Bcom Bachelor of Commerce Bachelor of Commerce: Marketing 5

Question 1

Which digital marketing metric measures the percentage of email recipients who clicked on a link within the email?

Accepted Answer

Click-through rate

Answer

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:

Accepted Answer

Wide and shallow product mix

Answer

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:

Accepted Answer

Question mark

Answer

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?

Accepted Answer

Noise

Answer

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:

Accepted Answer

One-to-one marketing

Answer

One-to-one marketing tailors messages and offers to individual consumers based on their specific preferences and behaviors.

Bcom Bachelor of Commerce Practice Test