TABLE OF CONTENT
- INTRODUCTION
- TEST YOUR KNOWLEDGE: WHY E-COMMERCE?
- WEEKLY CHALLENGE 1
- CONCLUSION
Introduction to Make the Sale: Build, Launch, and Manage E-commerce Stores INTRODUCTION
This Coursera course, Google Digital Marketing & E-commerce Professional Certificate, provides a comprehensive introduction to making sales and building, launching, and managing e-commerce stores. With this course, you will learn about different e-commerce stores, such as Shopify, and how to create, design, and optimize an online store to sell products.
Digital goods and physical goods are examples of things that be sold online through e-commerce. You will also gain the knowledge needed to build a mock Shopify store and create product listings and sell products. This course is ideal for those looking to expand their career opportunities in the digital marketing or e-commerce industry. With this certificate program, you will be able to demonstrate your understanding of online retail marketing strategies through practical application with real-world projects.
Learning Objectives
- Explain what e-commerce stores and platforms are and how they work.
- Evaluate different e-commerce stores.
- Use basic Shopify features.
- Set up a mock e-commerce store using Shopify.
- Create a product or service listing for an e-commerce store.
TEST YOUR KNOWLEDGE: WHY E-COMMERCE?
1. Which e-commerce type, such as photos, music files, or online courses, can you download to your device?
- Digital goods (Correct)
- Physical goods
- Software
- Services
Correct: Think of digital goods as something you can purchase online and download to a device.
2. Which e-commerce type does a person provide online such as a tutoring lesson or health coaching session?
- Software
- Services (Correct)
- Digital goods
- Physical goods
Correct: Other types of online services are business consulting or professional services, such as graphic design.
3. Fill in the blank: E-commerce includes two types of businesses, online-only and _____.
- click-and-mortar (Correct)
- services
- brick-and-mortar
- software
Correct: Click-and-mortar is a store with a physical location that also sells online.
4. Why would a store with a physical location make their products available for sale online? Select three.
- It is easier to contact customers.
- Customers enjoy browsing inventory online. (Correct)
- Online shopping can drive in-store traffic. (Correct)
- The majority of customers shop online first. (Correct)
Correct: Even with a brick-and-mortar store, increasingly, customers expect to browse inventory online before making a purchase. Other reasons to sell products online are that the majority of customers shop online first and online shopping can drive in-store traffic.If a customer buys online, they may choose to pick up the item in the store. When they are in the store, they may purchase additional items. Other reasons to sell products online are that a majority of customers shop online first and customers enjoy browsing inventory online.
5. What are the benefits of selling online? Select all that apply.
- Receive a higher rate of returns
- Adapt easily to customers’ needs (Correct)
- Save on startup and overhead costs (Correct)
- Sell new products quicker (Correct)
Correct: Some of the benefits of selling online include: saving on startup and overhead costs, selling new products quicker, and adapting easily to customers’ needs.
Google Digital Marketing & E-commerce Professional Certificate
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MAKE THE SALE: BUILD LAUNCH AND MANAGE E-COMMERCE STORES WEEKLY CHALLENGE 1
1. Which of the following are things that can be sold online through e-commerce? Select all that apply.
- Brick-and-mortar stores
- Physical goods (Correct)
- Services (Correct)
- Software (Correct)
2. An ebook purchased online and downloaded to a device is an example of which type of e-commerce?
- Services
- Software
- Digital goods (Correct)
- Physical goods
3. Which of the following are benefits of e-commerce? Select all that apply.
- E-commerce reduces overhead expenses and lowers startup costs, since it does not require a storefront. (Correct)
- E-commerce allows businesses to sell products to customers worldwide, since mostly anyone can visit the store online. (Correct)
- E-commerce allows customers to visit a specific location to shop during their business hours.
- E-commerce allows businesses to operate 24 hours a day, 7 days a week, so customers can shop whenever they want. (Correct)
4. Fill in the blank: The first page a visitor encounters when they go to a website is called a _____.
- digital shopping cart
- call to action
- conversion
- landing page (Correct)
5. Which of the following keeps track of all the items the customer plans to purchase?
- Product sources
- Return on ad spend (ROAS)
- Digital shopping cart (Correct)
- Demographics
6. Fill in the blank: In e-commerce, research that includes conducting surveys or interviews, direct observation, or focus groups is called _____.
- specialization research
- profit research
- primary research (Correct)
- exploratory research
7. Which of the following describes the group of people most likely to purchase a company’s products?
- Market
- Competitor
- Public
- Target audience (Correct)
8. What is the formula for return on ad spend (ROAS)?
- Total revenue − total expenses
- (Number of units sold × cost per unit) / ad spend Cost per unit (Correct)
- Total sales revenue received / total sales revenue invoiced
- Beginning inventory + purchases during the period – ending inventory
9. Which of the following fulfillment methods ships products from the supplier directly to the customer and is the fastest way to bring a product to market?
- Warehousing
- Dropshipping (Correct)
- Third-party fulfillment
- Packing and shipping
10. Which of the following are key characteristics of branding? Select all that apply.
- How customers feel about a company and the products it sells (Correct)
- How a company treats their customers and how they make things right when there is a mistake (Correct)
- How customers interact with a company’s competitors
- How customers connect with the values that the company supports (Correct)
11. Which of the following describes e-commerce?
- The buying and selling of goods or services at an outdoor market
- The buying and selling of goods or services using the internet (Correct)
- The buying and selling of goods or services at a consignment store
- The buying and selling of goods or services at a brick-and-mortar store
12. Purchasing and downloading Adobe Photoshop is an example of which type of e-commerce product?
- Physical goods
- Audiobooks
- Software (Correct)
- Services
13. Which of the following are challenges in e-commerce? Select all that apply.
- Cost of shipping (Correct)
- Difficulty stocking new products
- Lack of in-person customer service (Correct)
- Higher rate of returns (Correct)
14. Fill in the blank: The number of visits that a website receives is called _____.
- Traffic (Correct)
- software
- call to action
- e-commerce
15. Which of the following is a software solution that allows a company to sell products or services online?
- E-commerce platform (Correct)
- Cache
- Digital storeroom
- Website
16. Which of the following are examples of market research considerations? Select all that apply.
- Net Profit
- Target audience (Correct)
- Market size (Correct)
- Competition (Correct)
17. Fill in the blank: Digital goods and physical goods are examples of _____.
- demographics to consider when conducting market research
- primary and secondary research
- software that allows a company to sell products or services online
- things that can be sold online through e-commerce (Correct)
18. Fill in the blank: An “add to cart” button on a product page or a link that says “sign up to subscribe to our newsletter” on a website’s homepage are examples of _____.
- market research
- dropshipping
- calls to action (Correct)
- net profit margin
19. Which of the following are helpful demographics or factors to consider when doing research to determine the target audience? Select all that apply.
- Self-control
- Location (Correct)
- Hobbies (Correct)
- Occupation (Correct)
20. Fill in the blank: The _____ for a product indicates the amount of money left over after expenses are paid.
- current ratio
- break-even point
- cost of goods
- net profit (Correct)
21. How does a business acquire the items they want to sell to customers?
- Cloning
- Assembling
- Duplicating
- Product sourcing (Correct)
22. Which of the following are reasons why storytelling is an important part of branding? Select all that apply.
- Customers want to write reviews of negative experiences they have with products.
- Customers want to know how the company is making a difference in the world. (Correct)
- Customers want to understand the values that a company upholds. (Correct)
- Customers want to feel good about their purchases. (Correct)
23. Which of the following are reasons a brick-and-mortar store might expand to include online sales? Select all that apply.
- The majority of customers shop in person first, even if they end up buying online.
- Companies can sell a much wider variety of products—more than would fit on the shelves in a store. (CORRECT)
- Some customers might try out a product in person, but end up buying online because they need more time to decide which product is right for them. (CORRECT)
- Customers may want the ability to find out if more options are available online, such as additional sizes or colors of a product. (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
24. Fill in the blank: The total number of potential customers within a specific industry is called _____.
- retail group
- merchandising sample
- sales dimension
- market size (CORRECT)
Correct: Correct
25. Fill in the blank: Dropshipping, partnering with a vendor or wholesale supplier, and designing and creating custom products to manufacture are all examples of _____.
- ways a company can source products for their business (CORRECT)
- shipping products from the supplier directly to the customer
- promoting a product or service by identifying it with a particular brand
- demographics to consider when conducting market research
Correct: Correct
26. Why is quality an important part of a company’s branding? Select all that apply.
- Customers want to shop in person whenever they feel like it.
- Customers want to be able to rely on a company’s products. (CORRECT)
- Customers want to be able to easily get the help they need. (CORRECT)
- Customers want to interact with products that make their lives easier or fit their lifestyle. (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
27. Which of the following are benefits to a company using market research to better understand customers? Select all that apply.
- The ability to determine the net profit for a product
- The opportunity to hire an e-commerce analyst
- The opportunity to build a brand that customers can identify with (CORRECT)
- The ability to create an effective strategy for spending a marketing budget (CORRECT)
Correct: Correct
Correct: Correct
Introduction to Make the Sale: Build, Launch, and Manage E-commerce Stores CONCLUSION
By the end of this course, you’ll be able to build your own Shopify store from scratch and fill it with products. Not only will you know how to design a beautiful and effective online store, but you’ll also know how to optimize it for search engines and increase your chances of making sales. In addition, you’ll have created product listings for your very own mock shop.
If all of this sounds intriguing and you want to learn more, we invite you to sign up for our course on Coursera.org today. By taking just a few hours out of your week, you could walk away with valuable knowledge that will help you succeed in e-commerce.
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