MGMT 333 Chapter 15

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

True

Alt tags are useful in providing information in detail about images on the site. Select one: True False

True

Breadcrumbs provide the ability to track and measure site effectiveness. Select one: True False

True

Most website visitors skim content instead of reading it word by word. Select one: True False

True

Providing satisfying customer experience is a key criterion for successful websites. Select one: True False

True

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

True

Identifying and describing the target audience for a website: Select one: a. All of these are correct. b. is one of 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.

B

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

B

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

B

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

B

Typical website objectives include: Select one: a. generating sales leads. b. All of these are correct. c. interfacing with social media sites. d. making sales.

B

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

B

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

B

Among the web design elements that help create a satisfactory customer experience are: Select one: a. All of these are correct b. pages that have a lot of text and are able to answer all the visitor's questions. c. multiple navigations aids like breadcrumbs and different colors for followed links. d. dramatic and attention-getting graphics and other visuals.

C

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

C

Which of the following examples would most strongly warrant the creation of a separate mobile app as opposed to merely a mobile-friendly website? Select one: 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. A bank website that includes a mortgage calculator for complex financing calculations. d. None of these is correct.

C

What is one advantage of adaptive web design over responsive web design? Select one: a. All of these are correct. b. Adaptively designed websites are guaranteed to work on new screen sizes as they are introduced. c. Adaptive design requires less ongoing maintenance. d. Adaptive design is easier to program.

D

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

D

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? Select one: a. Stand-alone sites require extensive maintenance. b. Stand-alone sites require a redirect, which is disruptive to consumers. c. Stand-alone sites require a redirect, which is time-consuming. d. Stand-alone sites are complicated to set up.

D

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

False

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

False

The mobile-friendliness of a website has little impact on its search performance. Select one: True False

False

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

False

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

False

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

A

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

A

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? Select one: a. The mobile version of the site is likely to be slow loading. b. The desktop version of the site will become extremely slow loading. c. The mobile version of the site will not function at all. d. The desktop version of the site will stop working.

A

The nature of website objectives will depend on: Select one: a. the tasks that 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. d. None of these is correct.

A

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

A

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

A