BCS L3 Digital Marketer (2016 IfATE

V1.1) KM2 Marketing Principles

Sample Paper B

Record your surname / last / family name and initials on the answer sheet.

Sample paper only 40 multiple-choice questions – 1 mark is awarded to each question.

Multiple-choice questions allow only one correct answer to be selected, for 1 mark.
There are no trick questions.

The possible answers for each question are shown as A B C or D. Your answers should
be clearly indicated on the answer sheet.

Pass mark is 26/40

Time allowed: 60 minutes

Copying of this paper is expressly forbidden without the direct approval of BCS,
The Chartered Institute for IT.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 1 When planning a marketing strategy for digital software you offer, you
have found your desired audience and now need to research the
digital platforms they most often use so you can reach them. What
part of the marketing process would this activity fall under?

A Positioning.
B Promotional mix.
C Segmentation.
D Pricing strategy.

2 Which of the marketing mix would a shop window display fall under?

A Place.
B Promotion.
C Physical evidence.
D Process.

3 When creating a marketing strategy for a product or service, what is

your very first consideration?

A Set an appropriate price point to ensure you are competitive with

the market.
B Research into who your target audience for the product or service
is most likely to be.
C Understand who your main competitors in the market space are.
D Create a marketing plan to include pull and push marketing tactics
to promote effectively.

4 You are hoping to launch a new Android phone to market. What work
needs to happen first during this process?

A Design the product specification.

B Trial the product prototype with target consumers.
C Scope out the need for the product with the target consumers.
D Get feedback on the proposed pricing strategy for the product.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 5 During the product lifecycle process, at what stage would you MOST
LIKELY attribute the biggest marketing spend to push/outbound
marketing?

A In the introduction stage.

B In the maturity stage.
C In the decline stage.
D All budgeted spend would be attributed equally across all stages.

6 You have launched a new product to market and after enjoying

success from this, the sales are now starting to decline.
You decide to modify and enhance your existing product with new
features and benefits that customers can enjoy. What would this
exercise be classed as?

A Product development.
B Market research.
C The marketing mix.
D A product extension.

7 Which of the following statements most accurately describes a

tactical action you would employ within a relationship marketing
strategy?

A Apportioning marketing spend and effort into a segmented

audience who are more likely to convert into a paying customer.
B Proactively encouraging existing customers to share your content
with a view to gaining additional leads.
C Reviewing your existing channel strategy to support the wider
distribution of your product.
D Creating a segmented list of existing customers and a campaign
to encourage them to buy additional items related to previous
spending history.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 8 When planning a relationship marketing strategy, which of the
following marketing tactics are you MOST LIKELY to employ?

A An organic social media campaign.

B A national TV advertising campaign.
C An out of home advertising campaign that focuses on a ten-mile
radius from the business.
D A PCC campaign.

9 Which statement about relationship marketing is TRUE?

A Relationship marketing is only beneficial if you are a large

organisation.
B Relationship marketing is generally much more costly than other
types of marketing.
C Relationship marketing utilises wide-scale marketing tactics such
as national radio advertising and digital billboards.
D Relationship marketing is generally much more cost-effective
when compared with acquisition marketing.

10 At what point in a marketing campaign would SMART objectives

normally be set?

A Before competitor analysis.

B After SWOT analysis.
C At the same time as establishing the target audience.
D At the time of the campaign launch.

11 Which of the following needs to be the main consideration when

trying to create appropriate messaging for a digital marketing
campaign?

A What the perceived value of the product you are pushing is to

your chosen target audience.
B How much investment your closest competitor has put into similar
campaigns recently.
C The length of time you will be running your campaign.
D The budget allowed for multi-channel above-the-line advertising.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 12 Which statement correctly describes a goal?

A The approach used.

B A measurable step used to achieve a strategy.
C The primary outcome.
D The tools used.

13 Your manager asks you to create a campaign that focuses on

delivering a webinar to push the benefits of your telecommunications
software to existing clients. What content type MOST EFFECTIVELY
promotes this webinar and encourage sign-ups?

A A paid social media advertising campaign through Instagram and

Facebook.
B A CTA button on the website to allow customers to quickly sign
up.
C A ten-second YouTube advert that is targeted by customer
location and interests.
D An email marketing campaign to existing customers in the
database, encouraging sign-ups.

14 What is the title of someone who creates, schedules and reports on

social media content success within a large marketing team?

A Content Manager.
B Marketing Executive.
C Social Media Manager.
D Marketing Director.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 15 You have been asked by your manager to put together a plan for
influencer marketing, utilising existing influencers the business works
with. You are concerned about your ability to run this campaign within
the timeframe given. How should you approach this concern with the
wider marketing team?

A Call a meeting and ask everyone involved in the campaign to vote

for or against the campaign going ahead.
B Don’t tell them your concerns and push on with the campaign
planning.
C Prepare a Gantt chart, outlining everyone’s responsibilities within
the campaign and ask for feedback on the actions against the
timeframe given.
D Speak to your manager and tell them you don’t feel able to run
the campaign in this tight timeframe.

16 You are heading up an online meeting via Microsoft Teams to present

your ideas for an upcoming event to promote the business you work
for. You would like everyone in attendance to provide you with
feedback after the meeting. What would be the best way of gathering
this feedback?

A Request that all feedback is added to the Teams chat function

during the meeting for you to read afterwards.
B Following the meeting, send a link via Google Docs with a short
survey, to allow you to collate the feedback easily and in one
place.
C Put in a follow-up meeting with all attendees to get their verbal
feedback as a group.
D Send out a questionnaire via email to all attendees prior to the
meeting, with leading questions so you can ensure the feedback
you receive is relevant.

17 You are a copywriter, adding content to the ‘About us’ page on your
company’s website and when attempting to publishing it, you lose all
your content. In a marketing team consisting of all of the functions
listed below, who should you contact in the first instance for support?

A Data Analyst.
B Marketing Manager.
C Designer.
D Web Developer.
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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 18 You are a clothing retailer with an ecommerce website. You have
noticed that customers tend to leave items in your basket but don’t
checkout. What marketing tactic could help you to convert these
customers?

A Set up a re-targeting advert so that your target audience receives

adverts for your products while visiting other websites.
B Set up a Google Display advert so it displays when your target
audience searches for your product.
C Email the customers you know are in your database and ask for
feedback on lapsed purchases.
D Create an organic social media campaign that features items
which are commonly left in baskets.

19 Which of the following data sets could be classed as an acquisition in

an email marketing campaign?

A A recipient opens your email.

B A recipient clicks on a call to action on your email.
C A recipient clicks on the footer of your email to unsubscribe.
D A recipient opens three of your emails in succession.

20 If a campaign’s main objective was to produce more engaging blog

content, which of the metrics below is the BEST indicator of
performance?

A The number of visits.

B The bounce rate.
C The exit page.
D The time spent on page.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 21 As the Marketing Assistant for a marketing agency, you are hosting
an online event for clients to attend and want to raise the profile of
your business to potential new customers while the event is in
progress. What is an appropriate way to do this?

A Ask all attendees to post about your event on their own personal
social media channels.
B Ask attendees if you can record the event and upload this to your
business YouTube channel.
C Create a hashtag for the event and encourage attendees to share
on their LinkedIn accounts as the event is running.
D Create a post on LinkedIn to let potential new customers know
that they missed the event but can sign up to the next one.

22 Which of the following market segmentation strategies would you use

to group audiences with similar personalities, interests, attitudes and
lifestyles?

A Demographic.
B Geographic.
C Psychographic.
D Behavioural.

23 Grouping people based on characteristics such as gender,

purchasing habits, behaviours, preferred media and product usage is
known as a:

A Demographic.
B Segment.
C Population.
D Stereotype.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 24 In relation to B2B marketing, which of the following statements are
TRUE?
a) The sales and marketing process is usually longer than B2C.
b) The decision-making process for the customer is usually
based on logic.
c) The decision-making process for the customer is usually
based on emotion.
d) B2B strategies only work when employing pull marketing
tactics.

A a and b only.
B a and c only.
C c and d only.
D a, b and d only.

25 At what stage in the customer lifecycle does the purchase of a

product or service occur?

A Reach.
B Acquisition.
C Conversion.
D Retention.

26 At what stage in the customer lifecycle is it most beneficial for you to

email a customer asking for them to complete a review of the product
or service they received from you?

A Reach.
B Acquisition.
C Retention.
D Loyalty.

27 ‘A metric that measures the total worth of an ongoing relationship

between customers and a business.’ Which metric is this?

A Customer acquisition cost.

B Average customer order spends.
C Customer lifetime value.
D Return on investment.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 28 In customer relationship marketing (CRM), the term ‘moment of truth’
refers to:

A The moment a customer forms a lasting opinion of a

brand/product/service.
B The moment a customer falls in love with a
brand/product/service.
C The moment a customer has a negative experience with a
brand/product/service.
D The moments a customer pinches themself because of the
quality of your brand/product/service.

29 Which of the marketing media below can be classed as a type of

‘pull’ or ‘inbound’ marketing?
a) TV advertising.
b) Local radio advertising.
c) Organic social media marketing.
d) A podcast on your business’s website.

A All of the above.

B a and b only.
C c and d only.
D a, b and d only.

30 You work for an online retailer. One of your goals within your
marketing strategy is to grow your customer base. Which campaign
ideas would be the MOST EFFECTIVE way to support meeting this
goal?

A A discount code through email marketing offering 15% off all

orders.
B A PPC advert linking to a landing page, offering 15% off
purchases for new customers.
C A content marketing campaign with multiple blog posts, linking to
product pages.
D An organic social media campaign asking followers to share
photos of the products they have purchased from the brand.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 31 Which of the statements below describe some of the main purposes of a
marketing brief?
a) To communicate campaign requirements internally.
b) To communicate brand guidelines to an external design agency.
c) To communicate campaign ideas and objectives to managers.

A a only.
B b only.
C b and c only.
D a, b and c.

32 You have been asked to build a marketing campaign from a brief

documenting all areas of consideration. What key information would a
marketing brief MOST LIKELY contain?

A Desired outcomes for the campaign.

B The number of people who should be working on the campaign.
C The marketing channels the campaign will focus on.
D Information relating to your closest competitors and similar
campaigns they are running.

33 Which of the following is classed as a KEY dependency to consider

when creating marketing strategy statements?

A That you have a strong brand to support your strategy being

successful.
B That you can get sign-off from stakeholders on any marketing
decisions you are proposing in your strategy.
C That the sales team have a say in what you are proposing as this
could affect their own sales targets.
D That you get feedback from everyone in the business before
implementing your marketing strategy, in case there is any
disagreement.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 34 Which of the following departments would see the MOST benefit from
having access to marketing analytical reports from Google Analytics
showing the performance of the website?

A Finance.
B Research and development (R&D).
C Sales.
D IT.

35 How could research and development (R&D) MOST benefit from

working closely with marketing?

A Marketing has access to customer feedback that could inform new

products or features.
B Marketing can give R&D data on campaign performance for
individual products or services.
C Marketing can inform R&D of competitor activity.
D Marketing data can measure brand awareness.

36 When looking at real-time data for Facebook Ads, what metric

determines success, if the main campaign goal is to increase website
traffic?

A Clicks.
B Conversions.
C Likes.
D Reach.

37 Which of the following would be the best course of action to complete

after receiving a negative comment on a LinkedIn post?

A Privately message the account that posted the comment.

B Publicly try to resolve the issue in the comment thread.
C Immediately apologise and offer compensation.
D Delete the negative comment.

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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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 38 Which of the following statements about posting regular blog content
are correct?
a) More frequent posting means more frequent indexing of your
website and its pages.
b) Publishing relevant content can help to achieve a higher domain
authority (DA) score.
c) A regular stream of new content to your site will keep your
audience more engaged and coming back to your website.

A a and b only.
B b and c only.
C a and c only.
D a, b and c.

39 Why might Google Analytics not always be able to measure 100% of

your web traffic visiting your webpages?

A Google Analytics’ real-time reporting is 100% accurate.

B Users have the option to block cookies and can opt not to be
tracked.
C If your website is out of date, it can affect the ability to collect real-
time data.
D Your website might not have tracking codes added.

40 You are advertising an open day for a college, in readiness for new
students to look around the building and speak to course leaders. What
is the MOST EFFECTIVE mix of communication?

A) TikTok videos showing off the facilities and short snippets of the
different courses offered.
B) A Twitter campaign using the hashtag #YourFuture for all posts.
C) A sponsored advert on LinkedIn with a link to sign up to the event.
D) An Instagram advert linking to a landing page on the website.

A A, B and C only.
B B, C and D only.
C A and D only.
D A, B and D only.

End of Paper
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BCS L3 (2016 IfATE V1.1) Digital Marketer KM2 Sample Paper A V1.2 June 2023
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