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-M E-MARKETING (SATURDAY)
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) There are five strategic objectives of e-Marketing discuss (10 Marks)
b) Define a business model (2 Marks)
c) When designing a business model an enterprise can decide on any of the following approaches
discuss them and the operating principles behind this approaches
i. Service Excellence (6 Marks)
ii. Operational Excellence (6 Marks)
iii. Continuous innovation excellence (6 Marks)
QUESTION TWO
a) Discuss the benefits and limitation of the following e Marketing tools
i. Email Marketing
ii. Online advertisements
iii. Social media [15 Marks]
b) Discuss the content of corporate blog [5 Marks]
2
QUESTION THREE
a) Internet have had their most important impact on new ways of creating and delivering value,
discuss (6 Marks)
b) Discuss the conditions when the Internet should be used to replace company’s other channels
or primarily replace other channels. (6 Marks )
c) Describe How does eCRM work? [8 Marks]
QUESTION FOUR
a) Discuss how an orgarnization should structure itself internally to deliver e-Marketing
activities [8 Marks]
b) Discuss ways in which the structure should be linked with other organisations to achieve e-
Marketing objectives? [8 Marks]
c) Discuss the online the consumer buying process (4 Marks )
QUESTION FIVE
a) What is conversion metric [2 Marks]
b) Discuss the uses of this metrics [8 Marks]
c) Accessibility Makes web sites easy to use and easy to scale. In some countries, accessibility is a
legal requirement of government web sites. Discuss how web designer should ensure that a
website is accessible. [10 Marks]
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