Question 1

Website objectives should be established solely on the basis of the AIDA process that is well-known to marketers.

Accepted Answer

A) True 
 B)False  False

Question 2

A heatmap helps visitors understand the layout of a website.

Accepted Answer

A) True 
 B)False  False

Question 3

A true statement about the Staples brand promise is:

Accepted Answer

A) it is integrated throughout their various sales and communications channels. 
B) a brand promise is not relevant to a retail store. 
C) a different brand promise drives website and offline communications. 
A) it is integrated throughout their various sales and communications channels. 
B) a brand promise is not relevant to a retail store. 
C) a different brand promise drives website and offline communications. A

Question 4

Deploying and tuning the site:

Accepted Answer

A) needs to be performed by the marketing department. 
B) indicates how other marketers are creating online customer experience. 
C) is essentially a technical task. 
A) needs to be performed by the marketing department. 
B) indicates how other marketers are creating online customer experience. 
C) is essentially a technical task.

Question 5

Overstock.com's success on the web stems from:

Accepted Answer

A) the level of satisfaction with the customer experience on the site. 
B) its multichannel approach. 
C) both of the above. 
A) the level of satisfaction with the customer experience on the site. 
B) its multichannel approach. 
C) both of the above.

Question 6

Which of the following is a true statement about website maintenance costs?

Accepted Answer

A) Maintenance costs are not a concern of marketers. 
B) Maintenance costs will not begin to occur for several years after a site is developed. 
C) Yearly maintenance costs may be several times the size of initial development costs. 
A) Maintenance costs are not a concern of marketers. 
B) Maintenance costs will not begin to occur for several years after a site is developed. 
C) Yearly maintenance costs may be several times the size of initial development costs.

Question 7

Bread crumbs provide the ability to track and measure site effectiveness.

Accepted Answer

A) True 
 B)False

Question 8

Improvements to a website may include:

Accepted Answer

A) frequent incremental improvements. 
B) major revision and relaunch as warranted. 
C) both of the above. 
A) frequent incremental improvements. 
B) major revision and relaunch as warranted. 
C) both of the above.

Question 9

The navigational structure of the website is a technical issue to be handled by the IT experts.

Accepted Answer

A) True 
 B)False

Question 10

A ________ is a partially-functional web page that target customers can evaluate.

Accepted Answer

A) prototype 
B) beta site 
C) wireframe 
A) prototype 
B) beta site 
C) wireframe

Question 11

The Staples website provides a good example of:

Accepted Answer

A) a website that was functioning poorly and needed to be redesigned. 
B) a component in the program of a multichannel marketer. 
C) a support website to drive customers to the appropriate retail store. 
A) a website that was functioning poorly and needed to be redesigned. 
B) a component in the program of a multichannel marketer. 
C) a support website to drive customers to the appropriate retail store.

Question 12

A site is "sticky" if it is difficult to leave and often revisited.

Accepted Answer

A) True 
 B)False

Question 13

Among the marketing objectives that help create a satisfactory customer experience are:

Accepted Answer

A) the visitor experience on the site. 
B) dramatic and attention-getting graphics and other visuals. 
C) interactive elements like games and videos. 
A) the visitor experience on the site. 
B) dramatic and attention-getting graphics and other visuals. 
C) interactive elements like games and videos.

Question 14

Tests that marketers can perform to improve their websites include:

Accepted Answer

A) alpha testing. 
B) concept testing. 
C) navigation testing. 
A) alpha testing. 
B) concept testing. 
C) navigation testing.

Question 15

Cascading Style Sheets make it more difficult to update a website.

Accepted Answer

A) True 
 B)False

Question 16

The personas used in the redesign of the Staples website:

Accepted Answer

A) were the product of the outside design firm. 
B) were produced instead of doing research on the customer. 
C) represented important segments of Staples customers. 
A) were the product of the outside design firm. 
B) were produced instead of doing research on the customer. 
C) represented important segments of Staples customers.

Question 17

The nature of website objectives will depend on:

Accepted Answer

A) tasks visitors expect to perform on the site. 
B) the types of hardware and software that will be used. 
C) how visitors are going to be attracted to the website. 
A) tasks visitors expect to perform on the site. 
B) the types of hardware and software that will be used. 
C) how visitors are going to be attracted to the website.

Question 18

Alt tags are useful in providing information in detail about images on the site.

Accepted Answer

A) True 
 B)False

Question 19

Among the web design elements that help create a satisfactory customer experience are:

Accepted Answer

A) dramatic and attention-getting graphics and other visuals. 
B) multiple navigations aids like breadcrumbs and different colors for followed links. 
C) pages that have a lot of text and are able to answer all the visitor's questions. 
A) dramatic and attention-getting graphics and other visuals. 
B) multiple navigations aids like breadcrumbs and different colors for followed links. 
C) pages that have a lot of text and are able to answer all the visitor's questions.

Question 20

Which of the following are true statements about customer experience on a website?

Accepted Answer

A) Customer experience describes what happens to users on a single visit to a site. 
B) Marketers can do little to affect the nature of customer experience on a website. 
C) The components of good customer experience may be different in various channels. 
A) Customer experience describes what happens to users on a single visit to a site. 
B) Marketers can do little to affect the nature of customer experience on a website. 
C) The components of good customer experience may be different in various channels.

Website objectives should be established solely on the basis of the AIDA process that is well-known to marketers.

A heatmap helps visitors understand the layout of a website.

A true statement about the Staples brand promise is:

Deploying and tuning the site:

Overstock.com's success on the web stems from:

Which of the following is a true statement about website maintenance costs?

Bread crumbs provide the ability to track and measure site effectiveness.

Improvements to a website may include:

The navigational structure of the website is a technical issue to be handled by the IT experts.

A ________ is a partially-functional web page that target customers can evaluate.

The Staples website provides a good example of:

A site is "sticky" if it is difficult to leave and often revisited.

Among the marketing objectives that help create a satisfactory customer experience are:

Tests that marketers can perform to improve their websites include:

Cascading Style Sheets make it more difficult to update a website.

The personas used in the redesign of the Staples website:

The nature of website objectives will depend on:

Alt tags are useful in providing information in detail about images on the site.

Among the web design elements that help create a satisfactory customer experience are:

Which of the following are true statements about customer experience on a website?

Internet Marketing As Part of the Marketing Communications Mix

The Internet Value Chain

Business Models and Strategies

The Direct Response and Database Foundations of Internet Marketing

Online Branding and Video Marketing

Display Advertising and Other Customer Acquisition Techniques

Email Marketing to Build Consumer and Business Relationships

Search Marketing: Seo and PPC

Social Media Marketing

Lead Generation and Conversion in B2B Markets

Customer Relationship Development and Retention Marketing

Customer Service and Support in Web Space

Measuring and Evaluating Web Marketing Programs

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Mobile Marketing and Related Developments

Filters

Exam 12: Developing and Maintaining Effective Websites

Website objectives should be established solely on the basis of the AIDA process that is well-known to marketers.

A heatmap helps visitors understand the layout of a website.

A true statement about the Staples brand promise is:

Deploying and tuning the site:

Overstock.com's success on the web stems from:

Which of the following is a true statement about website maintenance costs?

Bread crumbs provide the ability to track and measure site effectiveness.

Improvements to a website may include:

The navigational structure of the website is a technical issue to be handled by the IT experts.

A ________ is a partially-functional web page that target customers can evaluate.

The Staples website provides a good example of:

A site is "sticky" if it is difficult to leave and often revisited.

Among the marketing objectives that help create a satisfactory customer experience are:

Tests that marketers can perform to improve their websites include:

Cascading Style Sheets make it more difficult to update a website.

The personas used in the redesign of the Staples website:

The nature of website objectives will depend on:

Alt tags are useful in providing information in detail about images on the site.

Among the web design elements that help create a satisfactory customer experience are:

Which of the following are true statements about customer experience on a website?

Internet Marketing As Part of the Marketing Communications Mix

The Internet Value Chain

Business Models and Strategies

The Direct Response and Database Foundations of Internet Marketing

Online Branding and Video Marketing

Display Advertising and Other Customer Acquisition Techniques

Email Marketing to Build Consumer and Business Relationships

Search Marketing: Seo and PPC

Social Media Marketing

Lead Generation and Conversion in B2B Markets

Customer Relationship Development and Retention Marketing

Customer Service and Support in Web Space

Measuring and Evaluating Web Marketing Programs

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Mobile Marketing and Related Developments

Filters