https://www.stuvia.com/user/Brainbox
, Digital Marketing Strategy 3e by Simon
ss ss ss ss ss
ss Chapter 1: The foundations of digital
ss ss ss ss ss
ss Test bank answers
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1. a), b), d), e)
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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) ss
https://www.stuvia.com/user/Brainbox
, Digital Marketing Strategy 3e by Simon
ss ss ss ss ss
ss Chapter 1: The foundations of digital
ss ss ss ss ss
ss Test bank
ss
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 ss ss ss
b) Bargaining power of suppliers ss ss ss
c) Bargaining power of competitors ss ss ss
d) Threat of substitute products or services ss ss ss ss ss
4. A Brand or Perceptual Positioning Map maps a company’s position in the market
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ss from whichperspective?
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a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. What does CPA stand for? ss ss ss ss
a) Customer per acquisition ss ss
b) Cost per acquisition ss ss
c) Cost per average margin ss ss ss
d) Customer per average cost ss ss ss
https://www.stuvia.com/user/Brainbox
, 6. What does CLTV stand for?
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a) Competitor Lifetime Value ss ss
b) Customer Lifetime View ss ss
c) Customer Lifetime Value ss ss
d) Competitor Lifetime View ss ss
7. What is the formula for calculating CLTV?
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a) CLTV = Lifetime x Avg margin
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b) CLTV = Lifetime x Avg cost
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c) CLTV = Lifecycle x Avg price
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d) CLTV = Lifecycle x Avg revenue
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8. What type of segmentation groups customers by age range?
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https://www.stuvia.com/user/Brainbox
, Digital Marketing Strategy 3e by Simon
ss ss ss ss ss
ss Chapter 1: The foundations of digital
ss ss ss ss ss
ss Test bank answers
ss ss
1. a), b), d), e)
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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) ss
https://www.stuvia.com/user/Brainbox
, Digital Marketing Strategy 3e by Simon
ss ss ss ss ss
ss Chapter 1: The foundations of digital
ss ss ss ss ss
ss Test bank
ss
1. Which four of the following make up ‘The 4 Ps of Marketing’?
ss ss ss ss ss ss ss ss ss ss ss
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 ss ss ss
b) Bargaining power of suppliers ss ss ss
c) Bargaining power of competitors ss ss ss
d) Threat of substitute products or services ss ss ss ss ss
4. A Brand or Perceptual Positioning Map maps a company’s position in the market
ss ss ss ss ss ss ss ss ss ss ss ss
ss from whichperspective?
s s
a) Suppliers
b) Consumers
c) Competitors
d) Regulators
5. What does CPA stand for? ss ss ss ss
a) Customer per acquisition ss ss
b) Cost per acquisition ss ss
c) Cost per average margin ss ss ss
d) Customer per average cost ss ss ss
https://www.stuvia.com/user/Brainbox
, 6. What does CLTV stand for?
ss ss ss ss
a) Competitor Lifetime Value ss ss
b) Customer Lifetime View ss ss
c) Customer Lifetime Value ss ss
d) Competitor Lifetime View ss ss
7. What is the formula for calculating CLTV?
ss ss ss ss ss ss
a) CLTV = Lifetime x Avg margin
ss ss ss ss ss
b) CLTV = Lifetime x Avg cost
ss ss ss ss ss
c) CLTV = Lifecycle x Avg price
ss ss ss ss ss
d) CLTV = Lifecycle x Avg revenue
ss ss ss ss ss
8. What type of segmentation groups customers by age range?
ss ss ss ss ss ss ss ss
https://www.stuvia.com/user/Brainbox
