Ms.

Kirti Panwar
Name of subject-in-charge (s):

Paper (subject name): Marketing Analytics

Paper Code: BBA – 309

Signature(s) of Subject-in-charge (s):

Answer Keys:
1A 2C 3D 4B 5A 6A 7B 8D 9C 10 C

11 D 12 C 13 A 14 C 15 D 16 C 17 C 18 C 19 C 20B

21 D 22 C 23 D 24 C 25 D 26 A 27D 28A 29D 30C

TERMINAL TEST, December 2023

BBA Semester – V
Paper Code: BBA – 309 Subject: Marketing Analytics
Time: 21/2Hours Max. Marks: 60

(NOTE: INFLUENCING EVALUATOR BY GIVING NAMES, SYMBOLS ETC. IN ANSWER BOOK

WOULD BE TREATED AS UFMS)

PART A
MCQ’s : SELECT THE MOST APPROPRIATE ANSWER (10 X 1)

1. What is marketing analytics?

a) The practice of measuring, managing, and analyzing marketing data
b) The process of creating marketing campaigns
c) The practice of optimizing websites for search engines
d) The process of targeting specific customer segments

2. What is the primary goal of marketing analytics?

a) To increase website traffic
b) To improve customer satisfaction
c) To measure marketing campaign performance
d) To reduce marketing costs
3. Which type of data is typically used in marketing analytics?
a) Financial data b) Customer data c) Operational data d) All of the above
 4. What does ROI stand for in marketing analytics?
a) Return on Investment b) Return on Involvement
c) Return on Innovation d) Return on Information
5. What is the purpose of customer segmentation in marketing analytics?
a) To identify profitable customer segments b) To improve customer satisfaction
c) To reduce marketing costs d) To increase brand awareness
6. Which type of analysis involves analyzing historical data to identify patterns and trends?
a) Descriptive analysis b) Predictive analysis c) Prescriptive analysis d) Diagnostic analysis
7. Which metric measures the cost of acquiring a new customer?
a) Customer lifetime value (CLV) b) Customer acquisition cost (CAC)
c) Return on investment (ROI) d) Click-through rate (CTR)
8. What is the term for the process of analyzing customer data to gain insights and make
data-driven marketing decisions?
a) Customer analysis b) Data mining c) Marketing research d) Marketing analytics

9. What is the purpose of predictive analytics in marketing?

a) To analyze historical data and identify patterns b) To optimize marketing campaigns in real-time
c) To forecast future customer behavior and trends d) To measure campaign performance
10. What is the term for the practice of using data and insights to guide marketing decision-
making?
a) Data mining b) Predictive modeling c) Data-driven marketing d) Customer profiling

11. What is the purpose of diagnostic analytics in marketing?

a) To analyze historical data and identify patterns
b) To optimize marketing campaigns in real-time
c) To forecast future customer behavior and trends
d) To understand the causes and relationships between marketing variables

12. What is the term for the practice of analyzing data to understand and predict customer
behavior?
a) Data analysis b) Data mining c) Predictive modeling d) Customer profiling

13. Under the concept of "Marketing Analytics" marketing is done keeping as a focus : -
(a) Consumer (b) Supplier (c) Investor (d) None of the above

14. What is the term for the practice of using data visualization techniques to present
marketing data in a visual format?
a) Data mining b) Data visualization c) Predictive modeling d) Customer segmentation

15. Marketing activities do not include which of the following activities:-

(a) Designing (b) Manufacturing, (c) Procuring raw material (d) Collection from debtors
16. What is the primary goal of email marketing?
a) Increasing website traffic b) Generating leads c) Driving sales and conversions d) Building
brand awareness

17. Which of the following strategies are involved in marketing: -

(a) Analysis of consumer needs and demands (b) Production
(c) Pricing (d) All of the above

18. Which type of email is typically sent to welcome new subscribers to an email list?
a) Newsletter b) Promotional email c) Transactional email d) Abandoned cart email
19. What is email marketing?
a) Sending promotional emails to random recipients
b) Sending unsolicited emails to a purchased email list
c) Sending targeted and personalized emails to subscribers
d) Sending emails only for internal communication within a company

20. With which element is exchange mechanism related?

(a) Publicity (b) Marketing (c) Advertising (d) Branding

21. __________is the father of Modern Marketing.

(a) Abraham Maslow (b) Lester Wunderman (c) Peter Drucker (d) Philip Kotler

22. Marketing is a process which aims at_____

(a) Production (b) Profit-making. (c) The satisfaction of customer needs (d) Selling products

23. The key term in the American Marketing Association's definition of marketing is:
(a) Activity (b) Sales (c) Products (d) Value

24. Marketing is_______there is a constant tension between the formulated side of

marketing and the management side.
(a) An art (b) A Science (c) Both an "art" and a "science" (d) Selling

25. Which metric measures the number of times an advertisement is shown to potential
customers?
a) Conversion rate b) Click-through rate (CTR) c) Bounce rate d) Impressions

26. Which metric measures the percentage of website visitors who take a desired action, such as
making a purchase or filling out a form?
a) Conversion rate b) Click-through rate c) Bounce rate d) Impressions

27. Good marketing is no accident but a result of careful planning and

(a) Promotion (b) Selling (c) Policies (d) Execution

28. Involves transfer of ownership of the goods

(a) Selling (b) Assembling (c) Buying (d) Assembling & Buying

29. __________is not a type of Marketing Concept

(a) The production concept (b) The selling concept
(c) The societal marketing concept (d) The Consumer Concept
30. _______ is the major objective of any marketing activity in the world.
(a) Promotion (b) Selling (c) Assembling (d) Transportation

PART B
SHORT QUESTIONS: WRITE SHORT NOTES ON ANY TWO OF THE FOLLOWING (2X 5)

1. State the nature of marketing analytics.

2. What are the advantages of predictive analytics?
3. What are the benefits of price analytics?
4. What are the approaches to product design?
5. Write the importance of store layout.
6. What are the factors affecting customer satisfaction?

PART C
LONG QUESTIONS: ANSWER ANY FOUR OUT OF THE FOLLOWING QUESTIONS (4 X 10)

1. Define the term marketing.

Discuss the scope and
appropriateness of marketing
2. function in satisfying
human needs and wants.
Given suitable examples.
1. What do you mean by marketing analytics. What are the characteristics and advantages of
marketing analytics.
 3. Discuss the scope and
relevance of the concept of
market segmentation. will the
4. scope change with the
opening of Indian economy?
Illustrate how firms would be
5. benefited in marketing their
products and services by
segmentation.
Discuss the scope and relevance
of the concept of market
segmentation. will the
scope change with the opening
of Indian economy? Illustrate
how firms would be
benefited in marketing their
products and services by
segmentation
2. State the meaning of market data. Discuss the methods of data collection.
3. What do you understand by linear and non- linear pricing? Discuss the disadvantages of liner
and non- linear pricing.
4. State the definition of marketing channels. What are the factors affecting choice of channel?
5. What do you understand by Viral marketing? What are the characteristics of viral marketing?
6. What do you understand by customer trust? Discuss the levels of customer trust.
7. Explain the concept of understanding customer sentiments and emotions. Discuss consumer
emotion and the principles of measuring consumer emotions.
.

What are the various stages of

the new product development
and launch. Explain
with examples
What are the various stages of
the new product development
and launch. Explain
with examples