Exam 4: E-Business: Managing the Customer Experience

Gianni of Gianni's Pizzeria has hired you to design a pizza ordering app for his business. Gianni mentions that the success of his business is based on his commitment to "keep them coming back for more." Which design feature do you recommend to him to help achieve this objective?

Your BargainSmartphones.com website just isn't hitting the revenue targets you'd set at the beginning of the year. When you surveyed your customers, you found that most of them only buy an average of one new phone every two years. Your strategy for increasing revenues should probably focus on changing:

Bailee works approximately 60 hours each week as an account executive with an advertising agency and rarely has time to shop. She loves the _______ of shopping online and is a VIP customer with Zappos. She can order shoes or clothing and receive the item within 24 hours delivered right to her door by UPS with free delivery.

Manufacturing and selling flavored syrups for coffee bars is quite a niche business, which is why you haven't invested much in technology in the past. Instead, your salespeople submit handwritten orders and your internal team confirms and processes them. Recently, however, you've been seriously considering adopting some kind of EDI because you expect it to:

As the marketing manager of Heartland Pride, a cheese and dairy goods producer, you've done a great job of promoting your company's products in Wisconsin. However, now you want to take it further, expanding into neighboring states. Which option seems like the best choice to you?

Which of the following measures is taken by Internet companies to indicate their promise to disclose how they collect personal data and what they do with the customer information?

The Poppy Boutique website features designer clothes from exclusive European brands such as Prada, Louis Vuitton, and Chanel. Poppy's customers appreciate the ____ and the _____ when shopping on this site.

References to the Internet's global reach have to do with its:

Dean and Janet, co-owners of a small bookshop catering to mystery lovers called WhoDunIt?, built an e-commerce website to increase revenues. In April, they checked the analytics on their website and found the following data for the month: unique visitors 120, average number of page views per visitor 18, average time spent on site per visitor 4.5 minutes, number of purchases 12, and number of people abandoning shopping cart 3. They felt they could improve so they made several significant changes and additions to the site. Which of the following data from August indicate that this new version of their website has increased their conversion rate? ​

Zhang Wei set up a Facebook ad for his mentor's coaching business, which resulted in 100,000 ad impressions and a 2% click-through rate. Not satisfied with his results, he has continued to tweak the ad's image, headline, and offer. Each time he's tested a revision of the ad, he has had the same number of impressions but has improved the number of clicks. Now he's set a goal to achieve a 3.6% click-through rate with the same number of impressions, so approximately how many clicks does he estimate he'll need to get from his newest ad? ​

Which of the following is true of B2B transactions?

Businesses can efficiently collaborate with vendors, partners, and customers through intranets.

Tyler is amazed that he spent only $100 on an Instagram ad and it was seen by more than 30,000 people! However, his marketing manager wants to know what the ad's click-through rate is. Tyler needs to find the: ​

If a website is rated high based on its engagement, it implies that a large number of visitors purchase products from that website.

You own a large, organic turkey farm in rural Pennsylvania, and you have set up distribution channels in five mid-Atlantic states. Interest in your product has been steadily increasing over the years, especially around the winter holidays, but you'd like to encourage your distributors to place their orders earlier so you have a better sense of inventory requirements. Which option seems like the best choice to you?

Prisha knows that there have been 12,168 unique visitors on her e-commerce site, but she needs to know how many of them made purchases so she can determine: ​

Women's Shoe Warehouse sells shoes and other accessories in shopping mall stores and on a massive e-commerce website. Through _________, the company collects data on each customer's favorite brands and styles. Then, through _________ marketing, whenever a customer is within 10 miles of a bricks-and-mortar store, it sends the customer a text message offering a 15% discount off one pair of her favorite brand of shoes.

As the marketing manager for Bancroft Cookware, you decided to introduce your company's new line of baking dishes with a pair of ads on Pinterest. Campaign A had a cost per click of $2.50 and a conversion rate of 5%. Campaign B had a cost per click of $2.10 and a conversion rate of 7%. How would you summarize your analysis of the two ads' performance? ​

At Starbuck's corporate headquarters, your job is to make sure that communications flow smoothly between the main office and the thousands of Starbuck's employees worldwide. To keep everyone equally well informed about products, policies, and promotional campaigns, you decide to set up a(n):

MindBodySpirit.com makes and sells clothing for yoga enthusiasts. As the company's new marketing manager, you've been asked to figure out how to increase the amount of revenue earned from each conversion. You feel your best bet is to: