Deck 8: Lean Marketing and Business Model Design

Question 1

Viral marketing includes which of the following?

A)Buzz marketing
B)Word-of-mouth marketing
C)Online marketing
D)All of these choices

Answer 1

D

Question 2

Zero budget marketing is a:

A)marketing technique that requires few or no resources
B)marketing technique that requires many new resources
C)budgeting technique that requires all company resources
D)budgeting technique that requires few or no resources

Answer 2

A

Question 3

What does the term growth hacking mean?

A)A process of experimentation to identify the best way to grow the business that combines the skills of marketers,user interface designers and product managers
B)Hacking the competition to find solutions to business growth problems
C)Hacking into business computing systems to gain secrets
D)A process of exploitation to identify the best way to grow the business

Answer 3

A

Question 4

A user experience is defined as:

A)the experience a visitor has on the business website
B)only the best experience a customer has on the business website
C)only the negative experience a visitor has on the business website
D)the worst experience a visitor has on the business website

Question 5

What is entrepreneurial marketing?

A)The proactive identification and exploitation of opportunities for acquiring and retaining profitable customers through innovative approaches to risk management,resource leveraging and value creation
B)The proactive identification and exploitation of profitable customers
C)The exploitation of other entrepreneurs' ideas
D)An opportunity for acquiring and retaining profitable customers

Question 6

In the lean marketing canvas,what does the marketing model include?

A)Content marketing and SEO,paid advertising,design,marketing and technology people
B)Marketing team and CEO,advertising,designerly ideas,marketing and technology people
C)All aspects of the marketing
D)All aspects of the marketing except for paid advertising

Question 7

What is guerrilla marketing?

A)An unconventional way of performing marketing activities on a very low budget
B)A conventional way of performing marketing activities on a very high budget
C)An ineffective way of performing marketing activities on a big budget
D)A conventional way of performing sales activities

Question 8

What is customer segmentation?

A)The process of identifying a specific set of characteristics that differentiates one group of consumers from the rest
B)The process of segregating a specific set of customers
C)The process of identifying products that differentiate one group of consumers from others
D)The set of characteristics your consumers have

Question 9

What does the term search engine marketing mean?

A)Internet marketing that promotes website visibility using tools such as keyword research and web analytics
B)Marketing of business search engines
C)Business model design on the internet
D)Internet marketing techniques that promotes web analytics and checkers

Question 10

What is email capture?

A)The collection of leads to encourage consumers down the conversion tunnel
B)The collection of emails to encourage consumers down to the business
C)The collection of all staff emails for analysis
D)The collection of leads to encourage management to organise the conversion tunnel

Question 11

What does Generation C marketing mean?

A)A social media demographic that includes creation,curation,connection and community
B)Another term for Generation Z marketing
C)Marketing with collaboration and competition at the same time
D)Marketing for older marketing executives

Question 12

How would you go about inbound marketing online?

A)Drive traffic to your website
B)Convert traffic to quality leads and nurture leads
C)Turn leads into customers and inspire them to come back
D)All of these choices

Question 13

What is a marketing mix?

A)Actions a marketer can take to promote a brand or product; it involves the 4 Ps: price,product,promotion and place
B)Mixtures of different types of online ad campaigns
C)The 4Ps: priorities,principles,power and prestige
D)Actions to promote products on the internet

Question 14

Business models are defined as:

A)showing how a venture is designed to make money,demonstrating a clear pathway to the market for sales
B)showing how a venture is designed to fit with the market for sales forecasts
C)showing how a venture is designed to demonstrate sales
D)showing how a venture is designed to make more money each year

Question 15

The term co-creation means:

A)collaboration between two or more parties to produce a product,service or other outcome that has shared benefit
B)collaboration between only two people
C)co-options for two or more parties
D)being collegial with colleagues

Question 16

Which of the following are considered disruptive business models?

A)Access over ownership,and hypermarkets
B)Long-tail marketing,and free and open
C)Sharing economy,and unbundling
D)All of these choices

Question 17

Select the ten categories in the lean marketing canvas:

A)Objectives,where are we now,core brand value,competition,target audience,marketing,budget,timeline,channels and key metrics
B)Aims,objectives,where are we now,core brand value,competition,marketing analysis,budget,timeline,channels,and key metrics
C)Goals,objectives,VP,co-option,budget,timeline,social media,demographics,channels and key metrics
D)Objectives,where are we now,core brand value,competition,planning,audience,accounting,timeline,distribution channels and quantitative metrics

Question 18

Influencer marketing can be described as:

A)marketing focused on key individuals or customer segments that can influence potential buyers
B)marketing focused on Richard Branson as an individual
C)marketing focused on influencing governments
D)marketing focused on customer segments under the influence

Question 19

What is a conversion funnel?

A)A visual representation of the journey that buyers take,from visitors to customers to brand ambassadors for your company
B)A visual representation of the purchasing process that buyers take from shopping cart to payment type
C)The journey an executive takes in your company
D)A verbal representation of the journey that buyers take from visitors to customers