Exam 4: E-Business: Managing the Customer Experience

​You work for a not-for-profit organization, and are not sure of the best way to assess the effectiveness of its website. After researching the options, you settle on one that seems most appropriate in light of the organization's goal -- to maximize time spent by visitors on its site. What measurement metric did you choose?

Many companies have been forced to deal with a type of online fraud that lures their employees into disclosing personal information. The employees receive an email that appears to come from the Internal Revenue Service, demanding confirmation of their Social Security numbers. The message threatens that noncompliance will mean criminal penalties. These employees are victims of:

You're the marketing manager for NancyKnits.com, which sells a broad selection of yarns, knitting patterns, and accessories for knitters. The company's owner, Nancy, has made a number of suggestions for improving the website's conversion rate. Which of her suggestions do you NOT plan to implement?

Jessica is visiting Chicago with several friends from college and wants to book reservations at one of the top restaurants in the city. She accesses the OpenTable application on her smartphone and reviews several restaurants that are near her location. After discussing with her friends, she makes a reservation at 8 p.m. at one of the restaurants for that evening. Which capability of e-marketing has Jessica utilized to obtain a reservation for dinner?

Online shopping has been influenced by the increased availability of _______________.

The conversion rate is a basic measurement of the percentage of visitors to a website who make purchases at the site.

An e-business vendor who creates products, such as clothing or computers, to the exact specifications of individual customers is practicing:

Meredith spent about an hour picking out three items on a new cosmetics retail website. Only after she had created a new account, entered her shipping address, and input her credit card information was she informed of a $28-shipping charge, which she felt was excessive. Frustrated, she left the site. This is an example of a poor _____.

Explain the difference between e-commerce site traffic and conversions, and list three factors that influence conversion rates.

You are considering buying an existing online retail business, and you've narrowed down your choices to four options. To compare how successful each website is currently, you've decided to look at a number of analytics, including conversion rates. Which website currently has the best monthly conversion rate? ​

You're the new marketing manager for an online plant nursery and garden supply retailer so you've been reviewing customer feedback on social media. You're dismayed to read quite a few negative comments about the site's user experience. Two comments specifically noted that if you make a mistake filling out the checkout form, you have to start over from the beginning! What's the best thing you could do resolve this particular problem?

Which of the following is NOT an example of using digital marketing to expand global reach?

All of the following design problems may cause visitors to leave a website early EXCEPT:

Which of the following is most likely to be a reason why consumers prefer shopping online?

Adecco Systems has a website service that allows the company to interact with its suppliers and share all types of data related to e-marketing. This website can be regarded as:

TechnoMarket, a retailer of consumer electronics, has branches in 13 states. As the company's marketing manager, you're looking for a website that will enable employees to access details regarding new products and their functionality, check inventory levels, and transfer stock to other stores. You do not want customers to have access to this data. Which of the following would best suit your purpose?

How can e-marketers increase the sale of their products through their websites?

The term _____ is used to describe a high-tech scam that uses authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information.

The process of encoding data for security purposes is called _____.

Which of the following measures, when adopted, will help an online retailer to build customers' trust?