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E-Marketing Question Paper

E-Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2011

KABARAK
U
N I
V
E
R SITY
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR

FOR THE DEGREE OF BACHELOR OF COMMERCE

MKTG 323 – E-MARKETING
DAY: THURSDAY

DATE: 15/12/2011
TIME: 9.00 A.M– 11.00 A.M.
STREAM: Y3S2

INSTRUCTIONS
1. Answer question 1 and 2; and any other four questions
2. Read all questions carefully and use practical examples to illustrate your understanding of
concepts.

1. What do you understand by E- marketing strategy, and how is it used? (15 marks)

2. Define the four main market segmentation bases and list at least two segmentation
variables for each. (15 marks)

3. Discuss the main benefits that consumers look for online. (10 marks)

4. Discuss the benefits as well as limitations of using existing brand names on the web.
(10 marks)

5. What is a distribution channel? Discuss the major functions of a distribution channel in
E-marketing. (10 marks)

6. What are the advantages and disadvantages of digital media for marketing
communication message? (10 marks)

7. What do you understand by customer Relationship Management (CRM) and what are its
main benefits? (10 marks)

E-Marketing Question Paper

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