Đề thi, bài tập trắc nghiệm online Tiếng Anh chuyên ngành Marketing – Đề 3

'Content Marketing' is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a defined audience — and, ultimately, to drive profitable customer action.

'Outbound Marketing' is a traditional marketing approach that involves proactively reaching out to potential customers. This includes tactics like advertising (TV, radio, print), direct mail, cold calling, and trade shows. It is often contrasted with 'Inbound Marketing', which focuses on attracting customers through valuable content.

'USP' in marketing is an acronym for 'Unique Selling Proposition', referring to the unique benefit of a product or service that differentiates it from competitors.

'PPC' stands for 'Pay-Per-Click'. It is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is 'clicked'.

The 'Marketing Funnel' typically includes stages such as Awareness (attracting potential customers), Interest/Consideration (engaging leads and nurturing interest), Decision/Conversion (converting leads into customers), and Action/Advocacy/Loyalty (retaining customers and turning them into advocates). 'Transaction' is part of the Conversion stage but not typically listed as a separate primary stage in the funnel itself; the focus is on the customer journey stages.

The 'Marketing Mix' refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4 Ps (Product, Price, Place, Promotion) are key components. 'Place' refers to distribution channels, making it a key component of the marketing mix. Supply chain management, customer service protocols, and financial accounting standards are important business functions but not direct components of the marketing mix itself.

'Market Research' is the process of gathering information about target markets and customers to understand their needs, preferences, and behaviors. This information is crucial for making informed marketing decisions, such as product development, pricing strategies, and promotional campaigns. While it can indirectly contribute to sales increases and competitive advantage, its primary purpose is to understand the market and customers.

'Customer Relationship Management' (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: to improve business relationships to grow your business. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.

While 'Customer Satisfaction Score' (CSAT) is an important metric for overall business performance, it's not specifically a key metric *for measuring social media marketing performance*. Metrics like Engagement Rate, Website Traffic from social media, and Reach/Impressions are more directly tied to the effectiveness of social media marketing efforts. CSAT is broader and can be influenced by factors outside of social media.

While production efficiency is important for business operations, it is not a primary objective of marketing. Marketing objectives are generally focused on customer-related outcomes such as brand awareness, lead generation, sales, and customer loyalty. Maximizing production efficiency regardless of demand can lead to overstocking and financial losses if products do not sell.

'Brand Equity' is the added value that a brand name gives to a product or service beyond the functional benefits. It's the set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers.

'Conversion Rate' is the percentage of visitors to a website who complete a desired goal (a 'conversion') out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: it means people want what you're offering, and they're easily able to get it!

'Marketing Automation' refers to the use of software to automate repetitive marketing tasks. It streamlines and automates marketing workflows such as email marketing, social media posting, lead nurturing, and campaign tracking, allowing marketers to focus on strategy and creativity rather than manual execution.

'Viral Marketing' is a marketing phenomenon that facilitates and encourages people to pass along a marketing message. Just as viruses spread from person to person, viral marketing relies on users to rapidly spread the word about a product or service, often online.

The traditional '4 Ps of Marketing' are Product, Price, Place, and Promotion. 'People' is often associated with the '7 Ps' framework, expanding upon the original four.

'Positioning' refers to the place a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness. Positioning is about creating a perception in the target consumer's mind regarding the nature of a company and its products relative to competitors.

'Qualitative Research' in marketing research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.

'Content Curation' is the process of finding, organizing, annotating, and sharing online content. Curators sift through the web and present information in a meaningful and organized way around a specific theme. It's about sharing valuable content from various sources, not just creating original content.

'Remarketing' or 'Retargeting' is a form of online advertising that allows you to keep your brand in front of bounced traffic after they leave your website. It focuses on marketing again to people who have already shown interest in your brand by visiting your website, interacting with your social media, or engaging with your content.

'Market Penetration Strategy' is a growth strategy focused on increasing sales of existing products in existing markets. This can be achieved through tactics like lowering prices, increasing promotion, or improving distribution.

'Social Proof', also known as informational social influence, is a psychological and social phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. In marketing, it leverages the idea that people are more likely to trust and purchase products or services that are popular or recommended by others (e.g., reviews, testimonials, celebrity endorsements).

'Below-the-Line' (BTL) promotion refers to advertising methods where commissions are not paid to media. BTL advertising focuses on direct forms of advertising and promotion such as direct mail, public relations, sales promotions, sponsorship etc. 'Above-the-Line' (ATL) promotion uses mass media to promote brands and reach out to the target consumers such as TV, radio and print advertising.

'AIDA' is a model that describes the stages a customer goes through in the process of purchasing a product or service. It stands for Attention, Interest, Desire, and Action.

'Guerrilla Marketing' is an advertising strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable campaigns.

'Market Segmentation' is the marketing term for dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate marketing strategies or mixes.

'ROI' stands for 'Return on Investment'. In marketing, it is a key metric used to measure the profitability of a marketing campaign or activity. It's calculated by dividing the net profit by the cost of the investment and is usually expressed as a percentage.

'Customer Lifetime Value' (CLTV) is a prediction of the net profit attributed to the entire future relationship with a customer. It estimates the total revenue a customer will generate over their lifespan as a customer, minus the costs of acquiring and serving them.

'Demand Generation' is a marketing term that describes the marketing process of building awareness and interest in a company's products or services. It's a strategic approach focused on driving demand and creating a pipeline of leads for sales.

'SEO' stands for 'Search Engine Optimization'. It is the process of improving the visibility of a website or a web page in a search engine's unpaid results—often referred to as 'natural,' 'organic,' or 'earned' results.

'CAC' stands for 'Customer Acquisition Cost'. It is the cost associated with persuading a consumer to purchase a product or service, including research, marketing, and advertising costs. It's a crucial metric to determine the profitability and efficiency of marketing efforts.