Digital Marketing Test Questions - 1339 Verified Questions

Digital Marketing Test Questions

Course Introduction

Digital Marketing explores the strategies, tools, and platforms essential for effectively promoting products and services in the digital age. This course provides a comprehensive overview of online marketing channels including social media, search engine optimization (SEO), email marketing, content marketing, mobile marketing, and pay-per-click advertising along with analytics and campaign measurement techniques. Students will gain hands-on experience planning, executing, and optimizing digital campaigns, learn to assess consumer behavior online, and understand the ethical and legal considerations in online marketing. By the end of the course, students will be equipped with the skills to design integrated digital marketing strategies to engage and convert target audiences.

Recommended Textbook

Marketing Management 3rd Edition by Greg Marshall

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Page 2

Chapter 1: Marketing in Today's Business Milieu

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Sample Questions

Q1) Claire and her mother are both in marketing positions. Claire's job is satisfying to her primarily because it gives her a flexible schedule and pays well so she can take vacations with her friends. Her mother chose a job that provides health benefits and structured work with regular hours. This demonstrates shifts in ________ that can influence work life versus family life.

A) generational values and preferences

B) information power from marketer to customer

C) product glut and customer shortage

D) buying power from customer to marketer

E) competitive influences

Answer: A

Q2) The AMA's definition of marketing reflects the view toward marketing activities as focused on ________.

A) producing innovative products

B) increasing productivity

C) maintaining relationships with suppliers

D) creating and delivering offerings that have value

E) advertising and selling

Answer: D

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Chapter 2: Marketing Foundations: Global, Ethical, Sustainable

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Sample Questions

Q1) A company can do business with an international customer and still not engage in direct foreign marketing.

A)True

B)False

Answer: TRUE

Q2) ________ percent of the world's economic growth in the next 20 years is predicted to come from emerging markets, such as China and India.

A) 10

B) 35

C) 52

D) 75

E) 90

Answer: D

Q3) The most common foreign market entry strategy is licensing.

A)True

B)False

Answer: FALSE

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Page 4

Chapter 3: Elements of Marketing Strategy, Planning, and Competition

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Sample Questions

Q1) The best place in a SWOT analysis to list the availability of credit for a firm seeking to expand through new construction of real estate is ________.

A) external opportunities

B) external threats

C) internal opportunities

D) internal strengths

E) internal weaknesses

Answer: A

Q2) When Sunshine Inc., a cosmetics manufacturer, introduced an additional line of perfumes, the response from its existing customers was good. According to Igor Ansoff's Product-Market Matrix, this is an example of the ________ strategy.

A) market diversification

B) product differentiation

C) market penetration

D) product development

E) market development

Answer: D

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Page 5

Chapter 4: Market Research Essentials

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Sample Questions

Q1) The owner of Joe's Pool Hall found some secondary data online that measured consumer reactions to certain amenities in bars and nightclubs. However, he is concerned about how these data were collected and from whom it was collected. This represents the concerns associated with the ________ of secondary data.

A) validity

B) cost

C) speed

D) aptness

E) availability

Q2) In the context of sampling plan, a comprehensive record of each individual in the population of interest is known as a ________.

A) survey

B) database

C) focus group

D) sample

E) census

Q3) Explain three ways that a CRM system can be used for marketing research.

Q4) Briefly describe the six steps in the market research process.

Q5) Name and describe the six external forces that affect marketing decisions.

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Chapter 5: CRM, Big Data, and Marketing Analytics

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Sample Questions

Q1) Data mining helps in segmenting customers in order to target key markets.

A)True

B)False

Q2) Kalea works for a large global corporation. Her job is to conduct market analyses and manage the computational costs associated with them. Kalea is MOST likely a(n) ________.

A) marketing manager

B) high-level executive

C) marketing analyst

D) financial manager

E) economist

Q3) ________ relates to the frequency at which data is generated over time and the speed at which it can and should be analyzed and used.

A) Volume

B) Velocity

C) Variety

D) Veracity

E) Value

Q4) What is Big Data? How is it relevant to marketing? Describe the four Vs of Big Data.

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Chapter 6: Understand Consumer and Business Markets

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Sample Questions

Q1) Graduating from college, getting married, and having a child all transform an individual's buying habits and are referred to as the ________.

A) lifecycle buying stages

B) family life cycle

C) life stage cycle

D) lifestyle cycle

E) family life stages

Q2) An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. Attitudes are seldom if ever neutral.

A)True

B)False

Q3) The business market purchase decision process is triggered when someone inside or outside the company identifies a need.

A)True

B)False

Q4) Family is a societal factor that impacts consumer choices.

A)True

B)False

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Page 8

Chapter 7: Segmentation, Target Marketing, and Positioning

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Sample Questions

Q1) Which of the following statements is TRUE of repositioning?

A) It involves targeting a large portion of a small market.

B) It involves understanding the marketing mix approach necessary to change present consumer perceptions of the product.

C) It is popularly called a focus strategy or a niche strategy.

D) It involves developing different value offerings for different targeted segments.

E) It advocates that firms should direct energy and resources into establishing a learning relationship with each customer.

Q2) The ________ race and ethnicity market segment is about 12 percent of the U.S. population and is not growing rapidly.

A) African-American

B) Hispanic

C) Asian-American

D) Caucasian

E) Indian-American

Q3) The largest generation is the Silent Generation.

A)True

B)False

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Chapter 8: Product Strategy and New Product Development

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Sample Questions

Q1) An individual purchases a product for the purpose of making a value decision. He or she is in the ________ stage of the product adoption process.

A) awareness

B) interest

C) trial

D) evaluation

E) adoption

Q2) A stock-keeping unit (SKU) is a unique identification number used to track a product in the consumer's home.

A)True

B)False

Q3) Once a product has been developed and is on the market, the company can extend the product by ________.

A) creating additions to existing product lines

B) creating new names for the same products

C) developing persuasive advertisements

D) upgrading or modifying existing products

E) creating a fundamental change in the marketplace

Q4) Explain the four categories of consumer goods and give an example of each.

Page 10

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Chapter 9: Build the Brand

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Sample Questions

Q1) ________ brands enable manufacturers to leverage marketing resources by creating efficiencies in marketing communications and distribution.

A) Licensed

B) Private

C) Custom

D) National

E) Stand-alone

Q2) With brand ________, customers develop a number of emotional, performance, and psychological connections with a brand.

A) validity

B) link

C) association

D) identity

E) awareness

Q3) Compare and contrast customer, company, and competitor brand roles.

Q4) A key advantage of a brand sponsor is that loyalty is transferred from the well-known sponsor brand to the less-known brand.

A)True

B)False

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Chapter 10: Service as the Core Offering

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Sample Questions

Q1) One of the causes of switching behavior is unfair pricing.

A)True

B)False

Q2) Services possess several distinct characteristics that are different from those of physical goods, including intangibility, inseparability, variability, and perishability.

A)True

B)False

Q3) Of the five dimensions of service quality, the ability to convey trust and build a customer's confidence in the quality of a service refers to ________.

A) tangibles

B) assurance

C) reliability

D) responsiveness

E) empathy

Q4) Of the five dimensions of service quality, empathy means considering things from a service provider's point of view.

A)True

B)False

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Chapter 11: Manage Pricing Decisions

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Sample Questions

Q1) Captive pricing entails gaining a commitment from a customer to a basic product or system that requires continual purchase of peripherals to operate.

A)True

B)False

Q2) ________ could result in overall higher prices for consumers since various competitors are all pricing the same to maximize their profits.

A) Price-fixing

B) Price discrimination

C) Deceptive pricing

D) Reference pricing

E) Predatory pricing

Q3) Odd pricing can backfire if misapplied, especially with respect to service industries.

A)True

B)False

Q4) A variable pricing strategy makes planning and forecasting much easier than a one-price strategy.

A)True

B)False

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Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain

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Sample Questions

Q1) In an ideal supply chain, materials of all kinds are handled as many times as possible.

A)True

B)False

Q2) ________ strategies can be intensive, selective, or exclusive.

A) Assortment

B) Disintermediation

C) Virtual

D) Referent

E) Distribution

Q3) ________ power is NOT a source of channel power.

A) Reward

B) Referent

C) Legitimate

D) Consumer

E) Expert

Q4) The degree of push versus pull used is fundamental in framing the channel structure and relationships that are likely to optimize a product's success.

A)True

B)False

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Chapter 13: Promotion Essentials: Digital and Social Media Marketing

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Sample Questions

Q1) The cognitive step of the AIDA model is ________.

A) attention

B) interest

C) desire

D) remembering action

E) advertising

Q2) Describe the seven Cs that define the customer website interface.

Q3) ________ was originally started as a site for college students to connect with each other.

A) Twitter

B) LinkedIn

C) Facebook

D) Google Plus

E) Snapchat

Q4) The affective steps of AIDA are ________.

A) aspiration and action

B) decision and action

C) desire and attention

D) attention and interest

E) interest and desire

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Chapter 14: Promotion Essentials: Legacy Approaches

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Sample Questions

Q1) ________ takes advantage of a salesperson's technical knowledge.

A) Geographic orientation

B) Product organization

C) Customer type

D) Market organization

E) Workload method

Q2) P&G often shows ads of people using its products, such as a family using a Swiffer to pick up dog hair. This approach to advertising execution is called ________.

A) mood/affect

B) humor

C) slice of life

D) demonstration

E) lifestyle

Q3) To communicate the message in a sales presentation, the first step is to set goals and objectives.

A)True

B)False

Q4) Explain the three core functions of public relations that are most closely aligned with the role of the marketing manager.

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