Digital Marketing Test Bank
Course Introduction
Digital Marketing explores the strategies, tools, and techniques used to promote products and services through digital channels such as social media, search engines, email, and websites. The course covers fundamental concepts including online consumer behavior, content creation, search engine optimization (SEO), pay-per-click advertising (PPC), data analytics, and digital campaign management. Students will learn to design and implement effective digital marketing plans, analyze performance metrics, and leverage emerging technologies to reach target audiences and drive business objectives in a rapidly evolving digital landscape.
Recommended Textbook Marketing Management 13th Edition by Phil Kotler
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22 Chapters
3300 Verified Questions
3300 Flashcards
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Page 2
Chapter 1: Defining Marketing for the 21st Century
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) A number of companies-including the Body Shop,Ben & Jerry's,and Patagonia-have achieved notable sales and profit gains by adopting and practicing a form of the societal marketing concept called ________,by which a company with an image,product,or service to market builds a relationship or partnership with a cause,or a number of causes,for mutual benefit.
A) social marketing
B) environmental marketing
C) cause-related marketing
D) benefit marketing
E) responsible marketing
Answer: C
Q2) Services constitute the bulk of most countries' production and marketing effort.
A)True
B)False
Answer: False
Q3) When consumers share a strong need that cannot be satisfied by an existing product,they are engaged in latent demand.
A)True
B)False
Answer: True
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Chapter 2: Developing Marketing Strategies and Plans
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Sample Questions
Q1) Sony's former president,Akio Morita,wanted everyone to have access to "personal portable sound," so his company created the Walkman and portable CD player.This vision was reflected in the company's ________.
A) mission statement
B) SWOT analysis
C) consumer intelligence
D) database
E) vertical
Answer: A
Q2) Which of the following is one of the four planning activities undertaken by all corporate headquarters
A) defining the corporate mission
B) establishing strategic business units
C) assigning resources to each SBU
D) assessing growth opportunities
E) all of the above
Answer: E
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Chapter 3: Gathering Information and Scanning the Environment
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150 Flashcards
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Sample Questions
Q1) Describe the differences between a core belief and secondary belief.Provide an example to illustrate your description.
Answer: The people living in a particular society hold many core beliefs and values.These tend to persist over time.Most Americans believe in work,getting married,in giving to charity,and in being honest.Secondary beliefs are more open to change,such as when is the right time to get married.
Q2) Elance.com is a service provider that allows contractors to describe their level of satisfaction with subcontractors.This is an example of a(n)________.
A) independent customer goods and service review forum
B) public blog
C) customer complaint site
D) combo site offering customer reviews and expert opinions
E) distributor or sales agent feedback site
Answer: E
Q3) A growing population always means a growing market.
A)True
B)False
Answer: False
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Chapter 4: Conducting Marketing Research and Forecasting Demand
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Sample Questions
Q1) The most common instrument used to collect primary data is the questionnaire.
A)True
B)False
Q2) "What does the Coca-Cola name mean to you" would be an illustration of a question that might be used in a projective technique.
A)True
B)False
Q3) Explain what a "projective technique" is and how it might be used to assist researchers in understanding consumer actions and behavior.
Q4) Companies assume that the lower the ________,the higher the market potential.
A) market forecast
B) product-penetration percentage
C) company demand
D) market minimum
E) market potential
Q5) You have been asked to develop a customer-performance scorecard for your company's toy division.List three measures you might include.
6
Q6) List the four advantages of conducting marketing research online.
Q7) Describe a marketing decision support system (MDSS).
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Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
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Sample Questions
Q1) According to customer profitability analysis (CPA),platinum customers spend the most money with the organization,thereby making them valuable.
A)True
B)False
Q2) Building a database would not be worthwhile for a company in all of the following cases EXCEPT ________.
A) where the product is a one-in-a-lifetime purchase
B) where customers show little loyalty to a brand
C) where the company already has an above average relationship with its customers
D) where the unit sale is very small
E) where the cost of gathering the information is too high
Q3) The skillful use of database marketing and ________ has made catalog house Fingerhut one of the nation's largest direct-mail marketers.
A) everyday low prices
B) expanded home delivery options
C) relationship building
D) competitor's mistakes
E) retailer alliances
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Chapter 6: Analyzing Consumer Markets
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Sample Questions
Q1) The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________.
A) needs
B) wants
C) desires
D) brand beliefs
E) consuming attitudes
Q2) Memory can often be reconstructive,meaning that consumers may remember an experience differently after the fact due to intervening factors or other events.
A)True
B)False
Q3) A child growing up in the United States is exposed to all of the following values EXCEPT ________.
A) achievement and success
B) activity
C) efficiency and practicality
D) the importance of the group in daily life
E) freedom
Q4) What does the learning theory teach marketers about demand for products
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Chapter 7: Analyzing Business Markets
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Sample Questions
Q1) Product value analysis (PVA)attempts to reduce costs by studying components to see if they can be redesigned,standardized,or produced more cheaply.
A)True
B)False
Q2) Which of the following relationships is characterized as being one that has much trust and commitment leading to a true partnership
A) Mutually adaptive
B) Collaborative
C) Basic buying and selling
D) Customer supply
E) Cooperative systems
Q3) Consider yourself as an upper-level marketing executive of a large seller of fleet trucks.Which of the following strategies would be most appropriate in reaching buying center targets
A) Concentrate on key buying influencers.
B) Use multilevel in-depth selling.
C) Use trade-based promotions.
D) Begin all sales efforts with the secretarial support staff.
E) Move all operations to the Net.
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Page 9
Chapter 8: Identifying Market Segments and Targets
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Sample Questions
Q1) Research shows that men and women shop differently.Men often like to read product information; women may relate to a product on a more personal level.
A)True
B)False
Q2) Customer cloning is the practice of identifying the key characteristics of a market segment and then identifying multiple geographic areas where the majority of the population possesses those characteristics.
A)True
B)False
Q3) All of the following are disadvantages of customerization <B>EXCEPT</B> that
A) it requires more prior information about the customer than most customers are willing to share
B) it is difficult to implement for complex products
C) it can raise the cost of goods by more than the customer is willing to pay
D) some customers don't know what they want until they see the actual product
E) the product may be hard to repair and have little sales value
Q4) Describe the brand funnel and how marketers use it to focus their marketing efforts.
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Chapter 9: Creating Brand Equity
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Sample Questions
Q1) ________ are a means of understanding where,how much,and in what ways brand value is being created,to facilitate day-to-day decision making.
A) Internal marketing campaigns
B) Brand portfolio audits
C) Brand value chains
D) Sales cycles
E) Brand-tracking studies
Q2) The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.
A) Personalizing marketing
B) Individualizing marketing
C) Globalizing marketing
D) Institutionalizing marketing
E) Integration marketing
Q3) As a brand manager you would like to have your brand (brand name)to be protectible.Explain what you mean by "protectible" and give an illustration.
Q4) Describe the meaning and function of a brand audit.
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Chapter 10: Crafting the Brand Positioning
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Sample Questions
Q1) As the marketer of a new soft drink,what are the three levels at which you might anchor your brand's points of difference
Q2) There are three consumer desirability criteria for PODs (points-of-difference): price,value,and respectability.
A)True
B)False
Q3) Consumers are always willing and eager to accept an "improved" product. A)True
B)False
Q4) The maturity stage of the product life cycle can be divided into three distinct phases.If the absolute level of sales starts to decline and customers begin switching to other products,the product is most likely in the ________ phase of the maturity stage. A) growth
B) decaying maturity
C) stable
D) competitive vulnerability
E) abandonment
Q5) With respect to positioning,explain points-of-parity and points-of-difference.
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Chapter 11: Dealing with Competition
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Sample Questions
Q1) When a regional computer-manufacturing firm began to seek out customers who lived outside of its traditional market boundaries,the firm was employing which of the following new-customer expansion strategies to expand its total market
A) market-penetration strategy
B) new-market segment strategy
C) geographic-expansion strategy
D) product differentiation strategy
E) latent demand strategy
Q2) When U.S.tobacco companies acknowledged the growing curbs on cigarette smoking and decided to move into new industries,such as beer,liquor,and soft drinks,they were employing a market broadening mobile defense.
A)True
B)False
Q3) As a result of a competitor-centered company orientation,the company develops a fighter orientation.
A)True
B)False
Q4) When a market challenger uses a frontal attack,what is the principle of force
Q5) How should a company deal with customers who are neither vulnerable nor valuable
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Chapter 12: Setting Product Strategy
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Sample Questions
Q1) Price-setting logic must be modified when the product is part of a product mix.In that case,the firm searches for a set of prices that ________ profits on the total mix. A) are ineffective on total B) have no effect on total C) maximize D) minimize E) capitalize upon
Q2) In planning its market offering,the marketer must address the five product levels of the customer-value hierarchy.Describe the "customer-value hierarchy" and identify the five levels of product contained within.
Q3) 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.
Q4) When differentiated,products can then be branded.List the possible ways that physical products can be differentiated.
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Page 14
Chapter 13: Designing and Managing Services
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Sample Questions
Q1) Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.
A) accommodating
B) nonthreatening
C) neutral
D) negative
E) positive
Q2) Services have four distinctive characteristics that greatly affect the design of marketing programs.Which of the following is NOT one of these characteristics
A) Intangibility
B) Communicability
C) Variability
D) Perishability
E) None of the above
Q3) The Bureau of Labor Statistics reports that the service-producing sector will continue to lose jobs over the next five years.
A)True
B)False
Q4) How has the Internet empowered customers with complaints
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Chapter 14: Developing Pricing Strategies and Programs
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Sample Questions
Q1) When the seller receives full payment in cash and agrees to spend a substantial amount of the money in a country within a stated time period,this is called offset.
A)True
B)False
Q2) For price discrimination to work,certain conditions must exist.List and briefly explain these conditions.
Q3) In responding to a competitor's price cut,a firm in a nonhomogeneous market has more latitude and should consider what four issues before responding
Q4) ________ occurs when a company sells a product or service at two or more prices that do not reflect a proportional difference in costs.
A) Psychological pricing
B) Loss-leader pricing
C) Product-form pricing
D) Customer-segment pricing
E) Price discrimination
Q5) Explain how Armani uses consumer psychology to charge at least 20 times more for a black T-shirt than do Gap or H&M.
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Chapter 15: Designing and Managing Integrated Marketing
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Sample Questions
Q1) Intermediaries who buy,take title to,and resell the merchandise are called ________.
A) retailers
B) facilitators
C) marketers
D) agents
E) merchants
Q2) One of the control issues of using a sales agency as a channel partner is that the sales agency is an independent firm seeking to ________.
A) find new customers
B) increase sales
C) lower its costs and profits
D) maximize profits
E) none of the above
Q3) The ability of a shopper of laundry detergents to visit a grocery retailer and see a wide variety of brands,sizes,and units for purchase is an example of what elements of the channel service output
Q4) Identify four things that marketers can do to better integrate their online and off-line channels.
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Chapter 16: Managing Retailing, Wholesaling, and Logistics
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Sample Questions
Q1) Today,growth in the retail market is centered firmly in the middle market,leaving luxury retailers and discounting specialists struggling.
A)True
B)False
Q2) Because shelf space is scarce,many supermarkets now charge a ________ for accepting a new brand,to cover the cost of listing and stocking it.
A) generic
B) slotting fee
C) shopping strip
D) promotion allowance
E) none of the above
Q3) Recent trends in retailing includes which of the following
A) Reduction in the level of global competition
B) Decline in the "shop at home" markets
C) Growth of the "smaller" boutique-type stores
D) Competition between Internet selling and store-based retailing
E) Competition between store-based and non-store-based retailing
Q4) As a brand manager why should you be concerned with the transportation decisions regarding your product
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Chapter 17: Designing and Managing Integrated Marketing Communications
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Sample Questions
Q1) In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.
A)True
B)False
Q2) According to the macromodel of communication,the four major communication functions are decoding,response,feedback,and ________.
A) message
B) encoding
C) response
D) feedback
E) noise
Q3) Many companies set promotion expenditures at a specified percentage of current or anticipated sales,or of the sales price.This method of budgeting is called ________.
A) objective-and-task method
B) percentage-of-sales method
C) affordable method
D) competitive parity method
E) none of the above
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Chapter 18: Managing Mass Communications:
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Sample Questions
Q1) When retailers buy more cases than are needed in a region in which the manufacturer offered a deal and ship the surplus to their stores in nondeal regions,is known as ________.
A) forward buying
B) purchasing intent
C) de facto buying
D) trade buying
E) diverting
Q2) In measuring an event,the supply-side method attempts to approximate the amount of time or space devoted to media coverage of an event.
A)True
B)False
Q3) MPR (marketing public relations)plays an important role in what tasks
Q4) One of the advantages of radio advertising is its flexibility.
A)True
B)False
Q5) The media planner must know the capacity of the major advertising media types to deliver reach,frequency,and impact.Media planners make their choices by considering four variables.List these variables and briefly explain them.
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Chapter 19: Managing Personal Communications:
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Sample Questions
Q1) A direct-mail campaign that has an order-response rate of ________ is considered a success.
A) 5%
B) 3%
C) 2%
D) 10%
E) 15%
Q2) Visitors will judge a Web site's performance on ease of use and physical attractiveness.Identify the three factors that make up a Web site's attractiveness.
Q3) The underlying customer strategy for the sales force of a business in the growth phase of the business life cycle is to ________.
A) create awareness and generate quick product uptake
B) penetrate deeper into existing segments and develop new ones
C) focus on efficiently serving and retaining existing customers
D) emphasize efficiency
E) protect critical customer relationships
Q4) Interstitials are advertisements that pop up between changes on a Web site.
A)True
B)False
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Chapter 20: Introducing New Market Offerings
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Sample Questions
Q1) In a simulated test market,the firm finds 30 to 40 qualified shoppers and questions them about brand familiarity and preferences in a specific product category.
A)True
B)False
Q2) The traditional company-centric approach to product innovation is giving way to
A) the increasing importance of company R&D departments
B) the cocreation of products with consumers
C) the insights of senior executives in the go/no-go stage-gate decisions
D) a more financially strict attitude toward funding new-product development
E) all of the above
Q3) A(n)________ loses money,but its sales cover all its variable costs and some of the fixed costs.
A) strategic product failure
B) market product failure
C) partial product failure
D) relative product failure
E) transfer product failure
Q4) Differentiate between a product idea and a product concept.
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Chapter 21: Tapping into Global Markets
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Sample Questions
Q1) Operating units within an international division may be ________,each with an international vice president responsible for worldwide sales of each product group.
A) international subsidiaries
B) geographical organizations
C) world product groups
D) export departments
E) none of the above
Q2) When companies are setting prices in different countries,the problem with setting a uniform price everywhere is that ________.
A) it allows intermediaries in low-price countries to reship their products to high-price countries
B) the company would earn the same profits everywhere, regardless of the cost structure
C) this strategy might price the product out of the market in countries where costs are high
D) this strategy would make the price too high in poor countries and not high enough in rich countries
E) all of the above
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Page 23
Chapter 22: Managing a Holistic Marketing Organization
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Sample Questions
Q1) ________ is the average price charged by the company as a percentage of the average price charged by all companies.
A) Overall market share
B) Customer penetration
C) Customer loyalty
D) Customer selectivity
E) Price selectivity
Q2) Going forward,there are a number of imperatives to achieving marketing excellence.For example,marketers must ________.
A) create new ideas if the company is to prosper in a hypercompetitive market
B) strive for customer insight and treat customers differently but appropriately
C) build strong brands through performance, more than through promotion
D) go electronic and win through building superior information and communications systems
E) all of the above
Q3) A disadvantage of product and brand managers is that they become experts in their product area but rarely achieve functional expertise.
A)True
B)False
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Page 24