Chapter 4

Chapter 4 Study Questions

Q.1 What are the five steps to formulate a successful marketing plan?
Q.2 How would you apply and use Google digital tools?
Q.3 Describe keyword lists to test the plan.
Q.4 How would you use digital channels to create demand?
Q.5 List three kinds of segmentation. For what kinds of products or services would one kind be more important than another?
Q.6 What are product positioning and perceptual mapping?
Q.7 What is viral marketing? Provide an example not referred to in this book. Why do you think a viral effect was created in your example?
Q.8 How can a small company use Google AdWords for market research?
Q.9 What factors determine whether the business would offer discounts?

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