MKT403 – E-Marketing

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SMU

Masters of Business Administration - MBA Semester 4

MKT403 – E-Marketing

Assignment Set 1

Q1. Explain the definition, history and features of E-Marketing.

a) Definition

b) History

c) Features

Answer. Definition of E-Marketing

E-marketing, or electronic marketing, is the process in which marketing principles and methods are applied via the electronic media, in particular, through the Internet. The terms e-marketing, Internet marketing and online marketing, are often used interchangeably and can generally be regarded as synonymous of each other. E-Marketing helps a company generate awareness and product information, as well

Q2. There are several stages that take place before the product reaches a customer, explain the process of online buying.

(Explanation of the stages.        10)

Answer. Process of online buying:

Online Buying Process

Online buying appears to be a smooth and simple process, but there are several stages that take place before the product reaches a customer. These Stages are:

Q.3 List and explain the Internal and External Considerations in Situational Analysis.

a) Explanation of Internal Considerations.         5

b) Explanation of External Considerations.        5

Answer. Internal Considerations:-

Internal considerations include organizational structure and culture, SWOT analysis of workforce, existence of competitive advantage, and budget.

Organizational Structure and culture: The organizational structure and culture play a major role in how an e-marketing plan shapes up. For example, a company with a flat organization and one with less hierarchy or an open culture has greater openness, sharing, transparency and team-fostering among employees.

Assignment Set 2

Q1. What is direct response marketing? Explain its features and forms.

a) Explanation of Direct Response Marketing   2

b) Features        2

c) Forms             6

Answer. Direct Response Marketing:-

Direct response marketing is a type of sales technique designed to evoke an on-the-spot response and encourage a prospective customer to take action by opting in advertiser’s offer. Unlike other marketing types, the direct response requires little or no time waiting to see measurable results. Advertisers are able to access the performance from the moment the campaign is launched. Direct response marketing facilitates the delivery of a “call to action” via direct or online interaction. Direct response marketing could be found nearly in all forms of advertising, including TV commercials,

Q2. What are Blogs? List its Advantages and Disadvantages.

a) Definition of Blogs                2

b) Advantages of Blogs            4

c) Disadvantages of Blogs        4

Answer. Blogs:-

A blog is a discussion or information site published on the World Wide Web, consisting of discrete entries (or what is called ‘posts’) displayed in reverse chronological order so the most recent post appears first. Companies could start their own blog where the product information is shared by many users. Also a good blog about the company’s product could spread a good word of mouth in

Q3.  Explain E-CRM (E-Customer Relationship Management). Elucidate the prerequisites of E-CRM.

a) Explanation of E-CRM       5

b) Prerequisites of E-CRM     5

Answer. Concept of E-CRM:-

CRM is but a broader and much refined term. It not only deals with mere saving of customer information, but is a process of flow of information across the organization. E-CRM is an effort of putting the customer in the centre position of any businesses

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