MKTG 4500 Exam 3 Questions and Answers With Verified Solutions 2025
Compared to content directed at the B2C market, websites for the B2B market should:
a. Use more images
b. Use pages that target different customer segments
c. Support a longer purchase decision process
d. Focus on the "choosers" rather than the "users" - ✔✔c. Support a longer purchase decision process
B2B customers make their purchasing decisions based primarily on the content of the company website.
a. True
b. False - ✔✔b. False
All of the following can be aspects of effective website design EXCEPT:
a. Avoids jargon
b. Many target segment divisions
c. Large photos
d. Consistent aesthetics - ✔✔b. Many target segment divisions
Website development should begin by developing site objectives based on marketing objectives.
a. True
b. False - ✔✔a. True
Which of the following is not something designers need to consider when designing website navigation?
a. What visitors are trying to do on the site
b. Fast page loads
c. Similarity to other websites
d. Not using too many fonts - ✔✔c. Similarity to other websites
Usability testing is:
, a. A way to find out which messages work on your target audience
b. A test of site performance
c. A way of seeing whether the site works the way the target audience expects
d. A quantitative test of the site's performance - ✔✔c. A way of seeing whether the site works the way
the target audience expects
The difference between a responsive site and an adaptive site is that a responsive site actually changes
layout to accommodate different screen widths, while an adaptive site is designed so that the same
layout works on all screen widths.
a. True
b. False - ✔✔b. False
Designers should create a mobile-appropriate bare-bones version of the site first, and then add features
for the full-screen version.
a. True
b. False - ✔✔a. True
According to Google, the critical categories of mobile site design are:
a. Homepage and site navigation, search, commerce, forms, and usability
b. Navigation structure, forms, search, usability, and metadata
c. Navigation structure, metadata, search, form entry, and link placement
d. Homepage and site navigation, search, commerce, load time, and image size - ✔✔a. Homepage and
site navigation, search, commerce, forms, and usability
Responsive sites generally cost less than adaptive sites to develop.
a. True
b. False - ✔✔b. False
Which of the following is NOT true about email marketing?
a. Email marketing presents a small but very reliable ROI.
b. Email marketing methods are similar to direct mail.
Compared to content directed at the B2C market, websites for the B2B market should:
a. Use more images
b. Use pages that target different customer segments
c. Support a longer purchase decision process
d. Focus on the "choosers" rather than the "users" - ✔✔c. Support a longer purchase decision process
B2B customers make their purchasing decisions based primarily on the content of the company website.
a. True
b. False - ✔✔b. False
All of the following can be aspects of effective website design EXCEPT:
a. Avoids jargon
b. Many target segment divisions
c. Large photos
d. Consistent aesthetics - ✔✔b. Many target segment divisions
Website development should begin by developing site objectives based on marketing objectives.
a. True
b. False - ✔✔a. True
Which of the following is not something designers need to consider when designing website navigation?
a. What visitors are trying to do on the site
b. Fast page loads
c. Similarity to other websites
d. Not using too many fonts - ✔✔c. Similarity to other websites
Usability testing is:
, a. A way to find out which messages work on your target audience
b. A test of site performance
c. A way of seeing whether the site works the way the target audience expects
d. A quantitative test of the site's performance - ✔✔c. A way of seeing whether the site works the way
the target audience expects
The difference between a responsive site and an adaptive site is that a responsive site actually changes
layout to accommodate different screen widths, while an adaptive site is designed so that the same
layout works on all screen widths.
a. True
b. False - ✔✔b. False
Designers should create a mobile-appropriate bare-bones version of the site first, and then add features
for the full-screen version.
a. True
b. False - ✔✔a. True
According to Google, the critical categories of mobile site design are:
a. Homepage and site navigation, search, commerce, forms, and usability
b. Navigation structure, forms, search, usability, and metadata
c. Navigation structure, metadata, search, form entry, and link placement
d. Homepage and site navigation, search, commerce, load time, and image size - ✔✔a. Homepage and
site navigation, search, commerce, forms, and usability
Responsive sites generally cost less than adaptive sites to develop.
a. True
b. False - ✔✔b. False
Which of the following is NOT true about email marketing?
a. Email marketing presents a small but very reliable ROI.
b. Email marketing methods are similar to direct mail.
