,DigitalYMarketingYStrategyY3eYbyYSimonYKingsnorth
ChapterY1:YTheYfoundationsYofYdigitalYmarketing
TestYbankYanswers
1.Y a),Yb),Yd),Ye)
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.Y a),Yb)
,DigitalYMarketingYStrategyY3eYbyYSimonYKingsnorth
ChapterY1:YTheYfoundationsYofYdigitalYmarketing
TestYbank
1. WhichYfourYofYtheYfollowingYmakeYupY‘TheY4YPsYofYMarketing’?
a) Price
b) Promotion
c) Process
d) Place
e) Product
2. TrueYorYfalse:Y‘Below-the-line’YpromotionYrefersYtoYmassYmarketingYsuchYasYTVYadverts.
3. WhichYoneYofYtheYfollowingYisYNOTYoneYofYPorter’sYFiveYForces?
a) ThreatYofYnewYentrants
b) BargainingYpowerYofYsuppliers
c) BargainingYpowerYofYcompetitors
d) ThreatYofYsubstituteYproductsYorYservices
4. AYBrandYorYPerceptualYPositioningYMapYmapsYaYcompany’sYpositionYinYtheYmarketYfromYwhichY
perspective?
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. WhatYdoesYCPAYstandYfor?
a) CustomerYperYacquisition
b) CostYperYacquisition
c) CostYperYaverageYmargin
d) CustomerYperYaverageYcost
6. WhatYdoesYCLTVYstandYfor?
a) CompetitorYLifetimeYValue
b) CustomerYLifetimeYView
c) CustomerYLifetimeYValue
d) CompetitorYLifetimeYView
7. WhatYisYtheYformulaYforYcalculatingYCLTV?
a) CLTVY=YLifetimeYxYAvgYmargin
b) CLTVY=YLifetimeYxYAvgYcost
c) CLTVY=YLifecycleYxYAvgYprice
d) CLTVY=YLifecycleYxYAvgYrevenue
8. WhatYtypeYofYsegmentationYgroupsYcustomersYbyYageYrange?
, a) Geographic
b) Benefit
c) Psychographic
d) Demographic
9. TrueYorYfalse:YGeographicYmarketingYcanYhelpYinformYdataYselectionYforYdigitalYmarketingY
strategy.
10. TrueYorYfalse:YPeopleYinYtheYsameYdemographicYwillYoftenYbehaveYsimilarly.
11. WhyYisYitYimportantYtoYworkYwithYup-to-dateYbehaviouralYdata?
a) BecauseYcustomersYmayYmoveYtoYaYnewYarea
b) BecauseYcustomersYmayYexperienceYlifestyleYchanges
c) BecauseYcustomersYmayYchangeYtheirYjob
d) BecauseYcustomersYmayYhearYaboutYaYcompetitor.
12. TrueYorYfalse:YTheYbenefitsYofYaYproductYwillYbeYtheYsameYforYeveryoneYwithinYaYsegment.
13. WhichYtypeYofYsegmentationYwouldYhelpYaYcompanyYtoYunderstandYwhetherYtheirYcustomersY
areYmotivatedYbyY‘green’Yproducts?
a) Benefit
b) Behavioural
c) Psychographic
d) Geographic
14. HowYmanyYpersonasYwouldYaYbusinessYcreate,YonYaverage?Y
a)Y 1-5
b)Y 5-10
c)YYY 10-15
d)YYY 15-20
15. WhatYdoYtheYlettersYonYtheYBCGYMatrixYstandYfor?
a) BostonYConsumerYGroup
b) BostonYConsultingYGroup
c) BoltonYConsultingYGroup
d) BoltonYConsumerYGroup
16. TrueYorYfalse:YProductsYcategorizedYasY‘Dogs’YtendYtoYbreak-even.
17. WhichYproductsYgiveYaYhighYmarketYshareYinYaYhigh-growthYenvironment?
a) Stars
b) Dogs
c) CashYcows
d) QuestionYmarks
18. AYdigitalYmarketingYbusinessYmayYseekYtoYmoveYSEOYfromYwhatYtoYwhatYonYtheYBCGYMatrix?:
a) AYCashYcowYtoYaYStar
ChapterY1:YTheYfoundationsYofYdigitalYmarketing
TestYbankYanswers
1.Y a),Yb),Yd),Ye)
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.Y a),Yb)
,DigitalYMarketingYStrategyY3eYbyYSimonYKingsnorth
ChapterY1:YTheYfoundationsYofYdigitalYmarketing
TestYbank
1. WhichYfourYofYtheYfollowingYmakeYupY‘TheY4YPsYofYMarketing’?
a) Price
b) Promotion
c) Process
d) Place
e) Product
2. TrueYorYfalse:Y‘Below-the-line’YpromotionYrefersYtoYmassYmarketingYsuchYasYTVYadverts.
3. WhichYoneYofYtheYfollowingYisYNOTYoneYofYPorter’sYFiveYForces?
a) ThreatYofYnewYentrants
b) BargainingYpowerYofYsuppliers
c) BargainingYpowerYofYcompetitors
d) ThreatYofYsubstituteYproductsYorYservices
4. AYBrandYorYPerceptualYPositioningYMapYmapsYaYcompany’sYpositionYinYtheYmarketYfromYwhichY
perspective?
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. WhatYdoesYCPAYstandYfor?
a) CustomerYperYacquisition
b) CostYperYacquisition
c) CostYperYaverageYmargin
d) CustomerYperYaverageYcost
6. WhatYdoesYCLTVYstandYfor?
a) CompetitorYLifetimeYValue
b) CustomerYLifetimeYView
c) CustomerYLifetimeYValue
d) CompetitorYLifetimeYView
7. WhatYisYtheYformulaYforYcalculatingYCLTV?
a) CLTVY=YLifetimeYxYAvgYmargin
b) CLTVY=YLifetimeYxYAvgYcost
c) CLTVY=YLifecycleYxYAvgYprice
d) CLTVY=YLifecycleYxYAvgYrevenue
8. WhatYtypeYofYsegmentationYgroupsYcustomersYbyYageYrange?
, a) Geographic
b) Benefit
c) Psychographic
d) Demographic
9. TrueYorYfalse:YGeographicYmarketingYcanYhelpYinformYdataYselectionYforYdigitalYmarketingY
strategy.
10. TrueYorYfalse:YPeopleYinYtheYsameYdemographicYwillYoftenYbehaveYsimilarly.
11. WhyYisYitYimportantYtoYworkYwithYup-to-dateYbehaviouralYdata?
a) BecauseYcustomersYmayYmoveYtoYaYnewYarea
b) BecauseYcustomersYmayYexperienceYlifestyleYchanges
c) BecauseYcustomersYmayYchangeYtheirYjob
d) BecauseYcustomersYmayYhearYaboutYaYcompetitor.
12. TrueYorYfalse:YTheYbenefitsYofYaYproductYwillYbeYtheYsameYforYeveryoneYwithinYaYsegment.
13. WhichYtypeYofYsegmentationYwouldYhelpYaYcompanyYtoYunderstandYwhetherYtheirYcustomersY
areYmotivatedYbyY‘green’Yproducts?
a) Benefit
b) Behavioural
c) Psychographic
d) Geographic
14. HowYmanyYpersonasYwouldYaYbusinessYcreate,YonYaverage?Y
a)Y 1-5
b)Y 5-10
c)YYY 10-15
d)YYY 15-20
15. WhatYdoYtheYlettersYonYtheYBCGYMatrixYstandYfor?
a) BostonYConsumerYGroup
b) BostonYConsultingYGroup
c) BoltonYConsultingYGroup
d) BoltonYConsumerYGroup
16. TrueYorYfalse:YProductsYcategorizedYasY‘Dogs’YtendYtoYbreak-even.
17. WhichYproductsYgiveYaYhighYmarketYshareYinYaYhigh-growthYenvironment?
a) Stars
b) Dogs
c) CashYcows
d) QuestionYmarks
18. AYdigitalYmarketingYbusinessYmayYseekYtoYmoveYSEOYfromYwhatYtoYwhatYonYtheYBCGYMatrix?:
a) AYCashYcowYtoYaYStar
