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DRIVE-Winter 2014
PROGRAMMBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM 4) PGDMMN (SEM 2)
SUBJECT CODE & NAMEMK0017- E-MARKETING
BK ID-B 1810
CREDIT & MARKS-4 Credits, 60 marks
Q1. Define E-Customers with some examples. Also explain the Online buying process. (Definition of Ecustomers with examples, Online Buying process)
Answer:
E-business offers unthought-of opportunities to tailor your product to your customers' requirements, but getting the
right
technology
is
vital,
writes
Mark
Vernon
Electronic business has reasserted the primacy of the customer focus. It has underlined a change in the balance of
power from
Q2. An electronic marketplace (e-marketplace) refers to a website created for common interest. It integrates
the online and physical component of a company. Discuss the five kinds of partners in an e-marketplace.
(Explanation of e-marketplace, Five kinds of partners in an e-marketplace)3, 7
Answer.
Explanation of e-marketplace
An e-marketplace is a location on the Internet where companies can obtain or disseminate information, engage in
transactions, or work together in some way. Most of the e-marketplaces provide two basis functions: 1) they allow
Q3. Discuss the major legal and ethical issues in e-marketing.
A. Legal issues
B. Ethical issues
(Legal issues, Ethical issues)6,4
Answer.
In genealogy and law, issue usually means a person's lineal descendants, natural born children, their children, and
so on. These are distinguished from heirs, which can include other kin such as a brother, sister, mother, father,
grandfather, uncle, aunt, nephew, niece, or cousin. This definition may be significant with respect
to wills and trusts.
Q4. What is e-mall? Explain the various types of online stores in an e-mall. (Definition of e-mall, Various
types of online stores) 2, 8
Answer:
e-Malls
e-Malls are Web sites that feature links to numerous online shopping sites. Some of these portals offer e-wallet
technology, so you only need to enter a credit card number and shipping information once, even if you shop
numerous online stores.
Q5. Functions of E-marketing are represented by 2P+2C+3S formula (Personalisation, privacy, customer
service, community, site, security, and sales promotion). These functions form the framework of an emarketing strategy. Discuss this formula with a diagrammatic representation.
(Explanation of 2P+2C+3S formula in detail, Diagram)8,2
Answer.
Explanation of 2P+2C+3S formula
The marketing mix is built around the theory of “transaction.” These are explained by the exchange of paradigm.
The series of particular functions brings uniqueness to e-marketing. These can be synthesised in the 2P + 2C+ 3S
formula: personalisation,
Q6. Discuss the selling methods and sales promotion of E-marketing
(Explanation of Selling method, Explanation of sales promotion of e-marketing) 5, 5
Answer.
Selling method
Successful Internet marketing campaigns borrow heavily from traditional direct response techniques. These
principles have been extensively tested, re-tested, and proven to be effective over time.
Use proven sales techniques
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