpbyp‘green’pproducts?
a) Benefit
b) Behavioural
c) Psychographic
d) Geographic
14. Howpmanyppersonaspwouldpapbusinesspcreate,ponpaverage
?pa)p 1-5
b)p 5-10
c)ppp 10-15
d)ppp 15-20
15. WhatpdoptheplettersponpthepBCGpMatrixpstandpfor?
a) BostonpConsumerpGroup
b) BostonpConsultingpGroup
c) BoltonpConsultingpGroup
d) BoltonpConsumerpGroup
16. Trueporpfalse:pProductspcategorizedpasp‘Dogs’ptendptopbreak-even.
17. Whichpproductspgivepaphighpmarketpsharepinpaphigh-growthpenvironment?
a) Stars
b) Dogs
c) Cashpcows
d) Questionpmarks
18. ApdigitalpmarketingpbusinesspmaypseekptopmovepSEOpfrompwhatptopwhatponpthepBCGpMatrix?:
a) ApCashpcowptopapStar
Chapterp1:pThepfoundationspofpdigitalpmarketing
Testpbankpanswers
1.p a),pb),pd),pe)
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.p a),pb)
,DigitalpMarketingpStrategyp3epbypSimonpKingsnorth
Chapterp1:pThepfoundationspofpdigitalpmarketing
Testpbank
1. Whichpfourpofpthepfollowingpmakepupp‘Thep4pPspofpMarketing’?
a) Price
b) Promotion
c) Process
d) Place
e) Product
2. Trueporpfalse:p‘Below-the-line’ppromotionprefersptopmasspmarketingpsuchpaspTVpadverts.
3. WhichponepofpthepfollowingpispNOTponepofpPorter’spFivepForces?
a) Threatpofpnewpentrants
b) Bargainingppowerpofpsuppliers
c) Bargainingppowerpofpcompetitors
d) Threatpofpsubstitutepproductsporpservices
4. ApBrandporpPerceptualpPositioningpMappmapspapcompany’sppositionpinpthepmarketpfrompwhic
hpperspective?
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. WhatpdoespCPApstandpfor?
a) Customerpperpacquisition
b) Costpperpacquisition
c) Costpperpaveragepmargin
d) Customerpperpaveragepcost
6. WhatpdoespCLTVpstandpfor?
a) CompetitorpLifetimepValue
b) CustomerpLifetimepView
c) CustomerpLifetimepValue
d) CompetitorpLifetimepView
7. WhatpispthepformulapforpcalculatingpCLTV?
a) CLTVp=pLifetimepxpAvgpmargin
b) CLTVp=pLifetimepxpAvgpcost
c) CLTVp=pLifecyclepxpAvgpprice
d) CLTVp=pLifecyclepxpAvgprevenue
8. Whatptypepofpsegmentationpgroupspcustomerspbypageprange?
, a) Geographic
b) Benefit
c) Psychographic
d) Demographic
9. Trueporpfalse:pGeographicpmarketingpcanphelppinformpdatapselectionpforpdigitalpmarketingp
strategy.
10. Trueporpfalse:pPeoplepinpthepsamepdemographicpwillpoftenpbehavepsimilarly.
11. Whypispitpimportantptopworkpwithpup-to-datepbehaviouralpdata?
a) Becausepcustomerspmaypmoveptopapnewparea
b) Becausepcustomerspmaypexperienceplifestylepchanges
c) Becausepcustomerspmaypchangeptheirpjob
d) Becausepcustomerspmayphearpaboutpapcompetitor.
12. Trueporpfalse:pThepbenefitspofpapproductpwillpbepthepsamepforpeveryonepwithinpapsegment.
13. Whichptypepofpsegmentationpwouldphelppapcompanyptopunderstandpwhetherptheirpcustomer
sparepmotivatedpbyp‘green’pproducts?
a) Benefit
b) Behavioural
c) Psychographic
d) Geographic
14. Howpmanyppersonaspwouldpapbusinesspcreate,ponpaverage
?pa)p 1-5
b)p 5-10
c)ppp 10-15
d)ppp 15-20
15. WhatpdoptheplettersponpthepBCGpMatrixpstandpfor?
a) BostonpConsumerpGroup
b) BostonpConsultingpGroup
c) BoltonpConsultingpGroup
d) BoltonpConsumerpGroup
16. Trueporpfalse:pProductspcategorizedpasp‘Dogs’ptendptopbreak-even.
17. Whichpproductspgivepaphighpmarketpsharepinpaphigh-growthpenvironment?
a) Stars
b) Dogs
c) Cashpcows
d) Questionpmarks
18. ApdigitalpmarketingpbusinesspmaypseekptopmovepSEOpfrompwhatptopwhatponpthepBCGpMatrix?:
a) ApCashpcowptopapStar
