TOPIC: Digital Strategy in digital marketing

10 questions

1.Which of the following reflects product-centric (as opposed to brand-centric) demand?

A. I really want The North Face's new ski gloves."

B. "I really need a way to stay warmer when I ski."

C. "I need new ski gloves."

D. "I only shop at L. L. Bean for winter clothes."

2. new company with no existing customer should likely focus on ________.

A. its return policy

B. loyalty building

C. demand harvesting

D. demand generation

3.A company has focused all its efforts on demand harvesting for a long while. It should now shift its efforts to include ________.

A. demand generation

B. loyalty building

C. paid search

D. more demand harvesting

4.All else being equal, a marketing channel that has a high cost per exposure will have a ________ return on investment.

A. low

B. high

5.A random sample of consumers will likely have a low customer concentration for Porsche because ________.

A. most people cannot afford such an expensive car

B. Porsche only appeals to young males

C. Porsche actively tries to prevent most people from buying its cars

D. Porsche is not a respected brand

6.A consumer sees an ad and purchases the product featured in the ad, but he would have purchased the product anyway even if he hadn't seen the ad. The ad is ________.

A. NOT effective because the ad was poorly targeted

B. effective because the consumer purchased the product

C. NOT effective because the ad did not influence his behavior

D. effective because the ad caused the consumer to purchase

7.An ad that commands a consumer's direct attention is likely to be ________.

A. less effective than an ad that is only seen in a consumer's peripheral vision

B. more effective than an ad that does not command direct attention

C. effective for all audiences

D. ineffective in almost all circumstances

8.An advantage of paid search marketing is that ________.

A. it is the least expensive channel on a cost-per-exposure basis

B. the high start-up costs make it difficult for competitors to bid on profitable keywords

C. returns are typically seen immediately

D. there is very little competition for the highest-value keywords

9.Display advertising has a low exposure effectiveness, but it may still be cost-effective because ________.

A. the cost per exposure is low

B. display ads cost the same regardless of exposure frequency

C. it requires only a flat fee

D. customer concentration is 100%

10.A mobile application that gets installed and used regularly by a large number of customers may still not be profitable if ________.

A. the conversions on the application are higher-value than on the website

B. the convenience of using the app increases visit frequency

C. using the app does not increase users' spending

D. it produces conversions from a new group of customers