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

TEST BANK for Digital Marketing Strategy: An Integrated Approach to Online Marketing 3rd Edition by Simon Kingsnorth. All Chapters 1 - 22 DR ERIC DR ERIC 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 DR ERIC DR ERIC 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 DR ERIC DR ERIC 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) DR ERIC DR ERIC 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? DR ERIC DR ERIC 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 DR ERIC DR ERIC 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? DR ERIC DR ERIC Digital Marketing Strategy 3e by Simon Kingsnorth Chapter 2: Understanding the digital ecosystem Test bank answers 1. c) 2. b) 3. True 4. a), d) 5. c) 6. a), b), d) 7. False 8. a), c) 9. False 10. a), b) 11. b) 12. b) 13. False 14. a), b), d) 15. d) 16. b) 17. True 18. a) 19. c) 20. b) DR ERIC DR ERIC Digital Marketing Strategy 2e by Simon Kingsnorth Chapter 2: Understanding the digital ecosystem Test bank 1. Which of the following is NOT an element of the digital ecosystem? a) Brand and proposition effect b) The halo effect c) Outdoor advertising d) Attribution and omni-channel 2. What digital marketing might companies start with if they are on a limited budget? a) PPC b) SEO c) Banner advertising d) Apps 3. True or false: PPC can inform SEO strategy. 4. What two factors make some search words expensive? a) Volume b) Attribution c) Social media d) Competition 5. How often should SEO analytics be reviewed? a) Daily b) Weekly c) Monthly d) Yearly 6. What three trends might show up in SEO analysis? a) Topics b) Device c) Age d) Time of day 7. True or false: SEO should be separate from content. 8. Which two of the following affect social media impact? a) Regularity of posts b) Banner ads c) Engagement d) Up-to-date data 9. True or false: The number of social media followers a company has demonstrates impact. DR ERIC DR ERIC 10. Why is content strategy important? There may be more than one correct answer. a) To be ready to react to opportunities b) To have content that can be used across channels c) To be able to segment customers d) To understand the position and value of a product 11. Select the correct option below to complete this statement: ‘Content strategy should be…’ a) Reactive b) Proactive c) Deductive d) Passive 12. Which one of the following factors informs which channels are chosen for content strategy? a) Time of day b) Relevance c) PR d) Brand perception 13. True or false: Display advertising just refers to banner ads. 14. Why is it important to ensure customer data is up-to-date? There may be more than one correct answer. a) To target customers with the right message b) To send messages at the right time c) To obtain personal information on customers d) To avoid breaching regulations 15. Which of the following is less likely to play a part on brand perception? a) Downsizing decisions b) PR c) Customer service d) Company costs 16. What is the halo effect a result of? a) Below-the-line advertising b) Above-the-line advertising c) Across-the-line advertising d) None of the above 17. True or false: The halo effect could result in higher app downloads. 18. Which of these statements is true? a) All marketing activities should reinforce a brand b) Only digital marketing activities should reinforce a brand c) Only offline marketing activities should reinforce a brand d) Social media cannot reinforce a brand DR ERIC DR ERIC 19. What does ‘attribution and omni-channel’ refer to? a) Digital ecosystem channels working separately b) Digital ecosystem channels being linked through SEO c) Digital ecosystem channels interacting and being tracked together d) Digital ecosystem channels interacting but being tracked separately 20. Which of the following affects every metric? a) SEO b) Customer satisfaction c) Data strategy d) The halo effect Discussion questions: 1) How can PPC and SEO influence each other to benefit a company’s digital marketing strategy? 2) Think of an example of content that could be could used across multiple formats. What would be the most appropriate channel for each format? 3) Think of an example of where the halo effect may have played a part in the success of a well-known brand or camp