Bcom Bachelor of Commerce Bachelor of Commerce: Marketing 5 — Questions and Answers
Question 1: Which digital marketing metric measures the percentage of email recipients who clicked on a link within the email?
- Open rate
- Bounce rate
- Click-through rate (Correct answer)
- Conversion rate
Correct answer: Click-through rate
Click-through rate (CTR) is calculated by dividing the number of clicks by the number of emails delivered and multiplying by 100.
Question 2: A retailer that carries a large number of product lines with shallow assortments in each is said to have:
- Wide and deep product mix
- Wide and shallow product mix (Correct answer)
- Narrow and deep product mix
- Narrow and shallow product mix
Correct answer: Wide and shallow product mix
A wide and shallow mix means many different product categories are offered but with few varieties within each category.
Question 3: The Boston Consulting Group (BCG) matrix classifies a business unit with low market share in a high-growth market as a:
- Star
- Cash cow
- Question mark (Correct answer)
- Dog
Correct answer: Question mark
Question marks (also called problem children) have low market share in fast-growing markets and require heavy investment to grow.
Question 4: Which communication model element represents interference that distorts or disrupts the clarity of a marketing message?
- Feedback
- Encoding
- Noise (Correct answer)
- Decoding
Correct answer: Noise
Noise is any distortion that interferes with the transmission or reception of a marketing message during the communication process.
Question 5: The practice of using consumer data to send highly personalized messages based on individual behavior is known as:
- Mass customization
- One-to-one marketing (Correct answer)
- Viral marketing
- Ambient marketing
Correct answer: One-to-one marketing
One-to-one marketing tailors messages and offers to individual consumers based on their specific preferences and behaviors.
Question 6: A product that generates substantial profit with high market share in a low-growth industry is classified as a 'cash cow' because it:
- Requires heavy investment to maintain market position
- Generates steady cash flow with minimal investment needs (Correct answer)
- Is expected to decline rapidly without support
- Needs aggressive pricing to defend its share
Correct answer: Generates steady cash flow with minimal investment needs
Cash cows produce surplus cash beyond what is needed to maintain market share, funding other strategic business units.
Question 7: Which sales promotion tool offers consumers a refund of part of the purchase price after submitting proof of purchase?
- Coupon
- Rebate (Correct answer)
- Premium
- Contest
Correct answer: Rebate
A rebate is a delayed discount where consumers receive money back after purchase by submitting required documentation.
Bcom Bachelor of Commerce Bachelor of Commerce: Marketing 5
Which digital marketing metric measures the percentage of email recipients who clicked on a link within the email?