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Cam 305: E-Marketing Question Paper

Cam 305: E-Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2008/2009
THIRD YEAR STAGE I EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 305: E-MARKETING
DATE: AUGUST 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
(a) Discuss the four stage model of e-marketing strategy development [16 Marks]
(b) Identify the characteristics e-marketing strategy process models [5 Marks ]
(c) A metrics framework defines groupings of specific metrics used to assess e-marketing
performance discuss the suitable metrices that an orgarnization should use to measure its
effectiveness [9 Marks]
QUESTION TWO
(a) E-mail marketing (on the Internet) is popular with companies ,Discuss the limitation and
advantages of email marketing [6 Marks]
(b) Differentiate between Content SEO and Non-Content SEO [4 Marks]
(c) Discuss any four of the following customer relation ship functions
i.) Operational CRM
ii.) Analytical CRM
iii.) Sales Intelligence CRM
iv.) Campaign Management
v.) Collaborative CRM [10 Marks]
2
QUESTION THREE
(a) Changing attitudes is generally very difficult, particularly when consumers suspect that the
marketer has a self-serving agenda in bringing about this change. Identify and discuss ways in
which an e-marketer can change consumer’s attitudes [9 Marks]
(b) Identify and discuss the any two types of consumer buying behavior [3 Marks]
(c) Joyce bought a digital camera online recently, discuss the four stages of online value shopping
relative to her purchase [8 Marks]
QUESTION FOUR
(a) Sara is one of the leading exporters of Kitenge clothes to Europe, USA and South Africa
recently she decided to sell her products online, assist her to develop a business model for her
products [16 Marks]
(b) Write brief notes on
i.) E-procurement
ii.) Virtual communities [4 Marks]
QUESTION FIVE
(a) Discuss the main principles of web design [12 Marks]
(b) Discuss the main factors to consider when evaluating a web design and performance
[8 Marks]

Cam 305: E-Marketing Question Paper

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