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McGill University *
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Marketing
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Feb 20, 2024
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1.How would you define visitors from search engine ? -
Organic traffic -
Paid traffic -
Direct traffic -
Indirect traffic 2. --------- is not one of the ways content engagement can be measured
-
Likes
-
Downloads
-
Response time -
Clicks 3. which of the following is not associated with the leads database? -
Registration forms -
Sending of emails
-
Nurturing workflow logic
-
Writing of blogs 4. True or false: CRM is just a system for storing customer details false
5. What does BCG show ? -
The position, cash flow profitability and value of each product
-
Framework, and model of each product
-
The position and benefit of each products -
The strategy for marketing each product
6. True or False : Its important to understand individual customer for personalization as much a to look at rends TRUE
7. Which of the following is the correct order of the steps on the ladder of loyalty/ -
Prospect, suspect, customer, client, advocate -
Customer, suspect, prospect, customer, client -
Suspect, prospect, advocate, customer, client -
Suspect, prospect, advocate, client, customer
8. Which of the following is a cause that can lead to spam flagging your email ? -
Se
nding too many emails or too often -
Consistency with subject line -
Sending lengthy emails -
Sending emails to the lead that focus on product advertisement
9. Which of the following are ways to max revenue ? -
By selling
-
By upselling -
Hybrid selling -
Downselling
10. In gartner's 2003 study, what percentage of CRM data was found to go unused? -
41
-
42
-
45
-
47
-
11. What do the letters on the BCG matrix represent? -
Boston consumer group
-
Boston consulting group
-
Bolton consulting group -
Bolton consumer group 12. What type of lead nurturing emails is often referred to as proactive leads nurturing? -
Drip email -
Mailshots -
Faster mails
-
Frontier mails
13. Understanding your customer is important to delivering excellent customer service? -
Knowledgeable -
Staying relevant -
Moderate response time -
Able to integrate 14. Which of these is not a consideration of lead generation when building your website ? -
Site Should be fast -
Site should be easy to understand -
Should be well signposted -
Should be in a company colors
15. which of the following is live chat not suitable for? -
Mobile users and b2b customers -
Customers on desktop
-
Customers who are on a laptop
-
Customers who want an immense response 16. TRUE/FALSE: Contact strategy should consider the customer journey TRUE
17. TRUE/FALSE Offline channels are not important when it comes to lead generation. -
FALSE 18. Why is it recommended to offer templates to your customers? -
They will always remember where they got it form and come for more services and products 19. TRUE/FALSE: customer service has merged with marketing as it increasingly becomes a two way conversation -
TRUE
20. Define retargeting :
-
Its a strategy where your advertisements are displayed on unrelated websites where your previous visitors visit after visiting your pages -
Its a concept that focused on sending advert to all visitors via email -
Its displaying your advertisement on a search engine
-
Seeing if your visitors visited another websites that belongs to your competitors 21.TRUE/FALSE: geography mark can help inform data selection for digital marketing strategy. T
RUE 22.What should a company do if they cant address a customers service issue immediately -
Do nothing -
Let the customer know when they can expect a resolution -
Wait until they can respond fully to -
Be transparent that they have staffing issues
23. Give one importance of VMP
-
Synchronizes the lead information between video marketing an dmark automation system -
Encourages the use of videos in online marketing
-
It boosts up the number of load achieved from videos -
Gives workflow logic decisions 24. Which of the following is one of the main aims of KPIs ? -
Provide insights that are valuable to your marketing research -
Get more visitors -
Design digital content -
Encourage customers to make better decisions
25. Landing pages can contain any of the following except ? -
Company logo -
Navigation links -
Social sharing buttons -
Registration form 26. Give one advantage of smart cta’s ? -
They are easy to design -
They are less costly -
They are more appealing to users -
They are able to change their look and behaviour for different visitors
27. Why is email a useful customer service tool? -
It provides a written record -
They use artificial intelligence -
Customers cannot fully explain themselves
-
Companies do not have to respond quickly 28. TRUE/FALSE: Chatbots can respond to simple queries through voice recognition -
TRUE 29. What is the description of high perceived value loyalty scheme ? -
It offers value to customers but nit at high cost to the company -
It offers high value to customers but at high cost to the company
-
It offers high value but on products which customer would buy anyway -
It offers low value but on porducrs which customers would no otherwise buy 30. TRUE/FALSE : It is important to understand individual customer for personalization as much
as to look - TRUE
31. Which of these factors can be used to score a lead ? -
Location -
None of the above
-
Winner of a competition -
Target profile- exact target, close fit, not fit 32. A brand or perceptual positioning map maps a company’s position in the market from which perspective -
Supplies -
Consumers -
Competitors
-
Regulations 33. Examples of digital assets visitors are willing to assess an in return give their contact information includes which of the following? -
PDF document -
Powerpoint documents
-
Apple keynote presentation
-
All of the above 34. According to the author of mastering online marketing, what is the minimum number of blog articles to start with ? -
10 or more -
5 or more -
1 or less -
2
35. Give one setback in social media management -
It is less productive -
It is more costly -
It is time consuming
-
social media is not preferred by the majority of internet marketers. 36. There are important topics to consider while sending marketing emails. They are outlined below. Which is not one of them -
Legal issues
-
open rates -
Sender s score
-
Click through rates 37. What content information does the registration forms aim at? -
Email -
Phone number -
Age -
Address 38. Which of the following is not a benefit of social media for lead generation? -
Keeping informed of trends -
Finding groups of like minded people -
Advertising -
Being active in discussions 39. What does CLTV stand for ? -
Competitor lifetime value -
Customer lifetime view -
Customer lifetime value -
Competitors lifetime view 40. Which of the following refer more to B2B CRM than B2C ? -
Short single touchpoints -
One on one interaction -
Decreasing upsell -
Larger and more complex programmes
41. Why are eBooks preferred in PDF format ? -
It saves on space -
It makes the content easy to read -
It is not easily edited -
It makes he content seem organized and orderly 42. Which if the following is not a social media platform ? -
Youtube -
Facebook -
Twitter -
Linkedin 43. which of the following is not done by workflows? -
Sends a reminder email if a delivery email has not been opened -
Forwards leads notification emails to the sales representative close to the lead -
Forwards your reports concerning the leads database -
Changes the value of the status field in the leads database depending on what the leads
do on your website
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