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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: TUESDAY

DATE: 27/03/2012
TIME: 9.00 A.M – 11.00 A.M.
STREAM Y3S2
INSTRUCTIONS:
1. Answer question 1-4 and any other one question.
2. Use practical examples to Illustrate your understanding of concepts.

1. What do you understand by customer Relationship Management and its benefits to
companies marketing their products on-line. (15 marks)
2. Explain the meaning of the following as used in e-marketing:
(i)
E-market environment (5 marks)
(ii)
Differentiation (5 marks)
(iii)
Targeting (5 marks)
3. Discuss the key ethical issues that may arise for a firm marketing its products on-line.
What strategies should the company adopt so as to address the above ethical issues?
(15 marks)
4. What are some of the key behavioral characteristics of e-market consumers that are
important for market segmentation? (15 marks)
5. Discuss the various techniques that e-marketers can use to enhance new-product
development. (10 marks)
6. Discuss how the value of distribution channels change when they become internet based.
(10 marks)
7. What are the advantages and disadvantages of digital media for marketing
communication messages? (10 marks)

E-Marketing Question Paper

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