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E Marketing Question Paper

E Marketing

Course:Bachelor Of Business Management

Institution: Moi University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR EXAMINATION
E MARKETING
DATE: APRIL 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
a) Discuss the main characteristics of search engine optimization [4 Marks]
b) Describe five ways in which the internet as a technology has affected the marketing function.
[10 Marks]
c) Outline the key decisions that marketers face when developing an e-marketing strategy.
[16 Marks]
QUESTION TWO
a) Kamau wants to run a marketing campaign on the internet, advice Kamau on how to run an
effective email marketing campaign [6 Marks]
b) Explain why online advertising may not be an effective acquisition channel? [6 Marks]
c) E Business Model framework is divided into four principal components. Identify and explain these
components [8 Marks]
QUESTION THREE
a) Discuss the online consumer behavior model
[12 Marks]
b) Describe FIVE challenges faced by e-marketers in emerging economies. [8 Marks]
QUESTION FOUR
a) A website can traditionally be seen as a place of purchase, however, for consumers it is also a
store, a brochure and a sales person, and is expected to serve quickly and perform well. Explain
four factors to consider when design a website [12 Marks]
b) Discuss the main steps involved in implementing E-CRM Strategy [ 8 Marks]
QUESTION FIVE
a) Discuss the benefits of E-customer relationship management to an organization [10 Marks]
b) Discuss the importance of E-Marketing matrices to an organization [10 Marks]

E Marketing Question Paper

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