Digital Marketing Basics
Question Bank
Course Introduction
Digital Marketing Basics introduces students to the fundamental concepts, strategies, and tools used in the digital marketing landscape. The course covers essential topics such as search engine optimization (SEO), social media marketing, content creation, pay-per-click advertising, email campaigns, and web analytics. Students will learn how to develop and implement effective digital marketing plans, evaluate online marketing performance, and understand consumer behavior in the digital world. Emphasis is placed on practical applications and staying current with emerging trends and best practices in digital marketing.
Recommended Textbook
Marketing Real People Real Choices 9th Edition by Michael R. Solomon
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14 Chapters
2209 Verified Questions
2209 Flashcards
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Page 2
Chapter 1: Welcome to the World of Marketing: Create and Deliver Value
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151 Verified Questions
151 Flashcards
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Sample Questions
Q1) Product tampering and spray-painting graffiti on buildings are both examples of
A) demarketing
B) exploitative consumption
C) addictive consumption
D) shrinkage
E) anticonsumption
Answer: E
Q2) In addition to marketing activities, the ________ includes business functions such as human resource management and technology development.
A) value chain
B) marketing mix
C) utility function
D) customer relationship management process
E) market position
Answer: A
Q3) The first phase of marketing planning is the development of a market position.
A)True
B)False
Answer: False
Page 3
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Chapter 2: Global, Ethical, and Sustainable Marketing
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) A country that barters for imported products rather than paying in cash likely does so because its currency is convertible.
A)True
B)False
Answer: False
Q2) Every society has a set of deeply held beliefs about right and wrong ways to live, which are referred to as ________.
A) demographics
B) social norms
C) cultural dimensions
D) cultural values
E) customs
Answer: D
Q3) One of the two purposes of laws governing businesses in the United States is to make sure that businesses compete fairly with each other.
A)True
B)False
Answer: True
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4
Chapter 3: Strategic Market Planning
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156 Verified Questions
156 Flashcards
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Sample Questions
Q1) Annie's Homegrown markets organic prepared and easy-to-prepare foods and snacks, from macaroni and cheese to their signature bunny crackers. The company's ________ is "to cultivate a healthier and happier world by spreading goodness through nourishing foods, honest words and conduct that is considerate and forever kind to the planet."
A) market penetration strategy
B) marketing development strategy
C) business portfolio
D) value-delivery network
E) mission
Answer: E
Q2) Briefly describe the purpose of a portfolio analysis.
Answer: The portfolio analysis is a tool management uses to assess the potential of a firm's business portfolio. It helps management decide which of its current SBUs should receive more or less of the firm's resources and which of its SBUs are most consistent with the firm's overall mission.
Q3) Strategic planning is also referred to as functional planning.
A)True
B)False
Answer: False
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Chapter 4: Market Research
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) Which of the following is general information collected by specialized firms on a regular basis and then sold to other firms?
A) syndicated research
B) custom research
C) competitive research
D) perceptual tracking
E) marketing decision support research
Q2) The most basic type of nonprobability sampling is a simple random sample.
A)True
B)False
Q3) A(n) ________ is a comprehensive examination of a particular firm or organization.
A) focus group
B) case study
C) longitudinal study
D) market research online community
E) ethnographic study
Q4) Explain the roles of independent and dependent variables in causal research.
Q5) Describe the function of customer insights.
Q6) Why might a company complain of having too much data?
Page 6
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Chapter 5: Marketing Analytics: Welcome to the Era of Big Data
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) CRM firms focus on increasing their share of ________, not share of market.
A) profit
B) audience
C) segment
D) usage
E) customer
Q2) A firm has segmented its customers into two groups: high-volume customers and low-volume customers. Explain the different styles of communication the firm should implement to reach each group of customers.
Q3) Average collectors of an artist's miniatures will buy four new miniatures each year. The collectibles are available at a number of retail locations and from several catalog retailers. To ensure she gets a greater ________, the owner of The Door Gift Shop sends her customers who are collectors a postcard every time the store adds a new miniature to her store's inventory.
A) share of communication
B) segment profile
C) conversion
D) share of customer
E) brand perception
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Chapter 6: Understand Consumer and Business Markets
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) Opinion leaders influence younger consumers but usually have little or no effect on adults seeking to make a major purchase.
A)True
B)False
Q2) Suppliers are more likely to stay price competitive when the purchasing company uses single sourcing than when it uses multiple sourcing.
A)True
B)False
Q3) A ________ is a set of people a consumer wants to please or imitate.
A) culture group
B) family lifestyle group
C) perception group
D) reference group
E) social class group
Q4) Purchase decision making usually begins with information search and then moves to evaluation of alternatives.
A)True
B)False
Q5) Identify an advantage and disadvantage of implementing multiple sourcing.
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Chapter 7: Segmentation, Target Marketing, and Positioning
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Which of the following is the best example of the long tail approach to selling?
A) Nearly 20 percent of the videos delivered by Netflix are older or obscure titles from its vast collection of videos.
B) Kraft Foods focuses on the 20 percent of U.S. households that purchase 80 percent of the Miracle Whip the company markets.
C) Barnes & Noble stocks the most popular books and magazines in its retail stores.
D) Google lets advertisers target certain ads to certain segments of search engine users.
E) Staples segments its business-to-business markets based on sales volume.
Q2) BMW allows customers to design their own vehicles from a set of options at BMW's website. What is this called?
Q3) A company that uses a(n) ________ targeting strategy is appealing to a broad spectrum of people.
A) fragmented
B) undifferentiated
C) concentrated
D) differentiated
E) customized
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Page 9
Chapter 8: Product I: Innovation and New Product Development
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) A(n) ________ is defined as a tangible good, service, idea, or some combination of these that satisfies consumer or business customer needs through the exchange process.
A) augmented product
B) service
C) core product
D) product
E) innovation
Q2) Simulated test marketing can help a company determine where in a store a product should be placed to maximize sales.
A)True
B)False
Q3) The first step in the adoption process is ________.
A) product evaluation
B) awareness
C) problem recognition
D) evaluation
E) interest
Q4) What are the phases involved in the development of a new product?
Q5) What might a firm measure in order to examine its level of innovation?
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Chapter 9: Product Ii: Product Strategy, Branding, and Product Management
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) As a retailer, why might you increase the number of private-label brands you sell?
Q2) Breyers and Reese's have worked together to create Breyers Ice Cream with Reese's Peanut Butter Cups. This is an example of ________.
A) family branding
B) ingredient branding
C) private-label branding
D) individual branding
E) generic branding
Q3) Which of the following is an accurate statement about product management?
A) It is also known as quality management.
B) It is rarely team-based.
C) It is a continual process.
D) It includes responsibility for the marketing mix tools of product and promotion, but not of price and place.
E) It involves more strategic planning than tactical planning.
Q4) How is it possible for a company in the United States to have protection for a brand even if it has not legally registered it?
Q5) What is the difference between ISO 9000 and ISO 14000?
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Chapter 10: Price: What Is the Value Proposition Worth
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162 Verified Questions
162 Flashcards
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Sample Questions
Q1) When a beverage maker came out with a new drink and priced it at half price for a month to attract buyers, the company was using a(n) ________ strategy.
A) penetration pricing
B) skimming price
C) everyday low price
D) trial pricing
E) promo pricing
Q2) Explain the difference between elastic demand and inelastic demand.
Q3) A business using price lining is doing which of the following?
A) trying to avoid the use of psychological pricing, which may be negatively received by customers
B) trying to recover its research and development costs for a new product
C) attempting to achieve a large market share before any competitors can enter the marketplace
D) selling items in a product line at different prices
E) engaging in potentially unethical pricing
Q4) Variable costs for producing textbooks include the price of paper.
A)True
B)False
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Chapter 11: Deliver the Goods: Determine the Distribution Strategy
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) When shipping large amounts of bulk products such as forest products, coal, sand, or rock over large distances, a company should choose large trucks because of their low cost per ton shipped.
A)True
B)False
Q2) To combat piracy, Netflix uses the strategy of making legal access to content easier and more convenient.
A)True
B)False
Q3) The first step in planning a channel strategy is to determine what markets need to be reached.
A)True
B)False
Q4) An appliance, television, and stereo dealer serves as an authorized repair center, provides maintenance contracts, and sells essential supplies to customers. What types of channel functions are being implemented by this dealer?
Q5) Explain why inventory control has such a major impact on the costs of logistics.
Q6) What types of products are intensively distributed?
Q7) Describe the three sources of power for a channel captain.
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Chapter 12: Deliver the Customer Experience: Goods and Services
Via Bricks and Clicks
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) Customers of a ________ buy most of the store's products in larger-than-normal packages and quantities.
A) warehouse club
B) department store
C) factory outlet store
D) leased department store
E) hypermarket
Q2) Which of the following is NOT a trend that is expected to provide new opportunities for marketers of services?
A) changing demographics
B) declining levels of patriotism
C) technological advances
D) proliferation of information
E) globalization
Q3) Experiential shoppers enjoy the "thrill of the hunt" available through the experience of shopping on-line.
A)True
B)False
Q4) Explain the differences between a multilevel network and a pyramid scheme.
Page 14
Q5) Briefly explain the wheel-of-retailing concept.
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Chapter 13: Promotion I: Advertising and Sales Promotion
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) ________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.
A) Word-of-mouth communication
B) Public relations
C) Advertising
D) Personal selling
E) Sales promotion
Q2) An email from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) stealth marketing
E) viral marketing
Q3) Gross rating points (GRPs) are a measure of the quantity of media included in a given media plan.
A)True
B)False
Q4) When might a marketer be most likely to use informative advertising?
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Chapter 14: Promotion Ii: Social Media, Directdatabase
Marketing, Personal Selling, and Public Relations
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170 Verified Questions
170 Flashcards
Source URL: https://quizplus.com/quiz/27920
Sample Questions
Q1) Happy customers are more likely to tell their friends about their pleasant customer experiences than unhappy customers are to tell their friends about their unpleasant customer experiences.
A)True
B)False
Q2) Buzz works best when companies put paid consumers in charge of creating their own messages.
A)True
B)False
Q3) A brand community can be created by marketers or can develop on its own among consumers.
A)True
B)False
Q4) Why is the image of telemarketers more positive in business marketing than it is in consumer marketing?
Q5) Why might a company with a small advertising budget turn to guerilla marketing?
Q6) Why has traditional mass market diminished as a way to talk to younger consumers?
Q8) Describe public relations and four objectives it is often used to achieve. Page 16
Q7) Discuss how marketers can use virtual worlds to convey marketing communications.
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Page 17