Exam 4: E-Business: Managing the Customer Experience

Miranda Vasquez is a nationally known real-estate expert who teaches workshops on how to use social media to buy and sell houses. About two weeks before each workshop, held in cities all across the country, she uses social media to create buzz and promote these events. Miranda is making the most of:

As an avid sports fan yourself, you've got a fantastic idea for an online business. Each customer will create a profile identifying his or her favorite teams, and when those teams do well, your website will automatically send an email to the customer promoting the teams' gear and other memorabilia. You'll be engaging in:

What benefits do B2C marketing efforts have to offer to consumers?

You've created a website for selling used cars that's truly unique. For every car on your site, you show the Kelly Blue Book value and provide background details that explain why the car is priced how it is. Which benefit should you emphasize the most to attract your target market?

HuffingtonPost.com makes its revenues from advertising, meaning they want to get the most eyes on their pages that they can. Which factor is most important to the HuffPost team?

Luis is trying to convince his uncle to buy his next television online. Of all the benefits he mentions, the one reason he does NOT mention is:

Aisha makes and sells hand-tooled and embossed leather bracelets and belts through an Etsy site. The analytics on her page show that just about one out of every three visitors makes a purchase. Her conversion rate is close to: ​

Amazon.com maintains a record of each customer's purchases and makes recommendations based on purchase behavior whenever the customer logs in for the next purchase. This is an example of the interactive marketing capability of e-business.

​Companies that display TRUSTe logo on their websites need not disclose to consumers how they collect personal data and what they do with that information.

There are several ways to assess the effectiveness of an e-commerce site. Which one of these is NOT one of those ways?

Which of the following refers to connecting buyers and sellers electronically through interactive computer systems?

When web designers talk about "white space," they're referring to:

Keisha received an email from the IT department at her university saying that she should update her password. However, before following the instructions in the email, Keisha checked the University's technology notices and read a post cautioning users about recent ______ activity on student accounts.

A business development coach named Marcel Dubois has set up an online system for developing new leads for his coaching business: Facebook ads are designed to attract people to his landing page, where they have to be convinced to submit their names and email addresses in order to watch a free, 90-minute training video. In each of the last four months, Marcel has tried a different variation of his landing page, and now he wants to know which version performed the best. Based on your understanding of conversion rates, which month would you say generated the best results? ​

A private exchange is a secure website used by companies to:

As the marketing director of Albertson's grocery store chain, you've worked with other department heads to develop a new service that allows customers to order and pay for all of their products online, and then to schedule a day and time to have the groceries delivered. Which advertising slogan should your team use to attract your target market for this new service?

You've noticed that a significant number of your website's customers--36.2%--abandon their shopping carts at the first stage of the checkout process, which asks them to create or sign in to their account. What's the best thing you could do resolve this particular problem in the checkout process?

Amazon boasts a very high _____ when using banner ads placed on CNN.com based upon the percentage of people who are exposed to the advertisement and follow the link to view the advertisement. ​

Phishing is a type of credit card/payment fraud .

As the marketing manager of BargainSmartphones.com, you're so committed to offering the best bargains that you're willing to show other major online and offline smartphone retailers' prices. The one thing your website does NOT offer is: