Question

chapter 04 related (e - business: managing the customer experience)
two parts - probably about 3 sentences for each part will do, but you can add more if time allows.
a) your book mentioned \channel conflicts\ as a real issue, and with digital marketing offering us so many new distribution methods (and not just a singular \place\) these are even more common. please describe briefly.
b) your chapter ended with a host of terms that sound somewhat similar. describe the differences between click - through rate (ctr), conversion rate, and conversion cost. briefly describe at least two of those 3, and include an example from the book on what a good rate for those is.

Explanation:

a) Channel conflicts occur when different distribution channels (e.g., online - direct sales and traditional retail) compete. Digital marketing multiplies channels, like social media, email, and e - commerce platforms. This can lead to price disparities and customer confusion as customers may find different offers across channels.
b) Click - through rate (CTR) is the percentage of users who click on a specific link on a page. For example, if 100 people see an ad and 10 click on it, the CTR is 10%. A good CTR can vary by industry but might be around 2 - 5% for search ads. Conversion rate is the percentage of visitors who take a desired action (like making a purchase) out of all visitors. If 1000 visitors come to a site and 50 buy something, the conversion rate is 5%. A good e - commerce conversion rate could be 2 - 3%.

Answer:

a) Channel conflicts are heightened by digital marketing's multiple distribution methods, causing issues like price differences and customer confusion across channels.
b) CTR is the proportion of users clicking a link. Example: 10 clicks out of 100 ad views gives 10% CTR. Good search ad CTR: 2 - 5%. Conversion rate is the proportion of visitors taking a desired action. Example: 50 purchases out of 1000 site visitors gives 5% conversion rate. Good e - commerce conversion rate: 2 - 3%.