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