,Digital Marketing Strategy 3e by Simon Kingsnorth
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Chapter 1: The foundations of digital marketing
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Test bank answers
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1. l la), b), d), e) ll ll ll
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. l l a), b) ll
,Digital Marketing Strategy 3e by Simon Kingsnorth
ll ll ll ll ll ll
Chapter 1: The foundations of digital marketing
ll ll ll ll ll ll
Test bank
ll
1. Which four of the following make up ‘The 4 Ps of Marketing’?
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a) Price
b) Promotion
c) Process
d) Place
e) Product
2. True or false: ‘Below-the-line’ promotion refers to mass marketing such as TV adverts.
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3. Which one of the following is NOT one of Porter’s Five Forces?
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a) Threat of new entrants ll ll ll
b) Bargaining power of suppliers ll ll ll
c) Bargaining power of competitors ll ll ll
d) Threat of substitute products or services ll ll ll ll ll
4. A Brand or Perceptual Positioning Map maps a company’s position in the market from
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whichperspective?
ll l
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. What does CPA stand for? ll ll ll ll
a) Customer per acquisition ll ll
b) Cost per acquisition ll ll
c) Cost per average margin ll ll ll
d) Customer per average cost ll ll ll
6. What does CLTV stand for? ll ll ll ll
a) Competitor Lifetime Value ll ll
b) Customer Lifetime View ll ll
c) Customer Lifetime Value ll ll
d) Competitor Lifetime View ll ll
7. What is the formula for calculating CLTV?
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a) CLTV = Lifetime x Avg margin ll ll ll ll ll
b) CLTV = Lifetime x Avg cost ll ll ll ll ll
c) CLTV = Lifecycle x Avg price ll ll ll ll ll
d) CLTV = Lifecycle x Avg revenue ll ll ll ll ll
8. What type of segmentation groups customers by age range?
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, a) Geographic
b) Benefit
c) Psychographic
d) Demographic
9. True or false: Geographic marketing can help inform data selection for digital
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marketingstrategy.
ll l
10. True or false: People in the same demographic will often behave similarly.
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11. Why is it important to work with up-to-date behavioural data?
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a) Because customers may move to a new area ll ll ll ll ll ll ll
b) Because customers may experience lifestyle changes ll ll ll ll ll
c) Because customers may change their job ll ll ll ll ll
d) Because customers may hear about a competitor. ll ll ll ll ll ll
12. True or false: The benefits of a product will be the same for everyone within a segment.
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13. Which type of segmentation would help a company to understand whether their
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customersare motivated by ‘green’ products?
ll l ll ll ll ll
a) Benefit
b) Behavioural
c) Psychographic
d) Geographic
14. How many personas would a business create, on
ll ll ll ll ll ll ll
average?a) 1-5
ll l l l
b) 5-10 l l
c) 10-15 ll ll l l
d) 15-20 ll ll l l
15. What do the letters on the BCG Matrix stand for?
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a) Boston Consumer Group ll ll
b) Boston Consulting Group ll ll
c) Bolton Consulting Group ll ll
d) Bolton Consumer Group ll ll
16. True or false: Products categorized as ‘Dogs’ tend to break-even.
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17. Which products give a high market share in a high-growth environment?
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a) Stars
b) Dogs
c) Cash cows ll
d) Question marks ll
18. A digital marketing business may seek to move SEO from what to what on the BCG Matrix?:
ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll
a) A Cash cow to a Star ll ll ll ll ll
ll ll ll ll ll ll
Chapter 1: The foundations of digital marketing
ll ll ll ll ll ll
Test bank answers
ll ll
1. l la), b), d), e) ll ll ll
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. l l a), b) ll
,Digital Marketing Strategy 3e by Simon Kingsnorth
ll ll ll ll ll ll
Chapter 1: The foundations of digital marketing
ll ll ll ll ll ll
Test bank
ll
1. Which four of the following make up ‘The 4 Ps of Marketing’?
ll ll ll ll ll ll ll ll ll ll ll
a) Price
b) Promotion
c) Process
d) Place
e) Product
2. True or false: ‘Below-the-line’ promotion refers to mass marketing such as TV adverts.
ll ll ll ll ll ll ll ll ll ll ll ll
3. Which one of the following is NOT one of Porter’s Five Forces?
ll ll ll ll ll ll ll ll ll ll ll
a) Threat of new entrants ll ll ll
b) Bargaining power of suppliers ll ll ll
c) Bargaining power of competitors ll ll ll
d) Threat of substitute products or services ll ll ll ll ll
4. A Brand or Perceptual Positioning Map maps a company’s position in the market from
ll ll ll ll ll ll ll ll ll ll ll ll ll
whichperspective?
ll l
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. What does CPA stand for? ll ll ll ll
a) Customer per acquisition ll ll
b) Cost per acquisition ll ll
c) Cost per average margin ll ll ll
d) Customer per average cost ll ll ll
6. What does CLTV stand for? ll ll ll ll
a) Competitor Lifetime Value ll ll
b) Customer Lifetime View ll ll
c) Customer Lifetime Value ll ll
d) Competitor Lifetime View ll ll
7. What is the formula for calculating CLTV?
ll ll ll ll ll ll
a) CLTV = Lifetime x Avg margin ll ll ll ll ll
b) CLTV = Lifetime x Avg cost ll ll ll ll ll
c) CLTV = Lifecycle x Avg price ll ll ll ll ll
d) CLTV = Lifecycle x Avg revenue ll ll ll ll ll
8. What type of segmentation groups customers by age range?
ll ll ll ll ll ll ll ll
, a) Geographic
b) Benefit
c) Psychographic
d) Demographic
9. True or false: Geographic marketing can help inform data selection for digital
ll ll ll ll ll ll ll ll ll ll ll
marketingstrategy.
ll l
10. True or false: People in the same demographic will often behave similarly.
ll ll ll ll ll ll ll ll ll ll ll
11. Why is it important to work with up-to-date behavioural data?
ll ll ll ll ll ll ll ll ll
a) Because customers may move to a new area ll ll ll ll ll ll ll
b) Because customers may experience lifestyle changes ll ll ll ll ll
c) Because customers may change their job ll ll ll ll ll
d) Because customers may hear about a competitor. ll ll ll ll ll ll
12. True or false: The benefits of a product will be the same for everyone within a segment.
ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll
13. Which type of segmentation would help a company to understand whether their
ll ll ll ll ll ll ll ll ll ll ll
customersare motivated by ‘green’ products?
ll l ll ll ll ll
a) Benefit
b) Behavioural
c) Psychographic
d) Geographic
14. How many personas would a business create, on
ll ll ll ll ll ll ll
average?a) 1-5
ll l l l
b) 5-10 l l
c) 10-15 ll ll l l
d) 15-20 ll ll l l
15. What do the letters on the BCG Matrix stand for?
ll ll ll ll ll ll ll ll ll
a) Boston Consumer Group ll ll
b) Boston Consulting Group ll ll
c) Bolton Consulting Group ll ll
d) Bolton Consumer Group ll ll
16. True or false: Products categorized as ‘Dogs’ tend to break-even.
ll ll ll ll ll ll ll ll ll
17. Which products give a high market share in a high-growth environment?
ll ll ll ll ll ll ll ll ll ll
a) Stars
b) Dogs
c) Cash cows ll
d) Question marks ll
18. A digital marketing business may seek to move SEO from what to what on the BCG Matrix?:
ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll ll
a) A Cash cow to a Star ll ll ll ll ll
