Digital Marketing Exercises PDF

1. __ are human needs that are shaped by culture and individual personality. (Wants) Values Demands Necessities Exchanges 2. Which of the following is NOT an accurate description of modern marketing? Marketing involves satisfying customers' needs. Marketing is building value-laden exchange r...

1. __ are human needs that are shaped by culture and individual personality. (Wants) Values Demands Necessities Exchanges 2. Which of the following is NOT an accurate description of modern marketing? Marketing involves satisfying customers' needs. Marketing is building value-laden exchange relationships with customers. Marketing is the creation of value for customers. (Marketing emphasizes selling and advertising exclusively.) Marketing involves managing profitable customer relationships. 3. According to management guru Peter Drucker, "The aim of marketing is to __" (make selling unnecessary) sell products fulfill unrealistic customer expectations emphasize customer wants and not customer needs maximize profits of the company 4. Consumer research, product development, communication, distribution, pricing, and service are all core ___ activities. (marketing) positioning logistics production outsourcing 5. What does not digital marketing involve? e-mail plus mobile/wireless (TV) Web databases 6. Which of the following is not one of the Applications of digital marketing? (An indirect-response medium) An advertising medium A lead-generation method A platform for sales transactions A distribution 7. Examples of transaction alternatives between businesses, consumers and governmental organisations. What does government to consumer include? Legal regulations Priceline Ebay Blogs and communities (National government information) 8. Which of the following is not one of the Six categories of digital communications tools or media channels? Search engine marketing Online partnerships Display advertising Social media marketing (Online communications) 10. Which of the following is not one of the environmental factors of macro environment? International Country specific Technology (Customers) Society 11. Which one is not one of the stages in communications objectives? (Purchase) Generate awareness Assist purchase decision Facilitate puchase Lead generation 12. Which one below is not one of the infrastructure components of the Internet? Dynamic web page Transaction log file Static web page Web analytics Techniques (Client server) 13. What does maket the controls provision of energy such as electricity and gas? Tax Jurisdiction (Ofgem) Taxation Ofcom Financial Services Authority 14. Many laws aim to prevent unethical marketing practice, so marketers have to understand and work within this regulatory framework. Which one below is not one of the six of the most important legal issues for digital marketers? Data protection and privacy law Anti-spam legislation (Tax jurisdication law) Disability and discrimination law Brand and trademark protectio 15. Which one below is not one of failures of the Digital Marketing Planning? (Ensure budget) Underestimated customer demand for online services Intense competition from existing and new market entrants Duplication of resources Insufficient resources and capabilities 16. Internal audit for digital marketing consists the following EXCEPT one? Digital marketing effectiveness Business effectiveness Marketing effectiveness (Customer effectiveness) 17. Setting goals and objectives is related with the following EXCEPT one? The online revenue contribution Setting SMART objectives (The offline revenue contribution) Framework for objective setting 18. Framework for objective setting consists the following EXCEPT one? Balanced scorecard Effectiveness (Imbalanced scorecard) Efficiency 19. Which one below is not one of the digital marketing strategy initiatives? Social media New customer proposition Customer conversion (Existing customer proposition) Customer acqusition 20. Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through____. sales and revenue creation innovation and creativity manufacturing efficiencies research and development (value creation and exchange) 1. The fundamental features of the product that meet the user's needs is called............? extended product product mix alternative product product variable (core product) 2. Additional features and benefits beyond the core product is called........? extended product product variable product mix core product (only product) 3. The element of the marketing mix that involves researching customers' needs and developing appropriate products is called........? product mix (product variable) augmented product core product extended product 4. Which of the following is not one of the Implications for digital technology for the product element of the mix? Speed of new product development Options for changing the extended product Options for offering digital products Options for varying the core product (Conducting offline research) 5. Prosumer is the combination of which of the following given below? Proaction + customer Production + customize Provocative +cofounder Produce + costume (Producer +consumer) 6. Which of the following is not one of the examples of how the Internet can be used to vary the extended product? customer lists customer comments testimonies warranties (rewards) 7. Which of the following is not one of the examples of how the Internet can be used to vary the extended product? guarantees money-back offers warranties customer lists (customer suggestions) 8. Options for performing new product development research online include except one social media listening (offline focus group) online questionnaire survey web analytics customer feedback or support forums 9. "A frequency distribution suggesting the relative variation in popularity of items selected by consumer" given definition refers to the following? Purple cow The stickiness factor The power of context (Long tail concept) The law of the few 10. The assets (or liabilities) linked to a brand's name and symbol that add to (or subtract from) a service is..... brand experience (brand equity) branding brand brand advocate 11. A customer who has favourable perceptions of a brand who will talk favourably about a brand to their acquaintances to help generate awareness of the brand or influence purchase intent. Refers to a person who is the brand equity (brand advocate) brand brand experience branding 12. Brand names for online brands the name should be what? except one. (convenient) meaningful simple compatible with the product distinctive 13. Which one below is not one of the Innovative pricing approaches? Reverse auctions Offer Forward auctions (Cost-plus pricing) Bid 14. Further pricing options which could be varied online include given below except one guarantees and warranties (extra price) refund policies discounts add-ons and extra products and services 1. A marketing-led approach to building and sustaining long-term business with customers. Given definition refers to the one of the following below? Social CRM Electronic cunsultant relationship management One-to-one marketing (Customer relationship management) Electronic customer relationship management 2. Using digital communications technologies to maximise sales to existing customers and encourage continued usage of online services. Given definition refers to the one of the following below? (Electronic customer relationship management) Social CRM One-to-one marketing Electronic customer relationship management Social Media 3. According to Forrester, engagement has four parts which can be measured both online and offline. They are given below except one? Interaction Involvement Intimacy Influence (Including) 4. Which one below is not one of the Benefits of using CRM to support customer engagement? Lower cost Permission marketing Deeper customer understanding (Self customisation of the marketing messages) Increased breadth and depth of information 5. Marketing applications of CRM is given below except one? Analysis Customer communication management Customer service management Sales force automation (Managing the buying process) 6. Three main types of customer data held in a CRM system: Whic one below is not related? (Transformation data) Communication interaction data Personal profile Transaction data 7. Marketing applications of Artificial Intelligence through the customer lifecycle include the following except one? (Ednure) Reach Convert Act Engage 8. The four classic marketing activities of customer relationship management are given below except one? Customer acquisition Customer selection Customer retention (Customer option) Customer extension 9. Lifetime value analysis enables marketers to except one given below? measure the effectiveness of alternative customer retention strategies (make decisions about the value of introducing new technologies) establish the true value of a company's customer base make decisions about products and offers identify and compare critical target segments plan and measure investment in customer acquisition programmes 1. Which one below is not to be involved in a digital experience project? Site sponsor Content developer Project manager (Site developer) Webmaster 2. Which one below is not one of the main development tasks of planning web sites, app design and redesign projects? Discovery, analysis, design Content creation, coding development and testing Publishing or launching the site or improvement Pre-launch promotion or communications (Post-development) 3. Which one below is not one of the Initiations of a digital project? Web site performance optimisation Selecting a hosting provider Domain name selection and registration (Digital experience analysis) Uniform resource locators 4. The discovery or analysis phase involves using marketing research techniques to find out the needs of the business and audience. Which of the followings are not of the Key considerations: Reviewing competitor web sites (Web restriction) Localisation and cultural customisation Usability requirements Personalisation requirements 5. Which one below is not one of the business requirements? (Customer selection) Service quality Customer acquisition Customer retention Customer conversion 6. Which one below is not one of the criterias for selecting a content management system? Publication workflow Navigation and visualisation Flexibility to test new approaches (Complex authoring system) Tracking and monitoring 7. The impact of service quality on e-loyalty is........... except? Reliability and responsiveness Empathy (Intangibles) Assurance Multichannel communication preferences 8. Chaffey and Smith (2008) suggest that the following actions can be used to achieve assurance in an e-commerce site:Which one below is not one of them? provide clear and effective privacy statements (use dependent certification bodies) follow privacy and consumer protection guidelines in all local markets emphasise the excellence of service quality in all communications make security of customer data a priority 1. The characteristics of digital media are given below except one? Increase in communications (From lean forward to lean backward) Medium changes, advertising standards Integration Timing of campaign 2............and inbound marketing the consumer is proactive in actively seeking out a solution and interactions with brands and are attracted through content, search and social media marketing. Fill in the missing blank with the appropriate word. Interactivity Trialogue Mass customisation Push media (Pull media) 3. The interaction between company, customer and other customers facilitated through online community, social networks, reviews and comments. Given definition belongs to which? Interactivity (Trialogue) Personalisation Push media Pull media 4. The elements of the model that can constrain the effectiveness of Internet marketing are except one given below? Encoding Feedback Decoding (Coding) Noise 5. Examples of digital campaign measures given below except one? SMART (Site promotion) Online site promotion Offline site promotion Traffic building 6. The characteristics of integrated marketing communications have been summarised by Pickton and Broderick (2001) as the 4 Cs of: which of the following is not related one? Continuity Complementary Coherence (Compulsory) Consistency 1. Which of the following is not one of the advantages of SEO? Potentially low cost Highly targeted (Lack of predictability) Dynamic Traffic driver 2. Which of the following is not one of the disadvantages of SEO? Complexity and dynamic nature Poor for developing awareness in comparison with other media channels Ongoing investment Time for results to be implemented (Potentially low cost) 3. The given below is not one of the best practices of SEO? Key-phrase analysis Index inclusion (Off-page optimisation) External linking Search engine submission 4. Disadvantages of paid search marketing are given below which one is not the one of them? Competitive and expensive Irrelevant (Appropriate) Time-consuming Requires specialist knowledge 5. Advantages of paid search marketing are given below except one? Branding Predictability Good accountability Remarketing (Customer match) 6. For the marketer or PR professional, managing PR, the main differences are: except one given below? Difficult control. (More options to create their own stories.) Less easy to control. Easier to monitor. Need for faster response 7. There are the advantages and disadvantages of online public relations. Which of the following is not one of the advantages? SEO Brand enhancement and protection Reach (Cost efficiency) Credibility 8. There are the advantages and disadvantages of affiliate marketing. Which of the following is not one of the advantages of affiliate marketing given below? Generate awareness (Affiliates may exploit your brand name) Target generic phrases in SERPs Diversity risk Pay-per-performance 9. There are the advantages and disadvantages of affiliate marketing. Which of the following is not one of the disadvantages of affiliate marketing given below? May damage brand reputation (SERPS visibility) Programme management fees Programme management time Incremental profit or sales may be limited 1. There are five diagnostic categories for digital marketing measurement, one of which is not listed? Business contribution (Customer recognition) Site promotion Customer satisfaction Marketing outcomes 2. Within Content management process The different tasks involved in the maintenance process are as follows: except one? Correct (Forward) Review Write Test 3. There are tools and techniques for collecting metrics and summarising results, which of the following given below is not one of them? Site-visitor activity data Log file analyser Hit recorded (Various visitors) Page impression 1. E-retailers should aim to understand how customer expec-tations have been raised. Some of the key areas where customers have high expectations are: Except one below? Timeliness Customer service (Attitude) Convenience Delivery 2............... tend to be virtual merchants and design their operating format to accommodate consumer demands by trading online supported by a physical distribution infrastructure. Virtual channels have distinct advantages over traditional marketing channels in that they potentially reduce barriers to entry. Given definition belongs to? Pureplay retailers Bricks-and-clicks retailers (Clicks-and-mortar retailers) E-retailing E-commerce 3. 'Clicks-only' or virtual retailers operate entirely online. In reality it is almost impossible for a business to operate online without a point of access to the Internet. Therefore, generally speaking, the term '.....................' refers to retailers who do not have fixed-location stores and or own physical operational support systems, e.g. distribution warehouses. Fill in the missing blank. E-commerce Clicks-and-mortar retailers (Pureplay retailers) E-retailing Bricks-and-clicks retailers 4. Retailers use this type of website to provide information primarily to make customers aware of the company's existence. The site will not provide specific product information and only gives limited details about services offered. Which strategy does the given definition refer to? Catalogue strategy Brochure strategy Operation strategy Service strategy (Billboards strategy) 5. This type of website acts as a showcase providing information with a little more detail of specific products, say, new product lines. Which strategy does the given definition refer to ? Billboards strategy Service strategy Catalogue strategy (Brochure strategy) Operation 6. Which one below is not one of the online sales strategies? Import strategy Anti-mirror strategy (Mirror strategy) Virtual strategy Synergy strategy