Exam 4: E-Business: Managing the Customer Experience

Why is privacy a major concern for consumers? What are the measures taken by online marketers to assuage such fears?

You're a web developer for an online furniture retailer, and you've been having a debate with your boss, the marketing director. She's rejecting your proposal to invite customers' product ratings and reviews on the website because she's concerned that negative comments might discourage sales. You argue that customer feedback would enhance the ________ aspect of your customers' shopping experience.

Your company, Beads and Baubles, manufactures and sells beaded jewelry-making supplies online. To introduce your latest line of handcrafted beads, you set up four variations of an ad. They all had the same text and offer, but each had a different image. After analyzing the results of your test to see which ad had the best click-through rate, you determine it was: ​

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 improved engagement? ​

You started a small company that designs garden accessories, which has grown dramatically over the years. To keep up with demand, you need to hire more product designers, but it's hard to find enough qualified talent in the rural town where your business is located. Your friend has suggested solving the problem by hiring remote workers and having them work with you collaboratively through a(n):

Personalization is defined as a consumer's ability to order a custom-made product through an e-commerce website.

Adrienne runs an online bookkeeping and accounting service for small business owners. She advises all of her clients to protect themselves from hackers by:

Generally speaking, a successful website is one that attracts a ____ number of visitors who convert into a ____ number of paying customers.

​If a book publisher decides to bypass Barnes and Noble by selling directly to readers online, this would be most likely to create a serious _____:

With the summer travel season on the horizon, you decided to run a social media ad for your luggage e-commerce site. However, you've had relatively few click-throughs, and now the number of impressions has dropped to zero. What's your best course of action? ​

Kayla tells Dylan she's thrilled that her new hair accessory website has had 3,426 page views in the last 30 days. Dylan informs her that a better measurement of potential revenue is: ​

_____ describes the wide range of business transactions taking place among customers, employees, and business partners via the Internet.

According to Brendan's Facebook ads manager stats, in the first three days of advertising, his ad has had nearly 1,000 impressions and 253 people who clicked through to his site. Brendan's click-through rate on this ad should be close to:

Business-to-business transactions typically involve more steps than consumer purchases.

At McDonald's corporate headquarters, your job is to make sure that communications flow smoothly between the corporation and all of the individually owned McDonald's franchises around the world. To keep everyone equally well informed about products, policies, and promotional campaigns, you decide to set up a(n):

A basic measurement of a website's effectiveness is the conversion rate, which is the:

Which of the following terms refers to an advantage brought about by the advent of the Internet as a shopping medium by eliminating geographic protections and limitations of local business and by giving smaller firms a wider audience?

Gianni of Gianni's Pizzeria has hired you to design a pizza ordering app for his business. Gianni says that one of his goals is to maximize the amount of revenue he gets from each transaction. Which design feature do you recommend to him to help achieve this objective?

Briefly describe the role of technological tools in the functioning of B2B transactions.

Rigala.com is an online shopping store that sells a wide variety of products. The company saves the shipping information of customers when they place orders to save time during future purchases. The company sends an email to the customer after the purchase of the product and provides a tracking number that allows them to track their order. All these strategies have helped the company to increase the sale of their products online. Which of the following features of online shopping is attracting consumers to the website in the above scenario?