CHAPTER 2

What does the digital marketing environment primarily refer to?

• The physical location of businesses

• The contexts in which firms operate and interact with customers and businesses

• The number of competitors in the market

• The advertising strategies used by companies

Which of the following is NOT a component of environmental scanning?

• Monitoring market trends

• Analyzing customer preferences

• Reducing operational costs

• Reviewing competitor actions

What is a 'customer journey map'?

• A detailed chart of financial transactions

• A visual representation of the steps a customer takes from awareness to purchase

• A list of products available for sale

• A summary of company policies

In demand analysis, which of the following aspects is assessed?

• The total number of employees in a company

• The potential use and business value from online customers

• The marketing budget allocation

• The office layout of a business

What does the term 'disintermediation' refer to in digital marketing?

• The creation of new intermediaries

• The removal of intermediaries that connect a company to its customers

• The increase in the number of suppliers

• The collaboration between competitors

Which of the following elements is NOT part of the Business Model Canvas?

• Key Partners

• Customer Segments

• Financial Forecast

• Value Propositions

What are 'personas' in the context of digital marketing?

• Actual customers of a business

• Fictional profiles representing target audience characteristics and behaviors

• Competitors in the marketplace

• Brand ambassadors

What does the term 'multichannel buyer behavior' refer to?

• The use of multiple sales platforms for the same product

• • The analysis of buyer preferences across different channels

• • The strategy of only selling through physical stores

• The trend of customers using multiple devices for a single purchase

Which of the following factors is considered in competitor benchmarking?

• Employee satisfaction ratings

• Customer acquisition, conversion, retention, and growth

• Marketing budget

• Product design changes

What is the primary purpose of environmental scanning?

• To increase sales figures

• To analyze internal company performance

• To monitor and analyze events in the environment that affect planning

• To develop new product features