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E-Marketing Year 2010 Question Paper

E-Marketing Year 2010

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

INSTRUCTIONS:
Answer Question ONE and any other THREE Questions.

QUESTION ONE (COMPULSORY)
a) Explain how the internet and information technology advances offer benefits and
challenges to consumers and businesses (5marks)
b) Distinguish between e-business and e-marketing (5marks)
c) Explain how increasing buyer control is changing the marketing landscape (5marks)
d) Explain the importance of strategic planning, e-business and e-marketing strategy
(5marks)
e) Discuss the use of performance metrics to measure e-business and e-marketing
performance (5marks)
QUESTION TWO
a) Discuss the nature and importance of an e-marketing plan and outline its steps (5marks)
b) Describe the tasks that marketers complete as they create e-marketing strategies.
(5marks)
c) List some key revenues and costs identified during the budgeting step of the planning
process (5marks)
QUESTION THREE
a) Discuss general statistics about the internet population (6marks)
b) Outline the broad individual characteristics and consumer resources that consumers bring
to the online exchange (5marks)
c) Highlight the four main categories of outcomes that consumers seek from online
exchanges (4marks)
QUESTION FOUR
a) Outline the characteristics of the three major markets for e-business (5marks)
b) Explain why and how e-marketers use market segmentation to reach online customers
(5marks)
c) List the most commonly used market segmentation bases and variables (5marks)
QUESTION FIVE
a) Define product and describe how it contributes to customer value (5marks)
b) Discuss how attributes and branding apply to online products (5marks)
c) Outline some of the key factors in e-marketing enhanced product development (5marks)

QUESTION SIX
a) Identify the main fixed and dynamic pricing strategies used for selling online (5marks)
b) Discuss the buyers view of pricing online in relation to real costs and buyer control
(5marks)
c) Describe several types of online payment systems and their benefits (5marks)

E-Marketing Year 2010 Question Paper

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