Question 1

At Starbuck's corporate headquarters, your job is to make sure that communications flow smoothly between the main office and the thousands of Starbuck's employees worldwide. To keep everyone equally well informed about products, policies, and promotional campaigns, you decide to set up a(n):

Accepted Answer

An intranet is a private network accessible only to an organization's staff, often used to share company information and computing resources among employees, making it the best choice for ensuring smooth and secure communication within a company like Starbucks.

Question 2

Luis is trying to convince his uncle to buy his next television online. Of all the benefits he mentions, the one reason he does NOT mention is:

Accepted Answer

The reason Luis does not mention is "easy access to a live salesperson if his uncle has any questions about the product" because while online shopping offers many conveniences, direct and immediate access to a live salesperson is not typically one of them, especially when compared to the in-person assistance available in physical stores.

Question 3

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

Accepted Answer

A successful website is characterized by attracting a high number of visitors and converting a significant number of those visitors into paying customers. This indicates both strong traffic and effective conversion strategies.

Question 4

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

Reverse logistics focuses on the process of returning goods from the customer back to the company, not on tracking orders from placement to delivery, which is part of forward logistics.

Question 5

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

Accepted Answer

Using different passwords for all accounts is a fundamental security practice. It ensures that if one password is compromised, other accounts remain secure. Variations of the same password, personally meaningful passwords, and avoiding capital letters and numerals weaken password security.

Question 6

As the design director of a major automotive manufacturer, you have opted to hire an external design team to work on the exterior design of your company's next concept car. You anticipate needing to share very large digital files as your internal design team works collaboratively with this new business partner. You decide to check in with the operations manager to make sure the company's ____ can accommodate your needs.

Accepted Answer

The answer of As the design director of a major...

Question 7

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.

Accepted Answer

The answer of You're a web developer for an online...

Question 8

A survey conducted by MattressesDelivered4Less.com revealed that its customers' are frequent online shoppers and that convenience and speed are their top priorities. From this, the marketing manager concludes that their greatest concern about online shopping would most likely be:

Accepted Answer

Since convenience and speed are the top priorities for these customers, issues related to site design and customer service, which directly affect convenience and speed, would be their greatest concern.

Question 9

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

The key reason consumers prefer SpeedyRx.com, as mentioned, is the streamlined checkout process for repeat customers, which directly contributes to a convenient experience.

Question 10

Consumers shopping on BargainSmartphones.com enjoy many benefits, but the main reason they prefer this website over others is:

Accepted Answer

The main reason consumers prefer BargainSmartphones.com is the ability to easily find the best deals, which is directly implied by the website's name, "BargainSmartphones.com," suggesting that finding bargains or deals is the primary focus and benefit.

Question 11

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

The answer of Your company sells _________ through an e-commerce...

Question 12

HuffingtonPost.com makes its revenues from advertising, meaning they want to get the most eyes on their pages that they can. Which factor is most important to the HuffPost team?

Accepted Answer

Traffic is the most important factor for HuffingtonPost.com because more visitors to their site mean more potential ad views, which directly impacts their revenue from advertising.

Question 13

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):

Accepted Answer

The answer of At McDonald's corporate headquarters, your job is...

Question 14

The Poppy Boutique website features designer clothes from exclusive European brands such as Prada, Louis Vuitton, and Chanel. Poppy's customers appreciate the ____ and the _____ when shopping on this site.

Accepted Answer

The correct answer is B because the website features designer clothes from exclusive European brands, indicating access to exclusive products, and the mention of shopping on the site suggests convenience as a valued aspect.

Question 15

As the marketing director of Albertson's grocery store chain, you've worked with other department heads to develop a new service that allows customers to order and pay for all of their products online, and then to schedule a day and time to have the groceries delivered. Which advertising slogan should your team use to attract your target market for this new service?

Accepted Answer

The slogan "More Time for Fun & Family!" directly addresses the benefit of the new service by highlighting how it saves customers time, which they can then spend on enjoyable activities or with their family. This aligns with the convenience and time-saving aspect of online ordering and home delivery.

Question 16

Manufacturing and selling flavored syrups for coffee bars is quite a niche business, which is why you haven't invested much in technology in the past. Instead, your salespeople submit handwritten orders and your internal team confirms and processes them. Recently, however, you've been seriously considering adopting some kind of EDI because you expect it to:

Accepted Answer

EDI (Electronic Data Interchange) is expected to streamline the order-processing system, reducing the time it takes to process orders from five days to two.

Question 17

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:

Accepted Answer

The answer of EverythingINeed.com, which sells a broad range of...

Question 18

You've created a website for selling used cars that's truly unique. For every car on your site, you show the Kelly Blue Book value and provide background details that explain why the car is priced how it is. Which benefit should you emphasize the most to attract your target market?

Accepted Answer

Providing the Kelly Blue Book value along with detailed background information for each car emphasizes transparency and educates the buyer, which falls under access to product/service information.

Question 19

As the marketing manager of BargainSmartphones.com, you're so committed to offering the best bargains that you're willing to show other major online and offline smartphone retailers' prices. The one thing your website does NOT offer is:

Accepted Answer

The website focuses on competitive prices, access to product/service information, and a convenient shopping experience but does not specifically mention offering personalization, which is the correct answer.

Question 20

Given the huge number of hotel websites designed for comparison shopping, you've decided to build a different kind of hotel website catering to high-end consumers. Which benefit should you emphasize the most to attract your target market?

Accepted Answer

High-end consumers often prioritize personalized and exclusive services over competitive prices or additional conveniences like rental car services. They are looking for experiences tailored to their preferences and needs, which makes personalized service the most attractive benefit for this target market.

Quiz 4: E-Business: Managing the Customer Experience

At Starbuck's corporate headquarters, your job is to make sure that communications flow smoothly between the main office and the thousands of Starbuck's employees worldwide. To keep everyone equally well informed about products, policies, and promotional campaigns, you decide to set up a(n) :