The Marketing Department of Ebony,a New Hotel Chain,needs to Determine

question 79

Multiple Choice

The marketing department of Ebony,a new hotel chain,needs to determine the number of people who visited the company's Web site over the last two months.Which of the following metrics should the department use?

• A)Unique visitors
• B)Total hits
• C)Conversion rate
• D)Page exposures

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Definitions:

Flotation Costs

Those costs occurring when a company issues a new security, including fees to an investment banker and legal fees.

New Common Shares

Issuance of additional shares of a company's stock, which can dilute existing shareholders' equity but raise new capital for the company.

Flotation Cost

The total costs that a company faces when it issues new securities, including underwriting fees, legal fees, and registration fees.

Retained Earnings

Cumulative net earnings not distributed as dividends to shareholders, but instead reinvested in the business.