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E-Marketing Question Paper

E-Marketing 

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2012



KABARAK
UNIVERSITY

UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
MKTG 323: E- MARKETING
DAY: FRIDAY






DATE: 3/08/2012
TIME: 3.00 – 5.00 P.M.


STREAM: Y3S2
INSTRUCTIONS
1. Answer questions ONE and any TWO Questions.
2. Use practical examples to illustrate your understanding of concepts.

1. (a)What do you understand by E-market environment? (15 marks)
(b) What are some of the key behavioral characteristics of e-market consumers that are
important for market segmentation? (15 marks)

2. Discuss the concept of customer Relationship Management and its benefits to companies
marketing their products on-line. ( 20 marks)

3. Explain the meaning of the following as used in e-marketing:
i.
Market similarity (5 marks)
ii.
Emerging markets (5 marks)
iii.
Positioning (5 marks)
iv.
Brand Equity (5 marks)
v.

4. What are the advantages and disadvantages of digital media for advertising? (20 marks)

5. Discuss the ethical issues that may face a firm marketing its products on-line. (20 marks)




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