Question 1

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.

Accepted Answer

A) True 
 B)False

Question 2

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?

Accepted Answer

A)  EDI 
B)  Extranet 
C)  Private exchange 
D)  Intranet

Question 3

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:

Accepted Answer

A)  the ability to easily find the lowest prices. 
B)  the relevant, personal product information. 
C)  the convenient experience. 
D)  the ease of shopping without leaving home.

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

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 _____.

Accepted Answer

A)  right-time marketing 
B)  integrated marketing 
C)  interactive marketing 
D)  personalized marketing

Question 6

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?

Accepted Answer

A)  It will reduce the amount of paper involved in order processing. 
B)  It will reduce the number of errors in orders. 
C)  It will give your salespeople greater flexibility with price quotations. 
D)  It will allow the company to process and deliver orders faster.

Question 7

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? ​

Accepted Answer

A)  After changing the message, her ad impressions were 10,000 and her ad clicks were 160. 
B)  After changing the image, her ad impressions were 10,000 and her ad clicks were 230. 
C)  After changing the headline, her ad impressions were 8,000 and her ad clicks were 160. 
D)  After adjusting the characteristics of her target audience, her ad impressions were 20,000 and her ad clicks were 200.

Question 8

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.

Accepted Answer

A)  conversion rate; web-to-store 
B)  click-through rate; traditional 
C)  conversion rate; traditional 
D)  engagement; web-to-store

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

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?

Accepted Answer

A)  ​EDI 
B)  ​A virtual private network 
C)  ​An extranet 
D)  ​An intranet 
E)  ​A private exchange

Question 11

​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:

Accepted Answer

A)  phishing. 
B)  search marketing. 
C)  vishing. 
D)  data mining.

Question 12

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?

Accepted Answer

A)  Click-through rate 
B)  Brand awareness 
C)  Conversion rate 
D)  Customer engagement

Question 13

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? ​

Accepted Answer

A)  Conversion rate 
B)  Total number of site visitors 
C)  Average number of page views 
D)  Click-through rate

Question 14

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.

Accepted Answer

A)  children's clothes 
B)  skateboards, snowboards, and skis 
C)  cars 
D)  golf clubs

Question 15

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

Accepted Answer

The answer of What are channel conflicts? Give an example...

Question 16

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: ​

Accepted Answer

A)  including exciting video footage of skiers. 
B)  posting customer testimonials and reviews. 
C)  sponsor a giveaway for in-person ski lessons . 
D)  adding how-to-ski video tutorials.

Question 17

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:

Accepted Answer

A)  showing the instructions for returning a purchase. 
B)  displaying the company's return policies. 
C)  inserting a link to preprinted return shipping labels. 
D)  creating a means of tracking orders from placement to delivery.

Question 18

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? ​

Accepted Answer

A)  The ad campaign is profitable as is. 
B)  She should discontinue the ad campaign because it's not profitable. 
C)  If she could find a way to decrease the conversion cost, she could make the campaign profitable. 
D)  She needs to figure out how to increase the profit per subscriber.

Question 19

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

Accepted Answer

A)  A graphic designer sharing ideas with a client electronically. 
B)  A wholesaler informing retailers about a new product by posting specs on a private website. 
C)  A large corporation announcing a new employment policy on the in-house blog. 
D)  An office supply retailer promoting products on an e-commerce site.

Question 20

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.

Accepted Answer

A)  personalized service 
B)  convenience 
C)  competitive pricing 
D)  shopbots

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.

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.

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.

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:

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

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?

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: