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DRIVE-SPRING 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. Definition of
E-marketing. Explain the techniques of e-marketing.
(Definition of E-marketing,
Techniques of e-marketing) 2, 8
Answer.
E-marketing
E-marketing
refers to the use of the Internet and digital media capabilities to help sell
your products or services. These digital technologies are a valuable addition
to traditional marketing approaches regardless of the size and type of your
business. E-marketing is also referred to as Internet marketing (i-marketing),
online marketing or web-marketing. Electronic
marketing is
directly marketing a commercial message to a group of people using email. It
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 types of
partners in an e-marketplace.
(Techniques of
e-marketing, Types 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 companies
to obtain new suppliers or buyers for company products,) developing streamlined
trading networks that make negotiating, settlement, and delivery more
efficient. Currently e-marketplaces exist in many different industries.
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
.
Q4. Discuss the
online buying process.
(Online Buying
process)20
Answer.
Online Buying
process
Internet
marketers need to familiarize themselves with the online buying process in
order to maximize their promotional efforts and avoid unnecessary losses of
sales. It will help you to understand and anticipate what your target market is
likely to do and will enable you to position yourself so as to get the best
results.
Lots of
people have at least a passive understanding of the 3 basic steps involved with
the buying process whether they realize it or not. They are awareness,
evaluation, and decision. While these key steps are similar both online and in
a retail setting, there are also some key differences that you need to be aware
of.
Awareness
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 e-marketing 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, privacy, customer
service, community, site, security, sales promotion.
These
seven functions form the base for e-marketing strategy:
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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