Exam 4: E-Business: Managing the Customer Experience

A private exchange is a secure website at which a company and its suppliers share all types of data related to e-marketing, from product design through order delivery.

TecMag is a technology firm that builds computer systems and other related components. TecMag sources its raw materials from various manufacturing firms and is looking for an electronic communication system that can help in effectively placing orders with the manufacturers online, and also in tracking the order. Which of the following types of systems would TecMag NOT consider using?

SpeedyRx.com won awards for streamlining its checkout process by allowing repeat customers to store prescription information on the site. Consumers prefer this website over others because of:

Steak N' Shake could engage in interactive marketing by creating a mobile app to remind customers about the new Half-Price Happy Hour milkshake special.

Best Health Labs is a company that provides medical diagnostics services. The company is focused on providing rapid diagnostic and healthcare services based on the philosophy of high quality, low price, and superior flexibility. The marketing team coordinates all its promotional activities to convey a unified message to the customers regarding its philosophy of making medical diagnostics more affordable for people around the world. The strategy of the marketing team at Best Health Labs is called _____.

You've just inherited a car parts wholesaler business from your grandfather, who liked to do things the "old school" way. You don't have much money to invest in modern technology, but you can at least upgrade to EDI. Now you need to explain the advantages of EDI to your employees. Which of the following will you NOT list as a benefit of the change?

Elle was very excited about her Instagram ad for her company's newest handbag, but her click-through rate in the first 24 hours was only 1.3%. Elle thought of four different ways she could modify her ad to improve her CTR, which she tested simultaneously, also for 24 hours. Which idea generated the best results? ​

CallowayGolf.com is a popular website for consumers who enjoy golf and are seeking information about the products and/or those who wish to order directly from the website. CallowayGolf.com notices that its _______ is relatively low with very few visitors actually purchasing from the website. However, it believes the website is effective for ______ shoppers who typically visit locally owned golf retailers to sample the clubs and make a purchase.

A women's fashion website recommends coordinating shoes and accessories whenever a customer selects an item of clothing, which is an example of a business offering personalized service to their online customers.

You are head of supply chain management at a major manufacturing company. Over the last few months, there have been some high-profile breakdowns in marketing and data coordination between your company and different members of your supply chain. You are meeting with the company's CEO to develop a strategy for preventing these breakdowns going forward. The CEO has tasked you with developing an online means through which your company can collaborate with its supply chain members more efficiently and effectively. Which of following B2B tools would be most appropriate to address this issue?

​The customers of a national bank recently received emails from a fake email address asking them to make a phone call to a number mentioned in the email and provide information regarding their account numbers, recent transactions, and online passwords. The email informed them that it was a check being conducted by the bank to update their personal information. This is an example of:

The Metrics Group is a firm that helps companies improve the performance of their websites. The firm rates the effectiveness of the website based on the percentage of website visitors making purchases through the site. Which of the following measures is being used by the firm while assessing the effectiveness of the websites?

Linda is trying to figure out her conversion cost. She knows her cost per click, her number of unique visitors, and the number of purchases they made. What does she need to calculate in order to get the information she wants? ​

Your company sells _________ through an e-commerce website. As much as you'd like to offer some customization on your products, it just doesn't make good business sense to you.

What are channel conflicts? Give an example describing how channel conflicts should be dealt with.

You own an e-commerce site that sells skis and related winter sports gear. You gather your team of six employees and ask them to brainstorm ideas for improving engagement on your website. They come up with a bunch of great ideas, and all of which you decide to try EXCEPT: ​

Earlier in the week, Henry's boss asked him to set up the reverse logistics for their company's e-commerce site. Henry's boss has just reviewed his work, and now she's annoyed. She reprimands Henry for spending the whole week on:

Oak Grove Vineyards recently set up an e-commerce site to sell monthly wine club subscriptions to its award-winning collection of California wines. The company knows that it will earn $70 in profit in just the first month that each customer subscribes. The marketing manager is using Google Ads to promote the new service, and she has calculated that the conversion cost for her current Google Ad is about $45 per subscriber. What does this data tell her? ​

Which of the following is NOT a common scenario in a B2B transaction?

Zach is a sports enthusiast and enjoys staying fit by participating in a CrossFit program, playing basketball and soccer. He has been a loyal customer of Eastbay.com and when he signs in to his account, Eastbay offers suggestions on new products that Zach might like based upon his purchasing history. The ability of the Eastbay.com web store to offer product suggestions based on Zach's purchasing history is known as the _______ benefit of B2C e-marketing.