Clayton State University The 4 Ps of Marketing Questions

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Which four of the following make up ‘The 4 Ps of Marketing’?

Question 1 options:

a)

Price

b)

Promotion

c)

Process

d)

Place

e)

Product

Question 2 (0.5 points)

True or false: ‘Below-the-line’ promotion refers to mass marketing such as TV adverts.

Question 2 options:

Question 3 (0.5 points)

Which one of the following is NOT one of Porter’s Five Forces?

Question 3 options:

a)

Threat of new entrants

b)

Bargaining power of suppliers

c)

Bargaining power of competitors

d)

Threat of substitute products or services

Question 4 (0.5 points)

A Brand or Perceptual Positioning Map maps a company’s position in the market from which perspective?

Question 4 options:

a)

Suppliers

b)

Consumers

c)

Competitors

d)

Regulators

Question 5 (0.5 points)

Saved

What does CPA stand for?

Question 5 options:

a)

Customer per acquisition

b)

Cost per acquisition

c)

Cost per average margin

d)

Customer per average cost

Question 6 (0.5 points)

Saved

What does CLTV stand for?

Question 6 options:

a)

Competitor Lifetime Value

b)

Customer Lifetime View

c)

Customer Lifetime Value

d)

Competitor Lifetime View

Question 7 (0.5 points)

What is the formula for calculating CLTV?

Question 7 options:

a)

CLTV = Lifetime x Avg margin

b)

CLTV = Lifetime x Avg cost

c)

CLTV = Lifecycle x Avg price

d)

CLTV = Lifecycle x Avg revenue

Question 8 (0.5 points)

Saved

What type of segmentation groups customers by age range?

Question 8 options:

a)

Geographic

b)

Benefit

c)

Psychographic

d)

Demographic

Question 9 (0.5 points)

True or false: Geographic marketing can help inform data selection for digital marketing strategy.

Question 9 options:

Question 10 (0.5 points)

True or false: People in the same demographic will often behave similarly.

Question 10 options:

Question 11 (0.5 points)

Why is it important to work with up-to-date behavioural data?

Question 11 options:

a)

Because customers may move to a new area

b)

Because customers may experience lifestyle changes

c)

Because customers may change their job

d)

Because customers may hear about a competitor.

Question 12 (0.5 points)

True or false: The benefits of a product will be the same for everyone within a segment.

Question 12 options:

Question 13 (0.5 points)

Which type of segmentation would help a company to understand whether their customers are motivated by ‘green’ products?

Question 13 options:

a)

Benefit

b)

Behavioural

c)

Psychographic

d)

Geographic

Question 14 (0.5 points)

How many personas would a business create, on average?

Question 14 options:

a)

1-5

b)

5-10

c)

10-15

d)

15-20

Question 15 (0.5 points)

What do the letters on the BCG Matrix stand for?

Question 15 options:

a)

Boston Consumer Group

b)

Boston Consulting Group

c)

Bolton Consulting Group

d)

Bolton Consumer Group

Question 16 (0.5 points)

True or false: Products categorized as ‘Dogs’ tend to break-even.

Question 16 options:

Question 17 (0.5 points)

Which products give a high market share in a high-growth environment?

Question 17 options:

a)

Stars

b)

Dogs

c)

Cash cows

d)

Question marks

Question 18 (0.5 points)

A digital marketing business may seek to move SEO from what to what on the BCG Matrix?:

Question 18 options:

a)

A Cash cow to a Star

b)

A dog to a Cash Cow

c)

A Question mark to a Star

d)

A Question mark to a Cash cow

Question 19 (0.5 points)

Which product category on the BCG Matrix requires an investment decision to be made?

Question 19 options:

a)

Cash cow

b)

Star

c)

Question mark

d)

Dog

Question 20 (0.5 points)

What does the BCG show? There may be more than one correct answer.

Question 20 options:

a)

The position and value of each product

b)

The cashflow and profitability of each product

c)

The position and benefit of each product.

d)

The strategy for marketing each product.

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