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Mktg 323: E-Marketing Question Paper

Mktg 323: E-Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2008

INSTRUCTIONS:
1. Answer question ONE and ANY OTHER TWO questions

QUESTION 1
a) Define the following three terms and show the relationship among hem; E-business,
E-commerce and E-marketing. (5 marks)
b) Show how the development and adoption of modern technology has enabled a shift of
power from companies to customers. ( 5marks)
c) A BCOM. Student wishing to specialize in marketing wonders what the difference is
between e-business strategy and E-marketing strategy. What would be your explanation?
(5 marks)
d) What is a business model and how does E- marketing contribute to E-business Model?
(5 marks)
e) A panel of interviewers wants to rate your understanding of the process of involved in
developing an E-marketing Plan for the company’s new product. Prepare an appropriate
response that would ensure you getting a job as an E-marketing specialist. (10 marks)

QUESTION 2
a) E-marketing in developing economies faces a lot of challenges. What are the daunting
issues of basic technology they face? (5 marks)
b) Explain the specific ethical issues that relate to online research. (5 marks)
c) Show how individual characteristics and resources affect internet use. (10 marks)

QUESTION 3
a) Discuss the differentiation strategies commonly used by offline and online businesses.
(4 marks)
b) (i) What is customer value? (4 marks)
(ii) What Product decisions must be made that deliver benefits to
customers? (4 marks)
(iii) Internet technology has put downward pressure on prices. Explain the internal
processes in which internet technology can be used to save money and thus enable a firm
reduce its product prices. (8 marks)

QUESTION 4
How has marketing automation
(i) Impacted on the management of customers relationships? (10 marks)
(ii) Impacted on he cost of distributions? (5 marks)
(iii) Enhanced marketing communications? (5 marks)

Mktg 323: E-Marketing Question Paper

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