MGMT 333 Chapter 15

b. construct a hierarchical diagram of site structure

In developing the site navigational structure, it is important to: a. ensure that every node in the lattice can connect to every other node. b. construct a hierarchical diagram of site structure c.have every page represented on the main navigation bar d. turn it over to technical personnel who have the necessary expertise

a. eye-tracking technology

Technology that is helpful in understanding how visitors consume website content is: a. eye-tracking technology b. All of these are correct c. content maps d. brain imaging technology

d. concept testing

Tests that marketers can perform to improve their websites include: a. All of these are correct b. alpha testing c. navigation testing d. concept testing

c. the tasks that visitors expect to perform on the site

The nature of website objectives will depend on: a. how visitors are going to be attracted to the website b. none of these is correct c. the tasks that visitors expect to perform on the site d. the types of hardware and software that will be used

a. takes into account how easy it is to move around the site

The site navigational structure: a. takes into account how easy it is to move around the site b. all of these are correct c. is the first step in the web development process d. is a technical issue to be handled by the informational technology department

d. on apps

The vast majority of mobile users' time is spent: a. on the mobile web b. texting c. choosing the perfect filter for the latest picture of their food d. on apps

False

True or False: A heat map helps visitors understand the layout of a website.

True

True or False: A site is "sticky" if it is difficult to leave and often revisited.

True

True or False: Alt Tags are useful in providing information in detail about images on the site

True

True or False: Breadcrumbs provide the ability to track and measure site effectiveness

False

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

True

True or False: Most website visitors skim content instead of reading it word by word

True

True or False: Providing satisfying experience is a key criterion for successful websites.

True

True or False: The entire web development process should focus on usability from the perspective of the visitor.

False

True or False: The navigational structure of the website is a technical issue to be handled by the IT experts

False

True or False: The site should be tested and only when it is completely functional and ready for visitor use

False

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

False

True or False: the mobile-friendliness of a website has little impact on its search performance

d.providing customer service and support

Typical website objectives include: a. providing information for employees b. All of these are correct c. creating "buzz" about the new site d.providing customer service and support

a. All of these are correct

Among the types of testing that marketers can do to improve their websites are: a. All of these are correct b. concept testing c. full usability d. prototype testing

b. multiple navigations aids like breadcrumbs and different colors for followed links

Among the web design elements that help create a satisfactory customer experience are: 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 d. all of these are correct

c. is essentially a technical task

Deploying and tuning the site: a. indicates how other marketers are creating online customer experience b. all of these are correct c. is essentially a technical task d. needs to be performed by the marketing department.

c. B2B websites

Ensuring that a website's content is relevant both "Choosers" and "Users" is primarily relevant for: a. B2C Websites b. none of these is correct c. B2B websites d. sites that don't have a lot of digitally interactive content

c. the mobile version of the site is likely to be slow loading

Hans creates a desktop website for his company, then adds code to the site to make it work on smaller screens. Which of the following problems is Hans most likely to run into? a. The mobile version of the site will not function at all b. The desktop version of the site will become extremely slow loading c. the mobile version of the site is likely to be slow loading d. the desktop version of the site will stop working.

b. is one of the marketing's responsibilities in the website development process

Identifying and describing the target audience for a website: a. All of these are correct b. is one of the marketing's responsibilities in the website development process c. requires marketing research in addition to that about the offline target audience d. has already been done before website development begins

a. All of these are correct

Improvements to a website may include: a. All of these are correct b. input from marketers in addition to technical experts c. major revision and relaunch as warranted d. frequent incremental improvements

d. prototype

A ______________ is a partially-functional web page that target customers can evaluate. a. beta site b. archetype c. wireframe d. prototype

c. bottom-up

Website creators who want to prioritize mobile-friendly design should take a ______________ approach. a. top-down b. graceful degradation c. bottom-up d. lateral expansion

c. Responsive design requires less ongoing maintenance

What is one advantage of responsive web design over adaptive web design? a. Responsive design is easier to program b. All of these are correct c. Responsive design requires less ongoing maintenance d. Responsive design allows for different user experiences on different devices

d. the role of the site in overall marketing strategy

When setting objectives for a website, marketers must be concerned about: a. making sure the website is equipped to conduct ecommerce b. all of these are correct c. a website that offers entertainment to visitors d. the role of the site in overall marketing strategy

a. The components of good customer experience may be different in various channels

Which of the following are true statements about customer experience on a website? a. The components of good customer experience may be different in various channels b. All of these are correct c. Marketers can do little to affect the nature of customer experience on a website d. Customer experience describes what happens to users on a single visit to a site

a. Most visitors will only skim the content

Which of the following are true statements about the content of a website? a. Most visitors will only skim the content b. Content must be determined by how much information the website is able to store c.it can be take directly from the enterprise's other marketing materials d. All of these are correct

d. a bank website that includes a mortgage calculator for complex financing calculations.

Which of the following examples would most strongly warrant the creation of a separate mobile app as opposed to merely a mobile-friendly website? a. A video game forum that has lots of threads filled with text. b a social media site whose users primarily communicate via pictures and short comments c. none of these is correct d. a bank website that includes a mortgage calculator for complex financing calculations.

b. Top

Which of the following is NOT a characteristic of SMART objectives? a. none of these is correct b. Top c. Specific d. Measurable

b.stand-alone sites are complicated to set up

Which of the following is NOT a disadvantage of creating a stand alone site for mobile users that is completely separate from the normal internet site? a. stand-alone sites require a redirect, which is time-consuming b.stand-alone sites are complicated to set up c. stand-alone sites require a redirect, which is disruptive to consumers d. stand-alone sites require extensive maintenance

d. All of a site's usability problems can be identified by testing a small number of users

Who does the Pareto curve indicate with regard to usability testing? a. Usability testing is effective but prohibitively costly b. Even testing hundreds of users is unlikely to uncover all of a site's usability problems c. Usability testing can be successfully completed in just a month d. All of a site's usability problems can be identified by testing a small number of users