Digital Marketing Exam Preparation Guide
Course Introduction
Digital Marketing explores the strategies and tools used by organizations to promote products, services, and brands in the digital landscape. This course covers essential topics such as search engine optimization (SEO), content marketing, social media campaigns, email marketing, pay-per-click advertising, and data analytics. Students will learn how to develop integrated digital marketing plans, leverage emerging technologies, analyze consumer behavior online, and measure campaign performance using digital metrics. By the end of the course, participants will be equipped with the practical skills and knowledge needed to create effective digital marketing strategies in a rapidly evolving digital environment.
Recommended Textbook
Marketing 3rd Edition by Grewal
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19 Chapters
2763 Verified Questions
2763 Flashcards
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Chapter 1: Overview of Marketing
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) UPS washes its trucks nightly so they are always clean,and requires its delivery people to wear clean,unwrinkled uniforms.UPS probably established these rules because they know that:
A)consumers want friendly delivery people.
B)most delivery services do not require uniforms.
C)consumers' judgment of the benefits they receive from services are tied to the image of the producer.
D)the goods UPS sells are easily replicated.
E)all of these
Answer: C
Q2) In value cocreation,the customer is involved as a collaborator in the creation of a product or service,which provides additional value to the customer.
A)True
B)False
Answer: True
Q3) Why do marketers have to constantly re-evaluate their value propositions?
Answer: Consumer perceptions constantly change.Competitors constantly enter markets,and global pressures constantly reshape market opportunities.
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3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) Excellence in human resource management is an element of which of the macro strategies?
A)Customer excellence
B)Employer excellence
C)Locational excellence
D)Operational excellence
E)Product excellence
Answer: D
Q2) The strategic marketing planning process:
A)is a five-step process that should always be completed in order.
B)is frequently used in reverse.
C)begins with establishing specific,measurable outcomes.
D)is not always sequential.
E)forces marketing managers to think rationally.
Answer: D
Q3) Southwest Airlines is known for being the low-cost provider in the U.S.airline industry.What type of macro strategy has Southwest pursued?
Answer: Operational excellence,because it focuses on efficiency in its supply chain.
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Chapter 3: Marketing Ethics
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision making situation,all parties relevant to the decision should engage in:
A)legal discourse.
B)a vote,with the majority deciding the best course of action.
C)re-identification of issues.
D)choosing a course of action.
E)brainstorming and evaluation of alternatives.
Answer: E
Q2) Garrett has just purchased a beer distributorship.He wants to increase the visibility of his firm in local markets,but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages.According to the Framework for Ethical Decision-Making,the first thing Garrett should do is to:
A)identify issues.
B)promote the firm's corporate social responsibility efforts.
C)gather information and identify stakeholders.
D)brainstorm and evaluate alternatives.
E)choose a course of action.
Answer: A
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Page 5
Chapter 4: Analyzing the Marketing Environment
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123 Flashcards
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Sample Questions
Q1) By paying close attention to customer needs and continuously monitoring the environment in which it operates,a good marketer can:
A)avoid cognitive dissonance.
B)identify potential opportunities.
C)implement just-in-time marketing promotions.
D)create new demographic groups.
E)all of these.
Q2) When senior citizens or recent immigrants are pressured to take out loans they cannot pay back (often containing high fees,hidden costs,and higher rates of interest),these are referred to as:
A)predatory loans.
B)opportunistic financing.
C)consolidated loans.
D)low yield loans.
E)prime rate loans.
Q3) Identify which social trend best describes a group of people who are constantly working and would benefit from a valet service which picks up your dry cleaning,goes to the supermarket,and feeds your dog.
Q4) How can marketers identify potential opportunities?
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Chapter 5: Consumer Behavior
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) A reference group may have direct or indirect influence on your attitude toward a particular clothing store.
A)True
B)False
Q2) By producing motorcycles that do more than get riders to their destinations and back,Harley-Davidson is addressing consumers'__________________ needs.
A)functional and social
B)postpurchase and prepurchase
C)safety and situational
D)psychological and physiological
E)functional and psychological
Q3) Mary will not consider purchasing an "American" car brand based on negative comments made by her parents,therefore she has developed a negative attitude toward "American" brand cars.
A)True
B)False
Q4) Using automobiles as an example,explain the differences between universal,retrieval,and evoked sets,and identify the one that is most important to marketers.
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Chapter 6: Business-To-Business Marketing
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139 Flashcards
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Sample Questions
Q1) In a(n)_________________ situation,the buyer has purchased a similar product in the past but has decided to change some specifications.
A)new buy
B)modified rebuy
C)straight rebuy
D)adapted buy
E)generic buy
Q2) Both the B2B and B2C buying processes begin with:
A)central planning.
B)need recognition.
C)postpurchase dissonance.
D)alternative evaluation.
E)order specification.
Q3) A small business decides to upgrade its aging phone system.The business will probably place a straight rebuy order.
A)True
B)False
Q4) Identify the four general types of organizational buying center cultures,and explain how these may impact the approach taken by a salesperson.
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Chapter 7: Global Marketing
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) One criticism of the _______________ is that it loans too much money to third-world countries,making it almost impossible for these countries to pay back the loans.
A)IMF
B)GATT
C)WTO
D)World Bank
E)NAFTA
Q2) A _______________ is a campaign to get consumers to choose not purchase products from a country.
A)tariff
B)duty
C)boycott
D)quota
E)dumping tax
Q3) Less-developed countries like Switzerland and Britain are experiencing rapid population growth.
A)True
B)False
Q4) How is GDP different from HDI as a measure of economic conditions?
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Chapter 8: Segmentation, Targeting, and Positioning
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148 Verified Questions
148 Flashcards
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Sample Questions
Q1) ____________________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.
A)Geographic
B)Psychographic
C)Behavioral
D)Benefits
E)Demographic
Q2) Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?
A)The number of children needing day care in the immediate area.
B)The fixed costs of operating the center.
C)The percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so.
D)The average number of school-age children in families sending a child to the day care center.
E)The price she would charge minus the variable cost of providing service to each child.
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10
Chapter 9: Marketing Research
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149 Verified Questions
149 Flashcards
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Sample Questions
Q1) Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project,the other major question that needs to be addressed before starting the study is:
A)How will the results be presented?
B)Will observational research be considered intrusive?
C)Is top management committed to the study?
D)How will the questions be defined?
E)Who will manage the research?
Q2) Marketing research includes all of the following except:
A)collecting data.
B)creating data.
C)recording data.
D)interpreting data.
E)analyzing data.
Q3) Quentin is in a group of eight to twelve people and is being asked questions by a trained moderator.Quentin is part of an in-depth interview group.
A)True
B)False
Q4) How can developing a questionnaire be part art and part science?
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Chapter 10: Product, Branding, and Packaging Decisions
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146 Verified Questions
146 Flashcards
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Sample Questions
Q1) Define convenience,shopping and unsought products and give an example of each.
Q2) Why would a company choose to use an established brand name when introducing a new product?
A)Since the brand name is already well established,the firm can spend less in developing consumer brand awareness and brand associations for the new product.
B)Since the original brand or the brand extension has strong consumer acceptance,the positive perception will carry over to the other product.
C)An established brand name can be useful when introducing a complementary product.
D)The new product introduction can often be accomplished more quickly when using an established brand name.
E)All of these
Q3) Kleenex tissues,Clorox bleach and Scotch tape brands have:
A)successfully employed private label branding.
B)distinctive brand substitutability.
C)grown through private label branding.
D)become synonymous with the product itself.
E)avoided brand extensions.
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Chapter 11: Developing New Products
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154 Verified Questions
154 Flashcards
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Sample Questions
Q1) When consumers see their friends using an innovation,it often persuades them to try it too.
A)True
B)False
Q2) When John began helping his favorite uncle Burton with his finances,he discovered his uncle was still renting a rotary-dial telephone from the phone company.Uncle Burton had paid thousands of dollars in rental fees over the previous forty years.Uncle Burton is a(n)______________ in the diffusion of innovation process for telephones.
A)innovator
B)laggard
C)late majority
D)early majority
E)early adopter
Q3) What is the difference between an innovator and an early adopter?
Q4) New-to-the-world products that create new markets can add tremendous value to firms.
A)True
B)False
Q5) What can go wrong in the market testing phase?
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Chapter 12: Services: The Intangible Product
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147 Flashcards
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Sample Questions
Q1) Students regularly seek out Professor Guillory to advise them.She has an exceptional manner,and students are confident in her and trust her advice.For these students,______________________ is the most important of the five service quality dimensions.
A)assurance
B)reliability
C)tangibles
D)responsiveness
E)empathy
Q2) One of the reasons service failures need to be addressed quickly is to:
A)minimize the zone of tolerance.
B)increase empowerment zones.
C)avoid negative word-of-mouth from upset customers.
D)avoid a situational ethics conflict.
E)keep management from finding out what happened.
Q3) Bob's Motel shows photos of a wide,sandy beach on its website,leading visitors to assume the motel is located on or near the beach.However,in reality Bob's Model is located half a mile from the beach.Which of the service quality gaps does this demonstrate?
Q4) How do airlines and hotels overcome the perishability of their services?
Page 14
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Chapter 13: Pricing Concepts for Establishing Value
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156 Verified Questions
156 Flashcards
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Sample Questions
Q1) Labor,materials,and energy are typically __________ costs.
A)fixed
B)incidental
C)prestige
D)inelastic
E)variable
Q2) Marketers can use eBay as a part of the marketing strategy.It is important to consider how to achieve profitable prices by observing all the following EXCEPT:
A)Set the starting price relatively high so that your prices won't suffer.
B)Charge for shipping but not too much.
C)Use reserve prices with caution.
D)Hold longer auctions.
E)Don't flood the market.
Q3) At the break-even point:
A)costs are zero.
B)price is maximized.
C)profits are zero.
D)fixed costs are zero.
E)contribution per unit is zero.
Q4) What is cross-shopping and what does it mean for marketers' pricing strategy?
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Chapter 14: Strategic Pricing Methods
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148 Verified Questions
148 Flashcards
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Sample Questions
Q1) Many stores now e-mail codes to their customers that can be used on their websites or printed and brought into the store to receive discounts.The customer is using a ________ to receive the discount.
A)coupon
B)rebate
C)size discount
D)seasonal discount
E)markdown
Q2) If the Amador County Pest Control Association got together and all members agreed to charge 3 percent of the value of a home for a termite inspection letter,the association members would be engaging in:
A)loss leader pricing.
B)bait and switch pricing.
C)horizontal price fixing.
D)monopolistic competition.
E)predatory pricing.
Q3) What is the added benefit to a manufacturer of using rebates rather than coupons?
Q4) What does an everyday low prices strategy say to consumers?
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Chapter 15: Value Delivery: Designing the Channel and Supply Chain
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151 Verified Questions
151 Flashcards
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Sample Questions
Q1) In a(n)_________________ supply chain,none of the participants has any control over the others.
A)cooperative
B)corporate
C)contractual
D)administered
E)conventional
Q2) Which of the following is NOT required to build a successful strategic relationship?
A)Mutual trust
B)Open communications
C)Creation of a joint venture
D)Common goals
E)Credible commitments
Q3) If your company is asked to ship its products to a cross-docking distribution center,what will you need to do to the merchandise in each package?
Q4) Why is a JIT system especially valuable in a market like fashion clothing?
Q5) Why does conflict arise in the supply chain? How do partnering relationships help to reduce conflict?
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Chapter 16: Retailing and Multichannel Marketing
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139 Verified Questions
139 Flashcards
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Sample Questions
Q1) One product strategy used by retailers to differentiate themselves from competitors is:
A)the use of private label brands.
B)discount pricing.
C)removing brand labels from their merchandise offerings.
D)JIT product delivery.
E)offering brand name merchandise.
Q2) Compared to the Internet channel,what are the main benefits provided by physical stores?
Q3) If a manufacturer wasn't happy with either intensive or exclusive distribution,a logical choice,which incorporates some features from both,would be ____________ distribution.
A)moderate
B)compromise
C)luxury
D)evolutionary
E)selective
Q4) What could drive the sales growth of drugstores,and what competitive pressures could limit growth in sales and profits?
Q5) How can size of a company affect the choice of marketing channels?
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is trying to avoid noise problems associated with:
A)competing messages.
B)lack of clarity in the message.
C)a poor choice of medium.
D)an extended feedback loop.
E)a flaw in the medium.
Q2) Garrett works for a small chain of convenience stores.He is trying to coordinate his firm's IMC efforts.Garrett's IMC goal is to:
A)overwhelm the competition.
B)overwhelm the consumer.
C)integrate supply chain efficiency into the marketing mix communication lagged effect model.
D)maximize noise and avoid using rule-of-thumb encoding.
E)provide clarity,consistency,and maximum communicative impact.
Q3) Most small retail businesses use rule-of-thumb IMC budgeting methods.What methods are they likely to use and what are the limitations associated with each method?
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Page 19
Chapter 18: Advertising,public Relations,and Sales
Promotions
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Jim is reviewing the proposed assessment measures for an upcoming travel magazine campaign encouraging last-minute travel to his region.Jim knows he can measure the number of inquires they get on their website in response to the ad,but he wants to monitor external factors that could influence consumers' responsiveness to the campaign.What factors should he monitor?
Q2) Generally,less money is spent on advertising in B2B markets because:
A)B2B marketing usually involves more personal selling.
B)B2B marketing is too expensive to use advertising.
C)business customers prefer coupons.
D)B2B markets are too homogeneous to use advertising.
E)publicity is the most effective advertising in B2B markets.
Q3) Steve is working on the message to convey in his firm's advertising campaign.As a starting point Steve will consider:
A)the due date for his contribution to the campaign.
B)touting the key benefits of his firm's services.
C)what competitors are doing.
D)which media he wants to use.
E)whether or not he uses the product being advertised.
Q4) Why is public relations an important part of a marketing campaign?
Page 20
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Chapter 19: Personal Selling and Sales Management
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) Monica works as a salesperson in a retail clothing store.Of the five stages in the selling process,Monica is least likely to engage in:
A)generating and qualifying leads.
B)the preapproach.
C)closing the sale.
D)follow-up.
E)a sales presentation.
Q2) Although a sales representative may skip a step in the Personal Selling Process,or might sometimes have to go back and repeat steps,there is a logic in the sequence.Which of the following would NOT be appropriate in the Personal Selling Process?
A)Before a salesperson can work through the preapproach,leads must be qualified.
B)The customer's reservations must be addressed before closing the sale.
C)Closing the sale is the final--and most satisfying--part of the process.
D)Carefully working through the preapproach will make the next step--the sales presentation--more effective and efficient.
E)Follow-up may include additional sales for the representative.
Q3) After installing a new HVAC system,what should Frank's Heating & Air Conditioning do?
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