Which of the following is the most important tool in establishing a relationship with the customer?
A) company website
B) company CRM system
C) Facebook
D) search engine display ads
Answer: A) company website
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E-commerce Chapter 6
- Which of the following measures the percentage of customers who purchase once, but never return within a year?
- Which of the following is the most meaningful metric for video ads?
- Which of the following measures the percentage of e-mails that could not be delivered?
- Which of the following measures the ratio of items purchased to product views?
- Conversion rate is a measure of the:
- Recency refers to the:
- Acquisition rate is a measure of the:
- Which of the following measures the average length of stay at a website?
- eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?
- Purchasing an online ad on a CPA basis means that the advertiser:
- Hits are a measure of the:
- Uber has been criticized for using which of the following?
- View-through rate measures the ________ response rate to an ad.
- Impressions are a measure of the:
- If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be:
- To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.
- The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.
- A ________ is a repository of customer information that records all of the contacts a customer has with a firm, and generates a customer profile that is available to appropriate individuals in the firm.
- ______ is an industry-standard database query and manipulation language.
- A web beacon is:
- All of the following statements about cookies are true except:
- For a website that has 1 million visitors a month, and where, on average, a visitor makes five page requests per visit, there will be ________ entries in the transaction log each month.
- The richness made possible by e-commerce technologies does which of the following?
- Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed?
- Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?