Podcast
Questions and Answers
Which of the following is not one of the six most important legal issues for digital marketers?
Which of the following is not one of the six most important legal issues for digital marketers?
Which option below is not considered a failure of Digital Marketing Planning?
Which option below is not considered a failure of Digital Marketing Planning?
Internal audit for digital marketing evaluates all of the following EXCEPT:
Internal audit for digital marketing evaluates all of the following EXCEPT:
Setting goals and objectives in digital marketing is related to all EXCEPT:
Setting goals and objectives in digital marketing is related to all EXCEPT:
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Which of the following is not a part of the framework for objective setting?
Which of the following is not a part of the framework for objective setting?
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Which of the following is not one of the digital marketing strategy initiatives?
Which of the following is not one of the digital marketing strategy initiatives?
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Marketing is defined as a process by which individuals and organizations obtain what they need through _____.
Marketing is defined as a process by which individuals and organizations obtain what they need through _____.
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Which term describes the fundamental features of the product that meet the user's needs?
Which term describes the fundamental features of the product that meet the user's needs?
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Which of the following best describes human needs shaped by culture and personality?
Which of the following best describes human needs shaped by culture and personality?
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Which of the following statements is NOT an accurate description of modern marketing?
Which of the following statements is NOT an accurate description of modern marketing?
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According to Peter Drucker, the aim of marketing is to _____
According to Peter Drucker, the aim of marketing is to _____
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Which core activity includes consumer research, product development, and distribution?
Which core activity includes consumer research, product development, and distribution?
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What element does digital marketing NOT involve?
What element does digital marketing NOT involve?
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Which of the following is NOT one of the applications of digital marketing?
Which of the following is NOT one of the applications of digital marketing?
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What does government to consumer communication include?
What does government to consumer communication include?
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Which of the following is not one of the environmental factors of the macro environment?
Which of the following is not one of the environmental factors of the macro environment?
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Which of the following is not an example of how the Internet can be used to vary the extended product?
Which of the following is not an example of how the Internet can be used to vary the extended product?
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Which of the following does not describe the assets linked to a brand's name and symbol that affect its service?
Which of the following does not describe the assets linked to a brand's name and symbol that affect its service?
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What type of customer is described as having favorable perceptions of a brand and promoting it to others?
What type of customer is described as having favorable perceptions of a brand and promoting it to others?
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Which brand name characteristic is considered less important when creating names for online brands?
Which brand name characteristic is considered less important when creating names for online brands?
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Which of the following is not an innovative pricing approach?
Which of the following is not an innovative pricing approach?
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What online research option is generally not included for performing new product development?
What online research option is generally not included for performing new product development?
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Which frequency distribution reflects consumer item popularity variation?
Which frequency distribution reflects consumer item popularity variation?
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Which one of the following pricing options is not normally varied online?
Which one of the following pricing options is not normally varied online?
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Which of the following is NOT one of the four parts of engagement according to Forrester?
Which of the following is NOT one of the four parts of engagement according to Forrester?
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Which of the following is NOT a benefit of using CRM to support customer engagement?
Which of the following is NOT a benefit of using CRM to support customer engagement?
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Which of the following is NOT one of the main types of customer data held in a CRM system?
Which of the following is NOT one of the main types of customer data held in a CRM system?
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Which marketing application is NOT included in the customer lifecycle for AI?
Which marketing application is NOT included in the customer lifecycle for AI?
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Which of the following is not a key consideration during the discovery phase?
Which of the following is not a key consideration during the discovery phase?
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Which of the following is NOT one of the classic marketing activities of customer relationship management?
Which of the following is NOT one of the classic marketing activities of customer relationship management?
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Which task is NOT involved in a digital experience project?
Which task is NOT involved in a digital experience project?
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Which of the following is not typically classified as a business requirement?
Which of the following is not typically classified as a business requirement?
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Which option is not a criterion for selecting a content management system?
Which option is not a criterion for selecting a content management system?
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Which is NOT one of the main development tasks in planning web sites and app design?
Which is NOT one of the main development tasks in planning web sites and app design?
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Which of the following is not considered an impact of service quality on e-loyalty?
Which of the following is not considered an impact of service quality on e-loyalty?
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Which option is NOT an initiation of a digital project?
Which option is NOT an initiation of a digital project?
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According to Chaffey and Smith, which of the following is not an action used to achieve assurance in an e-commerce site?
According to Chaffey and Smith, which of the following is not an action used to achieve assurance in an e-commerce site?
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Which characteristic of digital media is incorrectly listed?
Which characteristic of digital media is incorrectly listed?
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In the context of inbound marketing, which option best fits in the blank: '________ and inbound marketing the consumer is proactive in actively seeking out a solution'?
In the context of inbound marketing, which option best fits in the blank: '________ and inbound marketing the consumer is proactive in actively seeking out a solution'?
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Which element is not considered a constraint on the effectiveness of Internet marketing?
Which element is not considered a constraint on the effectiveness of Internet marketing?
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Which of the following is not a tool or technique for collecting metrics and summarizing results?
Which of the following is not a tool or technique for collecting metrics and summarizing results?
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Which customer expectation is typically not a key area for e-retailers?
Which customer expectation is typically not a key area for e-retailers?
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The definition provided describes which type of retail format?
The definition provided describes which type of retail format?
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The term that refers to retailers who do not have fixed-location stores is?
The term that refers to retailers who do not have fixed-location stores is?
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Which website strategy is primarily used to create awareness of a company's existence without detailed product information?
Which website strategy is primarily used to create awareness of a company's existence without detailed product information?
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Which website strategy provides detailed information about specific products?
Which website strategy provides detailed information about specific products?
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Which of the following is not considered an online sales strategy?
Which of the following is not considered an online sales strategy?
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What type of channel is characterized by significantly reducing barriers to entry for retailers?
What type of channel is characterized by significantly reducing barriers to entry for retailers?
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Study Notes
Marketing Fundamentals
- Human needs are shaped by culture and personality (Wants)
- Marketing is NOT just selling/advertising
- Marketing is about creating customer value/relationships, satisfying needs, and managing profitable relationships
- The aim of marketing is to make selling unnecessary
- Marketing includes: consumer research, product development, communication, distribution, pricing, and service activities
Digital Marketing
- Digital marketing does NOT include TV
- Digital marketing includes e-mail, mobile/wireless, web, and databases
- Digital marketing applications are not limited to indirect response mediums or advertising mediums
- Digital marketing includes lead generation and sales transaction platforms
- Digital marketing includes governmental to consumer communication channels such as legal regulations, Priceline and eBay
- Digital marketing channels include search engine marketing, online partnerships, display and social media marketing.
Macro-Environment Factors
- International factors
- Country-specific factors
- Technology factors
- Society factors (not Customers)
Communication Objectives
- Generating awareness
- Assisting purchase decisions
- Facilitating purchase
- Lead generation (not Purchase)
Internet Infrastructure
- Dynamic web pages
- Transaction logs
- Static web pages
- Web analytics techniques (not Client server)
Marketing Legal Considerations
- Data protection and privacy law
- Anti-spam legislation
- Disability and discrimination law
- Brand and trademark protection (not tax jurisdiction law)
Digital Marketing Planning Failures
- Underestimated customer demand for online services
- Intense competition from existing and new market entrants
- Duplication of resources
- Insufficient resources and capabilities (not Ensure budget)
Digital Marketing Effectiveness
- Business effectiveness
- Marketing effectiveness
- Customer effectiveness is NOT a type of digital marketing effectiveness
Goal and Objective Setting
- The online revenue contribution
- Setting SMART operational objectives
- The offline revenue contribution is NOT related to objective setting
- Setting frameworks for objectives setting
Balanced Scorecard
- Balanced scorecard
- Effectiveness (not Imbalanced scorecard)
Marketing Strategy Initiatives
- Social media
- New customer proposition
- Customer conversion (not Existing customer proposition)
- Customer acquisition
Value Creation and Exchange
- Marketing process encompasses satisfying consumer wants and needs
- Marketing activities include innovation, creativity
- Marketing is a managerial process for obtaining consumer desires and needs
Product Features and Benefits
- Fundamental product features that meet user needs are called the 'core product'
- Additional features and benefits beyond the core product are called the 'extended product'
Digital Technology and Product
- Digital technology helps in speeding up product development
- Digital technology enables variations in core products, and the extended product
- Offline research is not among the implications of digital technology on products.
Prosumer
- Prosumer is the combination of Producer and consumer
Internet, Extended Products, & Varied Products
- Internet is used to alter customer lists, comments, and feedback
- Online options can include guarantees, warranties, refund policies, discounts, etc.
- Online options include social media listening, online questionnaires, and web analytics tools for new product development research.
Consumer & Products
- A frequency distribution of consumer product popularity is known as 'Long Tail Concept' (not Purple cow)
- Important assets for brands are assets like brand experience, brand equity, and branding
Customer Advocate
- A brand advocate is a customer with positive brand perceptions who promotes the brand to others
Brand Names
- Brand names should be convenient, meaningful, simple, compatible with the product, and distinctive
Pricing Approaches
- Prices are complex; some approaches include reverse auctions, forward auctions, and cost plus methods.
- Pricing options include guarantees, warranties, refund policies, and discounts.
CRM (Customer Relationship Management)
- CRM is a marketing-led approach for long-term customer relationships
- Social CRM and e-CRM are used to maximize sales and continue usage of products and services online.
- Interaction, involvement, intimacy, and influence are four parts for engagement in CRM.
- Benefits of using CRM for customer engagement include deeper customer understanding.
Marketing Applications of CRM
- CRM applications include analysis, customer communication management, customer service management, sales force automation.
- CRM data includes transformation data, interaction data, personal profiles.
Marketing Applications of Artificial Intelligence
- Marketing applications of AI include reach, convert, act and engage.
SEO (Search Engine Optimization)
- SEO is about measuring and evaluating customer retention strategies.
- SEO is used to establish a company's value proposition, and compare segments.
- SEO is about planning and measuring investment in marketing campaigns
- Potential disadvantages of SEO include complexity, a lack of predictability, time-consuming, and needing special knowledge and marketing expertise.
- SEO advantages include potentially low cost and highly targeted.
- SEO best practices include key phrase analysis, index inclusion, external linking and search engine submission.
Paid Search Marketing Advantages
- Paid search marketing advantages include branding, predictability, good accountability, and remarketing (customer match is not an advantage)
- Paid search disadvantages include competitiveness, expense, and the need for knowledgeable specialists.
PR (Public Relations)
- PR management involves controlling the difficulty in managing information, easier monitoring, more options for designing communication
- Key PR advantages include brand enhancement and protection, and credibility
Affiliate Marketing
- Potential advantages in affiliate marketing are generating awareness, targeting generic phrases in SERPs, diversity risk, and payment per performance
- May damage a brand's reputation if not managed properly
- Affiliate schemes can have limited programme management time.
Content Management Systems (CMS)
- CMS criteria include publication workflow, navigation and visualization.
- Flexibility to test various approaches is a requirement in CMS.
E-Loyalty and Service Quality
- E-loyalty includes reliability and responsiveness, empathy and assurance.
- E-loyalty includes multichannel communication preferences.
Business Requirements
- Requirements in a business include service quality, customer acquisition, customer retention, and customer conversion (not Customer selection).
Website Development
- Web development projects are needed to discover, analyze, design, develop content, test, and prepare for launching and improvement as needed
- Types of website development and planning include discovery, analysis (design), content creation, development, and testing, promotion and communications.
Digital Project Initiations
- Necessary processes for digital project initiations include selecting a website hosting provider, choosing a domain name, and website optimzation
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Description
Explore the key concepts of marketing fundamentals and digital marketing in this comprehensive quiz. Learn how human needs influence marketing strategies and the role of digital platforms in modern marketing practices. Test your knowledge on customer value creation, communication channels, and more.
