QUIS 1 (6MNMF)

What does the term "micro-environment" refer to in digital marketing?

• The global economic trends affecting the market

• The close external factors that influence an organization's ability to serve its customers

• Internal factors within the organization

• Technological disruptions beyond company control

Which of the following are key stakeholders in the micro-environment?

• Only internal employees

• Governments and international organizations

• Only customers and business owners

• Customers, suppliers, intermediaries, and competitors

What is the main purpose of analyzing the online customer journey?

• To understand each stage of customer interaction with the brand online

• To evaluate offline competitor positioning

• To measure employee engagement

• To determine the pricing strategy

What is the primary role of intermediaries in the digital micro-environment?

• Handling warehouse logistics

• Connecting businesses to customers via digital platforms

• Providing funding and capital

• Setting legal and compliance standards

One of the main challenges in analyzing the digital micro-environment is the rapid change. What is the primary cause?

• Limited physical infrastructure

• Shifting government regulations

• Shortage of skilled workers

• Technological advancement and changing consumer behavior

According to Chaffey, digital competitors often come from:

• Government and nonprofit agencies

• Innovative startups focused on digital solutions

• Traditional businesses that do not operate online

• Established offline corporations

In the digital micro-environment, a media owner is responsible for:

• Providing platforms for content or ads to be published

• Developing internal apps

• Protecting customer data from cyber threats

• Selling products directly to consumers

Why is it important to analyze strategic partners in the online marketplace?

• To minimize advertising costs completely

• To dominate the competitors directly

• To bypass tax obligations

• To leverage networks and create synergy

Customer characteristics such as age, location, and income level are part of:

• Behavioral segmentation

• Psychographic analysis

• Demographic segmentation

• Product positioning

According to Chaffey, one of the benefits of online customer analysis tools (like Google Analytics) is:

• Hiding sensitive information from customers

• Automatically setting up marketing emails

• Encrypting customer transactions

• Tracking real-time demand and user behavior