Digital Marketing Exam Review
Course Introduction
Digital Marketing explores the strategies, tools, and platforms essential for successfully promoting products and services in an Internet-driven marketplace. This course covers key digital concepts such as consumer behavior online, search engine optimization (SEO), social media marketing, content creation, email marketing, digital advertising, and analytics. Through practical assignments and case studies, students learn how to design and implement effective digital campaigns, analyze metrics, and adapt to the rapidly changing digital landscape. By the end of the course, students are equipped to leverage digital channels to build brands, engage customers, and drive business growth.
Recommended Textbook
Marketing Management 1st Edition by Greg Marshall
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19 Chapters
2209 Verified Questions
2209 Flashcards
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Page 2
Chapter 1: Marketing in Todays Business Milieu
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89 Verified Questions
89 Flashcards
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Sample Questions
Q1) Big M marketing refers to the strategic, long-term, firm-level commitment to investing in marketing.
A)True
B)False
Answer: True
Q2) __________ is not one of the new market realities identified by Fred Wiersema.
A) Increase in demand
B) Customers have less time than ever
C) Information overwhelms and depreciates
D) All secrets are open secrets
E) Competitors proliferate
Answer: A
Q3) Direct-to-consumer marketing by pharmaceutical companies and the vast amount of health information available to patients on Web sites enable them to self-diagnose and self-prescribe and saves the physician time.
A)True
B)False
Answer: False
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3
Chapter 2: Elements of Marketing Strategy and Planning
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) What are the five primary activities of the value chain?
Answer: The five primary activities in the value chain are:
1.Inbound logistics-how the firm goes about sourcing raw materials for production.
2.Operations-how the firm converts the raw materials into final products.
3.Outbound logistics-how the firm transports and distributes the final products to the marketplace.
4.Marketing and sales-how the firm communicates the value proposition to the marketplace.
5.Service-how the firm supports customers during and after the sale.
Q2) Describe the sections of a SWOT analysis.
Answer: Upon completion of the situation analysis, a convenient way to summarize key findings is into a matrix of strengths, weaknesses, opportunities, and threats-a SWOT analysis.Exhibit 2.10 provides a template for a SWOT analysis.Internal analysis reveals strengths and weaknesses, while external analysis points to potential opportunities and threats.
Q3) The benefits of a product or service must include all types of utility.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Understanding the Global Marketplace:
Marketing Without Borders
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) What are the advantages of using global brands?
Answer: Building brand awareness and extending IMC budget
Q2) ABC Tractor Company wants to enter the Chinese market.Chinese law prevents foreign entities from owning a majority position in a company there.The best method of entry for ABC is _________.
A) Franchise
B) Joint venture
C) Direct sales force
D) Strategic alliance
E) Licensing
Answer: B
Q3) Outdated cell phones used in Europe or Asian have been introduced into the Latin American markets.This is an example of ____________.
A) Forward extension
B) Product adaptation
C) Backward product adaptation
D) Product invention
E) Hybrid products
Answer: C
Page 5
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Chapter 4: Perspectives on Customer Relationship Management
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Really Big Corp.has a powerful Information Technology department, a commission-driven sales team, and an outside-the -box thinking marketing team that operate independently and are at odds with each other.This power struggle has led to a CRM failure that probably was caused by _____________.
A) Flavor of the month club
B) Poor training
C) Low level of employee buy-in
D) No allowances for organizational chance
E) Business unit silos
Q2) The CRM process cycle may be divided into _____ elements.
A) Four
B) Five
C) Eight
D) Ten
E) Twelve
Q3) Customer contact and access points are the key to knowledge discovery process.
A)True
B)False
Q4) What is CRM?
Q5) Why is the concept of the lifetime value of a customer important?
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Chapter 5: Managing Marketing Information
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) How do technology transformations affect marketing decisions?
Q2) The owner of a small furniture-manufacturing firm is considering conducting marketing research.He should consider examining secondary data before collecting primary data because secondary data offers a ___________ advantage over primary data.
A) Timeliness
B) Cost
C) Customization
D) Fit
E) Accuracy
Q3) The marketing manager is considering a new advertising campaign for Guzzle Beverages.He purchases six months of scanner data for Cruncheez Snack Foods, a company that recently ran a similar campaign.He wants to use this information to determine their campaigns effectiveness before implementing it for Guzzle.He is using _________ to research his problem and make an informed decision.
A) Surveys
B) Interviews
C) Government Sources
D) Secondary Data
E) Primary Data
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Chapter 6: Understanding Competitors: Analysis to Action
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) The use of government quotas, import fees, and a host of other regulations are designed to encourage foreign competitors in a country.
A)True
B)False
Q2) The primary issue with researching competitors today is not having too much, but having too little information.
A)True
B)False
Q3) Why is the senior management team a good place to begin evaluating a competitor's culture?
Q4) Monopolies differ from other market environments in that _____________.
A) There is only a single company offering one set of products.
B) There are no direct competitors
C) They have powerful market positions, which can potentially harm consumers.
D) a & c
E) a, b & c
Q5) A company's culture is a critical element in competitor analysis.
A)True
B)False
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Chapter 7: Understanding Customers: Business to Consumer Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) ______ include independent groups, personal associations, marketer-created information and experiences.
A) External information sources
B) Internal information sources
C) Low information sources
D) High information sources
E) Preferred information bases
Q2) Marketers can affect learning by providing information using a message, format, and delivery that will encourage customers to retain the information in memory.
A)True
B)False
Q3) _______ is the means of communicating through facial expressions, eye behavior, gestures, posture, and any other body language.
A) Cultural expression
B) Nonverbal communication
C) Communiqué
D) Situational communication
E) Verbal communication
Q4) Give an example of how selective retention can hurt an organization.
Page 9
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Chapter 8: Understanding Customers: Business to Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) The NAICS codes list all of a particular companies business sectors.A company can be listed in several different categories.
A)True
B)False
Q2) In the buying process the "user" is characterized as __________________.
A) The actual consumer of the product
B) The actual leader of the buying group
C) The actual evaluator of the product
D) The consultant to the buying group
E) None of the above
Q3) In B2B marketing, companies rely on a more personal relationship between the buyer and seller, how does this differ from consumer marketing?
Q4) Kiran runs Power3, a specialized battery manufacturer.His biggest account is an international digital camera manufacturing company.Kiran would like to increase sales and believes that if he lowers the price of his lithium batteries he will receive larger orders from the digital camera manufacturer.What would you tell Kiran about the demand for his product?
Q5) Why is a new purchase the most difficult buying situation?
Q6) How has the demand for biofuels affected the demand for corn?
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Chapter 9: Segmentation, Target Marketing, and Positioning
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.
A)True
B)False
Q2) What is a heterogeneous market? What is a homogeneous market? Give an example of each.
Q3) Should every company develop and serve a tertiary target market?
Q4) Demographic segmentation is one of the most popular segmentation approaches because _________.
A) It is readily measurable.
B) Because customer needs and wants tend to vary with some degree of regularity based on demographic differences.
C) It uses the statistical characteristics of human populations such as age or income.
D) All of the above.
E) None of the above.
Q5) How does Gillette use gender segmentation?
Q6) How would you use geographic segmentation in the bathing suit market?
Q7) Define market segmentation.
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Chapter 10: The Product Experience: Product Strategy
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) Dell prices new computer models to minimize the disruption of demand for its existing products.This implies a strategy of ________.
A) Lowering the prices of existing models to maintain separation of price between new and existing models
B) Lowering prices of all models to accommodate for increases in technology
C) Raising all prices together in order to confuse the public to thinking all the technology is at the same level
D) Raising and lowering prices of all models in order to create a mixed effect
E) None of the above
Q2) Haagen-Dazs introduces new ice cream, sorbet and frozen yogurt flavors every year.In terms of the marketing communications budget, should the firm spend more money on new flavors or support the most popular flavors like chocolate and vanilla?
Q3) time it takes to decide on whether to purchase them or not.
A)True
B)False
Q4) What is the pricing strategy in each phase of the product life cycle?
Q5) What are the four classifications of goods?
Q6) What are the two product strategies in the decline stage of the PLC?
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Chapter 11: The Product Experience: Building the Brand
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Intel makes a product most people never see, however it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the ______ benefit of brand equity to marketing strategy.
A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty
Q2) The marketing manager for DRNK Spirits has decided that all of the products his company produced would carry the same brand name of Nightlife.As a result there is Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey.This is an example of _______.
A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) National Branding
Q3) Describe the difference between national and store brands and the advantages/disadvantages of each.Give an example of each.
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Page 13
Chapter 12: The Product Experience: New Product Development
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117 Flashcards
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Sample Questions
Q1) For some start-up companies, the main reason for failure of new products is
A) Lack of technology
B) Lack of capital
C) Fuzzy logic
D) Access to distribution markets
E) None of the above
Q2) KidCare provides a service to pediatric doctor's offices that includes ________.
A) A 32 inch flat screen TV
B) Three to five minute segments on typical child oriented health questions
C) 30 second commercials for outside sponsors
D) DVD's for parents to take home
E) All of the above
Q3) ________________ are the single best source for new product ideas.
A) Consultants
B) Market surveys
C) Outside laboratories
D) Search engines
E) Inside sources
Q4) What is a business case analysis?
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Chapter 13: Service As the Core Offering
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Krista is the marketing manager at a national cellphone service company.Her company has always upheld high service standards, and has a loyal customer base, but Krista fears that something could happen in the future to affect this.What measurement tool can Krista use to find emerging problems in the service delivery system? Give Krista an example of the system.
Q2) Some schools take the approach that the primary customer for their business are
A) Students
B) Graduate schools
C) Parents
D) Companies that hire the students
E) None of the above
Q3) It is said that services are _________ rather than produced.
A) Separable
B) Intangible
C) Performed
D) Rationed
E) All of the above
Q4) In what ways are services similar to products? In what ways are services different from products?
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Chapter 14: Managing Pricing Decisions
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120 Flashcards
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Sample Questions
Q1) Mark runs a driving range in New York City.He has noticed that within a 15-minute walk you can get to three competitors.Mark decides to look at his competitors pricing and then determine his best pricing strategy based on all of the information.Mark is utilizing ___________________.
A) Penetration pricing
B) Price skimming
C) Target ROI
D) Competitor based pricing
E) Value pricing
Q2) Sheridan runs a company that produces bathroom fixtures for interior design firms.Sheridan needs to raise prices because of an increase in material costs, but he is unsure of what his customers will accept.What does Sheridan need to do to determine his customer's perceptions? How will he determine the appropriate increase in price?
Q3) _____________ remit monies to purchasers after the fact.
A) Fixed costs
B) Variable costs
C) Total costs
D) Discounts
E) Allowances
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Page 16
Chapter 15: Managing Marketing Channels and the Supply Chain
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) In New York City it is common for independent retailers to band together to form retailer cooperatives (co-ops).Why are co-ops beneficial to the retailers?
Q2) Channel intermediaries enhance utilities by providing a wide array of specific functions.
A)True
B)False
Q3) Rebecca and Chris are arguing about the use of intermediaries.Rebecca believes that intermediaries drive up the costs of goods for end-users, Chris disagrees.What do you think?
Q4) When a supplier creates a restrictive agreement that prohibits intermediaries that handle its product from selling competing firms' products, _______________ has occurred.
A) Just-in-time Inventory Control Systems
B) Materials Requirement Planning (MRP)
C) Exclusive Dealing
D) Exclusive Territory
E) Tying Contract
Q5) What is the goal of a just in time (JIT)inventory control system?
Q6) What are the differences between a direct and an indirect channel?
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Chapter 16: Point of Customer Interface: Bricks and Clicks
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) It is not common for multiple retailers to target the same group.
A)True
B)False
Q2) Marketing managers know that creating an effective retail strategy begins with knowledge of ________________.
A) Merchandise assortment
B) Level of service
C) The retail value proposition
D) A & C
E) A, B & C
Q3) _____________, in whatever form, is the point of contact in the supply chain with the consumer of the product.
A) Retailing
B) Breadth of merchandise
C) Customer touchpoints
D) Assortment
E) Variety
Q4) What are companies doing to enable them to have customer service available by phone 24 hours a day?
Q5) What are the differences between non-store retailers and other retailers?
Page 18
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Chapter 17: Integrated Marketing Communication:
Advertising, Sales Promotion, and Public Relations
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) _______________________ are the two major types of advertising.
A) Inform and persuade
B) Product and price
C) Institutional and product
D) Humor and fantasy
E) Moral and product
Q2) __________________ is the most outsourced functions in marketing.
A) Advertising
B) Sales promotion
C) Public Relations
D) A and c
E) None of the above
Q3) Coca-Cola cups sitting on the desk of the American Idol judges is an example of
A) Rebate program.
B) Product placement
C) Promotion
D) Institutional advertising
E) Premium
Q4) Define and list the advantages of Public Relations.
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Chapter 18: Integrated Marketing Communication: Selling,
Direct, and Interactive Marketing
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117 Verified Questions
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Sample Questions
Q1) Discuss the three elements of the recruitment and selection process for sales people.
Q2) A feature is the particular product/service characteristic that helps meet the customer's needs.
A)True
B)False
Q3) _______________ is not a critical selling skill.
A) persistence
B) Spontaneous planning
C) Listening
D) Follow up
E) Time management
Q4) Define Transactional Cost Analysis.
Q5) _______________ are the group of resellers such as retailers or distributors with whom the sales force does business.
A) Technical sellers
B) Solutions servicers
C) Missionary sales people
D) Trade servicers
E) telemarketers
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Chapter 19: The Marketing Dashboard: Metrics for Measuring Marketing Performance
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112 Verified Questions
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Sample Questions
Q1) Greener Industries is a company that works with existing manufacturers and their plants to try to improve their impact on the environment.It has just hired a new creative agency.Which marketing planning tool should the company or new agency use?
Q2) The emphasis in regression analysis is not to isolate all factors that affect sales but simply to identify those that have _________ on sales and then to estimate the magnitude of the impact.
A) The least dramatic impact
B) The average impact
C) The most dramatic impact
D) Predictor impact
E) None of the above
Q3) _____________ budgeting is based on the budget requirements of individual action plans.
A) Objective-and-task
B) Per unit
C) Percent-of-sales
D) Comparative-parity
E) All-you-can-afford
Q4) How does the exponential smoothing method differ from the moving average method?
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