Question 1

Among the types of testing that marketers can do to improve their websites are:

Accepted Answer

A) concept testing, beta testing, and monitoring customer feedback. 
B) prototyping, exploratory marketing research like focus groups, and beta testing. 
C) both of the above. 
A) concept testing, beta testing, and monitoring customer feedback. 
B) prototyping, exploratory marketing research like focus groups, and beta testing. 
C) both of the above.

Question 2

Discuss how marketers might design their sites differently to optimize customer experience based on whether the site is transactional versus experienced based.Use an example of each kind of site and give three examples of tools and techniques that could be used to create a smooth customer experience.

Accepted Answer

Students can use the Temkin web experien

Question 3

Identifying and describing the target audience for a website:

Accepted Answer

A) is one of marketing's responsibilities in the website development process. 
B) requires marketing research in addition to that about the offline target audience. 
C) has already been done before website development begins. 
A) is one of marketing's responsibilities in the website development process. 
B) requires marketing research in addition to that about the offline target audience. 
C) has already been done before website development begins.

Question 4

Typical website objectives include:

Accepted Answer

A) creating "buzz" about the new site. 
B) providing information for employees. 
C) providing customer service and support. 
A) creating "buzz" about the new site. 
B) providing information for employees. 
C) providing customer service and support.

Question 5

Explain the kinds of measures that can be used to evaluate customer satisfaction with the website experience.Then explain in some detail how a marketer might go about using one of the specific techniques you have identified.

Accepted Answer

Students could build their answer around

Question 6

Technology that is helpful in understanding how visitors consume website content is:

Accepted Answer

A) eyetracking technology. 
B) research technology. 
C) content maps. 
A) eyetracking technology. 
B) research technology. 
C) content maps.

Question 7

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

Accepted Answer

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

Question 8

The process of developing a customer-focused website should be an iterative one, with research and testing taking place at several stages in the process.Discuss meaning and importance of this statement, giving detail about what kinds of research and testing can be done and at what stages.

Accepted Answer

This question gives students an opportun

Question 9

Typical website objectives include:

Accepted Answer

A) making sales. 
B) generating sales leads. 
C) both of the above. 
A) making sales. 
B) generating sales leads. 
C) both of the above.

Question 10

Designing site for accessibility by the physically challenged is too expensive to be a good business practice.

Accepted Answer

A) True 
 B)False

Question 11

In the Shopzilla (Bizrate) rating of website quality:

Accepted Answer

A) purchasers are surveyed at the time of purchase and after some time has elapsed. 
B) visitors are asked to rate the ease of using the website. 
C) both of the above. 
A) purchasers are surveyed at the time of purchase and after some time has elapsed. 
B) visitors are asked to rate the ease of using the website. 
C) both of the above.

Question 12

Among the interactive elements that create engaging online experience on the Disney site are:

Accepted Answer

A) site content written by company experts. 
B) video clips and photographs posted by customers. 
C) site ratings by customers. 
A) site content written by company experts. 
B) video clips and photographs posted by customers. 
C) site ratings by customers.

Question 13

In developing the site navigational structure it is important to:

Accepted Answer

A) have every page represented on the main navigation bar. 
B) construct a hierarchical diagram of site structure. 
C) turn it over to technical personnel who have the necessary expertise. 
A) have every page represented on the main navigation bar. 
B) construct a hierarchical diagram of site structure. 
C) turn it over to technical personnel who have the necessary expertise.

Question 14

The site should be tested when and only when it is completely functional and ready for visitor use.

Accepted Answer

A) True 
 B)False

Question 15

When setting objectives for a website, marketers must be concerned about:

Accepted Answer

A) a website that offers entertainment to visitors. 
B) making sure the website is equipped to conduct ecommerce. 
C) the role of the site in overall marketing strategy. 
A) a website that offers entertainment to visitors. 
B) making sure the website is equipped to conduct ecommerce. 
C) the role of the site in overall marketing strategy.

Question 16

The site navigational structure:

Accepted Answer

A) the first step in the web development process. 
B) a technical issue to be handled by the informational technology department. 
C) takes into account how easy it is to move around the site. 
A) the first step in the web development process. 
B) a technical issue to be handled by the informational technology department. 
C) takes into account how easy it is to move around the site.

Question 17

Providing satisfying customer experience is a key criterion for successful websites.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following are true statements about the content of a website?

Accepted Answer

A) Content must be determined by how much information the website is able to store. 
B) Most visitors will only skim the content. 
C) It can be taken directly from the enterprise's other marketing materials. 
A) Content must be determined by how much information the website is able to store. 
B) Most visitors will only skim the content. 
C) It can be taken directly from the enterprise's other marketing materials.

Question 19

Most website visitors skim content instead of reading it word by word.

Accepted Answer

A) True 
 B)False

Question 20

The entire web development process should focus on usability from the perspective of the visitor.

Accepted Answer

A) True 
 B)False

Among the types of testing that marketers can do to improve their websites are:

Identifying and describing the target audience for a website:

Typical website objectives include:

Explain the kinds of measures that can be used to evaluate customer satisfaction with the website experience.Then explain in some detail how a marketer might go about using one of the specific techniques you have identified.

Technology that is helpful in understanding how visitors consume website content is:

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

The process of developing a customer-focused website should be an iterative one, with research and testing taking place at several stages in the process.Discuss meaning and importance of this statement, giving detail about what kinds of research and testing can be done and at what stages.

Typical website objectives include:

Designing site for accessibility by the physically challenged is too expensive to be a good business practice.

In the Shopzilla (Bizrate) rating of website quality:

Among the interactive elements that create engaging online experience on the Disney site are:

In developing the site navigational structure it is important to:

The site should be tested when and only when it is completely functional and ready for visitor use.

When setting objectives for a website, marketers must be concerned about:

The site navigational structure:

Providing satisfying customer experience is a key criterion for successful websites.

Which of the following are true statements about the content of a website?

Most website visitors skim content instead of reading it word by word.

The entire web development process should focus on usability from the perspective of the visitor.

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

Among the types of testing that marketers can do to improve their websites are:

Identifying and describing the target audience for a website:

Typical website objectives include:

Explain the kinds of measures that can be used to evaluate customer satisfaction with the website experience.Then explain in some detail how a marketer might go about using one of the specific techniques you have identified.

Technology that is helpful in understanding how visitors consume website content is:

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

The process of developing a customer-focused website should be an iterative one, with research and testing taking place at several stages in the process.Discuss meaning and importance of this statement, giving detail about what kinds of research and testing can be done and at what stages.

Typical website objectives include:

Designing site for accessibility by the physically challenged is too expensive to be a good business practice.

In the Shopzilla (Bizrate) rating of website quality:

Among the interactive elements that create engaging online experience on the Disney site are:

In developing the site navigational structure it is important to:

The site should be tested when and only when it is completely functional and ready for visitor use.

When setting objectives for a website, marketers must be concerned about:

The site navigational structure:

Providing satisfying customer experience is a key criterion for successful websites.

Which of the following are true statements about the content of a website?

Most website visitors skim content instead of reading it word by word.

The entire web development process should focus on usability from the perspective of the visitor.

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