TEST BANK for Digital Marketing Strategy:
An Integrated Approach to Online Marketing
3rd Edition by Simon Kingsnorth.
All Chapters 1 - 22
,TABLE OF CONTENT
Chapter 1: The foundati ons of digital marketing.
Page : 2
Chapter 2: Understanding the digital ecosystem
Page : 10
Chapter 3: Integrating digital into wider
organization strategy Page : 13
Chapter 4: Understanding the evolving digital
consumer Page : 17
Chapter 5: Barriers, considerations and data
protection in digital marketing strategy Page : 21
Chapter 6: Enabling technologies for online
marketing and digital transformation Page : 25
Chapter 7: Planning your digital marketing
strategy –Objectives, Page : 29
Chapter 8: SEO strategy and organic techniques
Page : 34
Chapter 9: Building and optimizing a winning paid
search strategy Page : 38
Chapter 10: Display advertising and programmatic
targeting Page : 42
Chapter 11: Tailoring your social media strategy .
Page : 45
,Chapter 12: Marketing automation, messaging and
email marketing – the unsung heroes. Page : 50
Chapter 13: Affiliates schemes and partnerships to
deliver highly targeted leads Page : 53
Chapter 14: Lead generation that delivers results .
Page : 56
Chapter 15: Content strategy – a key pillar of
success Page : 60
Chapter 16: Personalizing the customer journey
and digital experience Page : 65
Chapter 17: Effective Experience Design (XD) . Page
: 69
Chapter 18: Optimizing your e-commerce platform
. Page : 72
Chapter 19: Managing loyalty, CRM and data .
Page : 75
Chapter 20: Measuring success through data
analytics and reporting Page : 80
Chapter 21: Providing a smooth online service and
customer experience Page : 84
Chapter 22: Putting together your digital
marketing strategy. Page : 87
,Digital Marketing Strategy 3e by Simon Kingsnorth
Chapter 1: The foundations of digital marketing
Test bank 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)
,Digital Marketing Strategy 3e by Simon Kingsnorth
Chapter 1: The foundations of digital marketing
Test bank
1. Which four of the following make up ‘The 4 Ps of Marketing’?
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.
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
7. What is the formula for calculating CLTV?
a) CLTV = Lifetime x Avg margin
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
d) Geographic
14. How many personas would a business create, on average?
a) 1-5
b) 5-10
c) 10-15
d) 15-20
15. What do the letters on the BCG Matrix stand for?
a) Boston Consumer Group
b) Boston Consulting Group
c) Bolton Consulting Group
d) Bolton Consumer Group
16. True or false: Products categorized as ‘Dogs’ tend to break-even.
17. Which products give a high market share in a high-growth environment?
a) Stars
b) Dogs
c) Cash cows
d) Question marks
18. A digital marketing business may seek to move SEO from what to what on the BCG Matrix?:
a) A Cash cow to a Star
, b) A dog to a Cash Cow
c) A Question mark to a Star
d) A Question mark to a Cash cow
19. Which product category on the BCG Matrix requires an investment decision to be made?
a) Cash cow
b) Star
c) Question mark
d) Dog
20. What does the BCG show? There may be more than one correct answer.
a) The position and value of each product
b) The cashflow and profitability of each product
c) The position and benefit of each product
d) The strategy for marketing each product
Discussion questions:
1) What does the threat of new entrants in the marketplace mean for digital marketing?
2) How can psychographic segmentation inform digital marketing strategy?
3) What type of digital marketing questions could the Boston Consulting Group (BCG)
Matrix be used to address?
An Integrated Approach to Online Marketing
3rd Edition by Simon Kingsnorth.
All Chapters 1 - 22
,TABLE OF CONTENT
Chapter 1: The foundati ons of digital marketing.
Page : 2
Chapter 2: Understanding the digital ecosystem
Page : 10
Chapter 3: Integrating digital into wider
organization strategy Page : 13
Chapter 4: Understanding the evolving digital
consumer Page : 17
Chapter 5: Barriers, considerations and data
protection in digital marketing strategy Page : 21
Chapter 6: Enabling technologies for online
marketing and digital transformation Page : 25
Chapter 7: Planning your digital marketing
strategy –Objectives, Page : 29
Chapter 8: SEO strategy and organic techniques
Page : 34
Chapter 9: Building and optimizing a winning paid
search strategy Page : 38
Chapter 10: Display advertising and programmatic
targeting Page : 42
Chapter 11: Tailoring your social media strategy .
Page : 45
,Chapter 12: Marketing automation, messaging and
email marketing – the unsung heroes. Page : 50
Chapter 13: Affiliates schemes and partnerships to
deliver highly targeted leads Page : 53
Chapter 14: Lead generation that delivers results .
Page : 56
Chapter 15: Content strategy – a key pillar of
success Page : 60
Chapter 16: Personalizing the customer journey
and digital experience Page : 65
Chapter 17: Effective Experience Design (XD) . Page
: 69
Chapter 18: Optimizing your e-commerce platform
. Page : 72
Chapter 19: Managing loyalty, CRM and data .
Page : 75
Chapter 20: Measuring success through data
analytics and reporting Page : 80
Chapter 21: Providing a smooth online service and
customer experience Page : 84
Chapter 22: Putting together your digital
marketing strategy. Page : 87
,Digital Marketing Strategy 3e by Simon Kingsnorth
Chapter 1: The foundations of digital marketing
Test bank 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)
,Digital Marketing Strategy 3e by Simon Kingsnorth
Chapter 1: The foundations of digital marketing
Test bank
1. Which four of the following make up ‘The 4 Ps of Marketing’?
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.
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
7. What is the formula for calculating CLTV?
a) CLTV = Lifetime x Avg margin
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
d) Geographic
14. How many personas would a business create, on average?
a) 1-5
b) 5-10
c) 10-15
d) 15-20
15. What do the letters on the BCG Matrix stand for?
a) Boston Consumer Group
b) Boston Consulting Group
c) Bolton Consulting Group
d) Bolton Consumer Group
16. True or false: Products categorized as ‘Dogs’ tend to break-even.
17. Which products give a high market share in a high-growth environment?
a) Stars
b) Dogs
c) Cash cows
d) Question marks
18. A digital marketing business may seek to move SEO from what to what on the BCG Matrix?:
a) A Cash cow to a Star
, b) A dog to a Cash Cow
c) A Question mark to a Star
d) A Question mark to a Cash cow
19. Which product category on the BCG Matrix requires an investment decision to be made?
a) Cash cow
b) Star
c) Question mark
d) Dog
20. What does the BCG show? There may be more than one correct answer.
a) The position and value of each product
b) The cashflow and profitability of each product
c) The position and benefit of each product
d) The strategy for marketing each product
Discussion questions:
1) What does the threat of new entrants in the marketplace mean for digital marketing?
2) How can psychographic segmentation inform digital marketing strategy?
3) What type of digital marketing questions could the Boston Consulting Group (BCG)
Matrix be used to address?
