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LONDON
metropolitan universitv
EXAMINATION QUESTION PAPER _ SEMESTER 2 2011 112

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Module code: Module title:

Module leader:

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E-Business Preeti Patel

15 May 2012 Day 09:00

Duration:

2 hours

Exam

Type: supplied: permitted.'

Unseen, Closed

Materials Materials

Answer Book
None

Warning:

Gandidates are warned that possession of unauthorised materials in an examination is a serious assessment offence.

lnstructions to candidates; Gandidates should answer any THREE questions. All questions carry equal marks"
DO NOT TURN PAGE OVER UNTIL INSTRUCTED

r
questions' Answer ANY THREE marks' All questions carry equal
Question 1

(a)HowwillyoudifferentiateE-BusinessandE-Commerce?lllustrateyouranswerwith
suitable practical

examples'

(7 marks)

tb)''|tcanbecommentedthatthescopeofE-Businessopportunitiesisalmostsaturatedin Westerndevelopedcountries.However,theeasternunderdeveIopedmarketplace possessestremendousopportunitiesforE-Business/E-commerceinvestment'.. a.Doyouagreewiththisstatement?Givereasons,explanationsandexamplesinyour

answer'
(8 marks)

(c)Assumethattherearethreedifferentwebsitesandeachadoptsthefollowingrevenue
model:

Site A

Monthtysitevisitors:30,000,o.8%ofthesevisitorsclickthroughtoaffiliatesites wheret5%goontobuybusinessreportsorservicesatanaverageorderva|ueof
300'

'rl)lfri,

different of four ads displaved for pose views:2 million, averase

advertisers at 30 CPM'

four times Each newsletter broadcast newsretter:90,000. weekry tu ;;:;" cPM' paying at a rate of 30 four advertisers each has per month which of these given above and discuss information the perform evaruation on the basis of revenue? in terms of generating sites is most capable
(18 marks)

Total:33 marks
Question 2

(a)'Listtnestagesofagenericstrategyprocessmodelanddescribeclearlythepurposeand
stage' requirements of each (13 marks)

of your (b)Exp|aintheadvantagesofperformingSWoTana|ysisaspartofanorganisation,sstrategic analysis of an organisation perform and a swor diagram planning activity. oJvetop

choice'

(20 marks)

Totai: 33 marks

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Question 3

(a) What are the four classic marketing activities of customer relationship management?
(12 marks)

(b) You work for David Tindell, who is the president of CampSure, a small but growing company which sells outdoor equipment and clothing through a website. He wants you to investigate strategies that will sustain the growth of the company. Write a report which details the techniques which can be used for acquiring and retaining
customers. (12 marks)

(c) List and explain ways in which an e-commerce site, such

inform new product development?

as CampSure, can be used

to

(9 marks)

Total: 33 marks

Question 4

(a) Define, and give examples, of the following terms:

" r o o

Psychographicsegmentation
Rich media advertising

Permission marketing
Brand leveraging.

(12 marks)

(b) Explain the term'marketing mix'and give an example of each of the 4P's.
(8 marks)

(c)

ribe, in detail, the types of e-marketing initiatives a company such as EasyJet mdy find effective. Give examples and make comparisons with other companies where appropriate.
Dese

(13 marks)

Total:33 marks

Question

(a) Explain how e-business

ren technology, can

in suppty chain Management' helo reduce problems help

pro

(12 marks)

to stream|ine the of using e-business benefits three summarize (b) Using industry examples, (12 marks) suPPlY chain'
of the Suppty can aid various stages technologies which
(9 marks)

(c) Describe, with examples' lblgl

Chain.

Total:33 marks

END OF PAPER