Which four of the following make up ‘The 4 Ps of Marketing’?

Question 1 options:

	a) Price
	b) Promotion
	c) Process
	d) Place
	e) Product

Question 2 (0.5 points)

True or false: ‘Below-the-line’ promotion refers to mass marketing such as TV adverts.

Question 2 options:

	a) True
	b) False

Question 3 (0.5 points)

Which one of the following is NOT one of Porter’s Five Forces?

Question 3 options:

	a) Threat of new entrants
	b) Bargaining power of suppliers
	c) Bargaining power of competitors
	d) Threat of substitute products or services

Question 4 (0.5 points)

A Brand or Perceptual Positioning Map maps a company’s position in the market from which perspective?

Question 4 options:

	a) Suppliers
	b) Consumers
	c) Competitors
	d) Regulators

Question 5 (0.5 points)

Saved

What does CPA stand for?

Question 5 options:

	a) Customer per acquisition
	b) Cost per acquisition
	c) Cost per average margin
	d) Customer per average cost

Question 6 (0.5 points)

Saved

What does CLTV stand for?

Question 6 options:

	a) Competitor Lifetime Value
	b) Customer Lifetime View
	c) Customer Lifetime Value
	d) Competitor Lifetime View

Question 7 (0.5 points)

What is the formula for calculating CLTV?

Question 7 options:

	a) CLTV = Lifetime x Avg margin
	b) CLTV = Lifetime x Avg cost
	c) CLTV = Lifecycle x Avg price
	d) CLTV = Lifecycle x Avg revenue

Question 8 (0.5 points)

Saved

What type of segmentation groups customers by age range?

Question 8 options:

	a) Geographic
	b) Benefit
	c) Psychographic
	d) Demographic

Question 9 (0.5 points)

True or false: Geographic marketing can help inform data selection for digital marketing strategy.

Question 9 options:

	a) True
	b) False

Question 10 (0.5 points)

True or false: People in the same demographic will often behave similarly.

Question 10 options:

	a) True
	b) False

Question 11 (0.5 points)

Why is it important to work with up-to-date behavioural data?

Question 11 options:

	a) Because customers may move to a new area
	b) Because customers may experience lifestyle changes
	c) Because customers may change their job
	d) Because customers may hear about a competitor.

Question 12 (0.5 points)

True or false: The benefits of a product will be the same for everyone within a segment.

Question 12 options:

	a) True
	b) False

Question 13 (0.5 points)

Which type of segmentation would help a company to understand whether their customers are motivated by ‘green’ products?

Question 13 options:

	a) Benefit
	b) Behavioural
	c) Psychographic
	d) Geographic

Question 14 (0.5 points)

How many personas would a business create, on average?

Question 14 options:

	a) 1-5
	b) 5-10
	c) 10-15
	d) 15-20

Question 15 (0.5 points)

What do the letters on the BCG Matrix stand for?

Question 15 options:

	a) Boston Consumer Group
	b) Boston Consulting Group
	c) Bolton Consulting Group
	d) Bolton Consumer Group

Question 16 (0.5 points)

True or false: Products categorized as ‘Dogs’ tend to break-even.

Question 16 options:

	a) True
	b) False

Question 17 (0.5 points)

Which products give a high market share in a high-growth environment?

Question 17 options:

	a) Stars
	b) Dogs
	c) Cash cows
	d) Question marks

Question 18 (0.5 points)

A digital marketing business may seek to move SEO from what to what on the BCG Matrix?:

Question 18 options:

	a) A Cash cow to a Star
	b) A dog to a Cash Cow
	c) A Question mark to a Star
	d) A Question mark to a Cash cow

Question 19 (0.5 points)

Which product category on the BCG Matrix requires an investment decision to be made?

Question 19 options:

	a) Cash cow
	b) Star
	c) Question mark
	d) Dog

Question 20 (0.5 points)

What does the BCG show? There may be more than one correct answer.

Question 20 options:

	a) The position and value of each product
	b) The cashflow and profitability of each product
	c) The position and benefit of each product.
	d) The strategy for marketing each product.