Digital Marketing
Textbook Exam Questions
Course Introduction
Digital Marketing explores the strategies and tools businesses use to reach and engage consumers online. The course covers key topics such as search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, email campaigns, content strategy, web analytics, and mobile marketing. Students will learn how to develop, implement, and evaluate digital marketing plans, interpret web data, and use various platforms to increase brand awareness and achieve business objectives. The course combines theoretical concepts with practical assignments, case studies, and the latest trends, preparing students to navigate the evolving digital landscape effectively.
Recommended Textbook Marketing Management A Strategic Decision Making Approach 8th Edition by John Mullins
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18 Chapters
1450 Verified Questions
1450 Flashcards
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Chapter 1: The Marketing Management Process
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Sample Questions
Q1) There can never be a positive bottom line without the ability to build and sustain a healthy top line.
A)True
B)False
Answer: True
Q2) Which of the following components of the marketing mix concerns distribution of products?
A)Product
B)Place
C)Price
D)Promotion
Answer: B
Q3) Implementing a marketing plan requires cooperation and coordination across many specialized functional areas.
A)True
B)False
Answer: True
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Chapter 2: The Marketing Implications of Corporate and Business Strategies
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Sample Questions
Q1) Which of the following growth strategies is typically the riskiest in terms of financial outcomes?
A)Conglomerate diversification
B)Forward vertical integration
C)Backward integration
D)Related diversification
Answer: A
Q2) Customer satisfaction and loyalty are also determined by factors other than the product itself or the activities of the marketing department.
A)True
B)False
Answer: True
Q3) The critical issue concerning the scope of a marketing strategy is identifying distinctive competencies that can give the business unit a competitive advantage.
A)True
B)False
Answer: False
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Chapter 3: Understanding Market Opportunities
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Q1) Among the most far-reaching of the six macro trend components is the economic environment.
A)True
B)False
Answer: True
Q2) The rise or fall of people's incomes,fluctuations in interest rates,the changes in fiscal policy of governments that results in increased or decreased government spending are all elements that come under the category of _____ trend.
A)regulatory
B)economic
C)demographic
D)sociocultural
Answer: B
Q3) The micro-level analyses of markets and industries mainly focus upon:
A)economic factors affecting the market.
B)demographic factors affecting the market.
C)sociocultural factors affecting the market.
D)individuals in a market or industry.
Answer: D
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Chapter 4: Understanding Consumer Buying Behavior
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Sample Questions
Q1) Which of the following is a cost attribute that consumers use to evaluate alternative products?
A)Credit terms
B)Trade-in allowance
C)Construction
D)Delivery time
Q2) When Andrew went shopping,he noticed different brands of cookies on the shelf of a supermarket.He purchased a package based on a cursory comparison of other brands on the shelf.What kind of a purchase was made by him?
A)Complex decision-making
B)Inertial purchasing
C)Impulse buying
D)High-involvement purchasing
Q3) Calvin watched an ad of a new mobile phone on television.Which of the following steps of the perceptual process was Calvin engaged in?
A)Exposure
B)Comprehension
C)Retention
D)Attention
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Chapter 5: Understanding Organizational Markets and Buying Behavior
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Sample Questions
Q1) A miner working for a mining company requests the purchasing agent of the company to buy a particular brand of high powered LED mining helmets as it would help him to work more efficiently.The miner belongs to the category of _____ in the organizational purchasing process.
A)deciders
B)gatekeepers
C)users
D)buyers
Q2) Which of the following statements is NOT true regarding purchasing process in government markets?
A)It requires more documentation and paperwork from suppliers because their spending decisions are subject to public review.
B)Suppliers complain about excessive bureaucracy,costly paperwork,and red tape in this process.
C)Requires suppliers to submit bids,and contracts are usually awarded to the lowest bidder who meets the minimum standards specified in the contract.
D)Comparative advertising or personal sales demonstrations have great impact on purchase decisions.
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Chapter 6: Measuring Market Opportunities: Forecasting and
Market Knowledge
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Sample Questions
Q1) A(n)_____ is a tool that enables quantitative researchers to measure the subjects' responses on quantitative scales.
A)time series
B)focus group
C)questionnaire
D)interview
Q2) Under the _____ approach,a central person or persons take the responsibility for forecasting and preparing an overall forecast,perhaps using aggregate economic data,current sales trends,or other methods we describe shortly.
A)horizontal
B)bottom-up
C)lateral
D)top-down
Q3) The credibility and accuracy of forecasts of sales and market potential can be achieved by making explicit the assumptions on which the forecast is based.
A)True
B)False
Q4) Explain some of the potential biases in forecasting?
Page 8
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Chapter 7: Targeting Attractive Market Segments
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Q1) Do you think that market segmentation based on sources of purchase influence for the product category is relevant for both consumer and organizational markets? Give reasons to support your answer.
Q2) Principle-oriented consumers shop for products that demonstrate the consumer's success.
A)True
B)False
Q3) Geographic segmentation is important in retailing and many services businesses,where customers are unwilling to travel very far to obtain the goods or services they require.
A)True
B)False
Q4) The market-attractiveness/competitive-position matrix allows managers to decide which segments to target and how resources and marketing efforts should be allocated.
A)True
B)False
Q5) What are the demographic attributes used to segment consumer markets?
Q6) What are the basic target market selection strategies?
Q7) Distinguish between market segmentation,target marketing,and brand positioning.
Page 9
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Chapter 8: Differentiation and Brand Positioning
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Sample Questions
Q1) A _____ analysis can simultaneously identify distinct market segments as well as the perceived positions of different brands.
A)perceptual
B)conjoint
C)factor
D)market positioning
Q2) Perceptual positioning is different from physical positioning as perceptual positioning:
A)is measured in an objective manner.
B)is consumer oriented.
C)has a large number of dimensions.
D)represents impact of product specifications.
Q3) Marketing decision-makers seeking to win a particular position in customers' minds are endowing their brand with a simple physically based attribute when they use:
A)a single physical dimension such as power or size.
B)price and cost as dimensions.
C)many abstract attributes.
D)large number of physical characteristics.
Q4) List the common determinant attributes of positioning.
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Chapter 9: Business Strategies: a Foundation for Marketing Program Decisions
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Sample Questions
Q1) Analyzer businesses are often in industries that are still growing or experiencing technological changes.
A)True
B)False
Q2) Prospector businesses are expected to outperform defenders on both new product development and market-share growth.
A)True
B)False
Q3) Miles and Snow classify business units into four strategic types.These are:
A)cost leader,differentiator,focus,and stuck-in-the-middle.
B)liquidator,harvester,share maintainer,and share grower.
C)leader,follower,guerrilla,and flanker.
D)prospector,analyzer,defender,and reactor.
Q4) Defender businesses tend to operate in relatively well-defined,narrow,and stable domains where both the product technology and the customer segments are mature.
A)True
B)False
Q5) Discuss the appropriate condition for the successful implementation of the analyzer strategy.
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Chapter 10: Product Decisions
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Sample Questions
Q1) One of the biggest causes for the failure of new products introduced into the market place is the lack of:
A)advertising.
B)technical features.
C)technical expertise.
D)consumer interest.
Q2) Which of the following branding strategies uses the same brand name to cover a group of products or product lines?
A)Family branding
B)Individual branding
C)Corporate branding
D)Personal branding
Q3) Once a product is launched by a firm,the firm's goal should be to move it through the _____ stage as quickly as possible.
A)expansionary
B)maturity
C)growth
D)introductory
Q4) Briefly explain the customer-driven approaches applied to spur innovation.
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Chapter 11: Pricing Decisions
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Q1) James has invested in a health insurance plan that pays for half of his medical expenses.He is not very price-sensitive and does not hesitate to opt for expensive medial treatments.This is an example of the _____ effect.
A)unique-value
B)shared-cost
C)difficult-comparison
D)inventory
Q2) Gloria,a company dealing in toiletries,sells its Big Saver shaving kits at a price less than the total price of the items,if priced separately.This is an example of _____.
A)differential pricing
B)cross-elasticity
C)price lining
D)product bundling
Q3) List the steps involved in the price setting process.
Q4) Under a going-rate pricing approach,firms set prices by adding a desired markup on retail to the unit cost.
A)True
B)False
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Chapter 12: Distribution Channel Decisions
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Sample Questions
Q1) Services often require physical distribution activities.
A)True
B)False
Q2) Due to the substantial mutual investments,well-entrenched channels are usually easy to change in response to shifting market or competitive conditions.
A)True
B)False
Q3) Chestnut Ltd. ,a Canadian firm produces mobile phones,laptops,and music players.The final assembly of these instruments is done at a firm called Abstract Track,which is based in Germany.The contract between the two firms requires the German firm to have the instruments operating before they are released to Chestnut Ltd.Which of the following has been entered into between the two firms?
A)Licensing
B)Coproduction
C)Turnkey construction contract
D)Franchising
Q4) Pull strategies are commonly employed by large consumer goods marketers.
A)True
B)False
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Chapter 13: Integrated Promotion Decisions
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Q1) Firms selling complex,high-tech products such as computers and pharmaceuticals are significantly more likely to rely solely on external salespeople.
A)True
B)False
Q2) Which of the following is a media that allows the target individuals to select what advertising they want to examine and spend as much time as they wish on the selected advertisements?
A)Print
B)Radio
C)Television
D)Movies
Q3) _____ are the most popular postexposure testing method for print media and advertisers design these tests to measure the extent to which advertising copy is noted and read.
A)Sales tests
B)Recall tests
C)Recognition tests
D)Repetition tests
Q4) Discuss out-of-home,exhibition,and supplementary media.
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Chapter 14: Marketing Strategies for a Digitally Networked World
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Sample Questions
Q1) Global Age,a newspaper website forms a collection of blogs from different blog pages of bloggers and uses them on its website.In the syndication process,what would the bloggers be considered as?
A)Middlepersons
B)Originators
C)Distributors
D)Receivers
Q2) When an organization decides whether or not to employ a new digital application,it should discuss if it can be done in a proprietary way.This is done as:
A)barriers to entry on the web are low.
B)good ideas cannot be imitated.
C)important informational attributes of goods cannot be readily digitized.
D)simply reaching customers with digital tools may not be enough.
Q3) Customer retention is a competitive necessity in every industry.
A)True
B)False
Q4) A few companies have created a myth that the Internet is a self-service medium.
A)True
B)False
Page 16
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Chapter 15: Strategies for New and Growing Markets
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Q1) Explain the conditions under which contraction or strategic withdrawal occurs.
Q2) A pioneer firm is more capable than a follower in taking advantage of:
A)latest technology in the market.
B)early positioning mistakes.
C)early product mistakes.
D)choice of segments and positions.
Q3) In what key ways do objectives associated with the major share maintenance strategies differ?
Q4) A follower typically has more options to design a distribution channel to bring the new product to market than pioneers.
A)True
B)False
Q5) Describe how a challenger can successfully implement a frontal attack.
Q6) Pioneers cannot quickly add line extensions or modifications to their initial product. A)True
B)False
Q7) What are the advantages of a entering a market using a follower strategy?
Q8) Describe the factors that determine the selection marketing strategies to achieve share-maintenance.
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Chapter 16: Strategies for Mature and Declining Markets
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Q1) Strawberry Fields Inc. ,a supermarket offers discounts on a number of products in order to encourage larger volume purchases.Which of the following strategies is being implemented by the supermarket?
A)Increased penetration
B)Market expansion
C)Extended use
D)Profitable survivor
Q2) In some labor-intensive industries,a business can achieve a cost advantage,at least in the short term,by gaining access to inexpensive labor.
A)True
B)False
Q3) A software called Positron launched by GCZ Ltd.is known for absolute prevention and removal of malware and computer viruses.Which of the following service quality dimensions does Positron software have?
A)Responsiveness
B)Reliability
C)Empathy
D)Tangibility
Q4) What are the methods of maintaining a low-cost position?
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Chapter 17: Organizing and Planning for Effective Implementation
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Q1) The action plan in an annual marketing plan summarizes relevant background information on the market,competition and the macroenvironment,and trends therein,including size and growth rates for the overall market and key segments.
A)True
B)False
Q2) A prospector strategy is most likely to have:
A)relatively little synergy and few shared programs.
B)little synergy in areas central to differentiation and shared programs elsewhere.
C)more shared programs in areas central to differentiation.
D)high synergy and shared programs.
Q3) Top-down strategic planning systems are particularly well-suited to prospector businesses operating in unstable environments.
A)True
B)False
Q4) In centralized units,middle- and lower-level managers have more autonomy and participate in a wider range of decisions.
A)True
B)False
Page 19
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Chapter 18: Measuring and Delivering Marketing Performance
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Q1) What are the steps in the performance measurement process?
Q2) The basic objective of a _____ is to develop a continuous monitoring system that provides data designed to help answer key questions about the opportunities and threats to each SBU.
A)management control
B)marketing evaluations system
C)contingency plan
D)strategic control system
Q3) Search engine marketing involves _____ for which consumers are likely to search so that one's paid links,on the right-hand side of a search page,come up at or near the top of the paid search listings.
A)ranking a company's web site
B)relevant traffic building
C)optimizing web content
D)buying keywords
Q4) Focusing on those variables that would most likely affect the company's future position within its industry group is a company-specific decision.
A)True
B)False
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