Mock exam questions Flashcards
- Which of the following activities BEST helps to align different audiences to different digital marketing strategies and tactics?
a) Segmentation of customers
b) Social media listening
c) Customer communications strategy
d) Development of content
A - Without researching and profiling the audience leading to
segmentation, it is very difficult to accurately align the other components of digital marketing strategies to the audience. The other options describe activities that are more likely to support the segmentation once identified, allowing for the fact that they could assist in the segmentation improvement process.
What is the MOST important reason to review the client brief when work has been completed?
a) To agree the key deliverables and milestones
b) To ensure that all client requirements have been met
c) To ensure all work has been logged
d) To review the development wireframe
B - This is the key purpose of reviewing a brief.
Which of the following are market segmentation strategies? a) Geographic, b) Demographic, c) Atmospheric, d) Psychographic
a) A, B and D only
b) A, B and C only
c) A, C and D only
d) B, C and D only
A - Atmospheric is not a factor
What is the KEY benefit of relationship marketing?
a) Provides focus for generating new business.
b) Less management needed for existing customers.
c) Makes it easier to manage customers.
d) Provides opportunities for cross-selling.
D - It is easier to sell additional products to an existing satisfied customer.
When creating a digital marketing campaign which of the following is MOST important to identify?
a) Market competition.
b) Target audience.
c) Sales channels.
d) Marketing channels.
D - It is easier to sell additional products to an existing satisfied customer.
B - Without identifying potential customers all other strategies are unknown.
- A company decides to initiate a ‘product extension’. In which stage of the product lifecycle is this MOST LIKELY to occur?
a) Growth
b) Launch
c) Maturity
d) Decline
C - Product extension is most likely to occur in the Maturity stage of the Product Life Cycle.
Which of the following is the CORRECT definition of click-through rate? (1 Point)
a) The ratio of users who visit a webpage to the total number of users who buy online.
b) The ratio of users who click on a specific link to the total number of users who view a page.
c) The ratio of users who click on a specific link to the total number of pages on a website.
d) The ratio of visitors to a website who came through from social media.
B - Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online marketing campaign.
Which of the following is NOT an aspect of the customer lifecycle? (1 Point)
a) Acquisition
b) Conversion
c) Research
d) Reach
C - The Customer lifecycle includes: Reach, Acquisition, Conversion, Retention, Loyalty.
Which of the following BEST defines the Promotion component of the digital marketing mix?
a) Techniques to raise awareness of products and services.
b) Types of advertising channels used in a campaign.
c) The value proposition added to products and services.
d) Types of product or service discounts offered online.
A - This is the definition of the Promotion component.
Relationship marketing concentrates on which of the following? a) Acquisition of customers.
b) Building customer loyalty.
c) Individual sales.
d) Sales through partners
B - Relationship marketing is a facet of Customer Relationship
Management (CRM) that focuses on customer loyalty and long-term customer engagement rather than shorter-term goals like customer acquisition and individual sales.
Which of the following could NOT be described as a channel for client acquisition?
a) Website
b) Email
c) Target audience
d) Social media
C - Target audience is not a channel for acquisition, but to whom the acquisition process is aimed at.
Which of the following is the CORRECT definition of real-time data?
a) The process of analysing data gathered from all sources.
b) Information that is based on social media listening.
c) Information that is gathered from customers using mobile devices.
d) Information that is delivered immediately after collection.
D - This is the correct definition of real-time data
Which of the following BEST describes why it is important for different functions of a business to share digital marketing data?
a) Each function has its own activities requiring its own data.
b) Only certain functions will have digital marketing skills.
c) Digital and social media marketing effectiveness is optimised.
d) Digital marketing specialists do not understand other business functions.
C - It is increasingly important that information gained from digital and social media marketing is shared across different functions of the business, not only to improve the effectiveness of digital marketing itself, but also to improve the effectiveness of each function.
Which of the following BEST defines the Place component of the digital marketing mix?
a) The channels selected to advertise your products and services.
b) The physical locations where a business is located.
c) The physical locations of the target audience.
d) The page on a website where a customer is directed to.
A - This is the definition of the Place component of the digital marketing mix.
Which of the following factors does a psychographic market segmentation strategy give consideration to? a) Values, b) Age, c) Interests, d) Attitudes
a) a, b and c only.
b) b, c and d only.
c) a, c and d only.
d) a, b and d only.
C - These 3 factors are considerations for psychographic market segmentation strategy.
