Digital Marketing
Textbook Exam Questions
Course Introduction
Digital Marketing is an innovative course designed to introduce students to the rapidly evolving landscape of online marketing strategies and tactics. Covering a wide array of topics such as search engine optimization (SEO), social media marketing, email campaigns, content creation, and data-driven decision making, this course explores how digital channels can be leveraged to reach and engage target audiences. Students will gain hands-on experience with industry-standard tools and analytics platforms, enabling them to design, implement, and evaluate effective digital marketing campaigns. Emphasis is placed on understanding consumer behavior, ethical considerations, and adapting to trends in technology to create impactful digital strategies for businesses and organizations.
Recommended Textbook
Marketing Management 13th Edition by Phil Kotler
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Chapter 1: Defining Marketing for the 21st Century
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Q1) Wants are basic human requirements such as food or air.
A)True
B)False
Answer: False
Q2) In ________,consumers may share a strong need that cannot be satisfied by an existing product.
A) negative demand
B) latent demand
C) declining demand
D) irregular demand
E) nonexistent demand
Answer: B
Q3) If marketers are characterized as "gardening" rather than "hunting," the ________ is most likely to be the concept the marketers are following.
A) production concept
B) product concept
C) selling concept
D) marketing concept
E) social responsibility concept
Answer: D
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Chapter 2: Developing Marketing Strategies and Plans
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Q1) Gymboree is a 530-store chain that sells children's clothing to upscale parents.Because there are not enough parents making more than $65,000 year to support more stores,Gymboree has created Janie and Jack,a chain selling upscale baby gifts.Which intensive growth strategy is Gymboree employing Answer: Gymboree is pursuing a product-development strategy,targeting upscale parents of young children,many of whose peers are having children,with a new product sold through a new retail location.
Q2) Juan Garcia is seen as a ________ planner because he plans the daily promotional releases about his company's products and services.
A) strategic B) selective C) tactical
D) niche
E) organizational Answer: C
Q3) The marketing plan should open with a situation analysis.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Gathering Information and Scanning the Environment
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Q1) One of the ways to find relevant online information on competitors' strengths and weaknesses might be to frequent distributor or sales agent feedback sites.
A)True
B)False
Answer: True
Q2) Examples of ________ that were considered to be successful for toy retailers were Beanie Babies,Furbies,and Tickle Me Elmo dolls.
A) trends
B) fashions
C) fads
D) megatrends
E) styles
Answer: C
Q3) Markets with a segment of very wealthy consumers,but high income disparity,present few opportunities to marketers.
A)True
B)False
Answer: False
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Chapter 4: Conducting Marketing Research and Forecasting Demand
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Q1) Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g.,Nielsen Media Research)
A) Custom marketing research firms
B) Syndicated-service research firms
C) Specialty-line marketing research firms
D) General-line marketing research firms
E) Nonprofit marketing research firms
Q2) Before Sandra Perez opened her floral shop she read all she could on the industry.She also reviewed library data banks on growth patterns in the local area with particular interest in the location of florists throughout the city.This ________ assisted her in deciding where to locate her store.
A) primary information
B) secondary information
C) guerilla marketing data
D) tertiary information
E) nonpersonal information
Q3) Describe a marketing decision support system (MDSS).
Q4) Explain what qualitative research is and why it might be useful to marketers.
Page 6
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Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
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Q1) All companies should practice one-to-one marketing.
A)True
B)False
Q2) Customer churn is how rapidly a store can move customers through its checkout facility or process.
A)True
B)False
Q3) One-to-one marketing is not for every company.For whom does this style of marketing work best
Q4) A customer database is simply a listing of a customer's name,address,and phone number for credit reference.
A)True
B)False
Q5) Managers who believe the customer is the company's only true "profit center" consider the traditional organization chart to be obsolete.
A)True
B)False
Q6) How do customers determine their level of satisfaction with a product
Q7) Give an example of a "branded customer experience."
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Chapter 6: Analyzing Consumer Markets
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Q1) Ford believes its cars to be of higher quality than GM's but thinks that consumers wrongly believe the opposite.Ford might employ a(n)________ strategy to change buyers' perceptions of its competition.
A) real repositioning
B) competitive depositioning
C) psychological repositioning
D) biased repositioning
E) attribute repositioning
Q2) As Rita scans the yellow pages section of her phone book looking for a florist,she sees several other products and services advertised.Though interesting on first glance,she quickly returns to her primary task of finding a florist.The items that distracted her from her search were most likely stored in which of the following types of memory
A) Short-term memory
B) Long-term memory
C) Middle memory
D) Subconscious memory
E) Subliminal memory
Q3) Describe the lexicographic heuristic used to make consumer choices.
Q4) According to Freudian theory,how can the technique called laddering be used
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Chapter 7: Analyzing Business Markets
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Q1) One of the problems facing B2B on the Web is that many firms often impose more stringent requirements on their online business partners than they do on non-online partners.
A)True
B)False
Q2) A supplier signs an agreement with a customer that states $350,000 in savings will be earned by the customer over the next 18 months in an exchange for a tenfold increase in the customer's share of supplies ordered by the customer.This is an example of ________.
A) solution selling
B) consultative selling
C) risk and gain sharing
D) strategic alignment
E) demand shifting
Q3) Users perform all seven roles in the buying center because of their direct tie to the product and what it is supposed to do.
A)True
B)False
Q4) Explain the concept of solution selling.Give one example of this approach.
Q5) List the stages (buyphases)of the industrial buying process.
Page 9
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Chapter 8: Identifying Market Segments and Targets
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Q1) The ultimate level of segmentation leads to "segments of one," "customized marketing," or "one-to-one marketing."
A)True
B)False
Q2) If a marketer is seeking to segment a business market,which of the following variables is generally felt to be the most important
A) Personal characteristics
B) Demographic variables
C) Situational factors
D) Operating variables
E) Purchasing approaches
Q3) With respect to occasion segmentation,Christmas,Valentine's Day,and ________ account for just over half of gifters' budgets.
A) Halloween
B) Father's Day
C) Mother's Day
D) Thanksgiving
E) Independence Day
Q4) Identify three ways that shopping behaviors differ between men and women.
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Chapter 9: Creating Brand Equity
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Q1) With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.
A) brand salience
B) brand performance
C) brand imagery
D) brand judgments
E) brand resonance
Q2) Describe the role of brands from a customer perspective.
Q3) Marketers introduce multiple brands in a category for all of the following reasons EXCEPT ________.
A) to increase shelf presence and retailer dependence in the store
B) to attract consumers seeking variety who may otherwise have switched brands
C) to increase internal competition within the firm
D) to yield economies of scale in advertising, sales, and merchandising
E) to reduce manufacturing costs and complexity
Q4) There are a number of specific roles brands can play as part of a brand portfolio.List and briefly describe the four roles described in the text.
Q5) What valuable functions can brands perform for the firm
Q6) Identify and define the two general categories into which brand extensions fall.
Page 11
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Chapter 10: Crafting the Brand Positioning
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Q1) Assume that you are in a position to develop your organization's points-of-difference for an upcoming promotional campaign.Which of the following sets of consumer desirability criteria would best fit your promotional task
A) Value, location, service
B) Loyalty, customization, status
C) Value, reliability, dependability
D) Relevance, distinctiveness, believability
E) Licensing opportunities, promotional protection, and believability
Q2) Most studies indicate that the market pioneer gains the greatest advantage in the marketplace.What are the sources of the pioneer's advantage
Q3) Managers try to stimulate sales by modifying the product's characteristics.Which of these modifications has as its aim to increase the product's functional performance
A) Feature improvement
B) Style improvement
C) Fashion improvement
D) Packaging improvement
E) Quality improvement
Q4) List five things you could do as a marketer to build a breakaway brand.
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Page 12
Chapter 11: Dealing with Competition
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Q1) Share of market is the percentage of customers who named the competitor in responding to the statement,"Name the first company that comes to mind in this industry."
A)True
B)False
Q2) Which of the following types of companies is characterized as being "too reactive"
A) Competitor centered
B) Customer centered
C) Service centered
D) Distribution centered
E) Niche centered
Q3) The market nicher is a specialist.Characterize five niche specialist roles that can be assumed by the market nicher.
Q4) As a proven strategy for meeting competitors,almost all companies spend the majority of their time focusing on competitors exclusively.
A)True
B)False
Q5) What factors contribute to increasing the bargaining power of suppliers
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Chapter 12: Setting Product Strategy
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Q1) You know that marketers have traditionally classified products based on characteristics of durability,tangibility,and use.You also know that each product type has an appropriate marketing-mix strategy attached.In analyzing your company's products,you decide to list each of these products and the appropriate marketing-mix strategy to understand where your products "fit." List these products and their appropriate marketing-mix strategies.
Q2) Realizing that although household products is a huge category,taking up an entire supermarket aisle or more,it is an incredibly boring one,the founders of Method Products designed a sleek,uncluttered dish soap container that also carried functional advantages.Method is competing in the crowded market for household products on the basis of superior ________.
A) design
B) durability
C) conformance
D) reliability
E) performance quality
Q3) When a physical product cannot easily be differentiated,the key to competitive success may lie in adding valued services and improving quality.Identify and discuss the six main service differentiators.
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Page 14
Chapter 13: Designing and Managing Services
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Q1) Top service companies are "customer obsessed."
A)True
B)False
Q2) Services cannot be stored.This concept is unique to service marketers and is called
A) standardization
B) heterogeneity
C) perishability
D) intangibility
E) none of the above
Q3) A service is defined as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
A)True
B)False
Q4) The three levels of differentiation for a service company include reliability,resilience,and cost.
A)True
B)False
Q5) How has the Internet empowered customers with complaints
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Chapter 14: Developing Pricing Strategies and Programs
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Q1) Florida hotels discount the cost of their hotel rooms during the hot summer months.On the other hand,during the winter months,the price of these rooms increases.This is an example of what type of discount
A) Seasonal
B) Functional
C) Quantity
D) Promotional allowance
E) None of the above
Q2) Nonprofit organizations have the same pricing objectives as private enterprise.
A)True
B)False
Q3) When a retailer puts a sign on a product that says "reduced" or a retailer puts a sign on a product that says "compare to XXX at $10.00 more," the retailer is encouraging what kind of pricing psychology for its shoppers
A) Reference pricing
B) Price cues
C) Price leadership
D) Going-rate pricing
E) None of the above
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Chapter 15: Designing and Managing Integrated Marketing
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Q1) V.Kasturi Rangan defines channel stewardship as the ability of a given participant in a distribution channel to create a go-to-market strategy that simultaneously addresses customers' best interests and drives profits for all channel partners.
A)True
B)False
Q2) ________ means that the company or site offers to transact or facilitate the selling of products or services online.
A) E-business
B) E-commerce
C) E-purchasing
D) E-marketing
E) None of the above
Q3) The ability to order a product online and pick it up at a convenient retail location is an example of the consumers' expectations for channel integration.
A)True
B)False
Q4) Define the term "marketing channels."
Q5) What are some of the advantages available to producers using intermediaries
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Chapter 16: Managing Retailing, Wholesaling, and Logistics
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Q1) When considering competitors' service standards,companies normally want to match or exceed the competitors' service level while simultaneously maximizing
A) profit
B) revenue
C) sales
D) costs
E) all of the above
Q2) Mass merchandisers and discount stores typically fall into the ________ group with respect to margins and volume.
A) mixed markup, high-volume
B) low-volume, mixed markup
C) low-volume, low-markup
D) high-volume, low-markup
E) high-markup, lower-volume
Q3) An off-price retailer is one in which the retailer has a broad selection of high-markup,fast-moving,brand-name goods in stock.
A)True
B)False
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Chapter 17: Designing and Managing Integrated Marketing Communications
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Q1) Communication objectives can be set at any level of the hierarchy-of-effect model.
A)True
B)False
Q2) Relate the concept of marginal profit to the communications budgeting decision.
Q3) In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.Which of the following is NOT one of the six criteria used to help determine whether communications are truly integrated
A) Clutter
B) Coverage
C) Contribution
D) Commonality
E) Complementarily
Q4) List the major ways that marketing communications activities contribute to brand equity.
Q5) The repetition of the local car dealers' commercials on late night television,besides being universally terrible,are examples of what characteristic of the advertising component of the communications mix.
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Chapter 18: Managing Mass Communications:
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Q1) Sales promotions include tools for ________ promotion,trade promotion,and business and sales-force promotions.
A) incentive
B) reasons
C) target
D) prospects
E) consumer
Q2) One of the advantages of radio advertising is its flexibility.
A)True
B)False
Q3) The company's public relations department performs five functions.List these five functions.
Q4) Readers of Vogue may pay more attention to ads than do readers of Newsweek.In this example,Vogue has greater ________ than Newsweek.
A) ad-placement policies
B) editorial quality
C) audience-attention probability
D) audience quality
E) lead generation
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Chapter 19: Managing Personal Communications:
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Q1) The average salesperson turnover rate for all industries almost ________.
A) 60%
B) 20%
C) 80%
D) 52%
E) 45%
Q2) In constructing an effective direct-mail campaign,marketers must decide on their objectives,target markets,and prospects; offer elements; means of testing the campaign; and ________.
A) measures of campaign success
B) advertising campaign
C) sales promotions
D) salespeople's input
E) management's input
Q3) Salespeople have specific tasks to perform to make a sale.List these specific tasks.
Q4) With compensation plans that combine fixed and variable pay,companies may link the variable portion of a salesperson's pay to a wide variety of goals.Identify some of these goals.
Q5) What are the five elements of an offer strategy
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Chapter 20: Introducing New Market Offerings
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Q1) ________ calls for developing a master chart showing the simultaneous and sequential activities that must take place to launch the product.By estimating how much time each activity takes,the planners estimate completion time for the entire project.
A) Inventory management
B) Innovation diffusion
C) Critical path scheduling
D) Product adoption
E) Personal influence
Q2) The job of translating target customer requirements into a working prototype is helped by a set of methods known as quality function deployment,which takes the desired customer attributes and turns them into a list of engineering attributes.
A)True
B)False
Q3) Differentiate between incremental innovation and the creation of disruptive technologies.What kind of companies focus on each and what impact does each have on the marketplace
Q4) Define conjoint analysis and identify the reason why marketers use this concept in market testing.
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Chapter 21: Tapping into Global Markets
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Q1) In licensing,the licensor issues a license to a foreign company to use an item of value for a fee or royalty.
A)True
B)False
Q2) In 2000,Canadian steelmaker Stelco successfully fought dumping changes against steelmakers in Brazil and other countries.Dumping is defined as or occurs when ________.
A) a company charges either less than its costs or less than it charges in its home market
B) the company charges less that its costs but more than it charges in its home market
C) the company's pricing plans are below current domestic prices
D) a company must increase its prices/product prior to importing the product
E) a company unloads an excess supply of the product at the best possible prices to the consumer
Q3) Most companies would prefer to enter the international marketplace because their national markets are too small for continued growth.
A)True
B)False
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Chapter 22: Managing a Holistic Marketing Organization
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Q1) It is always easy to draw a clear line between normal marketing practice and unethical behavior.
A)True
B)False
Q2) In response to poor performance through a particular channel,marketing management can ________.
A) establish a special charge for handling orders through that channel
B) give more promotional aid to that channel
C) reduce the number of sales calls and the amount of advertising going to that channel
D) abandon the weakest units in that channel
E) all of the above
Q3) What are the two tasks specific to the CMO (chief marketing officer)with regards to relations with the other functional business departments
Q4) When customers fall into different user groups with distinct buying preferences and practices,a market-management organization is desirable.
A)True
B)False
Q5) When would a firm prefer a market-management organization
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