Digital Marketing
Midterm Exam
Course Introduction
Digital Marketing explores the strategic and practical aspects of promoting products and services using digital channels such as social media, search engines, email, and content marketing. The course covers key topics including digital consumer behavior, online advertising, search engine optimization (SEO), web analytics, and mobile marketing. Students will learn how to develop, implement, and evaluate digital marketing campaigns that effectively connect with target audiences, build brand awareness, and drive customer engagement. The course combines theoretical foundations with practical case studies and hands-on projects, preparing students to navigate and succeed in the fast-evolving digital marketplace.
Recommended Textbook
M Marketing 5th Edition by Dhruv Grewal
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Chapter 1: Overview of Marketing
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Sample Questions
Q1) As use of the Internet took off,car manufacturers were tempted to sell directly to consumers,but decided instead to continue to sell through their existing dealer networks.The car manufacturers considered switching from __________ to __________ marketing.
A) B2C; B2B
B) B2C; C2C
C) B2B; B2C
D) B2B; C2C
E) C2C; B2C
Answer: C
Q2) Suppose you worked at a restaurant near campus,one that was popular with students,and the manager asked you to explain how the restaurant might benefit from using location-based social media tools.How would you answer?
Answer: Answers will vary,but the student should explain that location-based social media tools such as Foursquare allow patrons to "check in" at a restaurant.Customers can connect with their friends through these check-ins,which may encourage the friends to come to the restaurant as well.Contests can be offered that could encourage more frequent visits-customers who use location-based tools tend to visit restaurants nearly twice as often as those who don't.
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Adrienne decides to add new sales representatives and increase advertising to increase sales in her existing market for her current line of security systems.Adrienne is pursuing a __________ growth strategy.
A) segment development
B) market development
C) market penetration
D) diversification
E) product development
Answer: C
Q2) Taking steps to encourage customer loyalty is the focus of developing the macro strategy of _______ excellence.
A) operational
B) locational
C) customer
D) product
E) service
Answer: C
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Page 4
Chapter 3: Social and Mobile Marketing
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Sample Questions
Q1) The term social media refers exclusively to social networking sites like Facebook.
A)True
B)False
Answer: False
Q2) Suppose that a restaurant near campus wants to use social media to get more students to visit the restaurant.The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page.Describe some data the restaurant should collect to measure the effectiveness of the campaign.
Answer: A good starting point is to measure the number of page views received by the page explaining the promotion.Next,measure the number of "likes" that occur while the promotion is ongoing,although some of those might have occurred even without the promotion.Finally,the number of times someone redeems the free-dessert offer should be measured.
Q3) Why might an active Facebook user also want to participate in LinkedIn?
Answer: LinkedIn is a professional social network,useful for building and maintaining professional connections.Facebook is used more for personal contacts and friendships.Both will provide opportunities for networking.
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Page 5
Chapter 4: Marketing Ethics
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Sample Questions
Q1) When making decisions,managers often have to decide between doing what is beneficial for them (and possibly the firm)in the short run,and doing what is right and beneficial for the firm and for society in the long run.To address this conflict,a firm
A) must evaluate its quarterly profit statement from an ethics standpoint.
B) must state its long-term goals in general terms,so as not to interfere with managers' short-term goals.
C) must always put society's needs ahead of the firm's needs.
D) must ensure that long-term goals of the firm are aligned with the short-term goals of each individual within the firm.
E) should adhere rigidly to legal standards in its industry.
Q2) Martin,a sales rep for a wholesale food supply firm,knows that the new head chef at one of the restaurants he calls on is inexperienced.Martin knows that he can talk the chef into a large order and make a significant monthly bonus from his company,but suspects that the chef will soon realize that she did not need the quantities she was talked into buying.What frequent marketing ethical dilemma does Martin face?
Q3) Paulo,owner of a local plumbing repair company,wants to improve his company's reputation for corporate social responsibility.What could Paulo do?
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Chapter 5: Analyzing the Marketing Environment
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Sample Questions
Q1) The first "latchkey" children belong to which generational cohort?
A) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z
Q2) At almost every major university,some group on campus pressures the university to become "greener." What does this mean? What does it usually involve? Why would a university want to become greener?
Q3) Christy,who was born in 1955,advocated for "casual Friday" at her workplace.Christy is a member of which generational cohort?
A) Baby Boomer
B) Gen X
C) Gen Y
D) Gen Z
E) Millennials
Q4) Mary Grace is studying the demographics of the students attending her elementary school.What information will Mary Grace study?
Q5) In recent decades,how has income distribution changed in the United States?
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Chapter 6: Consumer Behavior
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Sample Questions
Q1) The consumer buying process begins when
A) a consumer enters a store.
B) consumers' functional needs are greater than their psychological needs.
C) a consumer's performance risk is minimized.
D) a consumer recognizes an unsatisfied need.
E) learning follows perception.
Q2) Marketers fear negative word of mouth because when consumers are dissatisfied,they
A) are less likely to say something than when they are satisfied.
B) often want to complain to many people.
C) buy more of the product to prove they were correct in their criticism.
D) often file a lawsuit.
E) don't buy any of the company's other products.
Q3) Naomi knows that habitual purchasers make great customers for her coffee shop.How can Naomi attract and maintain habitual purchasers?
Q4) Fred's Heating and Air Conditioning Service is considering using the slogan,"We fix it the first time,every time." Why might this slogan be a bad idea if Fred wants to maximize postpurchase satisfaction? Create a better slogan for Fred.
Q5) Why are attitudes important in consumer decision making?
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Chapter 7: Business-To-Business Marketing
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Sample Questions
Q1) Melanie is the director of human resources for a small manufacturing firm.She has a strong personal interest in technology,and is known throughout the firm as the one with the most knowledge about new kinds of communications technologies.If the firm decides to upgrade its network,Melanie will probably function in which role in the firm's buying center?
A) leader
B) initiator
C) influencer
D) decider
E) gatekeeper
Q2) When Fulton University built its first dormitories,it hired a consulting engineer to advise the university in choosing an architectural firm and contractor.For Fulton University,building its first dormitories represented what kind of buying situation?
Q3) Whether targeting consumers or resellers,marketers need to focus on
A) creating value for their customers.
B) buying center synergy.
C) private exchange efficiency.
D) corporate profit sharing.
E) reducing derived demand.
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Page 9
Chapter 8: Global Marketing
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Sample Questions
Q1) Which country is Europe's largest Internet market,with Internet users growing at a rate of 14 percent annually?
A) Great Britain
B) Spain
C) France
D) Germany
E) Russia
Q2) Which statement about India's population is true?
A) With a median age of 61,India has one of the oldest populations in the world.
B) India's young people mostly live in rural areas in large families.
C) India's workforce is highly skilled,particularly in technology.
D) India claims more than 25 percent of the world's population.
E) Most Indian citizens shop in large retail outlets.
Q3) GDP is defined as
A) the value of a country's exports minus its imports.
B) the difference between two country's exchange rates.
C) the market value of goods and services produced in a country in a year.
D) national income minus national taxes.
E) the gross purchasing power of domestic goods and services plus international income.
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Chapter 9: Segmentation, Targeting, and Positioning
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Q1) The National Hockey League redirected its marketing efforts when a survey indicated that almost 50 percent of hockey fans were female.This is an example of __________ segmentation.
A) geographic
B) psychographic
C) demographic
D) benefits
E) behavioral
Q2) Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation
A) is available only in limited geographic areas.
B) is rarely used and unproven.
C) offers only one-to-one marketing potential.
D) is a more expensive method for identifying potential customers. E) is still an unproven area.
Q3) A company that sells only multigrain,low-calorie bread should use an undifferentiated targeting strategy.
A)True
B)False
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Page 11
Chapter 10: Marketing Research
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Sample Questions
Q1) Bianca's discount home furnishings store is in a strip mall.She wants to know what other businesses in the strip mall her customers visit when they come to her store.To collect information for this objective,Bianca will most likely use
A) door-to-door surveys.
B) focus group interviews.
C) observation.
D) sales invoices.
E) census data.
Q2) Political consultants have been using marketing research for decades to help their candidates understand
A) who makes up the voting public and how to reach them.
B) what ethical lapses they can get away with.
C) which consumers spend the most money.
D) how large their campaign signs should be.
E) how to buy the votes they need.
Q3) Before conducting marketing research,it is important to establish in advance exactly what problem needs to be solved.
A)True
B)False
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Chapter 11: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) When a company launches a new product line with an existing brand name,this is known as
A) a brand extension.
B) a line extension.
C) a multi-brand.
D) a new brand.
E) co-branding.
Q2) What is brand extension? Provide an example of brand extension.
Q3) Marketers with luxury brands use brand extension cautiously in order to avoid A) brand licensing fees.
B) exclusive co-branding arrangements.
C) diluting the core brand.
D) private-label branding disputes.
E) product line extension limitations.
Q4) The company Jorge works for has just acquired a regional grocery store chain.The chain has a very strong reputation among consumers in the states in which it operates.The acquired company owns several private-label brands.Jorge has been asked to prepare a brief about the options for retaining the private-label brands that the chain had been selling.What are the key points Jorge should include?
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Chapter 12: Developing New Products
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Q1) Bob and George live in the United States.Bob recently asked for George's cell phone number,but George said he didn't own a cell phone.George would probably be considered a(n)__________ in the diffusion of innovation process.
A) innovator
B) laggard
C) late majority adopter
D) early majority adopter
E) early adopter
Q2) Robin recently bought Voice over Internet Protocol (VoIP)phone service.A few of Robin's friends bought VoIP before she did,but many other friends were interested in Robin's opinions of the new phone service.Robin is a(n)__________ in this product category.
A) innovator
B) laggard
C) late majority adopter
D) early majority adopter
E) early adopter
Q3) Describe your actions (or someone you know)in a situation where you (or they)were an innovator in the diffusion of innovation curve.
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Page 14
Chapter 13: Services: the Intangible Product
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Sample Questions
Q1) When Buffalo Bank required all customers to use its online banking services,over 20 percent of its customers closed their accounts.In this scenario,Buffalo Bank's service fell outside customers' zone of tolerance.
A)True
B)False
Q2) Medical services,assisted living care,and active senior travel are all examples of A) services shifted abroad because costs are lower in developing countries.
B) services an aging population will increase the demand for.
C) household maintenance activities that people increasingly pay others to perform.
D) the price elasticity effect on services demand.
E) the ability of empowerment to create tangible service products.
Q3) How do airlines and hotels overcome the perishability of their services?
Q4) A delivery gap always results in a service failure.
A)True
B)False
Q5) What are the potential gaps in the Gaps Model? What is it designed to do?
Q6) Explain the concepts of emotional support and instrumental support.When are they important?
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Chapter 14: Pricing Concepts for Establishing Value
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Q1) Developing a good pricing strategy is essential to the financial well-being of a firm.Even though a firm has an excellent strategy,what are continuing threats to the strategy?
Q2) Price elasticity of demand measures how changes in a price affect the quantity of the product demanded.
A)True
B)False
Q3) Break-even analysis is useful because it allows managers to
A) quantify the relationship between price elasticity and product elasticity.
B) reposition products based on their break-even positioning revenue.
C) estimate the quantity they will need to sell at a given price to break even.
D) determine the relationship between price and quantity demanded.
E) analyze the different elements contributing to their variable costs.
Q4) For which of the following is demand likely to be most sensitive to price increases?
A) prescription drugs
B) college tuition for last-semester seniors
C) electricity
D) hospital care
E) a specific brand of soft drink
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Chapter 15: Supply Chain and Channel Management
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Sample
Questions
Q1) Dawn works for a firm that buys products directly from the manufacturer and resells them to retailers,who then sell the products to consumers.Dawn works for a
A) retail distribution center.
B) retail jobber.
C) store representative.
D) wholesaler.
E) manufacturer's representative.
Q2) A marketing channel and a supply chain are virtually the same.
A)True
B)False
Q3) Typically,manufacturers and retailers exchange business documents through a(n)__________ system,the computer-to-computer exchange of business documents from a retailer to a vendor and back.
A) cross-docking exchange
B) electronic data interchange
C) vendor-managed inventory
D) vertical conflict reduction
E) radio frequency identification
Q4) Where does the value for the consumer lie in the supply chain?
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Chapter 16: Retailing and Omnichannel Marketing
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Q1) __________ offer an inconsistent assortment of brand-name merchandise at low prices.
A) Department stores
B) Specialty stores
C) Category killers
D) Off-price retailers
E) Full-line discount stores
Q2) One of the most fundamental activities of retailers is to provide __________,satisfying the needs of their target markets.
A) wholesaling opportunities
B) persuasive advertising
C) the right mix of merchandise and services
D) corrective price controls
E) category killing profitability
Q3) For retailers,promotion refers to
A) supply chain communication.
B) the relationship between price and product.
C) the image a store attempts to maintain through its pricing strategy.
D) both their in-store environment and their media communications.
E) the seasonal discounts offered to move end-of-season items.
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) A firm's marketing communication strategy is formulated specifically to
A) increase its frequency ratio.
B) control its public image.
C) increase its social media presence.
D) communicate the value of its product(s).
E) increase its return on investment.
Q2) In the communication process,the __________ encodes the marketing communication message.
A) instructor
B) sender
C) transmitter
D) communication channel
E) receiver
Q3) Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?
Q4) Frequency describes the percentage of the target population exposed to a specific marketing communication,such as an advertisement,within a specified period of time.
A)True
B)False
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Chapter 18: Advertising, Public Relations, and Sales Promotions
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Sample Questions
Q1) Tyler runs a parasailing business on Hilton Head Island,South Carolina.Tyler closes his business in winter when the water gets too cold.Tyler should use a __________ advertising schedule.
A) continuous
B) flighting
C) pulsing
D) penetrating
E) purposeful
Q2) Unlike advertising,public relations
A) supports promotional efforts by generating "free" media attention.
B) accounts for a greater increase in marketing spending.
C) converts mass media advertising into direct marketing.
D) is considered a human resource function.
E) should not be considered part of the marketing area.
Q3) Which of the following is not a public relations tool?
A) donating a portion of profits to a charitable cause
B) coupons and rebates
C) event sponsorships
D) news releases
E) websites
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Chapter 19: Personal Selling and Sales Management
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Sample Questions
Q1) Like any effective salesperson,Tiffany walks into a customer's office,shakes hands,looks the customer in the eye,and smiles.After exchanging pleasantries,Tiffany will try to create interest in her company's product.Tiffany will likely __________ to adapt or customize her presentation to match the customer's needs.
A) use a hypothetical situation
B) ask a series of questions
C) examine the customer's office
D) make a variety of assumptions
E) refer to past sales
Q2) Describe the objective and subjective ways that can be used to evaluate a salesperson's performance.When should each be used?
Q3) Each time an employee at an audio store makes a sale of $500 or more,the department manager awards a chocolate gold coin in recognition of the employee's accomplishment.This reward is known as a A) nonfinancial reward.
B) financial reward.
C) bonus.
D) commission.
E) salary increase.
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