E-Marketing Question Paper

E-Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 305: E-MARKETING
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
(a) A business model is the method of doing business by which a company can sustain itself to generate
revenue. Explain FIVE major advantages of the business to consumer (B2C) model. (10 Marks)
(b) Citing relevant examples, discuss the steps in an e-marketing plan. (14 Marks)
(c) Explain the ethical issues to be taken into consideration while conducting online marketing
research. (6 Marks)
QUESTION TWO
(a) Describe FIVE challenges faced by e-marketers in emerging economies. (10 Marks)
(b) Explain FIVE ways of optimizing a company’s supply chain management to leverage on the
internet’s capabilities. (10 Marks)
QUESTION THREE
(a) Describe FIVE ways in which the internet as a technology has affected the marketing function.
(10 Marks)
(b) Explain FIVE individual characteristics that influence online consumer behavior. (10 Marks)
2
QUESTION FOUR
(a) Discuss SIX new product strategy options for a firm mainly operating online in all its marketing
practices and provide internet examples for each. (12 Marks)
(b) As a marketing manager in a medium sized firm, explain FOUR main factors that put an upward
pressure on prices in the internet channel. (8 Marks)
QUESTION FIVE
(a) Outline FIVE major functions of an e- distribution channel highlighting relevant examples.
(10 Marks)
(b) As a marketing manager in a firm of your choice, explain FIVE main e-positioning strategies that
you may use in order to gain a competitive advantage over competition in your industry.
(10 Marks)

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