Welcome to your ultimate guide for Marketing in a Digital World quiz answers! Whether you’re working through practice quizzes to build your understanding or preparing for graded quizzes to test your knowledge, this guide is here to help.
Covering all course modules, this resource will teach you essential concepts in digital marketing, including online consumer behavior, branding strategies, social media, and data-driven decision-making to excel in a digital-first world.
Marketing in a Digital World Quiz Answers for All Modules
Table of Contents
Marketing in a Digital World Week 01 Quiz Answers
Product Quiz Answers
Q1. Is the following statement true or false? A transformation occurs when something exhibits a dramatic change in either color or texture due to its surroundings.
Answer: False
Explanation: Transformation refers to a change in form or function, not just color or texture, typically influenced by external factors like technology.
Q2. What is the definition of ‘Embracing’?
Answer: A change in the form and/or function of an Analog product (or service) that occurs when it is combined with the Digital.
Explanation: Embracing involves blending analog products or services with digital technology, leading to changes in their functionality or form.
Q3. What does the term ‘Outsider Perspective’ mean in terms of its reference to the concept of ‘Embracing’?
Answer: Outsiders have the benefits of seeing new possibilities because their vision is less likely to be constrained by ‘functional fixedness.’
Explanation: Outsiders often bring fresh perspectives, enabling innovative uses for products by thinking beyond their traditional functions.
Q4. What does the term ‘Low Entry Cost’ mean in terms of its reference to the concept of ‘Embracing’?
Answer: Embracing typically benefits from low-cost entry because, in many cases, the Analog product (or service) already exists.
Explanation: Since the analog product is already established, integrating digital components can be relatively inexpensive.
Q5. Why are flip phones regaining popularity?
Answer: All of the above.
Explanation: Flip phones are appealing for their privacy, reduced online time, and ability to help disconnect from digital distractions.
Q6. What does the term ‘Niche Appeal’ mean in terms of its reference to the concept of distancing?
Answer: Niche appeal is the essence of distancing.
Explanation: Distancing strategies cater to specific audiences who value stepping away from the highly digitalized world.
Q7. What does the term ‘heart of the beast’ mean in terms of its reference to the concept of distancing?
Answer: The distancing strategy appeals to individuals who are highly digitally connected because these folks realize the negative impact of being too connected to the digital world.
Explanation: Digitally connected individuals may seek distancing strategies to counterbalance the adverse effects of constant connectivity.
Q8. What does the term ‘more sizzle than steak’ mean in terms of its reference to the concept of distancing?
Answer: Distancing strategy is more hype than reality.
Explanation: Some distancing strategies may be perceived as overhyped and lacking substantive benefits.
Q9. Which of the following are a way to leverage a distancing strategy for analog transformation?
Answer: A FUD strategy can encourage consumers to distance themselves from the dangers of the digital world.
Explanation: Fear, Uncertainty, and Doubt (FUD) can effectively highlight the risks of digital reliance, promoting distancing.
Q10. According to the HBR article, “Are You Ready for Tech That Connects to Your Brain,” how can we prepare for the future of Brain-Computer Interface (BCI)?
Answer: Look to the humanities to shape the future in which humanity is a priority and not an afterthought.
Explanation: Humanities can help guide the ethical and human-centered development of BCI technology.
Marketing in a Digital World Week 02 Quiz Answers
Promotion Quiz Answers
Q1. Promotion entails which of the following activities?
Answer: All of the above
Explanation: Promotion involves a variety of activities, including personal selling, sales promotion, and word of mouth, to increase awareness and drive sales.
Q2. Which of the following is NOT mentioned in the videos as a company that utilizes User Generated Content (or UGC)?
Answer: Camelbak
Explanation: Camelbak is not highlighted in the videos, unlike Warby Parker, GoPro, and Little Big Planet, which are known for leveraging UGC.
Q3. Of all of the different types of User Generated Content (or UGC), product reviews appear to have the strongest impact on consumer purchasing decisions.
Answer: True
Explanation: Product reviews provide authentic and relatable insights, significantly influencing consumer buying behavior.
Q4. GoPro strategically uses User Generated Content (or UGC) by holding contests that ask their customers to submit:
Answer: Photos or videos that they have taken with their cameras
Explanation: GoPro encourages customers to showcase their creativity by submitting photos or videos captured using their products, creating engaging UGC.
Q5. Which of the following is NOT a benefit of User-Generated Content (or UGC)?
Answer: Enhanced technological performance
Explanation: While UGC offers cost savings, improved sales, and fresh content, it does not directly impact a product’s technological performance.
Q6. The practical recommendations of Doppelganger Brand Image include which of the following?
Answer: All of the above
Explanation: The recommendations include monitoring digital cues, identifying and tracking brand avoiders, and developing and testing new stories to counter negative perceptions.
Q7. What is the meaning of a Doppelganger?
Answer: Double walker
Explanation: A Doppelganger refers to a “double walker,” signifying a look-alike or duplicate entity.
Q8. As discussed in the Doppelganger Brand Image lecture video, which of the following is NOT an example of a brand that has been the target of a Doppelganger Brand Image?
Answer: Coca Cola
Explanation: Coca Cola is not mentioned in the lecture as a target of a Doppelganger Brand Image, unlike United Airlines, FUH2 Campaign, and the New Pepsi Logo.
Q9. Approximately how many different languages is Wikipedia available in?
Answer: 300
Explanation: Wikipedia supports a vast number of languages, making its content accessible to a global audience.
Q10. As discussed in the reading Holt, D. (2016). Branding in the age of social media. Harvard Business Review, in 2011 Coca Cola announced a new marketing strategy called:
Answer: Liquid & Linked
Explanation: Coca Cola’s “Liquid & Linked” strategy emphasized fluid storytelling combined with connected and integrated marketing efforts.
Marketing in a Digital World Week 03 Quiz Answers
Placement Quiz Answers
Q1. How does our digital marketing environment impact placement?
Answer: Shift from long distribution channels for physical goods to short distribution channel for digital goods
Explanation: The digital marketing environment shortens distribution channels as digital goods can be delivered directly to customers without the need for traditional long distribution channels.
Q2. Digital tools such as 3D printers have the potential to shrink the supply chain and replace retailers:
Answer: True
Explanation: 3D printing can enable on-demand production, reducing the need for retailers and traditional supply chains, as customers can create products themselves.
Q3. Which of the following is NOT observed in the new retailing landscape?
Answer: Online retailing is heavily influenced by location such as a small town (Champaign) or a big city (Chicago).
Explanation: Online retailing is less influenced by geographical location since it enables access to products regardless of location, in contrast to physical retailing which is location-dependent.
Q4. What is the advantage of the Power of Touch for physical stores?
Answer: Helps keep customers in a store for a longer period of time
Explanation: The Power of Touch refers to the ability of physical stores to engage customers through sensory experiences, encouraging them to stay longer and potentially make more purchases.
Q5. 3D printers create products in an additive manner:
Answer: True
Explanation: 3D printers create objects by adding material layer by layer, which is referred to as an additive manufacturing process.
Q6. How can 3D printers disrupt traditional businesses?
Answer: All of the above
Explanation: 3D printing disrupts traditional businesses by turning physical goods into digital files, reducing manufacturing costs, and posing a threat to logistics companies by enabling local production.
Q7. Why do physical stores use a Marketing to Shoppers strategy?
Answer: All of the above
Explanation: Marketing to Shoppers strategy is used to understand customer behavior, keep them in-store longer, and promote self-service, ultimately enhancing the shopping experience.
Q8. Which of the following is NOT true about 3D printers?
Answer: It requires high set-up costs
Explanation: While 3D printing offers many advantages, it does not necessarily require high setup costs, making it more accessible to smaller manufacturers.
Q9. Which of the following is NOT an example of Enhancing the physical by adding the Digital?
Answer: Increasing the number of electronic devices sold in a store
Explanation: Adding digital elements to physical stores (e.g., AR, virtual stores) enhances the physical shopping experience, whereas merely increasing electronic device sales does not.
Q10. According to the reading, McCue, TJ. (2015, July 21). 3D printing is changing the way we think, how can the tipping point of 3D printing be reached?
Answer: It happens when enough people see a huge potential and new possibilities of this technology.
Explanation: The tipping point for 3D printing occurs when there is widespread recognition of its potential, leading to broad adoption and innovation.
Marketing in a Digital World Week 04 Quiz Answers
Price Quiz Answers
Q1. Which one of these is NOT one of the pricing concepts mentioned in the course?
Answer: Break-even analysis
Explanation: Break-even analysis is not typically included among the primary pricing concepts like reference prices, price elasticity, or price fairness.
Q2. Making a right pricing decision for a firm is crucial because:
Answer: It affects a firm’s profitability
Explanation: A firm’s pricing decision directly impacts its profitability by determining how much revenue the firm generates in relation to costs.
Q3. Which of these factors should firms consider when setting a price?
Answer: All of the above
Explanation: Firms need to consider production costs, customer willingness to pay, and competing product prices when setting a price.
Q4. What is the primary reason that the Freemium model is more beneficial when it is applied to digital products or services?
Answer: The fact that the marginal cost of adding a new user is close to zero makes it more effective
Explanation: Digital products have low marginal costs for adding new users, making the Freemium model more effective and scalable.
Q5. Freemium models are commonly employed in which of the following categories?
Answer: All of the above
Explanation: Freemium models are commonly used in apps, social media platforms, and software to attract users with free offerings and convert them to paying users.
Q6. What happens if a firm sets its prices too high?
Answer: All of the above
Explanation: If prices are set too high, firms may lose potential revenue, sales, and overall profitability.
Q7. Pay what you want (PWYW) strategy is a good way to maximize a firm’s profit.
Answer: False
Explanation: While PWYW can work in some cases, it is generally not a reliable strategy for maximizing profit, as it can result in lower revenues or losses if customers pay less than the cost to serve them.
Q8. Which statement about Pay What You Want (PWYW) pricing strategy below is CORRECT?
Answer: In this strategy, a firm may suggest a price. However, customers can get the product at any price they wish, even at no cost.
Explanation: PWYW allows customers to choose the price, including paying nothing, but firms may suggest a price to guide customers.
Q9. What are the possible ways for Freemium model businesses to convert their Free subscribers into Premium subscribers?
Answer: All of the above
Explanation: Offering more benefits, adding new features, and ensuring that the product is sticky (difficult to switch) are all effective ways to convert free subscribers into paying ones.
Q10. According to the reading, Gu, X., Kannan, P. K., & Ma, L. (2019, March 20). How companies can get the most out of a freemium business model, how does a firm implement Versioning strategy in the Software-as-a-Service (SaaS) space?
Answer: By extending the premium product lines according to customer behavior and their response, to elevate their willingness to pay for premium offerings
Explanation: Versioning involves adjusting premium offerings based on customer responses and behavior to increase their willingness to pay.
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