TEST BANK for Digital Marketing Strategy: An Integrated Approach to Online Marketing 3rd Edition by Simon Kingsnorth. All Chapters 1 - 22

ABLE 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