Get premium membership and access revision papers, questions with answers as well as video lessons.
E-Marketing Question Paper
E-Marketing
Course:Bachelor Of Commerce (Commerce)
Institution: Kabarak University question papers
Exam Year:2008
KABARAK
UNIVERSITY
EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 323
COURSE TITLE:
E-MARKETING
STREAM: Y3S2
DAY: FRIDAY
TIME: 8.30-10.0
A.M
DATE: 19/12/2008
INSTRUCTIONS:
1. This test paper consists of Section A and Section B.
2. Answer Question One in section A and ANY Other two Question in section B
3. Take FIVE minutes to read through the exam paper
4. Start each question on a NEW PAGE.
5. Marks will be awarded to clear and logical answers.
6. Do NOT refer to unauthorized material in the examination room.
7. Write your name and ID NO clearly on the answer sheets.
PLEASE TURN OVER
Page 1 of 4
SECTION A: COMPULSORY
QUESTION
ONE
(30
MARKS)
a)
Distinguish between e-Business, e-Commerce and e-Marketing
[3 Marks]
b)
Briefly describe the internet and explain the following type of networks that form part of
the
internet. [3 Marks]
• Intranet
• Extranet
• Web
c)
Organizations are struggling to integrate information technology seamlessly into marketing
strategy. This would basically include multichannel marketing: web-site, retail store and
catalogue. State any six issues that are bound to take place with the introduction of e-
Marketing
today.
[6 Marks]
d)
Differentiate and briefly explain the following communications models with the aid of a
sketch diagram:
i)
Traditional
communications
model
[2 Marks]
ii)
www
communications
model
[2 Marks]
e)
The Internet is clearly impacting the field of business and traditional marketing. This has
helped tip the balance further in favour of the consumer, in terms of competition in the
marketplace and the ability for companies to target an individual's needs. This is part of a
broader evolution that developed from the advent of the Industrial revolution and the
Production era. State and briefly explain the five evolutions of the marketing concept which
have
taken
place
since
the
industrial
revolution.
[10 Marks]
f)
www can be thought of as comprising four main components:
- content
- browsers
- servers
- access
Briefly explain what you understand with the four components above.
[4 Marks]
SECTION B – ANSWER ANY TWO QUESTIONS ONLY
QUESTION
TWO
20
Marks
a)
There are a number of potential roles a website can have for a company, as it is combined
with other media to interact with customers. Briefly explain six potential roles a website
can
have
to
a
company.
[6 Marks]
Page 2 of 4
b)
States four options that are available to organizations or businesses to increase the visibility
of their web presence on the web.
[4 Marks]
c)
Using a simplified classification, distinguish between two general types of electronic
marketplaces. [4 Marks]
d)
The usage of the internet provides several ways of implementation. Describe the e-business
implementation platforms under the following headings:
i)
e-community/
E-company
[2 Marks]
ii)
e-marketplace [2 Marks]
iii) e-shop/
E-procurement
[2 Marks]
QUESTION
THREE
20
Marks
a)
The transformation of the market process into online medium takes three phases. Explain
the three phases that are involved during the transformation process.
[6 Marks]
b)
Firms that use effectively the internet use major personally identifiable information
gathering tools such as search engines, site transaction logs, cookies, shopping carts, forms,
etc. Briefly explain the following strategies that support the concept of privacy when a firm
decides
to
use
internet
marketing.
[4 Marks]
i.
Information privacy
ii.
Opt-in
iii.
Opt-out
iv.
Informed Consent
c)
Briefly describe the following strategies used for establishing the customer relationship
when a company adopts internet marketing.
i)
Permission
Marketing
[2 Marks]
ii)
Viral
Marketing
[2 Marks]
iii) Affiliate
Marketing
[2 Marks]
iv) Leveraging
Brand
[2 Marks]
d)
Differentiate between the following terms: Cookies and Web bugs [2 Marks]
QUESTION
FOUR
20
Marks
a)
The objective of an electronic marketplace operator is to convince suppliers and demanders
to use his intermediation platform and to match buyers and sellers example “e-bay”. Briefly
describe four roles of the operator of an electronic marketplace.
[8 Marks]
Page 3 of 4
b)
Explain the difference between vertical marketplaces and horizontal marketplaces.
[4
Marks]
c)
Briefly describe the meaning of the following terms used to refer to costs of online
advertising. [6 Marks]
i.
Cost per Thousand
ii.
Cost per Click
iii.
Cost per Action
d)
State and briefly explain two key issues that are concerned with channel power in e-
marketing. [2 Marks]
QUESTION
FIVE
20
Marks
a) Briefly describe the following modes of advertisements:
i)
Buttons
ii)
Pop-ups
iii) Interstitials
iv) Page sponsorships
v)
Text
links
[5 Marks]
b) When determining how many viewers are exposed to a banner advertisement, we often hear a
myriad metrics cited. State and explain three most common advertising metrics used in
Internet
marketing.
[6 Marks]
c) Describe briefly three categories in which e-mail advertising can fall into. [3 Marks]
d) State four pre-conditions for a successful electronic shop.
[2 Marks]
e) Explain four roles of the website as a tool for company’s marketing and communications
programs. [4 Marks]
Page 4 of 4
More Question Papers
Popular Exams
Return to Question Papers