Pop Quiz: MKT558 Digital Marketing Chapter 2

Understanding an organization's environment is a key part of ______________.

• Customer analysis

• Environmental analysis

• Situation analysis

• Marketing analysis

____________ is the process of continuously monitoring and analyzing events in an organization’s environment which have implications for planning.

• Competitor scanning

• Situation analysis

• Marketing research

• Environmental scanning

Competitor is an example of ________________

• Micro-environment

• Multi-environment

• Macro-environment

From micro-environment perspectives, ___________ are important actors in a company’s immediate trading environment.

• Customers

• Competitors

• Suppliers

• Online marketing intermediaries

"Marketers need to access the level of customer Internet access and activity for different market and the online market share" - This statement is related to:

• Digital consumer behavior

• Demand analysis

• Competitor analysis

• Supplier analysis

Age, gender, and income level are examples of ____________ characteristics.

• Geographic

• Behavioral

• Psychographic

• Demographic

For further understanding on customer characteristics in situational analysis, marketers can refer to two (2) technique: ______________ and _____________.

(Choose two answers)

• Persona analysis

• Demographic characteristics

• Digital influence

• Customer scenario

A strategy in conducting competitors analysis is called _______________.

• Canvassing

• Measuring

• Benchmarking

• Acquisition

Which of the following is NOT the forces in Porter's Five Competitive model?

• Bargaining power of buyers

• Bargaining power of competitors

• Intensity of rivalry

• Threat of substitutes

"New online book retailers is threatened by Amazon.com" - This is example of:

• Bargaining power of suppliers

• Threat of new entrants

• Intensity of rivalry

• Threat of subtitute