1) According to the chapter, Digital Marketing is a __________ of marketing.

A. Replacement
B. Sub-process
C. Synonym for ecommerce
D. Finance function
2) Marketing aims to create value for customers and build __________.
A. Supply chains
B. Shareholder equity
C. Strong customer relationships
D. Production efficiencies
3) Drucker’s view of marketing emphasizes knowing the customer so well that the
product __________.
A. Lowers price
B. Sells itself
C. Needs mass advertising
D. Requires discounts
4) In this book, “internet marketing” and “online marketing” are treated as
__________.
A. Different disciplines
B. Synonyms for Digital Marketing
C. Only B2B activities
D. Only social media
5) Ecommerce is best defined here as __________.
A. Any digital communication
B. Selling and buying online
C. Writing blogs for brands
D. Offline sales via catalogs
6) Ebusiness is __________ than Digital Marketing.
A. Narrower
B. Less strategic
C. Broader
D. Only customer-facing
7) Which device distinction matters least to marketing principles discussed?
A. Smartphone vs. desktop
B. iOS vs. Android
C. Screen size
D. None of the above
8) One key efficiency of Digital Marketing is the ability to share large amounts of
information at __________.
A. High design cost
 B. Low cost
C. High distribution lag
D. High media waste
9) Individual (one-to-one) marketing became feasible online because __________
can be saved.
A. Competitors’ data
B. Macroeconomic data
C. Individual customer data
D. Warehouse locations
10) A personalized offer is also called an individual __________.
A. Proposition
B. Benchmark
C. ROI
D. Attribution
11) “Always-on 24/7” most directly refers to __________.
A. Dynamic pricing
B. The www and digital services
C. Offline store hours
D. Batch manufacturing
12) Designing and 3D-printing a custom brooch is an example of __________.
A. Mass standardization
B. Individualised production
C. Shelf-space optimization
D. Traditional sourcing
13) The website sits at the center of __________.
A. Operations management
B. Digital Marketing
C. Corporate finance
D. Physical distribution
14) A website aimed at stakeholders like customers, employees, press, and
shareholders is a __________ site.
A. Communication
B. Branding
C. Corporate
D. Service
15) [Link] is cited as an example of a(n) __________ site.
A. Branding
B. Ecommerce
C. Portal
D. Corporate
16) A site that provides product info, store finders, and manuals is a __________
site.
A. Communication
B. Service
C. Branding
D. Portal
17) In B2B, a communication site specifically built to reach prospects is often called a
__________ site.
A. Conversion
B. Lead generation
C. Branding
D. Corporate
18) An interactive site that strengthens brand perception with games/forums is a
__________ site.
A. Branding
B. Corporate
C. Communication
D. Portal
19) Online banking and online newspapers are examples where content/functionality
is the product on a __________ site.
A. Content
B. Service
C. Portal
D. Corporate
20) A site that presents an overview or gateway to other sites for a topic or audience
is a __________.
A. Portal
B. Corporate site
C. Communication site
D. Lead-gen site
21) Publishing sites that provide news, reviews, or other info to visitors are
__________ sites.
A. Service
B. Content
C. Branding
D. Corporate
22) Apps can play the same strategic roles as __________.
A. TV spots
B. Press releases
 C. Websites
D. Retail stores only
23) In PR Smith’s 5Ss, which objective focuses on improving customer service?
A. Sell
B. Serve
C. Speak
D. Save
24) In the 5Ss, which objective relates to brand support/enhancement?
A. Sizzle
B. Save
C. Speak
D. Sell
25) The traditional marketing mix is also known as the __________.
A. Four Cs
B. SIVA
C. Four Ps
D. 5Ss
26) In the Four Ps, “Place” broadly concerns __________.
A. Only retail stores
B. Distribution and delivery to the customer
C. Only logistics cost
D. Shelf allocation
27) Dynamic pricing is an example of how the internet contributes to the
“__________” instrument.
A. Place
B. Price
C. Promotion
D. Product
28) A bank’s website functioning as production, distribution, and promotion illustrates
how instruments __________ online.
A. Conflict
B. Merge
C. Disappear
D. Fragment
29) The Four Cs model reframes Product as __________.
A. Customer solution
B. Customer service
C. Customer cost
D. Customer convenience
30) The Four Cs reframe Price as __________.
A. Communication
B. Cost to the customer
C. Customer convenience
D. Customer solution
31) The Four Cs reframe Place as __________.
A. Communication
B. Cost to the customer
C. Convenience
D. Customer solution
32) The Four Cs reframe Promotion as __________.
A. Communication
B. Conversation
C. Convenience
D. Conversion
33) Which is NOT one of Kotler & Keller’s five core processes?
A. Market sensing
B. Product realisation
C. Customer acquisition
D. Supply financing
34) Receiving/approving orders, shipping on time, and collecting payments defines
the __________ process.
A. CRM
B. Order fulfilment
C. Market sensing
D. Product realisation
35) Building deeper understanding and better offers for individual customers is the
__________ process.
A. CRM
B. Order fulfilment
C. Market sensing
D. Product realisation
36) Online market sensing includes tracking __________.
A. Competitor stock price
B. Own website visitor behavior
C. Warehouse temperatures
D. Staff timesheets
37) UGC (user generated content) and crowdsourcing are most closely tied to
__________.
A. Market sensing only
 B. Product realisation
C. Order fulfilment
D. Post-sale warranties
38) Quick measurability of results makes it easier to adjust __________.
A. HR policies
B. Digital communications
C. Factory layout
D. Tax strategies
39) Real-time transactions reduce time between order, payment, and __________.
A. Invoice
B. Approval of order
C. Delivery always
D. Refund
40) Digital Marketing as a continuous cycle implies processes are __________.
A. Linear and fixed
B. Iterative and optimized via analytics
C. Only annual
D. Only campaign-based
41) In the mass media phase, the dominant flow was marketer → consumer, also
called __________.
A. Pull
B. Push
C. Peer-to-peer
D. Viral
42) In the internet phase, marketer–consumer relationships became more
__________.
A. One-way
B. Transaction-free
C. Interactive
D. Anonymous
43) In the social media phase, consumers __________ the brand.
A. Ignore
B. Replace
C. Influence and co-define
D. Always reject
44) Paid media refers to channels a marketer can __________.
A. Own outright
B. Earn from users
C. Buy placements in
D. Only place PR
45) Owned media are channels where the marketer controls __________.
A. Inventory funding
B. Content and experience
C. All public opinion
D. Government policy
46) Earned media are mentions generated by __________.
A. Paid search
B. Your sales team
C. Customers, journalists, influencers
D. Your CFO
47) The RAIA model stands for Reach, Attention, Interest, and __________.
A. Action
B. Activation
C. Acquisition
D. Advocacy
48) The Digital Marketing funnel’s final stage to encourage repeat purchases is
__________.
A. Captivate
B. Decide
C. Bind
D. Pay
49) In the Digital Marketing funnel, the payment step directly precedes __________.
A. Visit
B. Bind
C. Decide
D. Captivate
50) A “hard conversion” example in ecommerce is __________.
A. Watching a video
B. Clicking an ad
C. Completing a purchase
D. Visiting a blog post
51) A “soft conversion” example is __________.
A. Submitting payment
B. Adding to cart
C. Clicking through to the site
D. Completing a subscription
52) Several soft conversions are often needed to reach a __________ conversion.
A. Secondary
B. Soft
 C. Hard
D. Organic
53) The RAIA model is used primarily to drive traffic to the __________.
A. Distribution centers
B. Digital sales channel (e.g., website/app)
C. Offline stores
D. Accounting system
54) After RAIA brings users to the channel, the funnel focuses on driving
__________.
A. Warehousing
B. Hard conversions (e.g., sales)
C. Employee onboarding
D. Supplier sourcing
55) Online word-of-mouth that encourages repeat visits contributes most to
__________.
A. Loyalty
B. Warehousing
C. Merchandising
D. Tax planning
56) Which pairing is correct?
A. Four Ps → Cost, Convenience, Communication, Customer solution
B. Four Cs → Product, Price, Place, Promotion
C. Four Cs → Customer solution, Cost, Convenience, Communication
D. SIVA → Product, Price, Place, Promotion
57) SIVA reframes marketing as Solution, Information, Value, and __________.
A. Attribution
B. Access
C. Attention
D. Activation
58) In the chapter’s structure, which topic appears after CRM?
A. Effective websites and apps
B. Market sensing
C. Product realisation
D. Social media ethics only
59) A key advantage cited for online market research is __________.
A. Low sampling error
B. Instant availability of results
C. No bias
D. Guaranteed representativeness
60) In the Digital Marketing funnel, the stage where a visitor compares/evaluates
products is __________.
A. Visit
B. Captivate
C. Decide
D. Pay
61) Lead-generation sites are especially common in __________ contexts.
A. B2B
B. C2C
C. Retail banking
D. FMCG e-retail
62) A procurement marketplace where firms post tenders is a form of __________
site usage.
A. Branding
B. Ecommerce (buy-side)
C. Content
D. Corporate
63) TripAdvisor and HuffPost are cited as examples of __________ sites.
A. Service
B. Portal
C. Content/publishing
D. Branding
64) The “Speak” objective in 5Ss is primarily about __________.
A. Cost reduction
B. Communication with customers
C. Increasing sales
D. Brand entertainment
65) In the Four Cs, “Communication” emphasizes __________.
A. One-way broadcast
B. Reciprocal interaction
C. Price elasticity
D. Static brochures
66) Order fulfilment literally means delivering on your __________.
A. Forecasts
B. Promises
C. Brand story
D. Innovation agenda
67) Immediate access to a digital product after payment exemplifies __________.
A. Distribution lag
B. Real-time delivery
 C. Postponement
D. Dropshipping
68) Loyalty can lead to online __________, which further amplifies reach.
A. Word-of-mouth
B. Warehousing
C. Working capital
D. Lead time
69) In Figure 1.3’s evolution, the direction shifts from push to __________.
A. Pause
B. Pull
C. Park
D. Purge
70) In the RAIA flow, after Interest, the next step is __________.
A. Reach
B. Attention
C. Activation
D. Advocacy
71) Mapping RAIA to the funnel, Activation is intended to trigger __________.
A. Visit to the channel
B. Pricing tests
C. Offline events
D. Hiring
72) The chapter treats dynamic pricing most closely under the marketing instrument
__________.
A. Promotion
B. Product
C. Price
D. Place
73) A corporate site serves stakeholders including all EXCEPT __________.
A. Press
B. Shareholders
C. Employees
D. Competitors’ sales reps
74) Branding sites often include recreational elements primarily to __________.
A. Reduce server load
B. Increase return visits
C. Enforce data privacy
D. Avoid conversions
75) A key reason digital communications budgets can be optimized is that effects are
more __________.
 A. Seasonal
B. Measurable
C. Regulated
D. Offline
76) Market sensing continues across processes due to ongoing __________.
A. Warehouse audits
B. Digital/web analytics
C. Customs checks
D. GAAP consolidation
77) Which is LEAST associated with product realisation online?
A. Crowdsourcing ideas
B. UGC reviews
C. Real-time A/B feedback loops
D. Debt refinancing
78) In the funnel, the stage that aims to get visitors sufficiently interested to explore
more is __________.
A. Captivate
B. Pay
C. Bind
D. Order
79) An example of a soft conversion before purchase could be __________.
A. Watching a brand video fully
B. Wire transfer completion
C. Subscription confirmation
D. Final checkout
80) In 5Ss, “Save” primarily targets __________.
A. Reducing cost via digital media
B. Increasing brand awareness
C. Gaining attention
D. Improving product quality
81) Owned media include which of the following?
A. TV spots
B. Website and email newsletter
C. Newspaper advertorials
D. Outdoor billboards
82) Earned media outcomes are typically driven by __________.
A. Paid auction bids
B. Customer advocacy and press
C. In-store promotions
D. Vendor-managed inventory
83) The chapter outline positions “Digital analytics” as Chapter __________.
A. 3
B. 8
C. 12
D. 13
84) “Planning and organisation” of Digital Marketing is scheduled for Chapter
__________.
A. 2
B. 11
C. 12
D. 13
85) Ethical aspects of Digital Marketing are elaborated in Chapter __________.
A. 13
B. 10
C. 7
D. 5
86) “Visit → Captivate → Decide → Order → Pay → Bind” belongs to the
__________.
A. RAIA model
B. Digital Marketing funnel
C. SIVA model
D. Four Cs model
87) “Reach → Attention → Interest → Activation” belongs to the __________.
A. RAIA model
B. Digital Marketing funnel
C. Four Ps
D. 5Ss
88) The ultimate aim of Digital Marketing communication is to stimulate a desired
__________.
A. Budget
B. Conversion
C. Inventory level
D. Forecast
89) A donation to a cause online would be considered a __________ conversion.
A. Soft
B. Hard
C. Indirect
D. Latent
90) Binding customers to encourage repeat purchases aligns most with the process
of __________.
 A. Market sensing
B. CRM
C. Product realisation
D. Order fulfilment
91) Which pairing is MOST accurate?
A. Ecommerce = all Digital Marketing
B. Digital Marketing = all ebusiness
C. Ebusiness ⊃ Digital Marketing ⊃ Ecommerce (in this text’s usage)
D. Ecommerce ⊃ Ebusiness ⊃ Digital Marketing
92) The chapter suggests that internet use has __________ the shift from mass to
individual marketing.
A. Slowed
B. Prevented
C. Accelerated
D. Reversed
93) An airline’s app replacing a branch office is an example of the internet
contributing to __________.
A. Product only
B. Place (distribution/access)
C. Price only
D. HR
94) The “Speak” objective is best achieved by initiatives that improve __________
with customers.
A. Two-way communication
B. Capital structure
C. Store layout
D. Procurement
95) “Sizzle” supports the brand primarily by enhancing __________.
A. Manufacturing quality controls
B. Customer service level agreements
C. Brand experience
D. Warehouse throughput
96) In Four Cs, the idea is to view the firm through the eyes of the __________.
A. Regulator
B. Distributor
C. Supplier
D. Customer
97) In the mass media phase, which media type dominated?
A. Earned
B. Owned
 C. Paid
D. User-generated
98) Pull dynamics in the social phase imply consumers have a __________.
A. Passive role
B. Co-creative voice
C. Regulatory mandate
D. Supply contract
99) A key reason online payment is more customer-friendly is reduced time to
__________.
A. Refund
B. Approval/confirmation
C. Manufacture
D. Shipping always
100) The chapter’s big picture shows Digital Marketing tightly linked to core
processes and operating as a __________.
A. One-off campaign
B. Linear pipeline
C. Continuous cycle
D. Finance-led initiative