Digital Marketing Strategy: An Integrated
Approach to Online Marketing 4th Edition
by Simon Kingsnorth test bank
All Chapters Consisting of Verified Q&As at the back of chapter| A+ Graded
Co
nfi
de
n
1
al
,Chapter 1: The foundations of digital marketing
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
Co
b) Cost per acquisition
c) Cost per average margin
nfi
d) Customer per average cost
de
n
2
al
,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
Co
b) Because customers may experience lifestyle changes
c) Because customers may change their job
nfi
d) Because customers may hear about a competitor.
de
n
3
al
, 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?
Co
a) Stars
b) Dogs
nfi
c) Cash cows
de
d) Question marks
n
4
al
Approach to Online Marketing 4th Edition
by Simon Kingsnorth test bank
All Chapters Consisting of Verified Q&As at the back of chapter| A+ Graded
Co
nfi
de
n
1
al
,Chapter 1: The foundations of digital marketing
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
Co
b) Cost per acquisition
c) Cost per average margin
nfi
d) Customer per average cost
de
n
2
al
,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
Co
b) Because customers may experience lifestyle changes
c) Because customers may change their job
nfi
d) Because customers may hear about a competitor.
de
n
3
al
, 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?
Co
a) Stars
b) Dogs
nfi
c) Cash cows
de
d) Question marks
n
4
al
