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 within a business compete with each other. In e - business, with multiple digital marketing distribution methods like online marketplaces, social media, and company websites, conflicts can arise. For example, a retailer may sell products directly on its website and also through third - party e - commerce platforms. If the pricing or promotions differ between channels, it can lead to customer confusion and dissatisfaction, and disputes between the business and its channel partners.

b)

Click - through rate (CTR) is the percentage of users who click on a specific link or ad out of the total number of users who view it. For example, if 100 people see an ad and 5 click on it, the CTR is 5%. A good CTR in digital marketing can vary by industry, but generally, a 2 - 5% CTR for search ads can be considered decent. Conversion rate is the percentage of visitors to a website who take a desired action, such as making a purchase. For instance, if 1000 people visit an e - commerce site and 50 make a purchase, the conversion rate is 5%. A good conversion rate might be around 2 - 5% for e - commerce sites. Conversion cost is the cost incurred to achieve a single conversion. If a business spends $1000 on advertising and gets 100 conversions, the conversion cost is $10 per conversion. A lower conversion cost is generally better.

Answer:

a) Channel conflicts in e - business happen due to multiple digital distribution methods causing competition and customer confusion. Example: Pricing differences between direct website and third - party platform sales.
b) CTR: Percentage of users clicking on a link/ad. Good rate: 2 - 5% for search ads. Conversion rate: Percentage of visitors taking a desired action (e.g., purchase). Good rate: 2 - 5% for e - commerce.