| Course | MKT-3060 Creating and Implementing the Electronic Enterprise |
|---|---|
| Module | Module 2 |
| Paper type | Module 2 written assignment: the rise of e-commerce and foundations of digital marketing |
| Length | About 454 words, 4 pages |
| Format | APA 7 student paper |
| School | Thomas Edison State University |
| Program | B.S.B.A. in Marketing |
| Updated | October 2026 |
Free sample paper for MKT 3060 Module 2
Why Would a Stranger Order Baklava Online? Trust and the Customer Journey
Student Name
B.S.B.A. in Marketing, Thomas Edison State University
MKT-3060: Creating and Implementing the Electronic Enterprise
Mentor Name
Month Day, Year
Why Would a Stranger Order Baklava Online? Trust and the Customer Journey
The Customer Journey
Lemon and Verhoef (2016) describe the customer journey in three stages, before, during and after purchase, across many touchpoints, some owned by the firm and others shaped by other customers. For the bakery, a typical journey begins when someone sees a relative's post about a box of baklava, searches for the bakery, reads its website and reviews, places an order, receives the box and decides whether to reorder or recommend it. Laudon and Traver (2020) describe a similar online purchasing funnel, from awareness through engagement to purchase and loyalty, and note that most visitors drop out before buying.
Why Strangers Hesitate
Ordering food from an unknown small website feels risky: will the product arrive fresh, is the site safe for a credit card, is the food what the pictures show? Pavlou (2003) found that trust and perceived risk strongly affect consumers' intention to buy online, alongside the site's usefulness and ease of use. Gefen et al. (2003) found that trust in an online vendor was built through familiarity, structural assurances such as guarantees and the site's apparent effort to be trustworthy.
Steps to Earn the First Order
The first-order guarantee, a full refund or replacement if a box arrives damaged, is a structural assurance of the kind Gefen et al. found reduced hesitation.
| Hesitation | Step |
|---|---|
| Will it arrive fresh? | Clear shipping promise: baked and shipped within 24 hours, two-day delivery, a freshness guarantee |
| Is the site safe? | A well-known e-commerce platform and payment processor, with security badges and a visible return policy |
| Is it as good as it looks? | Customer reviews with photos; a short video of the family baking |
| Who are these people? | An "about us" page with the family's story and the shop's address |
After the First Purchase
The journey continues after delivery. A handwritten note in each box, an email a week later asking for a review and a code for a reorder discount encourage repeat purchase and word of mouth. Lemon and Verhoef emphasize that postpurchase experience shapes the next journey; a damaged box handled well can create a loyal customer.
Growth of E-Commerce
The module traces e-commerce's growth from early experiments to a large share of retail. Food was long a laggard because of shipping and freshness concerns, but specialty foods have grown online as delivery has become faster. That trend gives small bakeries an opening they did not have twenty years ago.
Conclusion
Strangers hesitate to buy food from small websites because of perceived risk. Research on trust and the customer journey points to guarantees, reviews, a credible story and a strong postpurchase experience as the steps that earn first orders and reorders.
References
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
Laudon, K. C., & Traver, C. G. (2020). E-commerce 2019: Business, technology, society (15th ed.). Pearson.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275
What the MKT 3060 Module 2 instructions ask for
This written assignment covers the rise of e-commerce and the foundations of digital marketing, material also tested on the midterm. Expect questions on online consumer behavior, the purchasing funnel or customer journey and the factors that lead people to buy online. Apply them to your business, identify why customers might hesitate and plan specific steps to address each hesitation. Research on trust and perceived risk in online buying is especially useful for small or unknown sellers. Identify at least three reasons a customer might hesitate to buy from your business online, and pair each with a step. Use research on trust and risk to support the pairing. Consider what happens after the first order as well.
Inside the MKT 3060 Module 2 example
The paper maps a realistic customer journey using research and the textbook's funnel. A section explains why strangers hesitate, drawing on two studies of trust and risk. A table pairs each hesitation with a specific step. A section extends the journey past the first purchase. A short section on the growth of e-commerce explains why the opportunity exists now, and the conclusion summarizes the plan. The table makes the plan specific, with one step for each hesitation, and the postpurchase section extends the analysis beyond the first sale. Research is used to explain behavior, not only cited. Its conclusion lists the plan's steps.
Reading the MKT 3060 Module 2 grading rubric
The trust paper earns credit for correct consumer behavior and digital marketing concepts, specific application, research support and clear writing. Papers that connect each customer hesitation to a step the business can take show practical understanding. Using research on trust to justify those steps demonstrates depth. Attention to the postpurchase stage shows awareness that the journey does not end at checkout, which matters for a business that depends on reorders and referrals. Mentors also look for a realistic journey that reflects how customers in the target market actually find businesses, such as through relatives' social posts. Accurate citations complete the paper. Mentors also look for steps a small business can afford, such as photos, reviews and a written guarantee, rather than expensive campaigns.
MKT 3060 Module 2 help from the desk
Students lose points by describing the funnel without applying it, by listing marketing tactics without connecting them to customer concerns or by ignoring trust. Others stop at the first purchase. Map a realistic journey for your customer. Name the hesitations at each stage. Match each to a step. Plan for repeat purchases and reviews. Remember that trust is built through visible signals customers can check, such as reviews, guarantees and a real address. Include the stage after delivery, where reviews and reorders are won or lost. Keep the textbook's funnel or journey vocabulary consistent from start to finish. A free first sample on your own MKT-3060 Module 2 assignment is available on request.
Write yours, or have the desk draft it
This paper is an original model document written by our desk, not a submitted student paper and not an official Thomas Edison State University document. Read it for the moves, then write your own to the instructions in your classroom. If you want one built to your exact prompt and rubric, the first custom sample is free and arrives in 24 to 48 hours.
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MKT 3060 Module 2 questions, answered
Where can I find a free MKT 3060 Module 2 sample paper?
Trust-building steps that win a small bakery its first online orders, traced along the customer journey, are explained above.
What is the customer journey?
The path a customer takes through prepurchase, purchase and postpurchase stages and their touchpoints.
Why does trust matter in online buying?
Research finds trust and perceived risk strongly affect whether consumers intend to buy online.
What is a structural assurance?
A guarantee, policy or third-party seal that reduces the risk a customer sees in buying from an online seller.
Why plan for the postpurchase stage?
Because experience after delivery drives reorders, reviews and word of mouth.