Module 2 - Level 3 Certificate in the Principles of Online and Offline Marketing

Question 1

Which is a formal summary of the aims of an organisation?

Accepted Answer

Mission statement.

Question 2

Which one of the types of analysis is used by marketers to evaluate a rival brand?

Accepted Answer

Competitor.

Question 3

What does the highlighted accessibility function represent in the image?

Accepted Answer

Alt tag.

Question 4

Which 'best' describes a thoughtful leader?

Accepted Answer

Recognised as an authority in a field and valued.

Question 5

Which makes it unlawful to transmit an automated message without prior subscriber consent?

Accepted Answer

(PECR) Privacy and Electronic Communications Regulations.

Question 6

Marketing activities involving large crowds using unconventional techniques are known as?

Accepted Answer

Guerrilla marketing.

Question 7

Which would detail how a company product solves customer problems from a company?

Accepted Answer

Value proposition.

Question 8

Which ensures that failure to provide required information could extend cancellation rights?

Accepted Answer

Consumer Contract Regulations.

Question 9

Which one of the following is a 'key' feature of organisational behaviour?

Accepted Answer

An interdisciplinary approach.

Question 10

What is the 'maximum' fine a business can pay if found to have made a breach of the GDPR?

Accepted Answer

Up to 20 million or 4% annual global turnover.

Question 11

Which is a marketing approach intended to make a company/product more attractive to customers?

Accepted Answer

Brand association.

Question 12

According to Belbin's Team Roles model, which one is associated with being overly critical?

Accepted Answer

The monitor evaluator.

Question 13

Which stage of the customer lifecycle does an after sales team 'best' relate to?

Accepted Answer

Support.

Question 14

Which two of the Seven 'Ps' are displayed in the image below?

Accepted Answer

Price and Promotion

Question 15

Which is the definition of a business contingency plan?

Accepted Answer

A plan for devised for outcomes/risks not expective.

Question 16

Which describes a buyer taking the initiative for searching out a supplier to fulfil a need?

Accepted Answer

Reverse segmentation.

Question 17

Which defines when a business offers a different product to an existing loyal customer?

Accepted Answer

Cross-selling.

Question 18

Which one of the marketing methods is an example of curation/creation/sharing of artefacts?

Accepted Answer

Content Marketing.

Question 19

Which is the stage at the bottom of traditional marketing and sales funnel?

Accepted Answer

Purchase.

Question 20

Which of the following is 'not' part of the nine-team roles identified by Belbin?

Accepted Answer

The leader

Question 21

Which describes the percentage of consumers who purchase in response to direct marketing?

Accepted Answer

Conversion rate.

Question 22

Which one of the stages of the customer lifecycle relates to a customer responding to a CTA?

Accepted Answer

Desire

Question 23

Information showing the times' customers are searching and purchasing is which data type?

Accepted Answer

Behavioural.

Question 24

A declaration describing the reason for an organisation to exist and its priorities is a...

Accepted Answer

a mission statement.

Question 25

Which one of the following is from the original marketing mix devised by E. Jerome McCarthy?

Accepted Answer

Product

Question 26

A piece of content on a webpage to encourage a visitor to follow an instruction to purchase is?

Accepted Answer

A CTA (Call to action).

Question 27

What does the highlighted image represent on a search result outcome page?

Accepted Answer

Meta description.

Question 28

Which regulatory body has 'legal, decent, honest and truthful' as it's core value?

Accepted Answer

Advertising Standards Authority

Question 29

Identifying prospects based on demographics, early adopters and geographics are known as?

Accepted Answer

Customer Segmentation.

Question 30

Marketing activities which take place because of unseen or unplanned competition are known as?

Accepted Answer

Reactive marketing.

Question 31

Which is an alternative definition for segmented marketing?

Accepted Answer

Targeted marketing.

Question 32

Which one of the following stages of the customer lifecycle relates to retention after a sale?

Accepted Answer

Advocacy.

Question 33

Which is a core principle of the Data Protection Bill of 2017?

Accepted Answer

Updating data protection laws to best fit the digital age.

Question 34

Which one of the following is 'not' one of the five stages of the customer lifecycle?

Accepted Answer

Retention.

Question 35

Which is a definition of user experience (UX)?

Accepted Answer

All aspects of a consumer's interaction with a company.

Module 2 - Level 3 Certificate in the Principles of Online and Offline Marketing

Questions 35

Module 2 - Level 3 Certificate in the Principles of Online and Offline Marketing

Questions 35