EverythingINeed.com, which sells a broad range of home and personal goods, is fa

Question

EverythingINeed.com, which sells a broad range of home and personal goods, is famous for showing detailed product reviews written by real customers. Consumers prefer this website over others because of:

the ability to easily find the lowest prices.

the recommendations based on previous purchases.

the ease of shopping without leaving home.

the relevant, personal product information.

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Question 2 0.5 pts

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:

the relevant, personal product information.

the ease of shopping without leaving home.

the ability to easily find the lowest prices.

the convenient experience.

Question 3 0.5 pts

Six months ago, you calculated that your BeadsandBaubles.com conversion rate was 2.7% so you went looking for ways to encourage more purchases. You sensed that some visitors left the site without making a purchase because they felt overwhelmed by all the choices, inspiring you to introduce a new line of jewelry-making kits. Which of the following sets of numbers would indicate that your conversion rate improved this past month because of kit sales?

68 purchases out of 2,000 page views

83 purchases out of 2,000 unique visitors

27 purchases out of 1,000 unique visitors

98 purchases out of 4,000 page views

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Question 4 0.5 pts

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

Web servicing

E-business

Webonomics

Digital transcription

Question 5 0.5 pts

Prisha knows that there have been 12,168 unique visitors on her e-commerce site, but she needs to know how many of them made purchases so she can determine:

the number of page views.

the click-through rate.

engagement.

the conversion rate.

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Question 6 0.5 pts

When marketers deliver more relevant marketing messages to customers based on event triggers, they are engaged in:

right-time marketing.

interactive marketing.

personalization.

integrated marketing.

Question 7 0.5 pts

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

share all types of data related to e-business with its suppliers.

share information with the employees in different locations.

improve the efficiency of their bidding and purchasing processes.

give financial information to its investors.

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Question 8 0.5 pts

You've just been named the head of marketing for a major children's clothing retailer so you're evaluating the company's e-commerce website. You notice that the navigation menu provides links to pages of clothes for infants, toddlers, and several size ranges for older children. Each of these pages offers anywhere from 45 to 70 items for sale. The first thing you decide to change to improve the user experience on your site is to:

write an engaging story for each product.

include customer reviews.

feature more and larger detail photos.

add a search bar.

Question 9 0.5 pts

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.

personalization

accessibility

convenience

competitive

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Question 10 0.5 pts

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?

Enthusiasm

Click-through rates

Engagement

Comprehension

Conversion rates

Question 11 0.5 pts

A pediatrician has been using social media to promote his practice. Specifically, he answers patients' health questions on his Facebook business page, sometimes using real cases as examples in his answers. Which of the following poses the biggest concern for this physician?

Respect for privacy

Honesty and integrity

Conversion rate

Accountability

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Question 12 0.5 pts

You're a hardcore gamer, and you want to build the ultimate video game e-commerce site. You can think of a number of special features that would attract other gamers to your online store, but some of your ideas are better than others. Given what you know about the way many consumers make purchasing decisions, which of the following features is least important in encouraging gamers to buy from your site?

Organizing a team of expert gamers who will answer game-related questions on four different social media channels

Including a social media component that enables gamers to connect with each other and share gaming tips

Offering the broadest possible range of video games

Inviting consumers to write product reviews and recommendations

Question 13 0.5 pts

Eons.com is a website for baby boomers that allows members to find friends, share experiences on various topics, and post photos and videos. It also provides information on health, fitness, retirement and insurance, and access to various special interest groups. Eons.com is an example of a _____.

microblog

social news site

blogging site

social networking site

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Question 14 0.5 pts

Cliff is a volunteer at the Marysville Playhouse, and he's taken on the task of promoting their plays through social media. Over the last six months, the number of MP's Facebook followers has increased from 42 to 186, but no one ever comments on Cliff's posts. What does this mean for Cliff?

Cliff's increasing activity level shows he's doing a good job of promoting the brand, but his social media content needs to be more engaging.

Cliff's increasing activity level will lead to increased revenue, despite the fact that Cliff's social media content needs to be more engaging.

Since Cliff's goal is to sell more theater tickets, he does not need to be concerned with engagement.

The low level of activity and engagement suggests Cliff needs a new social media strategy.

Question 15 0.5 pts

Famous for its members' use of hashtags and very short messages to interact with followers, Twitter is a combination ___-___ site.

blogging-bookmarking

microblogging-social networking

bookmarking-social networking

blogging-social networking

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Question 16 0.5 pts

Now that the Chinese electronics brand Lenovo is becoming better known internationally, the company is investing in more social media advertising that drives users to its e-commerce website. Which goal is this social media activity intended to achieve?

Increase revenue

Conduct market research and gather customer feedback

Increase brand awareness and generate leads

Improve customer service

Question 17 0.5 pts

The Oreo Cookie social media campaign has been described as clever, heartwarming, and humorous. Which important objective did this campaign achieve?

Enter a new market

Strengthen the brand

Obtain customer feedback

Launch a new product

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Question 18 0.5 pts

Phoebe is using Facebook, Instagram, and Pinterest to promote her company's home decor items. She's just reviewed all of her posts and pins from the last three months and discovered that 62 percent of them did not get any shares or re-pins. The low level of ___ indicates that she needs to change her social media strategy and/or her products.

goal achievement

conversion

activity

engagement

Question 19 0.5 pts

Measurements of conversion rate are best suited to judging which social media platforms are most effective at generating revenue.

False

True

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Question 20 0.5 pts

Which of the following is the best example of a consumer using social media to conduct research on a product or service?

Justin watches a video on how to make pasta sauce from fresh tomatoes that he stumbled across in his Facebook feed.

Christopher sees an ad for a half-off-everything sale at his favorite cookware store and commits to buying the pasta machine he's been wanting for years.

Melissa asks her online community for recommendations on the best brand of gluten-free pasta.

Lori posts pictures of herself and her children making a spaghetti dinner with Prego marinara sauce.

the ability to easily find the lowest prices.

the recommendations based on previous purchases.

Explanation / Answer

Ans1: the recommendations based on previous purchases

Explanation: Consumers prefer this website they find it easier to purchase products based on the product reviews from past customers.

Ans 2:  the convenient experience.

Explanation: Consumers prefer this website because it proves convenient to them to not upload prescription everytime they purchase at the website and makes the checkout process faster.

Ans 3: 83 purchases out of 2,000 unique visitors

Explanation: The purchases shows the increase in conversion rate to 4.15%

Ans 4: E-business

Explanation: E-business describes the wide range of business transactions taking place among customers, employees, and business partners via the Internet.

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