DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH TO ONLINE MARKETING 3RD EDITION DIGITAL MARKETING STRATEGY: AN INTEGRATED
APPROACH TO ONLINE MARKETING 3RD EDITION
TEST BANK
DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH TO ONLINE MARKETING
3RD EDITION BY SIMON KINGSNORTH. ALL CHAPTERS 1 – 22 COVERED QUESTIONS AND
ANSWERS GRADED A+ 100% VERIFIED.
,DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH TO ONLINE MARKETING 3RD EDITION DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH
TO ONLINE MARKETING 3RD EDITION
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
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: AN INTEGRATED APPROACH TO ONLINE MARKETING 3RD EDITION DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH
TO ONLINE MARKETING 3RD EDITION
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: AN INTEGRATED APPROACH TO ONLINE MARKETING 3RD EDITION DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH
TO ONLINE MARKETING 3RD EDITION
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?
APPROACH TO ONLINE MARKETING 3RD EDITION
TEST BANK
DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH TO ONLINE MARKETING
3RD EDITION BY SIMON KINGSNORTH. ALL CHAPTERS 1 – 22 COVERED QUESTIONS AND
ANSWERS GRADED A+ 100% VERIFIED.
,DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH TO ONLINE MARKETING 3RD EDITION DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH
TO ONLINE MARKETING 3RD EDITION
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
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: AN INTEGRATED APPROACH TO ONLINE MARKETING 3RD EDITION DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH
TO ONLINE MARKETING 3RD EDITION
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: AN INTEGRATED APPROACH TO ONLINE MARKETING 3RD EDITION DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH
TO ONLINE MARKETING 3RD EDITION
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?
