DCM Mock Quiz 2

A set of actual and potential buyers of a product describes a

• market.
• target market.
• customer pool.
• consumer base.

A marketing audit happens in which step of the marketing process?

• Marketing mix.
• Implementation and control.
• Developing marketing strategy.
• Conducting marketing research.

The advertisement below is an example of Disney using which type of segmentation method?

• Behavioural.
• Demographic.
• Geographic
• Psychographic.

The promotional poster of Jolibee on FoodPanda is an example of a product’s

• privileges.
• core benefit.
• actual product.
• augmented product benefit.

Coca Cola started a successful camplaign that allowed consumers to personalize their coke bottles. This is an example of

• email marketing.
• content marketing.
• social media marketing.
• engaging website design.

One of the disadvantages of email marketing is that it

• is data driven analysis.
• allows for personalization and segmentation.
• can hurt a company’s reputation and brand image if it spams frequently.
• is easy to segment a firm’s users according to relevance and interest preferences.

A sponsored Redbubble mask advertisement appears on Reddit’s front page is a good example of Stage 1 of the digital marketing funnel. The goal of the advertisement is to

• create awareness.
• provide free product trials.
• move consumers closer to making the purchase decision.
• provide detail instight about their problems and the solutions.

The first moment of truth (FMOT) occurs within which time frame?

• 5-7 seconds of encountering the product.
• When a customer interacts with the brand.
• Research conducted online about a product or service.
• When a customer purchases the product and interacts witht the brand.

When purchasing the latest iPad Air, Sally noticed suggestions to purchase a compatible Apple pencil and Magic Keyboard along with her purchase. This is an example of

• Up-selling.
• Cross-selling.
• Customer loyalty.
• Customer retention.

Every time a customer pays with a Starbucks card, which can be accessed by app, website, phone, or cashier – rewards accumulate. All information gets updated in real-time across all channels. The app also allows customers to locate nearby stores, send gift cards, view the menu, even identify what song is playing in-store and save that song to a personal Spotify account.

• Omni-channels.
• Digital experience platforms.
• Quality content development.
• Content management systems.