1

2 points

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Which of the following is a true statement about mobile payments?

United States consumers have been reticent to adopt mobile payments.

Mobile payments have taken off in the U.S., but not elsewhere.

After a spurt of initial enthusiasm, adoption of mobile payments has slowed in recent years.

About half of U.S. mobile users take advantage of mobile payments.

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2

2 points

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Vladimir is tasked with designing a mobile website for his company. Since the company already has a website, he uses responsive technology to transform the existing site into a mobile one. He then makes sure that all of the content on the mobile site is short and minimalistic to encourage faster loading times. Some parts of the site need to be zoomed out while others need to be zoomed in, and the site is designed so that users can pinch the screen to change between the two. Finally, several geolocation technologies are integrated into the mobile site. Which of the following BEST describes a strategic error in Vladimirs website design?

Vladimir shouldnt have sacrificed richer content for faster loading times.

Vladimir shouldnt have incorporated location-specific information into the site.

Vladimir shouldnt have depended on the sites users to do any pinching.

Vladimir should have made the mobile site from scratch instead of converting a desktop site.

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3

2 points

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In the future, __________ might allow two friends to check out a selection of bowling balls even when the two friends are in different cities and neither one is near a store.

beacons.

augmented reality.

RFID tags.

artificial intelligence.

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4

2 points

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Jenna is thinking about getting a new gaming laptop, so she starts reading Amazon reviews to figure out the pros and cons of various brands. According to the micro moments perspective, what stage of the customer journey is Jenna in?

I want to know.

I want to buy.

I want to do.

I want to go.

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5

2 points

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Marietta opts into a Target app. When she enters a Target store, small Bluetooth devices scattered throughout the store send signals to her phone with personalized deals and information. This is an example of ______ technology.

RFID.

beacon.

tag.

alien.

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6

2 points

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Which part of the screen do most mobile users focus on?

The left.

The right.

The bottom.

The top.

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7

2 points

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What is the difference between a beacon and an RFID tag?

Beacons determine where people are; RFID tags determine where products are.

Beacons determine where products are; RFID tags determine where people are.

Beacons determine the location of products and people; RFID tags convey that information to marketers.

RFID tags determine the location of products and people; beacons convey that information to marketers.

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8

2 points

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In which step of the micro moments perspective on the customer journey does the customer seek help completing a task or trying something new?

I want to know.

I want to do.

I want to go.

I want to buy.

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9

2 points

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Why is the linear design of listicles a poor fit for mobile browsing?

The listicles dont have enough images.

The listicles arent entertaining enough.

The listicles take too long to load.

All of these are correct.

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10

2 points

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When converting a desktop site to a mobile site, which of the following is the MOST important objective?

Keep things simple.

Dont lose content.

Dont lose user interface elements.

Segment content via interstitials.

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11

2 points

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Which type of advertising comprises the greatest share of global ad spending?

Mobile.

Desktop.

TV.

Radio.

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12

2 points

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Which of the following is NOT a strategically valid piece of advice for designing mobile pages?

Avoid forcing users to scroll a lot through long pages.

Use images sparingly to reduce loading times.

Use linear pages to make the website easier to navigate.

Reduce as much as possible the need for users to go back and forth between screens.

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13

2 points

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The nature of website objectives will depend on:

the tasks that visitors expect to perform on the site.

the types of hardware and software that will be used.

how visitors are going to be attracted to the website.

None of these is correct.

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14

2 points

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The site navigational structure:

is the first step in the web development process.

is a technical issue to be handled by the informational technology department.

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

All of these are correct.

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15

2 points

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What is one advantage of responsive web design over adaptive web design?

Responsive design is easier to program.

Responsive design requires less ongoing maintenance.

Responsive design allows for different user experiences on different devices.

All of these are correct.

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16

2 points

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In developing the site navigational structure, it is important to:

have every page represented on the main navigation bar.

construct a hierarchical diagram of site structure.

turn it over to technical personnel who have the necessary expertise.

ensure that every node in the lattice can connect to every other node.

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17

2 points

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

eye-tracking technology.

brain imaging technology.

content maps.

All of these are correct.

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18

2 points

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Improvements to a website may include:

frequent incremental improvements.

major revision and relaunch as warranted.

input from marketers in addition to technical experts.

All of these are correct.

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19

2 points

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What does the Pareto curve indicate with regard to usability testing?

Even testing hundreds of users is unlikely to uncover all of a sites usability problems.

All of a sites usability problems can be identified by testing a small number of users.

Usability testing is effective but prohibitively costly.

Usability testing can be successfully completed in just a month.

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20

2 points

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Ensuring that a websites content is relevant both Choosers and Users is primarily relevant for:

sites that dont have a lot of digitally interactive content.

B2C websites.

B2B websites.

None of these is correct.

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21

2 points

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What is one advantage of adaptive web design over responsive web design?

Adaptive design is easier to program.

Adaptive design requires less ongoing maintenance.

Adaptively designed websites are guaranteed to work on new screen sizes as they are introduced.

All of these are correct.

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22

2 points

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The vast majority of mobile users time is spent:

on apps.

on the mobile web.

texting.

choosing the perfect filter for the latest picture of their food.

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23

2 points

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Tests that marketers can perform to improve their websites include:

alpha testing.

concept testing.

navigation testing.

All of these are correct.

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24

2 points

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Typical website objectives include:

making sales.

generating sales leads.

interfacing with social media sites.

All of these are correct.

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25

2 points

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

Content must be determined by how much information the website is able to store.

Most visitors will only skim the content.

It can be taken directly from the enterprise's other marketing materials.

All of these are correct.