MBA-II / SEM-IV/ 2019 PATTERN / MARKETING

MANAGEMENT

Subject: 403MKT –
Marketing 4.0 MCQ /
Question Bank
UNIT – I Introduction to Marketing 4.0
Sr. Questio Ans
No. n .
In Marketing 4.0 – Power Shifts to the Connected Customers from
Exclusive to
1 A. Exhaustive B
B. Inclusive
C. Selective
D. Normal
brought connectivity and transparency to our lives and has
been largely responsible for these power shifts of today’s Marketing
2 4.0 world B
A. WiFi
B. The internet
C. Transportation
D. Virtual Reality
In Marketing 4.0 – Power Shifts to the Connected Customers from
Vertical to
3 C
A. Global
B. Diagonal
C. Horizontal
D. International
In Marketing 4.0 – Power Shifts to the Connected Customers from
Individual to
4 A
A. Social
B. Group
C. Collective
D. Rational
The flow of innovation from companies to the market is known as
A. Horizontal
5 B. Parallel D
C. Upward
D. Vertical
 In the recent period, with industry 4.0 and marketing 4.0 revolution,
we are also seeing how a vertical power structure has been diluted
6 by a more C
force
A. Transitional
B. Powerful
C. Horizontal

D. Central
In the era of Marketing 4.0, the power shift also influences people
and the power lies not with individuals but with
7 A. Social Groups A
B. Government
C. Media
D. Corporate
Economic powers are no longer concentrated but are more evenly
distributed. This suggests economic shift is from
8 A. Inclusive to Exclusive B
B. Exclusive to Inclusive
C. Selective to Collective
D. Collective to Selective
is a marketing approach that combines online and
offline interaction between companies and customers
9 A. Marketing 2.0 B
B. Marketing 4.0
C. Marketing 1.0
D. Marketing 3.0
Marketing 4.0 deals with a major shift from
A. Traditional to digital where Online Meets Offline, Style meets
10 Substance A
B. Product-driven to customer – centric approach of marketing
C. 7P’s of marketing to 4 P’s of integrated marketing
D. product-driven marketing to customer-centric marketing to
ultimately human-centric marketing
Today, are the new segments
A. Customers
11 B. Competitors C
C. Communities
D. Companies
Today, most customers believe more in the _ than in
marketing communications
12 A. Z-Factor B
B. F-Factor
C. X-Factor
D. D-Factor
 Similar to Facebook, customers will have the decision to either
“confirm” or “ignore” the friend requests. This demonstrates the
13 relationshi C
p between brands and customers
A. Transactional
B. Legal
C. Horizontal
D. Vertical
What is the best way to promote a business with social media?
4 (i) Choose the Right Platforms
(ii) Provide Value & Don’t Over-Promote
(iii) Encourage Engagement B
(iv) Assume everyone as your audience
A. (i) & (iii)
B. (i), (ii) & (iii)
C. (i), (ii), (iii) & (iv)
D. (iii) & (iv)
Which of the following is NOT one of the best ways to promote a
business with social media?
15 A. Deleting negative comments A
B. Using relevant hashtags
C. Working with a plan
D. Choosing the right tone
The product-driven marketing is known as
A. Marketing 3.0
16 B. Marketing 1.0 B
C. Marketing 4.0
D. Marketing 2.0
Guiding customers throughout their journey from awareness to
advocacy is
17 A. Marketing 2.0 D
B. Marketing 1.0
C. Marketing 3.0
D. Marketing 4.0
The old political, economic, socio-cultural & religious standards of
civilization are being replaced by
18 A. Vertical & exclusive set of social standards B
B. Horizontal & inclusive set of social standards
C. Lateral & selective set of social standards
D. Parallel & collective set of social standards
At the macro level, the world is moving from hegemony to
A. Unilateral power structure
19 B. Centralised power structure C
C. Multilateral power structure
D. Accumulative power structure
Marketing 3.0 is all about the shift from
A. Customer-centric marketing to human-centric marketing
20 B. Product-centric marketing to customer-centric marketing A
C. Product centric marketing to human-centric marketing
D. Human-centric marketing to customer-centric marketing
 UNIT – II Marketing 4.0 in the Digital Economy
In today’s era of Power Shifts to the Connected Customers, even
millionaires Bill Gates and Mark Zuckerberg were aware of the
1 need for economic B
A. Exclusivity
B. Inclusivity
C. Collectivity
D. Connectivity
about brands are now more credible than targeted
advertising campaigns
2 A. Mass Advertising D
B. Brand Image
C. Random ads
D. Random conversations
Amazon inspired from India, is an example of clone business
A. Shopclues
3 B. Flipkart B
C. OYO
D. Jio
When the market supplies the ideas, and companies or
marketers commercialize the ideas is known as
4 innovation A
A. Horizontal
B. Parallel
C. Upward
D. Vertical
Apple’s iTunes has been disrupted by and its music-streaming
business model
5 A. Amazon Music D
B. Gaana
C. Play Music
D. Spotify
should be redefined as the four C’s i.e. co-creation,
currency, communal activation, and conversation
6 A. Marketing Mix A
B. Extended P’s of Marketing mix
C. Marketing Myopia
D. Advertising
In the digital economy, is the new product development strategy
A. Conversation
7 B. Co-creation B
C. Communal Activation
D. Consistency
The concept of pricing is also evolving in the digital era from
standardized to
 pricing
8 A. Affordable C
B. Non-standardised
C. Dynamic
D. Online
Which of the following are the examples of digital marketing?
(i) Social Media Marketing
(ii) Search Engine Marketing
9 (iii) Search Engine Optimisation C
(iv) Social Media Optimization
A. (i) & (iii)
B. (i), (ii) & (iii)
C. (i), (ii), (iii) & (iv)
D. (i) & (iv)
Who is the father of Digital Marketing?
10 A. Philip Kotler A
B. Bruce Clay India
C. Justin Hall
D. Kevin Lane Keller
The term digital marketing was first used in the
A. 2000’s
11 B. 2010’s D
C. 1980’s
D. 1990’s
Which of the following is the best way to make money digitally?
A. Having products on your website
12 B. Conceiving good marketing ideas A
C. Selling stuff
D. Working 24*7
Digital Marketing revolves around these 5D’s
A. database, digital platforms, digital media, digital data, and digital
technology
13 B. digital devices, digital platforms, digital media, digital data, and C
offline technology
C. digital devices, digital platforms, digital media, digital data, and
digital technology
D. digital watches, digital platforms, digital media, digital data, and
digital
technology
In the process of transition from Traditional to Digital Marketing, the
marketing function is moving from Segmentation & Targeting to
14 A. Customer Satisfaction B
B. Customer Community Confirmation
C. Customer delight
D. Enriching the customer experience
 The reason why Marketing 4.0 in digital era stresses upon moving
away from Segmentation & targeting is because these practices are
15 based on C
decisions made by marketers
A. Lateral
B. Multilateral
C. Unilateral
D. Bilateral
Today in the Digital era what are considered as the new segments?
A. Society
16 B. People D
C. Social media
D. Communities
Permission marketing was introduced by whom?
A. Seth Godin
17 B. Philip Kotler A
C. Jonathan Abrams
D. Bruce Clay
In Digital Economy, the market is moving from brand positioning &
differentiation to brand clarification of
18 A. Features & attributes B
B. Characters & codes
C. Value & benefits
D. Image & equity
In the present context, a brand positioning by the companies would
be considered as corporate posturing, unless there is a/an
19 A. Endorsement by influencers C
B. Approval by certain group of customers
C. Community-driven consensus
D. Commitment by the company to comply
The character of the brand is its
A. Indictment
20 B. Frivolity C
C. raison d’être
D. ineptness
 UNIT – III Marketing Productivity Metrics
What is PAR?
A. Product Awareness Ratio
B. Purchase Action Ratio B
1 C. Price Awareness Ratio
D. Place Availability Ratio
What is BAR?
A. Brand Advocacy Ratio A
2 B. Brand Availability Ratio
C. Brand Action Ratio
D. Brand Awareness Ratio
PAR measures what? D
A. How well companies persuades its customers to make purchase
3 decisions
B. How well companies act on customers interest in the products
C. How well companies make customers aware about their products
D. How well companies convert brand awareness into brand purchase
4 BAR measures what? C
A. How well companies create brand awareness
B. How well companies make customers choose their brands
C. How well companies convert brand awareness into brand advocacy
D. How well companies make customers purchase their brands
From a population of 500 people in the market, if brand ‘X’ is A
spontaneously recalled by 378 people; and out of that 378, 69 people
5 end up buying the brand, and 27 spontaneously recommend the
brand, what would be the PAR for brand ‘X’?
A. 69/378
B. 27/500
C. 69/500
D. 27/378
From a population of 350 people in the market, if brand ‘Y’ is D
spontaneously recalled by 202 people; and out of that 202, 51 people
6 end up buying the brand, and 33 spontaneously recommend the
brand, what would be the BAR for brand ‘Y’?
A. 51/350
B. 33/350
C. 51/202
D. 33/202
From a population of 150 people in the market, if brand ‘Z’ is B
spontaneously recalled by 117 people; and out of that 117, 68 people
7 end up buying the brand, and 43 spontaneously recommend the
brand, what would be the PAR for brand ‘Z’?
A. 0.45
 B. 0.58
C. 0.28
D. 0.36
From a population of 305 people in the market, if brand ‘A’ is D
spontaneously recalled by 198 people; and out of that 198, 85 people
8 end up buying the brand, and 33 spontaneously recommend the
brand, what would be the BAR for brand ‘A’?
A. 0.27
B. 0.1
C. 0.42
D. 0.16
BAR is one of the Productivity Metrics which translates to C
A. Awareness
9 B. Sales
C. Sales growth
D. Purchase
PAR & BAR are two simple metrics which used to measure financial
health and helps the shareholders to keep track of the Productivity
10 of their money in terms of A
A. ROE
B. ROI
C. ROA
D. ROMI
In a DuPont Analysis, ROE is seen as the product of three major
parts. Which of the following is NOT one of those?
11 A. Profitability B
B. Market productivity
C. Financial leverage
D. Asset use efficiency
In DuPont Analysis, ‘financial leverage is measured by
A. Net profit margin
12 B. Financial performance D
C. Asset turnover
D. Equity multiplier
Breaking down PAR can reveal useful insights and for that purpose
PAR may be calculated by dividing by brand awareness
A. Market share A
B. Market capital
13 C. Market value
D. Total market
In the process of transition of the customer from ‘Awareness’ to
‘Advocacy’ the following steps are involved EXCEPT
14 A. Act D
B. Appeal
 C. Ask
D. Accept
In Marketing Productivity Metrics, the marketers have to keep track
of the customers’ transition through different stages. The correct
15 flow of this transition stages is: C
A. Aware – Ask – Accept – Adapt – Advocate
B. Aware – Accept – Ask – Acquire – Advocate
C. Aware – Appeal – Ask – Act – Advocate
D. Aware – Ask – Acquire – Adapt – Advocate
A low conversion rate from aware to appeal for a brand reflects what?
A. Low customer interest
16 B. Low customer attraction B
C. Low customer attention
D. Low customer involvement
A low conversion rate from Appeal to Ask for a brand is a sign of
what?
17 A. Low customer curiosity A
B. Low customer information
C. Low customer interest
D. Low customer attention
When customers are having too many questions about the bran, it
means that the brand message is
18 A. Very clear B
B. Ambiguous
C. Precise
D. Intriguing
A low conversion rate from Ask to Act for a brand indicates what?
A. Low customer interest
19 B. Low customer attraction C
C. Low customer commitment
D. Low customer curiosity
A low conversion rate from Ask to Act means that the brand has
failed to convert confirmed interest into purchase through its
20 A. Marketing channel D
B. Supply chain & logistics
C. Sales efforts
D. Distribution channel
 UNIT – IV Human-Centric Marketing for Brand
Attraction
Customers build communities to strengthen their position as they
feel vulnerable to marketing ploys. This is because marketers often
1 forget the C
side of customers
A. Emotional
B. Psychological
C. Human
D. Ethical
Marketers need to adapt to the new reality that ‘The customer
preferences have manifested in the digital era’ and hence create
2 brands that behave like B
A. Machines
B. Humans
C. Robots
D. Slaves
In the Human-Centric approach for Brand Attraction, the marketers
need to create brands with following three characteristics:
3 A. Accessible, personal & ethical D
B. Accountable, responsible & Humanitarian
C. Affordable, applicable & utilitarian
D. Approachable, likable & vulnerable
Today’s customers like the brands to be less intimidating, authentic,
honest and which
4 A. Admit their flaws A
B. Gives hopes to solve problems
C. Shows great attributes
D. Offers benefits beyond expectations
Driven by core values, human-centric brands treat customers as
A. Masters
5 B. Friends B
C. Users
D. Exploiters
Digital anthropology focuses on the nexus between
A. Humans & Machines
6 B. Humanity & Digital Technology B
C. Digital economy & Human Behaviour
D. Human Psychology & Technology
It provides a powerful way to discover the latent human anxieties &
desires that brands should address
7 A. Brand psychographics C
B. Digital anthropology
C. Digital ethnography
D. Human psychology
Which of the following is NOT one of the methods that are currently
being
 used by marketers to discover the latent human anxieties & desires
8 that brands should address? D
A. Netnography
B. Emphatic research
C. Social listening
D. Empathic research
Netnography was developed by
A. Robert Kozinets
9 B. Wesley Chan A
C. Roger Mougalas
D. Ohn McCarthy
It is used in content-marketing evaluation to monitor conversation
that happen around distributed content
10 A. Emphatic research B
B. Social listening
C. Netnography
D. Social psychology
It is the proactive process of monitoring what is being said about a
brand on the internet, particularly on social media & online
11 communities A
A. Social listening
B. Digital marketing
C. Social media marketing
D. Machine learning
Social listening involves
A. Study of humans through immersion into their natural communities
in an obstructive way
B. Participatory observation and immersion in the context of customer
12 communities with the objective of uncovering latent customer D
needs
C. In-person observation, dialogue, brainstorming & collaboration
among researchers & the community members to synthesize the
most relevant insights
D. Social media monitoring software to filter massive amounts of
unstructured data from social conversations into usable customer
intelligence information
This is a very useful tool over the traditional market research
methods, to capture the social dynamics among customers that
13 naturally occur in their real communities C
A. Social research
B. Emphatic research
C. Social listening
D. Netnography
Netnography involves
A. In-person observation, dialogue, brainstorming & collaboration
among researchers & the community members to synthesize the
most relevant
14 insights D
B. Participatory observation and immersion in the context of customer
communities with the objective of uncovering latent customer
needs
C. Social media monitoring software to filter massive amounts of
unstructured data from social conversations into usable customer
intelligence information
D. Study of humans through immersion into their natural communities
in an
obstructive way
A tool of understanding human behaviours in e-tribes or online
communities is known as
15 A. Psychography B
B. Netnography
C. Anthropology
D. Signography
Netnography differs from social listening in a way that it requires
A. Active participation in online communities
16 B. Keen observation of online communities A
C. Passive participation of online communities
D. Analysis of online communities
This method of understanding humans needs a series of
brainstorming sessions among the multi-disciplinary team members
such as psychologists, anthropologist, product designers, engineers
17 and marketers after immersing themselves into customer C
communities, to gain insights leading to a product development,
new customer experience or a new brand campaign
A. Netnography
B. Social insights
C. Emphatic research
D. Social listening
This method effectively helps the companies to identify the right
online communities which are run by the targeted customers
18 A. Social insights D
B. Google analytics
C. Social research
D. Social listening
Which of the following methods gives deeper and most relevant
insights of the online communities?
19 A. Social listening B
B. Emphatic research
C. Netnography
D. Social insights
Emphatic research involves
A. Social media monitoring software to filter massive amounts of
unstructured data from social conversations into usable customer
intelligence information
20 B. In-person observation, dialogue, brainstorming & collaboration C
among researchers & the community members to synthesize the
most relevant insights
C. Participatory observation and immersion in the context of customer
communities with the objective of uncovering latent customer
needs
D. Social media monitoring software to filter massive amounts of
unstructured data from social conversations into usable customer
intelligence information
 UNIT – V Omni Channel Marketing for Brand
Commitment
Which of the following correctly describes Omni-channel marketing?
A. Developing close partnerships between wholesalers and retailers
1 B. Selling products online environments D
C. Allowing one supplier to sell to multiple retailers through multiple
channels
D. Creating a seamless cross-channel buying experience that
integrates in-
store, online, and mobile shopping
‘Metro’ is a Shoe store that also offers online shopping apart from its
stores. Therefore ‘Metro’ is an
2 A. Multichannel retailer A
B. Single-channel retailer
C. E-commerce retailer
D. Direct seller
What is Omni-channel marketing?
A. The use of only one channel at a time while marketing to consumers
3 B. The merging of all digital channels into one strategy while keeping C
traditional channels separate
C. The integration of all physical & digital channels to offer a seamless
& unified customer experience
D. The process of understanding the one channel that is most
beneficial to a
specific product
Multichannel & Omni-channel retailers struggle to provide an
integrated shopping experience because
4 A. They do not have intermediaries to supply products B
B. Various channels demand various skills & unique resources
C. They generally offer limited assortments in their channels
D. Merchandise is offered at the same price across channels
A company that uses stores, kiosk & internet as a selling channel is
using
5 A. Selective distribution strategy C
B. Intensive distribution strategy
C. Omni-channel strategy
D. Direct channel strategy
Which of the following is true in meeting customer expectations?
A. Manufacturers need to know where their target market customers
expect to find their products
6 B. Retailers must know from which manufacturers its customers want D
to buy
C. Wholesalers must understand consumers’ expectations in terms of
product selection
D. Customers may change where they buy the products from
Which of the following is the best example of Omni-channel
marketing strategy?
7 A. Amazon selling products online C
B. Cafe Coffee Day train the contact employees to serve customers
the best
C. McDonald using its application & in-store kiosk & offer consistent
shopping experience to customers
D. Domino’s Pizza opening 10 new outlets in Pune city
The benefit of touching & feeling merchandise when examining
products is provided by which channel?
8 A. Kiosk B
B. Store
C. Catalogue
D. Internet
Risk reduction & social interaction are benefits associated with the
A. Store channel
9 B. Kiosk channel A
C. Internet channel
D. Mail order channel
Shalini, a housewife and mother of two toddlers is busy all day
looking after them. The only opportunity she gets to interact with the
10 adults is when she steps out of home for shopping or visiting her C
friends or relatives. Which of the following channels would Shalini
prefer to use for her shopping?
A. The Internet
B. Kiosks
C. Stores
D. Catalogues
Access to wish list, reward remittance, gift registries, loyalty program
information is a benefit offered by the
11 A. Catalogue channel B
B. Internet channel
C. Mail order channel
D. Store channel
A Smartphone capable of accessing product information & even
comparing prices at other retailers via the Internet can be considered
12 as a C
A. Internet kiosk
B. Bricks-and-mortar store
C. Mobile kiosk
D. Mail order brochure
 Rakesh wanted to purchase a DSLR Camera. Hence he visited
‘Chroma’ website to learn more about the different features &
13 functions of the device. He happened to visit a Chroma store to have A
a look for new arrivals of 5G Smartphone models. He saw a DSLR
camera there & purchased it. Which of the following terms describes
Rakesh’s actions?
A. Channel migration
B. E-tailing
C. Automated retailing
 D. Phishing
Which of the following strategies aids in reducing channel migration?
A. Offer uniquely relevant information to customers
14 B. Persuade suppliers to increase their sales forecasts A
C. Encourage vendors to deliver complete assortments
D. Increase efficiencies of supply chain management
When a customer learns about a product from TV ads, visits a
nearby store to physically examine the product & finally searches for
15 the same product online & buys it there for a better price, it is known C
as
A. Webrooming
B. Online shopping
C. Showrooming
D. Comparison shopping
If a customer learns about a product from online banner ads,
searches for more information about the product on social media
16 with a smartphone which leads him to product comparison website, B
making him decide that the product is best in the market and then he
looks for the nearest store to finally buy it. This is called as
A. Showrooming
B. Webrooming
C. Social Media Marketing
D. Online marketing
In this digital era when there are number of online & offline
channels, the need of Omni-channel marketing arises because the
17 customers have become increasingly mobile and D
A. Channel-specific
B. Channel-selective
C. Channel-hoppers
D. Channel-agnostic
Omni-channel marketing is
A. The integration of different physical channels for the convenience
18 of customers C
B. The practice of offering multiple channel options to the customers
C. The practice of integrating multiple channels to create a seamless
& consistent customer experience
D. The integration of various online channels for the customers of
digital era
It is proven that the Omni-channel buyers add more to both
buyer as well as the marketer as compared to Single channel buyer
19 A. Profit B
B. Value
C. Benefits
D. Commitment
Macy’s, an American department store chain found that
omnichannel buyers are times more valuable than its single
channel buyers
20 A. Five C
B. Seven
C. Eight
D. Ten
 Marketing 4.0
1. _____________is a marketing approach that combines online and offline interaction
between companies and customers
A. Marketing 2.0
B. Marketing 4.0
C. Marketing 1.0
D. Marketing 3.0

2. Reverse Innovation is also popularly known as ______________.

A. Trickle-up Innovation
B. Engagement Marketing
C. User experience Anthropology
D. Multichannel Marketing

3. In the era of Marketing 4.0, the power shift also influences people and the power lies not
with individuals but with ________
A. Social Groups
B. Government
C. Media
D. Corporate

4. Youth, Women and _____ are the most influential people in this digital age.
A. Kids
B. Customers
C. Netizens
D. Buyers

5. ________is a type of digital distribution platform for software, often provided as a

component of an operating system.
A. Cloud computing
B. online-Advertising
C. Business-to-Business models
D. App Stores

6. ________inspiration comes from external sources.

A. The guidance of other people
B. Personal knowledge
C. External

7. PAR stands for

A. Purchase Active Ratio
B. Purchase Action Ratio
C. Purchase Action Range
 D. Purchase Active Range

8. PAR measures ___________.

A. How well companies persuades its customers to make purchase decisions
B. How well companies act on customers interest in the products
C. How well companies make customers aware about their products
D. How well companies convert brand awareness into brand purchase

9. A low conversion rate from the appeal to ask is a sign of ________for any brand.
A. low commitment
B. low peopinquity
C. low curiosity
D. Purchase action

10. ______ means poor customer attraction and low brand positioning due to poor marketing
implementation.
A. Aware to appeal
B. Appeal to ask
C. Ask to act
D. Act to advocate

11. These are ways to increase productivity in the workplace, except:

A. Delegate
B. Practice negative reinforcement
C. Reduce distractions
D. Ensure employees are happy

12. _______customers consider many factors before they decide which brand to choose.
A. Trumpet pattern
B. Funnel
C. Blow Tie
D. Goldfish

13. A well-known business with the “door knob” customer path is __________.
A. Consumer Packaged Goods
B. Business to Business context
C. Lifestyle categories
D. Consumer durables

14. In a DuPont Analysis, ROE is seen as the product of three major parts. Which of the
following is NOT one of those?
A. Profitability
B. Market productivity
C. Financial leverage
 D. Asset use efficiency

15. A narrow BAR arrange reflects tight competition without BAR dominance, ____ is the
only way to succeed in this situation.
A. Push
B. Pull

16. __________ is the quintessential fieldwork method in anthropology.

A. In-depth interviews
B. Focus groups
C. Textual Analysis
D. Participant observation

17. _____ is a method that adapts the practice of ethnography to understand human conducts
online communities.
A. Emphatic Research
B. Netnography
C. Social Listening
D. Focus group

18. __________is about being principled and having sturdy honesty.

A. Intellectuality
B. Sociability
C. Emotionality
D. Morality

19. Customers want to be treated as individuals and want to feel they belong to a group, this
is called a need for ________.
A. Inclusive individuality
B. Content Marketing
C. Diversification of Approach
D. Co-creation and Trust

20. The significance to a strong earned media distribution is a _________strategy.

A. Content Marketing Evaluation
B. Content amplification
C. Content Distribution
D. Content creation

21. The second step in omni channel marketing is___________.

A. Map all possible Touchpoints and Channels across the Buyer path.
B. Identify the most critical Touchpoints and Channels
C. Improve and Integrate the most Critical Touchpoints and Channels
22. In the process of transition of the customer from ‘Awareness’ to ‘Advocacy’ the
following steps are involved EXCEPT
A. Act
B. Appeal
C. Ask
D. Accept

23. Blogging platforms have become trusted sources for buyers to engage in __________.
A. Co-creation
B. Currency
C. Communal activation
D. Conversation

24. Customers build communities to strengthen their position as they feel vulnerable to
marketing ploys. This is because marketers often forget the __________ side of customers
A. Emotional
B. Psychological
C. Human
D. Ethical

25. Mobile apps,:

1. Mobile apps can be launched as media for content.
2. Mobile apps can be launched as self-service channels through which clients access their
account information/make transactions.
3. Mobile apps can be integrated into the core product or service experience.
A. Only statement 1 is true
B. Statement A and B is true
C. Statement A and C is true
D. Statement A,B and C are true

26. Marketing 4.0 deals with a major shift from ________

A. Traditional to digital where Online Meets Offline, Style meets Substance
B. Product-driven to customer – centric approach of marketing
C. 7P’s of marketing to 4 P’s of integrated marketing
D. product-driven marketing to customer-centric marketing to ultimately human-
centric marketing

27. In Marketing 4.0- Power shifts to the connected customers from Exclusive to
__________.
A. Exhaustive
B. Inclusive
C. Selective
D. Societal
28. It is used in content-marketing evaluation to monitor conversation that happen around
distributed content
A. Emphatic research
B. Social listening
C. Netnography
D. Social psychology

29. Omni-channel marketing means___________.

A. Developing close partnerships between wholesalers and retailers
B. Selling products online environments
C. Allowing one supplier to sell to multiple retailers through multiple channels
D. Creating a seamless cross-channel buying experience that integrates in- store,
online, and mobile shopping

30. A Smartphone capable of accessing product information & even comparing prices at
other retailers via the Internet can be considered as a
A. Internet kiosk
B. Bricks-and-mortar store
C. Mobile kiosk
D. Mail order brochure

31. Big data and data science will be the new tools of competitive intelligence
A. True
B. False

32. The benefit of have a visual & personalised feeling merchandise when examining
products is provided by which channel?
A. Kiosk
B. Store
C. Catalogue
D. Internet

33. This is a very useful tool over the traditional market research methods, to capture the
social dynamics among customers that naturally occur in their real communities
A. Social research
B. Emphatic research
C. Social listening
D. Netnography

34. In the recent period, with industry 4.0 and marketing 4.0 revolution, we are also seeing
how a vertical power structure has been diluted by a more ___________ force.

A. Transitional
B. Powerful
 C. Horizontal
D. Central

35. The concept of pricing is also evolving in the digital era from standardized to
_______ pricing.

A. Affordable
B. Nonstandardised
C. Dynamic
D. Online
36. Emphatic research involves
A. Social media monitoring software to filter massive amounts of unstructured data
from social conversations into usable customer intelligence information
B. In-person observation, dialogue, brainstorming & collaboration among researchers
& the community members to synthesize the most relevant insights
C. Participatory observation and immersion in the context of customer
communities with the objective of uncovering latent customer needs
D. Social media monitoring software to filter massive amounts of unstructured data
from social conversations into usable customer intelligence information
37. Risk reduction & social interaction are benefits associated with the
A. Store channel
B. Kiosk channel
C. Internet channel
D. Mail order channel

38. The flow of innovation from companies to the market is known as _____

A. Horizontal
B. Parallel
C. Upward
D. Vertical
39. __________ should be redefined as the four C’s i.e. co-creation, currency, communal
activation, and conversation.

A. Marketing Mix
B. Extended P’s of Marketing ix
C. Marketing Myopia
D. Advertising

40. SEO stands for_____.

A. Site Engine Optimization
B. Search Engine Optimization
C. Site Efficiency Optimization

41. Today, ____are the new segments.

 A. Customers
B. Competitors
C. Communities
D. Companies.

42. When a customer learns about a product from TV ads, visits a nearby store to physically
examine the product & finally searches for the same product online & buys it there for a
better price, it is known as
A. Webrooming
B. Online shopping
C. Showrooming
D. Comparison shopping

43. In the Human-Centric approach for Brand Attraction, the marketers need to create brands
with following three characteristics:
A. Accessible, personal & ethical
B. Accountable, responsible & humanitarian
C. Affordable, applicable & utilitarian
D. Approachable, likable & vulnerable

44. The life course perspective or life course theory (LCT) is a multidisciplinary approach to
understanding the ____health of individuals.
A. Mental
B. Physical
C. Social
D. All of the above

45. ______ is a type of flow of information between members of organisation who are on
different levels of its hierarchy.
A. Wifi
B. Vertical communication
C. Horizontal communication
D. Virtual reality

46. _________the use of game principles in non-game contexts is a powerful method to

increase buyer engagement.
A. Gamification
B. Social CRM
C. Showrooming
D. web rooming

47. Content Marketing includes:

A. Goal setting
B. Audience Mapping
C. Content Ideation and Planning
D. All of the above

48. Digital anthropology focuses on the nexus between

A. Humans & Machines
 B. Humanity & Digital Technology
C. Digital economy & Human Behaviour
D. Human Psychology & Technology

49. PAR & BAR are two simple metrics which used to measure financial health and helps the
shareholders to keep track of the Productivity of their money in terms of
A. ROE
B. ROI
C. ROA
D. ROMI

50. A low conversion rate from aware to appeal for a brand reflects what?
A. Low customer interest
B. Low customer attraction
C. Low customer attention
D. Low customer involvement
 Chapter 2
Marketing 4.0 in the digital economy
Contents:

1. Introduction to Marketing
2. Digitally empowered entrants, combining online and offline
interaction
3. Blending style with substance, the new customer path
4. (AIDA)- Attention, Interest, desire, action
5. From 4 A’s to 5 A’s
6. Purchase Action Ratio(PAR) and Brand Advocacy Ratio (BAR)
7. (O3) The O Zone
8. Brand differentiation based on Human-to-Human touch
9. Brand positioning, consistency in brand characters
10. From selling 4 P’s to 4 C’s
Digitally empowered entrants, combining online and offline interaction-
Sectors as diverse as retail, logistics manufacturing, education etc. are
changing due to IT technology.

Retail- The digital technology thereby having digital economy has enabled
retailers to allow customers to place online (often fulfilled from a local
store) orders and it has made the retailers to gather and analyse data on
customers to provide personalized services and advertising.
Transport and logistics- Due to digital economy the logistics can be tracked
easily cargo, documents, products, vehicles. etc. Online booking has become
very common so need for long queues.

Manufacturing and IT services- The 4th industrial revolution, industry 4.0

encompasses 3 technological trends driving this transformation-
connectivity, intelligence and flexible automation.( Industry 4.0 converges IT
and OT(Operational tech) to create a cyber- physical environment. These
include 1. Industrial internet of things 2. Big Data. 3. Cloud computing. 4.
Addictive manufacturing. 5. Advanced robotics. 6. (AR/ VR) Augmented and
virtual reality.
Education- Smart phones, laptops,& tablets are no more unknown words.
Online courses, online exams, digital textbooks, animation, are the
advanced techniques used in education.

Financial Services- Banks , insurance providers and other financial and also
non-traditional payment service providers increasingly enable customers to
manage their financial transactions online although offline banking is also
on.
Health care: a) Digitization helps by keeping the doctors informed about the
patient’s medical history in every situation.
b) (AI) systems can be implemented which provide prescription advice and
reminders.
c) IoT allows healthcare professionals to become more watchful and interact
with patients proactively.
d) Data gathered from IoT devices can help doctors find out the best
treatment process for patients and get the expected outcomes.
e)IoT devices are used to remind calorie count, number of steps taken in a
day, blood pressure, heart rate and much more.
d) Patients facing mobility challenges can use telemedicine to interact with
health professionals.
Broadcasting and Media- With increasing broadcast access in particular
opening new avenues for delivery of content for traditional media players,
while also enabling the participation in the news media of non-traditional
news sources and expanding user participation in media thro user-
generated content and social networking. Because the digital economy is
increasingly becoming the economy itself, it would be difficult, if not
impossible, to ring-fence the digital economy from the rest of the economy.
Consumer, ecosystem and technological trends are driving digital innovation
in the media industry. The mass production of data can help inform
governments and charities about what is happening in the economy.
Blending style with substance, the new customer path-

a. Electronic commerce
b. B2B models
c. B2C models
d. Consumer to consumer models
e. App store
f. Online advertising
g. Cloud computing
(AIDA)- Attention. Interest, Desire, Action
From 4 A’s to 5 A’s –
Aware, Appeal, Ask, Act and Advocate -Brands need to be able to connect
meaningfully with customers and by leveraging the power of customer
advocacy.
> Appeal- The product or the service needs to appeal to the customer.
> Ask- Customers start researching on the brands either off line or on line.
> Act – When the customer is satisfied with all the information, they will
decide to act.
> Advocacy – A loyal customer is one who helps to spread the word. They
become brand ambassadors.
Purchase Action Ratio(PAR) and Brand Advocacy Ratio (BAR)

Purchase action ratio helps companies to convert brand mindfulness into

purchases that is the translation rate from aware to act. U can calculate PAR
as the no or percentage of people in the mkt who purchase ur brand.

And BAR helps companies turns brand consciousness into advocacy. U can
calculate BAR as the no or % of people in the mkt who constantly
recommends the brand to other people.
(O3) The O Zone- 3 types of inspiration.

a) External inspiration which comes from outer sources like advertising,

mktg communications etc.
b) guidance of other people- also come as ext output like ur friends,
relatives, or dialogues they see on social networking platforms etc.
c) personal knowledge (own)- thro browsing, ur own knowledge about the
product, past experiences, ultimately ur individual preference.
Brand differentiation based on Human-to-Human touch-
It no longer just about who can offer the cheapest price but it also
matters that who can offer the best customer service and
experience…. Ur ability to connect with the customer on the personal
level is crucial. Let’s take a look at some of the other reasons why
human touch matters… > 75% customers cite that they love the
brand because of helpful customer service. > 90% of consumers stay
loyal to brands that share their values. According to a study by
Accenture Strategy, most people are choosing companies that stand
on imp social, environmental, political, cultural issues.
Prioritizing customer over the competition-
Your goal should be excellent customer experience and by
doing that you will surpass the competition.

Imp of customer loyalty in the digital world-

Rare Consulting recently found out, 86% of consumers said that
likeability of a brand is what drives their loyalty, so creating a
wholesome, family-oriented brand can prove more lucrative
than investing thousands of pounds in marketing and product
development.
Five ways to keep the human touch in digital era-

a. Create memorable experiences, that actually lasts.

b. Keep ur social media communications personal and human.
c. Use customer service as a way to get to know your customer.
d. Start a blog and keep it fresh regularly.
e. Let customer in.
Brand positioning, consistency in brand characters
Brand consistency is the practice of always delivering msgs
aligned with the core brand values and in the same tone,
presenting the same logo, colours, throughout ur visual brand
elements.
Brand positioning-
A positioning statement is a description of your product and target audience
and explains how it fills a market need. Marketing and sales teams use this
statement to guide their messaging and make sure all communication is
consistent.
To establish strong equity, a brand must have a clear and consistent
positioning as well as authentic set of differentiation to support the
positioning.
Brand positioning is essentially a compelling promise that marketers convey
to win the customers minds and hearts.
Marketers’ moral responsibility is to fulfil the promise with a solid and
concrete differentiation thro.. its mktg mix.
Due to rise in social media brands can be challenged. So companies have to
strongly position to develop community driven consensus
Example- 1. Apple, Amazon
Brand character-
Your brand character is like the personality of your brand.

Imp of brand characteristics are:

> Loyalty
> Awareness
> Higher sales and profits
From selling 4 P’s to 4 C’s

1) Consumer wants and needs 2) Cost 3) Convenience 4) Communication.

1)Consumer wants and needs- This element is similar to the first ‘P’,
‘Product’.
Lauterborn believes that extensive consumer research needs to be done to
understand if there is a need or demand for this new product, if there is,
then how will the product or service best serve it. The wants and needs of
customers should drive the creation of a new product or service.
When planning ur products u also have to determine how can u provide
solutions to ur customer’s problem areas.
Cost- Lauterborn believed the word ‘Cost’ should replace ‘Price’.
According to him cost is not just the price of the product but it also includes
opportunity cost, the loss of potential gain from an alternative, or even the
customer’s time spent to obtain the item. So he insisted that the amount
isn’t the only cost a consumer worries about when making a purchase.

Convenience- Place here has been replaced by Convenience.

The effort a customer should make to purchase a wanted or needed product
should be availed to him at multiple points. So marketers should do good
visual promotions for customers convenience.
Communication- In Lauterborn’s opinion, promotion is manipulative while
communication is cooperative. Modern mktg has become a two-way
conversation between the brands and their stake holders. be creative,
engage ur customers, interact with them and that’s how u can gain trust and
loyalty towards ur brand thereby adding value to both parties.
Likely Qs asked will be-
1.Diff technologies that drive Digital economy.
2.Explain brand diff based on human to human touch.
3. Brand clarification of characters and codes?
Short notes on AIDA, 4ps to 4 cs, O3 Driving from awareness to advocacy,
blending style with substance.