WorksheetsMarketing and Sales Fundamentals Quiz 2.2
Total questions: 35
Worksheet time: 35mins
What is the primary purpose of marketing in a business?
To attract and persuade people before a purchase.
To manage employee relations.
To create financial reports.
To design product packaging.
Which of the following is NOT one of the core skills focused on in ESB Domain 2?
Interpret market research.
Analyze marketing processes.
Identify sales channel strategies.
Develop financial accounting methods.
What does "market research" primarily involve?
Understanding customers and competitors.
Designing advertisements.
Calculating profit margins.
Organizing team meetings.
What is the main focus of analyzing CAC and retention in marketing processes?
Cost to gain and keep customers.
Designing promotional materials.
Tracking social media engagement.
Organizing team-building activities.
What is the purpose of building a marketing plan?
To create an organized strategy.
To hire new employees.
To calculate annual revenue.
To design a new product.
Which of the following is an example of a digital marketing platform?
Flyers
Social media (Instagram, TikTok, YouTube)
Word-of-mouth referrals
Local sponsorships
What is a marketing platform primarily used for?
To create business cards
To allow customers to see your message
To organize events
To design logos
Which of the following is an example of a physical/offline marketing platform?
Email newsletters
Search engines (Google search results)
Flyers, posters, business cards
Paid ads (social/search ads)
What is the exam-ready rule for choosing the right marketing platform?
Based on the cost of the platform
Based on where your target market spends time
Based on the popularity of the platform
Based on the number of competitors using the platform
Which platform is most suitable for selling highly visual products like custom sneakers?
Instagram/TikTok
Local flyers
Google search presence
Email marketing
What is an example of a referral program in marketing methods?
"Bring a friend" rewards
Discounts and bundles
Showing up on Google searches
Clubs and local organizations
Which marketing method involves trusted people promoting your product?
Influencer/ambassador marketing
SEO (search optimization)
Community marketing
Sampling
What does branding in marketing typically include?
Consistent name, logo, colors, tone
Discounts and limited-time deals
Food demos and free trials
Announcements and reminders
Which marketing method focuses on educating or entertaining through posts, videos, and guides?
Content marketing
Promotions
Email marketing
Sampling
What type of purchases require trust-building content, reviews, and explanations?
High involvement purchases (cars, laptops)
Low involvement purchases (snacks)
Impulse purchases (toys, accessories)
Luxury purchases (jewelry, designer clothes)
Which of the following is NOT part of the 4Ps of marketing?
Product
Price
Place
Partnership
What does "Place" refer to in the 4Ps of marketing?
Features and benefits of the product
The cost of the product
The channel where the product is sold
How you communicate about the product
Which metric is used to measure engagement and interest in marketing?
Revenue
Click-through rate (CTR)
Product features
Price
What is an example of a leading indicator in market reaction metrics?
Purchases/revenue
Product benefits
Website visits
Price reductions
Which of the following is NOT a sales metric mentioned in the document?
Units sold
Revenue
Customer satisfaction score
Conversion rate
What does a high reaction but low sales suggest according to the document?
The offer wasn’t strong
The price was too high
The checkout process was confusing
The target audience wasn’t right
What is the definition of Customer Acquisition Cost (CAC)?
The average cost to retain one customer
The average cost to gain one new customer
The total revenue generated from one customer
The cost of advertising campaigns
What should be fixed if reactions are low according to the document?
Offer, price, trust, or purchasing steps
Platform choice, content quality, or targeting
Repeat purchase rate
Average order value
What does the formula for Customer Acquisition Cost (CAC) include?
Sales + Marketing expenses + Number of new customers acquired
Sales + Retention costs + Number of active customers
Marketing expenses + Retention costs + Number of retained customers
Sales + Customer support costs + Number of active customers
How is CAC commonly used in business decision-making?
To decide if ads are worth it
To compare marketing strategies
To forecast growth costs
All of the above
What is the formula for calculating retention cost per customer?
Total retention costs ÷ Number of new customers
Total retention costs ÷ Active/retained customers
Marketing expenses ÷ Number of active customers
Customer support costs ÷ Number of new customers
If retention costs are $500 per month and there are 250 active customers, what is the retention cost per customer per month?
$1
$2
$5
$10
Why is it important for businesses to compare CAC and retention costs to profits?
To ensure they are spending enough on marketing
To avoid losing money even with strong sales
To increase the number of active customers
To reduce customer support costs
What is an example of a bad deal in terms of CAC and profits?
If it costs $20 to get a customer, but you only profit $5 from them total
If it costs $20 to get a customer, and they buy 10 times over a year
If retention costs are higher than CAC
If CAC is lower than retention costs
What is an example of a great deal in terms of CAC and profits?
If it costs $20 to get a customer, and they buy 10 times over a year
If retention costs are higher than CAC
If CAC is lower than retention costs
If it costs $20 to get a customer, but you only profit $5 from them total
Which of the following is NOT typically included in a strong marketing plan?
Target market
Value proposition & positioning
Personal hobbies
Metrics/KPIs
What does the "value proposition & positioning" element of a marketing plan address?
Who the target audience is
Why customers should choose you
How much money you will spend
Where you will advertise
Which element of a marketing plan focuses on "how you’ll measure results"?
Goals
Metrics/KPIs
Budget
Timeline
In the example marketing plan for a student tutoring service, what is the stated goal?
To tutor 9th graders in Algebra I
To achieve 40 paid sessions in 30 days
To print flyers for advertising
To offer free tutoring sessions
What is the budget for the example marketing plan for the student tutoring service?
$50 for flyers
$30 for printing and $20 for a small Instagram boost
$100 for teacher referrals
$40 for social media ads
