Ch. 12

Question 1

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

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.

Answer 1

c. the role of the site in overall marketing strategy.

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Question 2

Typical website objectives include:

a. creating “buzz” about the new site.
b. providing information for employees.
c. providing customer service and support.

Answer 2

c. providing customer service and support.

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Question 3

3. The nature of website objectives will depend on:

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.

Answer 3

a. tasks visitors expect to perform on the site.

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Question 4

In developing the site navigational structure it is important to:

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.

Answer 4

b. construct a hierarchical diagram of site structure.

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Question 5

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

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.

Answer 5

b. Most visitors will only skim the content.

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Question 6

6. 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.

Answer 6

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

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Question 7

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

a. the level of satisfaction with the customer experience on the site.
b. its multichannel approach.
c. both of the above.

Answer 7

a. the level of satisfaction with the customer experience on the site.
b. its multichannel approach.
c. both of the above.

ANS: C REF: p. 331

Question 8

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

a. prototype
b. beta site
c. wireframe

Answer 8

a. prototype

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Question 9

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

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.

Answer 9

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.

ANS: C REF: p. 334

Question 10

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

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.

Answer 10

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

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Question 11

Which of the following is a true statement about website maintenance 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.

Answer 11

c. Yearly maintenance costs may be several times the size of initial development costs.

ANS: C REF: p. 345

Question 12

Typical website objectives include:

a. making sales.
b. generating sales leads.
c. both of the above.

Answer 12

a. making sales.
b. generating sales leads.
c. both of the above.

ANS: C REF: p. 320

Question 13

Identifying and describing the target audience for a website:

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.

Answer 13

a. is one of marketing’s responsibilities in the website development process.

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Question 14

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

a. the visitor experience on the site.
b. dramatic and attention-getting graphics and other visuals.
c. interactive elements like games and videos.

Answer 14

a. the visitor experience on the site.

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Question 15

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

a. eyetracking technology.
b. research technology.
c. content maps.

Answer 15

a. eyetracking technology.

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Question 16

The site navigational structure:

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.

Answer 16

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

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Question 17

Tests that marketers can perform to improve their websites include:

a. alpha testing.
b. concept testing.
c. navigation testing.

Answer 17

b. concept testing.

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Question 18

In the Shopzilla (Bizrate) rating of website quality:

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.

Answer 18

a. purchasers are surveyed at the time of purchase and after some time has elapsed.

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Question 19

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

a. site content written by company experts.
b. video clips and photographs posted by customers.
c. site ratings by customers.

Answer 19

b. video clips and photographs posted by customers.

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Question 20

Improvements to a website may include:

a. frequent incremental improvements.
b. major revision and relaunch as warranted.
c. both of the above.

Answer 20

a. frequent incremental improvements.
b. major revision and relaunch as warranted.
c. both of the above.

ANS: C REF: p. 333

Question 21

Deploying and tuning the site:

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.

Answer 21

c. is essentially a technical task.

ANS: C REF: p. 333

Question 22

The Staples website provides a good example of:

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.

Answer 22

b. a component in the program of a multichannel marketer.

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Question 23

A true statement about the Staples brand promise is:

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.

Answer 23

a. it is integrated throughout their various sales and communications channels.

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Question 24

The personas used in the redesign of the Staples website:

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.

Answer 24

c. represented important segments of Staples customers.

ANS: C REF: p. 344

Question 25

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

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.

Answer 25

b. Yearly maintenance costs may be several times the size of initial development costs.

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