Week 2 – The customer journey and the marketing funnel – Shuffle Q/A 1

13. Successful businesses help customers achieve their goals instead of focusing on sales.

What does this approach focus on?

  • The company’s sales goals
  • The customer journey
  • The company’s philosophy
  • The brand’s marketing awareness

14. What is the marketing funnel also known as?

  • Sales funnel or conversion cylinder
  • Sales tube
  • Sales funnel or conversion funnel
  • Marketing tube

15. The marketing funnel and customer journey map are similar, but they are not the same. What is the difference between the two?

  • A customer journey map is valid for one year and a marketing funnel is valid for two years.
  • A customer journey map adopts the customer’s perspective, and a funnel considers the business’s position.
  • A marketing funnel considers the customer’s perspective, and a customer journey map considers the business.
  • A marketing funnel focuses on sales and the customer journey map builds relationships with customers.

16. Which outcomes take place at the top of the marketing funnel? Select two answers.

  • Awareness
  • Customer conversion
  • Brand loyalty
  • Customer engagement

17. Maya is shopping on a company’s website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page?

  • The desired outcome is for customers to explore as much of a company’s website as possible, so if a customer never stays on a page for very long, it might mean that the company needs to adjust the user experience to keep them there longer.
  • The goal is for customers to find what they need quickly, so if a customer spends a long time completing a task, it might mean that the company needs to reevaluate the layout or functionality of website buttons.
  • The objective is to get customers to spend as much time as possible on a company website, which might mean that longer time spent on a page will increase the chances that they will make more purchases.
  • The end result is to get the customer to purchase the product, so if a customer is on a page for a longer duration of time, it might mean that the company needs to focus more time and money on marketing that particular product.

18. Fill in the blank: Companies should provide clear and useful content and experiences, so leads can easily find answers and take action, making _____ more likely.

  • awareness
  • conversion
  • consideration
  • loyalty

19. What do loyalty metrics, such as the number of orders per customer, allow businesses to do?

  • Determine strategies to keep customers, boost sales, and save money
  • Send coupons for purchased items
  • Target friends and family 
  • Get referrals from customers and increase prices

20. What crucial information does digital marketing help a business communicate?

  • That the audience hasn’t bought anything yet
  • That it’s the cheapest option and why the customer should buy it
  • That its competitor is a better option
  • That it exists, how it can help, and what makes it different from the competition

21. What does a successful digital marketing strategy build?

  • More sales among one-time customers 
  • Trust in a brand 
  • Low-performing products
  • Confidence in a competitor’s products

22. When customers learn about a product, they might research it, decide to buy it, and later tell other people about it.

What is this process called?

  • The awareness tactic
  • The company pain points
  • The strategic marketing plan
  • The customer journey

Shuffle Q/A 2

23. Why is a marketing funnel wide at the top and narrow at the bottom?

  • A company allows everyone to access their site at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers.
  • A company needs a wide range of advertisements at the top of the funnel, but only a select few will reach potential customers at the bottom. 
  • A marketing strategy requires many different investors at the top of the funnel, but only the most generous will continue on with the company and reach the bottom.
  • Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers. 

24. When potential customers first learn about a brand, they enter the top of the marketing funnel. What is this stage called?

  • Awareness
  • Consideration
  • Communication
  • Conversion

Devendra Kumar

Project Management Apprentice at Google

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