Digital Marketing Exam Questions
Course Introduction
Digital Marketing is an essential course designed to introduce students to the rapidly evolving world of online marketing strategies and tools. The course covers fundamental concepts such as search engine optimization (SEO), content marketing, social media campaigns, email marketing, pay-per-click advertising, and analytics. Students will learn how to create integrated digital marketing plans, analyze consumer behavior online, leverage various platforms to reach target audiences, and measure campaign effectiveness. Emphasizing real-world applications, this course equips students with the practical skills needed to design, execute, and evaluate digital marketing initiatives in various industries.
Recommended Textbook
Marketing 2018 19th Edition by William M. Pride
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20 Chapters
4292 Verified Questions
4292 Flashcards
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Chapter 1: An Overview of Strategic Marketing
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181 Verified Questions
181 Flashcards
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Sample Questions
Q1) Wonder introduced a new bread made with light whole wheat and packaged in smaller loaves as a response to the number of health-conscious customers who live alone. In this case, Wonder was most likely following the ________.
A) selling concept
B) production concept
C) marketing concept
D) customer concept
E) retailing concept
Answer: C
Q2) Organizations should define themselves not according to the products they produce but according to
A) how profitable they are.
B) the price of their stock.
C) the abundance of their product selection.
D) how they treat employees.
E) how they satisfy customers.
Answer: A
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Page 3
Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) In a traditional organization, marketing decisions are generally centralized at the top levels of the organization.
A)True
B)False
Answer: True
Q2) A marketing objective need not be consistent with the firm's overall objectives.
A)True
B)False
Answer: False
Q3) Marketing cost analysis uses sales figures to evaluate a firm's current performance.
A)True
B)False
Answer: False
Q4) A core competency is something a firm does extremely well, sometimes so well that it gives the company an advantage over its competition.
A)True
B)False
Answer: True
Page 4
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Chapter 3: The Marketing Environment
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209 Flashcards
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Sample Questions
Q1) The major forces that make up the consumerism movement are consumer organizations and business organizations.
A)True
B)False
Answer: False
Q2) Given a new brand of barbecue sauce for which to develop a marketing strategy, describe how you would conduct environmental scanning and analysis. Answer: Environmental scanning can be done by collecting information about the existing brands of barbecue sauce and surveying people about their attitude toward barbecue sauces. Scanning involves observation; secondary sources such as business, trade, government, and Internet sources; and marketing research. Environmental analysis is the process of assessing and interpreting the information gathered through environmental scanning to identify the potential threats and opportunities linked to environmental changes. Thus, once the information regarding barbecue sauces is obtained, it will be assessed and interpreted for any potential threats and opportunities through this process.
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Chapter 4: Social Responsibility and Ethics in Marketing
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182 Verified Questions
182 Flashcards
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Sample Questions
Q1) At his new job, Carlos notices that everyone places high values on their families and each others' families, birthdays are always celebrated, and flexible schedules are permitted to facilitate family involvement as long as the work is still getting done. Everyone is very relaxed and friendly. Carlos has made several observations about the A) organizational structure.
B) ethical climate.
C) morale and performance programs.
D) codes of conduct.
E) corporate culture.
Q2) According to the consumer bill of rights, the idea that consumers' interests should receive full and sympathetic consideration in the formulation of government policy is known as the right to A) be heard.
B) choose.
C) be informed.
D) safety.
E) listen.
Q3) Define and describe the importance of social responsibility in marketing.
Q4) Discuss the difference between social responsibility and ethics in marketing.
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Chapter 5: Marketing Research and Information Systems
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203 Verified Questions
203 Flashcards
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Sample Questions
Q1) If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through A) focus groups.
B) mail surveys.
C) personal interviews.
D) observation.
E) mall intercepts.
Q2) The use of marketing research is
A) limited strictly to large corporations.
B) limited to for-profit businesses of all sizes.
C) controlled by the federal government.
D) widespread throughout business and nonprofit organizations.
E) carefully monitored by each state's trade agencies.
Q3) Marketing researchers should allow for continual evaluation of the data during the entire data collection period.
A)True
B)False
Q4) Why would a personal interview be favored over a mail or telephone survey?
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Chapter 6: Target Markets, Segmentation and Evaluation
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213 Verified Questions
213 Flashcards
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Sample Questions
Q1) A differentiated targeting strategy is when the organization targets two or more markets by developing a single marketing mix.
A)True
B)False
Q2) When evaluating market segments, assessment of competitors is important because
A) it is difficult to segment a market when it has multiple competitors.
B) an absence of competitors usually creates difficulties in accurately measuring segment sales potential.
C) sales estimates may cause a segment to appear to be lucrative, but there may be several competitors that together have a large share of that segment.
D) a competitive analysis may lead to confusion as to who are the key competitors.
E) competition is generally not a major problem as long as a marketer is aware of it.
Q3) The information yielded by market segment profiles usually is not very useful later in the marketing process.
A)True
B)False
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8
Chapter 7: Consumer Buying Behavior
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232 Verified Questions
232 Flashcards
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Sample Questions
Q1) Problem recognition occurs when a consumer
A) searches for information to resolve a problem.
B) becomes aware that there is a difference between a desired state and an actual condition.
C) recognizes a need and evaluates for information to resolve a problem.
D) evaluates her or his purchase.
E) is exposed to a television advertisement desired state and an actual condition.
Q2) Motives always operate at a conscious level.
A)True
B)False
Q3) The development of a person's self-concept is a function of A) learning.
B) psychological and social factors.
C) reference groups and opinion leaders.
D) roles and family influences.
E) subcultures.
Q4) Discuss how reference groups and opinion leaders influence purchase behavior.
Q5) In what ways does an individual's personality affect his or her buying behavior?
Q6) Identify and describe the five major categories of situational influences.
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Chapter 8: Business Markets and Buying Behavior
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189 Flashcards
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Sample Questions
Q1) What factors affect the purchase method that business customers choose?
Q2) Raw materials are especially affected by joint demand.
A)True
B)False
Q3) The factors that influence business buying behavior are the same as those that influence consumer buying behavior.
A)True
B)False
Q4) Buyers in producer markets purchase either raw materials or semifinished products.
A)True
B)False
Q5) Compared with consumer goods, marketers aiming at business customers
A) do not need to select target markets.
B) have an enormous amount of information available concerning potential customers.
C) have more difficulty in determining where their customers are located.
D) are restricted in the types of promotion they can use.
E) have more difficulty in estimating customers' purchase potentials.
Q6) How do individual factors affect the business buying decision process?
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Chapter 9: Reaching Global Markets
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184 Flashcards
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Sample Questions
Q1) Customers who travel the globe expect to be able to buy the same product in most of the world's more than 200 countries.
A)True
B)False
Q2) The internationally integrated structure is one type of organizational structure used by U.S. firms for their international operations. Which of the following statements is true about internationally integrated structures?
A) There are five types of internationally integrated structures.
B) The international subsidiary is one type of internationally integrated structure.
C) The matrix structure is not a type of internationally integrated structure.
D) The product division structure is one type of internationally integrated structure.
E) The geographic area structure is not a type of internationally integrated structure.
Q3) What effects are technological forces having on international marketing? What opportunities exist in the global marketplace that marketers can exploit with regard to technology?
Q4) In what ways can a nation restrict the flow of imported goods?
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Chapter 10: Digital Marketing and Social Networking
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175 Flashcards
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Sample Questions
Q1) The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate their advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest.
A) bulletin-board site
B) blog
C) wiki
D) podcast
Q2) Creators gather information and organize content generated by critics and others.
A)True
B)False
Q3) Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency.
A)True
B)False
Q4) Describe the seven segments included in the Social Technographics Profile.
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Page 12
Chapter 11: Product Concepts, Branding, and Packaging
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376 Verified Questions
376 Flashcards
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Sample Questions
Q1) Labeling is most important for branding reasons.
A)True
B)False
Q2) Package characteristics shape buyer impressions of a product during use.
A)True
B)False
Q3) Family branding occurs when all of a firm's products are branded with all or part of the same name.
A)True
B)False
Q4) The width of a product mix refers to the number of generic products offered by a company.
A)True
B)False
Q5) Process materials are used directly in the production of products.
A)True
B)False
Q6) What major changes in a marketing strategy may be required as a product moves into the maturity stage of the product life cycle?
Q7) Explain the difference between brand name and trademarks.
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Chapter 12: Developing and Managing Products
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Sample Questions
Q1) Warby Parker was developed to challenge the dominant player in the market for eyewear. Founder Neil Blumenthal realized that a major firm, Luxottica, had an almost monopolistic hold on the eyewear and vision industry. They could therefore set high prices. He and his partners developed Warby Parker to develop less expensive glasses in-house at a fraction of the cost. Not only are Warby Parker's glasses much more affordable, but also the company donates money to a vision care nonprofit organization for every pair of glasses it sells. This allows people in developing countries access to eyewear who normally could not afford it. Warby Parker is an example of a company that has successfully engaged in disruptive innovation.
A)True
B)False
Q2) Which of the following phases of new-product development is likely the least costly for the firm?
A) Commercialization
B) Concept testing
C) Business analysis
D) Product development
E) Test marketing
Q3) What is concept testing, and why is it important?
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Page 14
Chapter 13: Services Marketing
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206 Verified Questions
206 Flashcards
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Sample Questions
Q1) The fact the services cannot be inventoried and then sold at a later date is called A) intangibility.
B) heterogeneity.
C) inseparability.
D) perishability.
E) nonstorability.
Q2) There is no way to combat the supply-demand problem associated with the perishability of services.
A)True
B)False
Q3) Supplementary services are the basic services that a customer expects to receive. A)True
B)False
Q4) List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic.
Q5) Discuss the importance of services in the U.S. economy, and explain the growth of services in our economy.
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Chapter 14: Marketing Channels and Supply Chain Management
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277 Flashcards
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Sample Questions
Q1) What function of physical distribution enables companies to compensate for dissimilar production and consumption rates and stabilize prices and availability of seasonal items?
A) Materials handling
B) Warehousing
C) Transportation
D) Inventory management
E) Order processing
Q2) The main objectives of physical distribution are decreasing costs while increasing customer service.
A)True
B)False
Q3) Unit loading is grouping one or more boxes on a skid.
A)True
B)False
Q4) Channel power is an ability related to influencing the goals of other channel members.
A)True
B)False
Q5) Describe the three forms of vertical marketing systems.
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Chapter 15: Retailing, Direct Marketing and Wholesaling
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257 Verified Questions
257 Flashcards
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Sample Questions
Q1) Michael's, PetSmart, and Staples are all examples of
A) discount stores.
B) off-price retailers.
C) category killers.
D) traditional specialty retailers.
E) superstores.
Q2) If a store has areas for men's apparel, women's apparel, housewares, cosmetics, and jewelry and competes mostly on the basis of service, it is most likely a(n)
A) niche retailer.
B) department store.
C) specialty retailer.
D) superstore.
E) category killer.
Q3) Supermarkets specialize in selling shopping products.
A)True
B)False
Q4) What role does wholesaling play in the marketing channel? Is this role necessary?
Q5) What is a store's image, and how does it affect retailing strategy decisions?
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Chapter 16: Integrated Marketing Communications
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235 Verified Questions
235 Flashcards
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Sample Questions
Q1) When Yoplait Yogurt gives a portion of its profits to breast cancer research, it is using A) promotion.
B) integrated marketing communications.
C) charity marketing.
D) charitable promotion.
E) cause-related marketing.
Q2) The Kia Soul automobile is currently positioned as a vehicle for young adults. Kia's message to the target market is that it is exciting, youthful, and trendy. However, Max and his friends who are 20-somethings just like the music and the hamster spokescharacters. They don't care about the car itself. The message that Kia originally encoded and the meaning Max and his friends ultimately decoded
A) probably contain circular feedback.
B) may be different because of noise.
C) are usually exactly the same.
D) rarely are similar because of feedback.
E) are collectively termed the communications channel.
Q3) Explain what product placement is and discuss its growing popularity within entertainment media.
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Chapter 17: Advertising and Public Relations
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Sample Questions
Q1) The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest's advantages and benefits. Crest's advertising would be classified as A) repetitive.
B) reminder.
C) pioneer.
D) competitive.
E) reinforcement.
Q2) When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as A) family behavior recording.
B) single-source data.
C) individual consumer jury.
D) advertisement exposure data.
E) detailed market research.
Q3) What are the major components of a media plan? What factors must be considered as the media plan is implemented?
Q4) Describe the major types of advertising, and discuss how they differ.
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Chapter 18: Personal Selling and Sales Promotion
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217 Verified Questions
217 Flashcards
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Sample Questions
Q1) At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a
A) consumer prize.
B) rebate.
C) premium.
D) free sample.
E) free merchandise.
Q2) Cooperative advertising refers to advertisements promoting a product and identifying participating retailers that sell the product.
A)True
B)False
Q3) Identify the major features of effective sales force compensation plans.
Q4) Generally, a salesperson's performance is judged by comparing it with predetermined standards rather than by comparing it with the performance of other salespeople.
A)True
B)False
Q5) Explain how a salesperson's performance can be evaluated.
Q6) List the major types of salespeople and indicate how they differ.
Page 20
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Chapter 19: Pricing Concepts
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Sample Questions
Q1) What do all of the following have in common: tuition, fee, premium, retainer, dues?
A) They are all usually paid in cash.
B) They are forms of exchange similar to, but not identical with, money.
C) They are forms of exchange similar to, but not identical with, barter.
D) They are different terms for the concept of price.
E) They have nothing in common.
Q2) Price is considered to be the variable in the marketing mix that is
A) least flexible.
B) most flexible.
C) most difficult.
D) first to be decided.
E) last to be decided.
Q3) What are the terms of F.O.b. pricing?
Q4) Pricing decisions should be based on the marketer's previous marketing strategies for other successful products and on intuition.
A)True
B)False
Q5) Identify and describe the major factors that affect pricing decisions.
Q6) Explain what is meant by price elasticity of demand.
Page 21
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Chapter 20: Setting Prices
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Sample Questions
Q1) Scenario 20.1 Use the following to answer the questions. Suppose that Ray-Ban is considering a new line of sunglasses that would be sold in major department stores. The new line would be positioned as a more distinctive brand than the typical glasses sold through department stores, and would be priced higher than other brands in the store, but a lower price line than the current Ray-Ban lines that are sold through more selective stores. In determining the price for this sunglass line, Ray-Ban wants to gather information about all brands sold in department stores and about customers' perceptions of those brands.
Refer to Scenario 20.1. Given Ray-Ban's plan for positioning the new sunglass line, they should use a ____ strategy when introducing their new product.
A) promotional
B) penetration
C) price-skimming
D) reference
E) secondary-market
Q2) Cost-plus pricing is popular in periods of rapid inflation.
A)True
B)False
Q3) Explain differential pricing and then describe the four major types.
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Page 22