Customer retention programs are based on what concept?
Customer relationships should be viewed from a lifetime value perspective rather than on a transaction-by-transaction basis
How a product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer are all elements of
a marketing plan
The first step in the marketing planning process (developing a marketing plant) is to
establish the overall mission and objectives
Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's
opportunities and threats
The first objective in the evaluate performance phase of the marketing planning process is to
review implementation programs and results using metrics
The strategic marketing planning process
is not always sequential
Which of the following is not one of the four major growth strategies marketers typically utilize?
segment development
Many states create licensing requirements for a variety of professionals (such as lawyers and accountants) designed to restrict entry into their market by professionals from other states. This strategy limits ____________ growth strategies.
market development
STP refers to segmentation, testing, and promotion
false
Which of the following is not one of the categories in Boston Consulting Group's Portfolio Analysis Model:
The Long Tail
Two requirements of sustainable competitive advantage are that it is easy to be copies and can be maintained over a long period of time
false
Which of the following is not one of the macro or overarching strategies for sustainable competitive advantage:
price excellence
The main focus of __________ is how a product compares within its competition
positioning
Which of these is not one of the 4E Framework of Digital Marketing
Entertain
Which social media site is best suited to help consumers experience a product before buying?
YouTube
Generally speaking, which one(s) of the below is an advantage of digital marketing?
all of the above
What type of media is this?
Company website
Company blog
Company social media
Owned
What type of media is this?
PPC
Display ad
Retargeting
Social media ads
Paid
What type of media is this?
Mentions
Shares
Reposts
Reviews
Earned
CTR, CPC, CPL and ROAS are all metrics
True
CTR, CPM, and SERP are all metrics
False
One of the advantages of search engine optimization is that the advertiser only pays when someone clicks on it URL
False
The top three digital advertising platforms are Google, Amazon and Facebook, in that order
False
The goal of pay-per-click advertising is to have high:
click-through rates
conversion rates
bounce rates
false
Retargeting is a popular form of search engine marketing
false
Call to action is a. button at the end of a video or display ad that allows customer to click to call the advertiser
false
CRM is a tool used for both lead nurturing and customer rentention
true
Which social media users spend online more than 2.5 times as much as an average U.S. consumer?
56% of online shoppers start their product searches on which online site?
Amazon
Each of the following have over 1 billion users:
Facebook
Google search
Gmail
Android
Chrome
Google Maps
YouTube
Google Play Stores
Google Drive
Google Photos
True
Paid search ads and organic listings are both found on a SERP
true
Attribution is an attempt at measuring the level of success each form of marketing contributes to its marketing campaign
true
Generally speaking, in the digital marketing word, a converstion is when a consumer does what you want her to do e.g. purchase the product
true
Which of the following steps occurs during the implementation phase of the marketing plan
identify and evaluate opportunities
What type of analysis does management use to evaluate the firm's various products and businesses and allocate resources according to which products are expected to be the most profitable for the firm in the future?
portfolio analysis
Which of the following growth strategies employs the existing markering mix and focuses the firm's efforts on existing customers
market penetration
Which of the following is least likely to provide a sustainable competitive advantage?
lowering prices
As part of her company's SWOT analysis, Cindy is assessing the company's internal environment, including
strengths and weaknesses
Larry is asked to conduct an STP analysis for his firm. The first step he should perform is this analysis to
divide the marketplace into subgroups