Digital Marketing Exam Review || Already Graded A+.
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Looking at three manufacturer's websites helped Melissa choose the right sink brand, style, and model for her upcoming kitchen renovation. Melissa's experience demonstrates how websites provide value by
a. collecting customer insights.
b. assisting in the consumer decision process
c. building tr...
Digital Marketing Exam Review || Already Graded A+.
Looking at three manufacturer's websites helped Melissa choose the right sink brand, style, and
model for her upcoming kitchen renovation. Melissa's experience demonstrates how websites
provide value by
a. collecting customer insights.
b. assisting in the consumer decision process
c. building trust through design and accessibility.
d. enhancing brand images. correct answers b. assisting in the consumer decision process
An important goal for digital marketers is to build optimized websites. This means that the site
a. looks attractive and modern.
b. facilitates consumer trust.
c. enhances organizational prestige.
d. generates traffic and provides value. correct answers d. generates traffic and provides value
Lowe's Companies Inc. features a consumer forum on its retail website. This forum allows
customers to review products, make recommendations, and describe their experiences. By
facilitating social interaction, the Lowe's website increases value by
a. enhancing the customer experience
b. differentiating its image.
c. highlighting a call to action.
d. increasing consumer choice. correct answers a. enhancing the customer experience
When a wireless network operator's website features a limited-time offer to try its service free for
a month, the digital marketing objective is
a. increasing customer conversion
b. establishing expertise.
c. building their image.
d. gaining customer insights. correct answers a. increasing customer conversion
________ is an excellent tool for gaining insights into how to improve website visitors'
experience.
a. AI (artificial intelligence)
b. Adobe Dreamweaver
c. Google Analytics
d. WordPress correct answers c. Google Analytics
Neva works in the marketing department of Yummy-to-You, a meal delivery service. She knows
that a high percentage of customers signing up online for a free trial soon subscribe to the
service. Neva plans to closely monitor these customer accounts including how often customers
come back and engage for the next six months. In other words, her marketing objective is closely
related to
a. customer retention.
b. customer satisfaction.
c. customer information.
,d. customer service. correct answers a. customer retention
Measuring how often customers return to a website and buy products is a strategy designed for
a. automating customer service.
b. monitoring retention and loyalty.
c. enhancing a brand reputation.
d. establishing a firm's expertise. correct answers b. monitoring retention and loyalty
When visitors first enter the Stitch Fix website, they take a quiz about personal style and their
expectations regarding clothing, fit, and pricing. This ________ builds connections between
customers and the firm.
a. retargeting strategy
b. landing page design
c. recommender system
d. interactive experience correct answers d. interactive experience
Which tool is increasingly used by organizations to automatically guide website customers,
provide basic information, and create a personalized experience?
a A/B testing
b. information architecture
c. chatbots
d. search engine optimization correct answers c. chatbots
The T-Mobile website features an oversized message saying other carriers are raising the bills for
customers, but they will not raise the price of your rate plan. It also includes an action button
offering Internet service for just $50 a month, well below the market rate. With these actions, T-
Mobile is using its website to
a. enhance the customer's website experience.
b. provide exceptional customer service.
c. introduce customer loyalty programs.
d. build its brand image correct answers d. build its brand image
Websites including customer testimonials, highlighting strong security and privacy protections,
and using respected e-commerce platforms have the primary objective of
a. building consumer trust.
b. improving accessibility.
c. enhancing customer loyalty.
d. providing consumer information. correct answers a. building consumer trust
What is the initial decision facing firms regarding website development?
a. Is it necessary to have a website?
b. Which high-tech features should be included?
c. Will it be developed in-house or by professionals?
d. What domain name should be used? correct answers c. Will it be developed in-house or by
professionals?
, Which organization's website likely would most benefit from a mobile-first strategy?
a. an adult day care provider
b. a sports bar located near a stadium
c. a medical transcription business
d. a home inspection service correct answers b. a sports bar located near a stadium
Which should be considered in website domain name selection?
a. Ignore related domains, as consumers are not easily confused.
b. Domains should not be or include the trademarks of others
c. Choose the longest domain name possible to optimize SEO.
d. Only domain names belonging to official government sites or educational institutions need to
be registered. correct answers b. domains should not be or include the trademarks of others
Website ________ refers to characteristics that enable websites to be used by people whatever
their hardware, software, language, location, or ability.
a. credibility
b. reliability
c. accessibility
d. compatibility correct answers c. accessibility
What describes a goal of user-experience design?
a. creating a perception of superior service quality
b. demonstrating mastery of color, fonts, imagery, search fields, dropdown menus and chatbots
c. increasing the prestige of the web designer or digital marketing team
d. improving employee productivity and efficiency correct answers a. creating a perception of
superior service quality
Websites employing user-experience design strive to be accessible, engaging, and
a. leading-edge.
b. usable
c. emotional.
d. unique. correct answers b. usable
When a marketing website collects cookies, marketers should commit to best practices for
privacy and security. The sponsoring organization may also be required to
a. create multiple versions of the site.
b. improve page-loading speeds.
c. obtain consumer consent.
d. conform to World Wide Web Consortium (WC3) standards. correct answers c. obtain
consumer consent
Alex keeps looking at Canadian goose down jackets online, but hesitates to make a purchase
because of the high cost. After visiting the Mountain Ware retail site twice in one day, he soon
sees its ad for a red goose down jacket next to his email feed. Alex is experiencing
a. retargeting.
b. personal selling.
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