Digital Marketing Exam Review
Course Introduction
Digital Marketing explores the strategies and tools businesses use to promote their products and services through digital channels, such as social media, search engines, email, and websites. The course covers key concepts including online consumer behavior, search engine optimization (SEO), content marketing, social media advertising, web analytics, and campaign management. By blending theory with practical case studies and hands-on projects, students gain the skills to design, implement, and evaluate effective digital marketing campaigns, ensuring they are prepared to adapt to the evolving digital landscape and meet organizational objectives.
Recommended Textbook Marketing Management 3rd Edition by Greg Marshall
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14 Chapters
1339 Verified Questions
1339 Flashcards
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Page 2
Chapter 1: Marketing in Today's Business Milieu
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92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/2497
Sample Questions
Q1) Sustainability refers to business practices that meet humanity's needs without harming future generations.
A)True
B)False
Answer: TRUE
Q2) For successful Marketing (Big M), customer orientation must be understood by
A) an organization's competitors
B) the top management only
C) an organization's suppliers
D) the existing customers
E) everyone in the organization
Answer: E
Q3) Making a change in any one of the marketing mix elements will ________.
A) leave the other elements unchanged
B) have a negative effect on a similar element
C) have a domino effect on the other elements
D) require the firm to introduce new products
E) require an increase in promotion
Answer: C
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Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Which of the following channel strategies helps in increasing the efficiency of local distribution systems by eliminating unnecessary middlemen?
A) cost
B) coverage
C) character
D) continuity
E) control
Answer: A
Q2) In Serovia, most people eat dinner after 10:00 p.m. This would be identified in the ________ section of a global market research report.
A) economic
B) cultural, societal
C) business environment
D) political, legal
E) history, geography
Answer: B
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Page 4
Chapter 3: Elements of Marketing Strategy, Planning, and Competition
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) The best place in a SWOT analysis to list a highly-competent workforce is
A) external opportunities
B) external threats
C) internal opportunities
D) internal strengths
E) internal weaknesses
Answer: D
Q2) Gabriel, vice president of marketing for Big Screen Televisions, wants the company to offer a DVD player, a product the company doesn't offer now. He thinks that the firm has many brand-loyal customers who would buy it. 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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Chapter 4: Market Research Essentials
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93 Verified Questions
93 Flashcards
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Sample Questions
Q1) To ensure the primary data they collected about consumer reactions to their product were accurate, the makers of Classic Toiletries hired a single research firm to visit certain cities in various countries. In the past, the company had used mail and telephone surveys by local companies in each country to gather data, but it was concerned about whom these companies were surveying and if they actually fit the demographic and lifestyle profiles of Classic's target market. Classic hired a new research firm to overcome the problem of ________ that can occur when collecting primary data in global markets.
A) unwillingness to respond
B) limited access
C) unreliable sampling procedures
D) inaccurate language translation
E) insufficient comprehension
Q2) A market information system (MIS) is a software package that companies purchase to help decision makers cope with critical information.
A)True
B)False
Q3) Explain three ways that a CRM system can be used for marketing research.
Q4) 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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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) 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
Q2) Cross-promotional opportunities are a benefit of collecting data from mobile apps.
A)True
B)False
Q3) When a customer willingly gives a company sensitive information, such as a social security number, the company is not responsible for the security of this information.
A)True
B)False
Q4) One major objective of CRM is customer replacement. A)True
B)False
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Chapter 6: Understand Consumer and Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) The two categories of values are cultural and personal.
A)True
B)False
Q2) Mary pretends that she has a three-bedroom house with a minivan in the driveway, even though she lives in an apartment and takes the train to work. The three-bedroom house reflects Mary's real state.
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) The reference group known as a secondary group includes people with whom one has frequent contact.
A)True
B)False
Q5) The process of business purchasing online is known as the e-chain.
A)True
B)False
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Chapter 7: Segmentation, Target Marketing, and Positioning
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Everything else being equal, ________ segmentation might lead a firm to offer its products based on some anticipated future payoff from the consumer.
A) income
B) occupational
C) educational
D) lifestyle
E) gender
Q2) Michael believes that the only motorcycle anyone should ever buy is a Harley-Davidson. Whenever he sees the Harley Davidson logo on a product, he knows that product is a leader in the market. What source of differentiation has Harley Davidson achieved?
A) personnel
B) convenience
C) image
D) price
E) service
Q3) What are the questions a marketing manager must answer in order to create effective segmentation?
Q4) Define the terms market segmentation, target marketing, and positioning.
Page 9
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Chapter 8: Product Strategy and New Product Development
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) During the maturity phase of the product life cycle, ________.
A) sales grow, but at a rate lower than the growth stage
B) no growth in sales occurs
C) sales are low, typically with high failure rate
D) sales grow at an increasing rate in comparison to the growth stage
E) long-run drop in sales takes place
Q2) In the ________ phase of the product life cycle (PLC), sales continue to increase but at a decreasing rate.
A) maturity
B) growth
C) introduction
D) decline
E) initial
Q3) A stock-keeping unit (SKU) is a unique identification number used to track a product in the consumer's home.
A)True
B)False
Q4) Trial purchase is the focus of a product launch marketing plan.
A)True
B)False
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Chapter 9: Build the Brand
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) When customers see the logo of McDougal's restaurant, they think of food served quickly in a clean, family-friendly environment. Which customer brand role does this exemplify?
A) providing competitors with a benchmark against which to compete
B) helping reassure the customer in the purchase decision
C) conveying information about a product
D) offering an effective and efficient methodology for categorizing products
E) offering legal protection for the product through a trademark
Q2) Warranties that make broad promises about product performance and customer satisfaction are known as ________ warranties.
A) limited
B) exclusive
C) general
D) inclusive
E) specific
Q3) Family branding separates the company from the brand, which insulates the company if there is a problem with the brand.
A)True
B)False
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Page 11
Chapter 10: Service as the Core Offering
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Among the dimensions of service quality, tangibles refer to ________.
A) the elements of communication that differentiate one service from another
B) the personality characteristics of service providers
C) the combination of price and quality of a service
D) the physical evidence of a service or the observable aspects
E) the knowledge and courtesy of employees
Q2) Firms that employ service as a marketing strategy must plan ahead for service ________ and train employees to properly execute service recovery.
A) differentiation
B) specification
C) failure
D) orientation
E) encounter
Q3) A service-centered perspective is very consistent with a customer-centric approach in which people, processes, systems, and other resources are to be aligned to best serve customers.
A)True
B)False
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Chapter 11: Manage Pricing Decisions
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Jean Claude has just completed a new line of designer handbags. He wants the price to communicate to the customer that the handbags are high quality and exclusive, so he sets the price high. He knows that after this season, the price may need to decrease as the market evolves. Jean Claude is using a ________ strategy.
A) penetration pricing
B) price skimming
C) target ROI
D) competitor-based pricing
E) value pricing
Q2) ________ provide an incentive to a channel member for performing some function in the channel that benefits the seller, such as stocking a product or performing a product service.
A) Cash discounts
B) Quantity discounts
C) Trade discounts
D) Seasonal discounts
E) Promotional allowances
Q3) Define the concept of cost leadership. Explain how a company might achieve cost leadership and the primary benefits to be gained.
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Page 13
Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) E-commerce is not generally a central part of most firms' marketing strategies.
A)True
B)False
Q2) A vertical marketing system (VMS) consists of vertically aligned networks behaving and performing as a unified system. Explain the three different ways they can be set up.
Q3) Grape Inc. sells high-end wines to liquor, wine, and spirits wholesalers who have built relationships among select restaurants and hotels. Grape Inc. employs a(n) ________ strategy.
A) selective distribution
B) exclusive distribution
C) push
D) pull
E) intensive distribution
Q4) A vertical marketing system is comprised of independent entities.
A)True
B)False
Q5) Define channel power and explain how it can lead to channel conflict. How does it affect vertical marketing systems?
Q6) Explain the difference between a push and pull strategy.
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Chapter 13: Promotion Essentials: Digital and Social Media Marketing
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2509
Sample Questions
Q1) The behavioral step of AIDA is ________.
A) attention
B) desire
C) action
D) aspiration
E) interest
Q2) A marketing manager wants to build a strong relationship with the customers and to customize messages without high costs. He understands that relationship building and message customization would require constant updating of the database due to the reliance on CRM and he plans to hire staff to make sure the database stays up to date. Based on the manager's consideration, ________ will be the most appropriate promotion mix element.
A) personal selling
B) digital and social media marketing
C) sales promotion
D) advertising
E) public relations and covert advertising
Q3) What are the three capabilities, or goals of promotion? Give at least one example for each of how promotion achieves this goal.
Page 15
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Chapter 14: Promotion Essentials: Legacy Approaches
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Which of the following is a distinct advantage of personal selling over the other marketing communication methods?
A) ability to tailor the message
B) highly flexible
C) strategic relationship between company and customer
D) less time-consuming
E) highly cost effective
Q2) Explain the three core functions of public relations that are most closely aligned with the role of the marketing manager.
Q3) ________ is one of the critical mistakes made in closing a sale.
A) Adopting a flippant approach
B) Excessive marketing
C) Standardized presentation
D) Too much talking
E) Geographic segmentation
Q4) The goal of institutional advertising is to increase the purchase of a specific offering.
A)True
B)False
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