Quiz 2

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?

LinkedIn

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