1. Visualising the process of turning potential customers into customers from the marketer's perspective is

1. The marketing funnel
2. The consumer decision-making process
3. The customer journey
4. Target marketing

2. When an email subscriber takes the path you point them toward in your message, this is known as

1. A conversion
2. An impression
3. A click rate
4. An optimization

3. When doing your research for your group project, you come across find some "free" resources from the SEMRush website. This is an example of

1. Outbound marketing
2. Inbound marketing
3. Database marketing
4. Push marketing

4. When selecting metrics for web analytics, it is important to

1. Use as many as possible
2. Focus on just one or two
3. Focus only on those that lead to a 'macro' conversion
4. Be selective, starting with your buinsess objectives and priority for your website

5. Your client, MediPet is a new entrant in the pet insurance market. In addition to its owned media, it is looking to make use of media that offers a high level of credibility at low cost. You recommend

1. Developing high quality, relevant content to encourage shared media
2. Creating a series of emotionally engaging ads for paid social media
3. Doing more extensive keyword research to improve SEO rankings
4. Develop display ads for websites known to be frequented by vets

6. A student searching for the SPARKPlus login via Google rather than (correctly) using the link provided is demonstrating what type of user intent?

1. Informational
2. Commercial
3. Transactional
4. Navigational

7. Creating fictional representations of customer types is known as

1. Segmentation naming
2. Customer journey mapping
3. Cluster analysis
4. Persona development

8. Fans of the popular home renovation TV show, "The Block" have their own Facebook group where members enthusiastically post opinions about the show. This type of media is best described as:

1. Shared media
2. Earned media
3. Paid media
4. Owned media

9. In designing the website for your new SEM agency, QuayWord, you include an option for visitors to sign up to your monthly newsletter. This is an example of using

1. Outbound marketing
2. Earned media
3. Shared media
4. Owned media

10. Marketers most often measure open rates and click rates in email marketing with the use of:

1. Pixels
2. UTMS
3. Cookies
4. Tags

11. RFM analysis

1. Is simple to manually calculate
2. Is useful to segment a customer base for targeted direct campaigns
3. Is appropriate for businesses that sell one type of product
4. Is useful to identify prospective customers

12. The Parramatta Eels could further segment their membership base with premium offers by conducting

1. RFE (Reach Frequency Engagement) analysis
2. Customer Acquisition Cost analysis
3. NPS analysis
4. Positioning analysis