KNOW YOUR CUSTOMER
A company groups customers according to city and region. Which segmentation base is being used?
Geographic segmentation
In the 5Q method, which question examines the situation or moment when the need appears?
When?
A company redesigns a product feature because its target customers value convenience. Which “P” is being changed?
Product
A new competitor with advanced technology enters the market. In SWOT, what is this?
Threat
Which digital marketing tool focuses on improving visibility in search?
SEO / Search Engine Optimization
A company separates customers according to how frequently they use the product. Which segmentation base is this?
Behavioral segmentation
In the 5Q method, which question helps identify the customer’s motivation?
Why?
A company chooses between its own website, a marketplace, and physical retailers. Which “P” is being decided?
Place
“Our team has weak digital-marketing skills.” In SWOT, what is this?
Weakness
Blogs, videos, newsletters, articles, and web pages can all be examples of what?
Content marketing
A university student uses a service, but the student’s parent pays for it. Why might the target audience differ from the final user?
Because the buyer/payer and the consumer/user may be different people.
A founder says, “Students definitely prefer our service because it is convenient,” but has collected no evidence. What is this statement at this stage?
An assumption / hypothesis
A company advertises heavily to an audience that rarely uses the chosen media channel. What is missing?
Communication fit / alignment between audience and channel
Customers can solve the same problem using a different type of product. Which Porter force does this illustrate?
Threat of substitutes
A business creates useful videos for a clearly defined audience instead of simply posting advertisements. Which digital strategy is this?
Content marketing
A persona contains age, interests, media usage, needs, motivations, and buying barriers. What marketing tool is being created?
A buyer persona / customer portrait
You want to understand the language customers use when describing their problems. Which research method from the PPT would be particularly useful?
Interviews
A premium-positioned product is given an extremely low price that confuses customers. Which two marketing ideas are failing to align?
Price and positioning
Suppliers can increase prices and impose difficult conditions on firms. Which Porter force is strong?
Bargaining power of suppliers
Why should segmentation normally come before digital channel selection?
Because the business first needs to know which customers it wants to reach and which channels those customers actually use.
A company identifies an interesting segment but cannot reach it economically and cannot design a practical campaign for it. Which two ADAMS criteria are most clearly failing?
Accessible and Actionable
Put these four stages in the correct order: Data, Hypothesis, Decision, Method.
Hypothesis → Method → Data → Decision
What is the main strategic lesson from the Gatorade 4Ps example?
Product, Price, Place, and Promotion should work together as one integrated system.
Why does the PPT warn students not to turn Five Forces into a simple mechanical score?
Because industry definition matters, forces can be interdependent, and evaluating their strength can involve judgment.
Name the three digital-marketing capabilities highlighted on the final slide from the 2026 review.
Marketing analytics, Customer Relationship Management, and social media engagement