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.
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