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WorksheetsChapter 2
Total questions: 51
Worksheet time: 26mins
Name
Class
Date
1.
Digital marketing activities can result in new business models<br />
a)
true
b)
false
2.
An organisational need is…
a)
A state of deprivation
b)
The desired future position of the organization
c)
A motive to develop the capability and efficiency of the organisation
d)
The buying power of the organisation
e)
The stakeholders’ needs
3.
How do traditional organisations cope with the challenge of the growing demand for online shopping?
a)
Integrate online and offline marketing decisions and become "click-and-mortar" organisations
b)
Find new market segments to sell products and services
c)
Change the distribution channels to reach new segments
d)
Co-operate with tech start-ups to create an effective digital presence
e)
Close the traditional businesses
4.
What term describes the forces outside the organisation that influence organisational activities?
a)
Strategic planning
b)
Digital transformation
c)
Marketing environment
d)
Business needs
e)
Customers
5.
What is the external environment for organisations?
a)
The forces that influence organisational activities
b)
The economic forces in a particular country
c)
The political forces in society
d)
The forces that cannot be directly controlled by the organisation
e)
The organisation's competitors
6.
Examination of the external environment is needed in order to...
a)
Develop successful relationships with customers
b)
Describe competitive forces
c)
Assess the impact of digital technologies on an organisation
d)
To evaluate the influence of the legal changes on an organisation
e)
To systematise a response to the various external factors that might affect an organisation
7.
An organisation studies the changing age structure of the population in Europe, the geographic population shifts, level of education and population diversity. The organisation is studying the…
a)
Global environment
b)
Legal environment
c)
Economic environment
d)
Demographic environment
e)
Social environment
8.
A major characteristic of the "born-to-digital" customer is…
a)
The expectation that they will have a higher income than their parents
b)
The expectation to pay less for more
c)
Creativity
d)
The expectation to have more control over their own customer experience
e)
The desire to consume more information
9.
Digital inclusion of the older generation requires:
a)
help to develop digital skills
b)
increase consumer protection
c)
building awareness of the digital society advantages
d)
new ways to design products and services
e)
all of the above
10.
Research on how EU VAT changes affect digital transactions from January 1st, 2015 is an aspect of …
a)
Macro environment research
b)
microenvironment research
c)
Economic forces research
d)
Social forces research
e)
Natural forces research
11.
The EU Consumer Rights Directive requires that from 2014…
a)
Prices will become clearer
b)
There will be an explicit disclosure of the total cost of a product/service and any extra fees
c)
Refunds to the consumers for a product will include the cost of delivery in case of product return
d)
A cooling off period will start from the moment the customer receives their goods
e)
All of the above
12.
The Five Forces model is a framework for...
a)
Industry analysis
b)
Customer analysis
c)
PEST analysis
d)
PESTLE analysis
e)
STEEPV analysis
13.
Industry attractiveness and profitability is influenced mainly by…
a)
Threat of new entrants
b)
Threat of substitute products and services
c)
Bargaining power of buyers
d)
Rivalry amongst existing competitors
e)
Bargaining power of suppliers
14.
Digital technologies disrupt business, new types of competitors appear, and access to suppliers and the instability of the macro-environment might all be barriers. This phenomenon is described in Porter’s Five Forces model as:
a)
Threat of new entrants
b)
Threat of substitute products and services
c)
Bargaining power of buyers
d)
Rivalry amongst existing competitors
e)
Bargaining power of suppliers
15.
Which of the following is an example of crowdsourcing…
a)
The newest Samsung smartphone
b)
Wikipedia
c)
Stephen King’s novel "Revival”
d)
Windows 8.1
e)
All of the above
16.
Asking a crowd of people to donate money for a project is known as…
a)
Crowdsourcing
b)
Crowd testing
c)
Micro tasking
d)
Crowdfunding
e)
Digital presence
17.
Digital technologies influences disintermediation by…
a)
Allowing producers and service providers to sell directly online to their customers
b)
allowing consumer behaviour research to be done online
c)
Creating long-term relationships with different customer segments
d)
Building necessary digital capabilities and skills
e)
All of the above
18.
The main purpose for an internal analysis of the organisation is…
a)
To identify the strengths and weaknesses of the current business model
b)
To analyse the consumer segments
c)
To assess the strengths and weaknesses of the competition
d)
To position the organisation's products and services
e)
To take a decision about the organisation's digital strategy
19.
The way the organisation creates and captures value defines…
a)
The business strategy of the organisation
b)
The marketing strategy of the organisation
c)
The communication strategy of the organisation
d)
The business model of the organisation
e)
The customers' relationship with the management of the organisation
20.
Capturing value as a part of the business model defines…
a)
How the organisation attracts customers
b)
How the organisation satisfies its shareholders
c)
How the organisation makes money
d)
how the organisation communicates with its intermediaries
e)
How the business operates
21.
The digital transformation of an organisation incorporates…
a)
Automation of the processes of research, production and distribution
b)
All the activities associated with the application of digital technologies
c)
Performance management
d)
Human resource management
e)
Interaction with the customers
22.
The Bulgarian textile company AGLIKA Ltd has opened a production plant in Florida, USA. It introduced a unique technology for digitally printed items, which can quickly produce low quantities and fashion design products with a 300 DPI resolution of printing. This is an example of digital transformation in...
a)
Marketing
b)
Distribution
c)
Advertising
d)
Product development
e)
Performance
23.
A digital health check aims to…
a)
Identify the extent to which an organisation uses digital technologies
b)
Assess the implementation of digital technologies at customer touch points
c)
Evaluate the usage of digital technologies in the marketing activities of the organisation
d)
Analyse the presence of the organisation on social media
e)
analyse the sentiment of the organisation on social media
24.
Which of the following methods cannot be defined as diagnostic tool for an organisation’s internal situation?
a)
Digital health check
b)
Value stream mapping
c)
Gap analysis
d)
PEST
e)
b and c
25.
What kinds of organisational activities are analysed through value stream mapping?
a)
Primary activities
b)
Secondary activities
c)
Value-added and wasteful activities
d)
Shortages that affect the organisation's effectiveness
e)
The non-value-added activities
26.
Analysis of digital advertising agencies identified that 80% of the time was spent on non-productive activities and only 20% on value-added activities, such as strategic targeting, data-driven innovation, and performance optimization. What method of the analysis was used?
a)
Digital health check
b)
Value stream mapping
c)
Gap analysis
d)
SWOT
e)
b and c
27.
The method that identifies shortages that affect an organisation's effectiveness or its ability to provide products or services is known as…
a)
SWOT
b)
Gap analysis
c)
Value stream mapping
d)
Problem-solving analysis
e)
Their business model
28.
An organisation discussing its internal and external strengths, weaknesses, opportunities and threats in order to improve its marketing strategy is performing a…
a)
Gap analysis
b)
Value stream analysis
c)
Sensitivity analysis
d)
Marketing mix analysis
e)
SWOT analysis
29.
An organisation can perform SWOT analysis in order to…
a)
Identify areas where it can gain competitive advantage
b)
Analyse the microenvironment
c)
Analyse uncontrollable forces
d)
Identify business risks
e)
Identify the buyer persona
30.
Customer-centric design of a website in a SWOT analysis can be described as a ...
a)
Weakness
b)
Strength
c)
Threat
d)
Opportunity
e)
Trend
31.
The Microsoft-Nokia deal is a win-win solution for both companies. It allowed them to expand the range of products and their prices and develop new features and applications for the Windows OS. In a SWOT analysis, this would be labelled as a…
a)
Strength
b)
Weakness
c)
Power
d)
Opportunity
e)
eat
32.
In a SWOT analysis, which of the following would be considered a strength?
a)
Technology changes
b)
Internal competences
c)
Environmental regulations
d)
Competitive strategies
e)
The adoption of a new law
33.
What are the limitations of matrix models?
a)
Time-consuming
b)
Costly to put into practice
c)
Centralised approach in the implementation
d)
Difficult to implement
e)
All of the above
34.
TripAdvisor distinguishes itself from its major competitors by…
a)
Its content
b)
Its experience
c)
Its platform
d)
Its story telling
e)
Its website
35.
The Business Model Canvas is a…
a)
Framework for the development of a business strategy
b)
Framework for the development of a marketing strategy
c)
Framework for the development of a business model
d)
Framework for the development of a digital strategy
e)
Framework for the development of a digital marketing strategy
36.
The aim of the Business Model Canvas is…
a)
To help organisations develop their digital communications
b)
To help organisations align their activities and look for new areas for growth
c)
To help organisations align their digital strategy with changes in the environment
d)
To help organisations align their digital strategies with their target markets
e)
To help organisations develop marketing tactics
37.
Which of the following is NOT a building block in the Business Model Canvas…
a)
Demographic changes
b)
Customer segments
c)
Revenue streams
d)
Key partners
e)
Key activities
38.
Capturing value and pricing strategies are described in the Business Model Canvas as…
a)
Revenue streams
b)
Customer segments
c)
The value proposition to the segments
d)
Key partners
e)
Key activities
39.
The products and services that are offered to the segments are described in the Business Model Canvas as . . .
a)
Revenue streams
b)
Customer segments
c)
The value proposition to the segments
d)
Key partners
e)
Key activities
40.
An agency offering digital marketing services discusses which pricing methods will be used for two customer segments: SMEs and large companies. In which part of the Business Model Canvas will the organisation describe its decision?
a)
Customer segments
b)
Revenue streams
c)
Key activities
d)
Customer relationships
e)
Key resources
41.
The final step in online and offline marketing is to...
a)
Keep customers longer
b)
Capture value from the customers
c)
Satisfy customers
d)
Understanding the competition
e)
Design an integrated digital marketing strategy
42.
Affiliate business model generates revenue for the organisations without carrying inventories, managing orders or processing payments. It is known also as aggregator model. Which of the following companies implement this business model?
a)
Microsoft
b)
Samsung
c)
Apple
d)
Unilever
e)
Amazon
43.
Using Yoopie’s platform for finding a babysitter costs the customers € 4.90 per month for limited access to contacts and € 9.90 for unlimited access to all the contacts. The revenue model of the organisation can be described as...
a)
The service is free of charge, but there are charges for added functionality
b)
The revenue for the organisation is generated without carrying inventories, managing orders and processing payments
c)
Subscription model
d)
Sales of virtual goods
e)
Advertising model
44.
Organisations monetise their free-to-play games through…
a)
Subscription model
b)
Sales of virtual goods
c)
Advertising model
d)
Affiliate model
e)
None of the above
45.
Some researchers believe that the limitations of the Business model canvas include...
a)
Analysis of performance indicators
b)
Defining an organization’s strategic purpose
c)
Consideration of the competition
d)
Consideration of volume and unit margin
e)
All of the above
46.
The business strategy of an organisation has to…
a)
Identify the strengths and weaknesses of the customers
b)
Evaluate suppliers
c)
Guide aims and processes in every functional area
d)
Assess business performance
e)
Change industry regulations
47.
Which of the following digital and social media tools have the advantage of increasing customer convenience to be informed about a product/service or make a purchase?
a)
Mobile ads and apps
b)
Social media
c)
Email marketing
d)
Websites
e)
Blogs
48.
Learning customers' online habits allow an organisation to
a)
Detail the buyer persona
b)
Find appropriate methods for buyer persona engagement
c)
Define the most suitable revenue model
d)
Capture value
e)
All of the above
49.
What is the most significant impact of digital technologies on marketing?
a)
Customers have more information on products and services
b)
Customers are empowered to take part in most marketing activities
c)
Customers provide faster feedback on their experience
d)
Customers share ideas for features of the products and services
e)
Customers buy more products and services
50.
Research in countries with high ethnic diversity identifies difference in preferences to social media and its usage for online shopping decisions. This type of market research focuses on…
a)
Cultural difference
b)
Reference groups
c)
Innovators
d)
Social groups
e)
Opinion leaders
51.
The most evident shift in ethical perspectives towards digital marketing is…
a)
The sharing of content
b)
Creating content
c)
Sharing of personal information
d)
The adoption of new laws
e)
All of the above
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