Unit Review: Marketing and Sales (Set 1)

A value proposition describes what a business offers that

• Sets it apart from competitors and meets customer needs

• Explains the legal structure of the business

• Outlines the company's internal hiring process

• Lists all products available in its catalog

A bakery surveys its current customers about their favorite flavors. This is an example of

• Indirect competitor analysis

• Primary research using original data collection

• Demographic segmentation from census records

• Secondary research using published data

A clothing boutique notices a new fast-fashion chain opening nearby. In a SWOT analysis, this development belongs in which category?

• Strength

• Weakness

• Opportunity

• Threat

A startup segments its audience by outdoor hobbies and eco-friendly values. This segmentation approach is best described as

• Behavioral segmentation

• Geographic segmentation

• Psychographic segmentation

• Demographic segmentation

Which TWO of the following are examples of secondary research sources?

• An industry association's annual market trends report

• A customer focus group conducted by the business owner

• A government census report on household income

• A one-on-one interview with a potential customer

A business runs ads on social media, sends a weekly newsletter, and maintains a company blog. The newsletter and blog are best classified as

• Earned media

• Owned media

• Out-of-home media

• Paid media

A local gym wants to reach new customers who are actively searching online for fitness memberships. The most appropriate digital platform is

• A billboard along the highway

• A community radio spot

• Search engine advertising

• A direct mail postcard campaign

Inbound marketing differs from outbound marketing because inbound marketing

• Uses television and print ads to reach mass markets

• Relies on cold calls and unsolicited email blasts

• Attracts customers by creating content they seek out

• Pushes messages to broad audiences through paid channels

A potential customer is comparing product reviews and watching tutorial videos before buying. They are in which stage of the customer journey?

• Retention

• Decision

• Awareness

• Consideration

Select all that apply: Which of the following are leading indicators of marketing performance?

• Social media engagement rate

• Total annual revenue

• Net profit for the quarter

• Click-through rate on an email campaign