A01 chaf6542 06 se fm indd

  Examination  questions 

   1 

  Explain the concept of  mixed‑  mode buying with reference to a pureplay e‑com‑

merce  bookseller.  

  2 

  You are the e‑commerce manager for a B2C site. Write an explanation to be 

included in a report to the managing director of why a permission marketing 

approach is required.  

  3 

  What different types of searching behaviour are exhibited by online users and what 

are the implications for someone responsible for  traffic‑  building on a site?  

  4 

  With reference to customer acquisition and retention, explain two goals for each 

required by an e‑commerce site manager.  

  5 

  Outline four different methods of building website traffic.  

  6 

  Explain three factors that will influence the balance of online and offline website 

promotion for an organisation.