BCS Level 3 Marketing Principles

What is the purpose of a Digital marketing plan?

1 Grow audience

2 Activities+followers

3 Improve journeys

4 Customer values

• 2 and 4

• 1 and 4

• 3 and 4

• 1 and 3

Why is it important to review the client brief when work has been completed?

• To agree the key deliverables and milestones

• To ensure that all client requirements have been met

• To ensure all work has been logged

• To review the development wireframe

Market segmentation strategies?

1 Geographic

2 Demographic

3 Economic

4 Psychographic

• 1, 2 and 4

• 1, 2 and 3

• 1, 3 and 4

• 2, 3 and 4

What is the likely benefit of relationship marketing?

• Focuses on new business

• Less management needed for existing customers

• Makes it easier to manage customers

• Opportunities for cross-selling

When creating a digital marketing campaign which of the following is MOST important to define?

• Identify competitors

• Identify target customers

• Identify sales channel

• Identify marketing channel.

Which of the following is a KEY benefit of retaining customers?

• Acquisition costs are written off over a long period

• The cost of finding new customers are minimised

• They will refer new customers to you

• You are aware of their buying habits

A company initiates a product extension. What stage of product lifecycle is MOST LIKELY?

• Growth

• Launch

• Maturity

• Decline

Which of the following is the CORRECT definition of click-through?

• Ratio of users who visit a webpage to total users who buy

• Ratio of users who used a specific link compared to total

• Ratio of users who click on a specific link to total pages

• Ratio of visitors to a website who came through social media

What is the following is NOT an aspect of the customer lifecycle?

• Convert

• Serve

• Research

• Retain

Which of the following BEST defines the Promotion component of the digital marketing mix?

• Techniques to raise awareness of products and services

• Types of advertising channels used in a campaign

• The value proposition added to products and services

• Types of product or service discounts offered online