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Test Bank for Digital Marketing Strategy, 3rd Edition by Simon Kingsnorth $29.49
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Test Bank for Digital Marketing Strategy, 3rd Edition by Simon Kingsnorth

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Test Bank for Digital Marketing Strategy: An Integrated Approach to Online Marketing 3e 3rd Edition by Simon Kingsnorth. ISBN-13: 5978 Contents List of Figures List of Tables Dedication About the author About the contributors Introduction: How will this book transform your digital marke...

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  • August 27, 2022
  • April 19, 2024
  • 86
  • 2022/2023
  • Exam (elaborations)
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Digital Marketing Strategy 3e by Simon Kingsnorth

Chapter 1: The foundations of digital marketing

Test bank

1. Which four of the following make up ‘The 4 Ps of Marketing’?
a) Price
b) Promotion
c) Process
d) Place
e) Product


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

3. Which one of the following is NOT one of Porter’s Five Forces?
a) Threat of new entrants
b) Bargaining power of suppliers
c) Bargaining power of competitors
d) Threat of substitute products or services

4. A Brand or Perceptual Positioning Map maps a company’s position in the market from which
perspective?
a) Suppliers
b) Consumers
c) Competitors
d) Regulators

5. What does CPA stand for?
a) Customer per acquisition
b) Cost per acquisition
c) Cost per average margin
d) Customer per average cost

6. What does CLTV stand for?
a) Competitor Lifetime Value
b) Customer Lifetime View
c) Customer Lifetime Value
d) Competitor Lifetime View

7. What is the formula for calculating CLTV?
a) CLTV = Lifetime x Avg margin
b) CLTV = Lifetime x Avg cost
c) CLTV = Lifecycle x Avg price
d) CLTV = Lifecycle x Avg revenue

8. What type of segmentation groups customers by age range?

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