Digital Marketing
Chapter Exam Questions
Course Introduction
Digital Marketing explores the strategies, tools, and techniques used to promote brands, products, and services through digital channels such as search engines, social media platforms, email, and websites. This course covers key concepts including online consumer behavior, content creation, search engine optimization (SEO), pay-per-click advertising (PPC), analytics, mobile marketing, and digital advertising. Students will gain practical skills through case studies and projects, learning how to design, implement, and measure effective digital marketing campaigns that drive engagement and conversion in todays technology-driven world.
Recommended Textbook Principles of Marketing 7th AUSTRALIAN Edition by Gary Armstrong
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Chapter 1: Marketing: Creating and Capturing Customer Value
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Q1) Market offerings are limited to physical products.
A)True
B)False Answer: False
Q2) It is cheaper for a company to acquire new customers than to maintain relationships with current customers.
A)True
B)False Answer: False
Q3) Which of the following is NOT a basic core concept of marketing?
A)needs,wants and demands
B)revenue streams
C)market offerings
D)value,satisfaction and quality
E)None of the above.
Answer: B
Q4) The key to creating excitement in a market offering,such as sport,is ________ and interactivity.
Answer: involvement
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Engagement, value and Relationships
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Q1) In 1982,the manufacturer of carbonated drinks,the Coca Cola Group,acquired the feature film maker,Columbia Pictures,and retained control over it for almost a decade.This stage of the Coca Cola Group's history is an example of ________.
A)marketing controls
B)market development
C)diversification
D)market penetration
E)product development
Answer: C
Q2) A broad mission leads to a hierarchy of objectives,including ________ objectives and ________ objectives.
Answer: business;marketing
Q3) At McDonald's,'to be our customers' favourite place and way to eat' is a product-oriented mission.
A)True
B)False
Answer: False
Q4) ________ indicate how the marketing plan will be monitored.
Answer: Controls
4
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Chapter 3: The Marketplace and Customers: Analysing the Environment
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Q1) The main actors in an organisation's ________ include suppliers,competitors,marketing intermediaries,customers and publics.
Answer: microenvironment
Q2) Which of the following demographic groups has NOT seen a percentage increase in the past 50 years?
A)women staying at home with their children
B)men staying at home with their children
C)non-traditional households
D)non-family households
E)women working outside of the home
Answer: A
Q3) Major companies in several industries are now directly targeting LGBTI consumers.
A)True
B)False
Answer: True
Q4) Marketers supplying just the right combination of product quality and good service at a fair price is known as ________ marketing.
Answer: value
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Chapter 4: Marketing Analytics: Gaining Customer Insights
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Q1) An operator of a dress shop in a suburban mall has a very small research budget,so she uses low-cost or no-cost methods to gather research data.One method that works very well for her is changing the themes in her local newspaper and radio advertising and watching the result.She is using ________ to gather data for marketing decisions.
A)informal surveys
B)experiments
C)guess work
D)logic-directed research
E)secondary sources
Q2) Marketing ________ is the systematic collection and analysis of publicly available information about competitors and developments in the marketing environment.
Q3) Marketing managers today need not just more information,but ________ information.
Q4) Why is it important for the statement of the problem and the research objectives to guide the entire research process?
Q5) Customer needs and buying motives are typically obvious to marketers.
A)True
B)False
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Chapter 5: Buyer Behaviour: Understanding Consumer and Business Buyers
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Q1) All of the following make up a person's lifestyle EXCEPT ________.
A)interests
B)buying behaviour
C)opinions
D)work
E)hobbies
Q2) Two employees attended a sales seminar.Both left the seminar with different opinions about what was important to implement in their jobs.Both used the information in different ways,according to what each already believed was important.They have engaged in ________.
A)selective distortion
B)selective attitude
C)selective retention
D)selective attention
E)perceptual defence
Q3) Understanding that selective retention prevents consumers from remembering everything about an ad,what might a marketer do to enhance retention?
Q4) The greater the perceived relative advantage of a new product,the sooner it will be
Chapter 6: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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Q1) At a recent marketing seminar,the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.This is a correct definition.
A)True
B)False
Q2) When New Port Shipping uses segmented marketing,it targets several segments and designs separate offers for each one.This approach is called ________ marketing.
A)undifferentiated
B)differentiated
C)individual
D)mass
E)niche
Q3) Most marketing targeted at children,minorities or other special segments provides benefits to targeted consumers.
A)True
B)False
Q4) A brand's value proposition is the full mix of benefits upon which the brand is ________ and positioned.
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Chapter 7: Products, services and Brands: Offering
Customer Value
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Q1) A(n)________ is a name,term,sign,symbol,design or a combination of these that identifies the maker or seller of a product or service.
A)service
B)brand
C)co-branding
D)trade-mark
E)intellectual property
Q2) It is harder to judge ________ quality than product quality.
Q3) The characteristics of convenience,shopping,specialty and unsought goods play a major role in determining the marketing mix for products in each of these categories.Briefly describe the distribution and pricing ramifications of each type of product.Which channel member(s)is / are most likely to bear the brunt of the promotional burden for each?
Q4) Some billboards advertise that a certain service station has clean restrooms with the idea that clean restrooms imply the entire operation is devoted to customer satisfaction.Advertising a clean restroom is one method used to manage the service characteristic of ________.
Q5) Conformance quality refers to freedom from defects and ________ in delivering a targeted level of performance.
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Chapter 8: New Products: Developing and Managing Innovation
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Q1) A major 'hidden' cost associated with keeping a weak product is that it may delay the search for,and introduction of,products the firm may need to assure future profitability.
A)True
B)False
Q2) Fiat has recently purchased several automotive suppliers,including car company Chrysler.This is an example of _____.
A)harvest
B)divestment
C)organic growth
D)acquisition
E)portfolio planning
Q3) Some 'favourite' products are marketed despite poor marketing research findings.
A)True
B)False
Q4) The decline stage of the product life-cycle concept is characterised by declining sales,low cost per customer,declining profits,________ as customers and a declining number of competitors.
Q5) ________ occurs when a company introduces a new product into the market.
Q6) If the product concept passes the business test,it moves into product ________. Page 10
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Chapter 9: Pricing: Capturing Customer Value
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Q1) Target costing reverses the usual process of first designing a new product,determining its cost and then asking,'Can we sell it for that?'.
A)True
B)False
Q2) All of the following are examples of segmented pricing,EXCEPT which one?
A)customer-segment pricing
B)product-form pricing
C)location-based pricing
D)time-based pricing
E)trade discounts
Q3) When Circuit Town Electronics sets its televisions at three price levels of $699,$899 and $1099,it is using ________.
A)product line pricing
B)market-skimming pricing
C)market-penetration pricing
D)breakeven pricing
E)target return pricing
Q4) ________ costs are those that vary directly with the level of production or service provision.
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Chapter 10: Placement: Customer Value Fulfilment
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Q1) In marketing terms,we say that the number of intermediary levels indicates the ________ of a channel.
A)depth
B)complexity
C)involvement
D)length
E)width
Q2) Intermediaries usually offer a firm more than it can achieve on its own.Which of the following is most likely an advantage of working with intermediaries?
A)financial support
B)fast service
C)scale of operation
D)working relationships with foreign distributors
E)strategy development
Q3) Channel conflict is always damaging and managers should do all they can to eradicate it altogether.
A)True
B)False
Q4) Why are multichannel distribution systems gaining popularity today?
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Chapter 11: Communicating Customer Value: Advertising and Public Relations
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Q1) The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.
A)True
B)False
Q2) A method of budgeting for advertising that views sales as the cause of promotion rather than as the result is known as ________.
A)affordable
B)competitive-parity
C)objective-and-task
D)percentage-of-sales
E)None of the above.
Q3) ________ is a measure of the number of times the average person in the target market is exposed to an advertising message during a given period of time.
A)Reach
B)Qualitative value
C)Impact
D)Premium
E)Frequency
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Chapter 12: Personal Selling and Sales Promotion: Creating
Value in Relationships
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Q1) Of the following,which is the LEAST creative sales position?
A)order taker
B)order getter
C)account executive
D)account development rep
E)outside salesperson
Q2) The qualities that buyers dislike most in salespeople include all EXCEPT which of the following?
A)being pushy
B)being deceitful
C)being reliant on technology
D)being unprepared
E)being disorganised
Q3) Using e-learning to train salespeople offers few advantages and is limited in application.
A)True
B)False
Q4) 'Follow-up' is the last step in the selling process,when the salesperson follows-up after the sale to ensure customer satisfaction and ________ business.
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Chapter 13: Direct and Digital Marketing: Interactivity and Fulfilment
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Q1) While the internet is a public network,password-protected ________ websites are accessed by both employees and known customers.
Q2) ________ involve(s)routine order taking by telephone operators.
Q3) When a text link occurs within an online article on a given topic and the marketer pays a fee each time a user clicks on that link,this is known as ________.
A)paid inclusion
B)contextual search
C)paid listings
D)site optimisation
E)meta-tagging
Q4) Short identifier pieces of text deposited on a visitor's computer by a website are known as ________.
Q5) ________ involves the use of telephone operators to attract new customers or contact existing customers to ascertain satisfaction levels or take orders.
Q6) A common form of internet fraud that uses deceptive emails and fraudulent websites to fool users into divulging personal information is known as ________.
Q7) The most basic type of website is a(n)________ site.
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Chapter 14: Sustainable Marketing: Social Responsibility, ethics and
Legal Compliance
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Q1) The reality TV program,MasterChef,wishes to protect all its original recipes.It would be best advised to apply for a patent.
A)True
B)False
Q2) Critics claim that companies in the ________ industries introduce planned streams of new products that make older models obsolete,a form of planned obsolescence that harms consumers.
A)car and truck
B)housing and construction
C)food and beverage
D)consumer electronics and computer
E)financial and entertainment
Q3) The high failure rate of new products shows that companies are not able to ________.
A)control demand
B)advertise enough
C)find manufacturers
D)find distribution outlets
E)identify consumer needs
Q4) Importantly,________ compliance is not a once-off affair.
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