Winsoft Technologies

www.winsofttech.org
SIKKIM MANIPAL UNIVERSITY
E-Marketing
MK0008
MBA-4 (IS)

Qs 1. E-Marketting also referred to as online-marketting or internet marketing

1. True
2. false
Qs 2. E-marketing ties together creative and technical aspects of the ----------
1. design, on-line advertising products, services
2. development & websites, search engines, market research
3. advertising and sales, public relations
4. all of the above
Qs 3. E-marketing methods does not include search engine marketing , display
advertising, e-mail marketing, affiliate marketing, interactive advertising and viral
marketing
1. correct
2. incorrect
Qs 4. E-marketing is a subset of E-business and e-commerce is a part of e-
business
1. valid
2. invalid
Qs 5. different forms of e-marketing are-------------
1. internet marketing
2. interactive marketing
3. mobile marketing
4. all of the above
Qs 6. E-marketing has had a large impact on several industries including ---------
1. music
2. banking
3. book publishing
4. all of the above
Qs 7. E-business involves business processes spanning the entire value chain :
electronic purchasing and supply chain mgmt. processing orders electronically
and handling customer service and cooperating with business partners.
1. True
2. false
Qs 8. E-business supports / facilitate the exchange of data / info between
companies
1. correct
2. incorrect
Qs 9. E-business can be conducted using
1. Web
2. Internet and extranets
3. Intranets,

1
 Winsoft Technologies
www.winsofttech.org
4. all of the above
Qs 10.Internal business systems, business communication, collaboration and
electronic commerce corresponds to
1. E-business
2. E-marketing
3. both 1 and 2
4. none of the above
Qs 11. customer relationship mgmt., enterprise resource planning , document
mgmt. system and human resource mgmt corresponds to ----------
1. Internal business system
2. business communication
3. content mgmt. system
4. electronic commerce
Qs 12. systems of e-business which are helping business communication in a big
way --------------
1. VOIP and web conferencing
2. content mgmt system
3. e-mail & voice mail
4. all of the above
Qs 13. companies use a ----------- to share files with ease, as most systems use
server-based software, even further broadening file availability.
1. CRM
2. CMS
3. ERP
4. DMS
Qs 14. online marketing is same as internet marketing or e-marketing
1. True
2. False
Qs 15. Examples of personalized marketing include online communities ---------
1. Myspace
2. friendster
3. Orkut & Facebook
4. all of the above
Qs 16.strategic planning is the formal consideration of an organization’s future
course. All strategic planning deals with ------------?
1. “what do we do?”
2. “for whom do we do it”?
3. “how do we excel”?
4. “How can we beat or avoid competition”?
5. at least one of above key questions
Qs 17. the organization needs to know exactly where it stands,
Then determines where it wants to go and how it will get there. The resulting
document is called the -----------
1. strategic plan
2. E-Business model
3. Advertising model

2
 Winsoft Technologies
www.winsofttech.org
4. none of the above
Qs 18. Business plan and a strategic plan is a business requirement to -----------
1. acquire funding / Resources
2. recruitment of senior mgmt. and to keep one on track
3. make a realistic approach to the business
4. all of the above
Qs 19.Brokers play a frequent role in -----------------Markets.
1. B2B-business to business
2. B2C-business to customer
3. C2C-consumer -to –consumer
4. all of the above
Qs 20.Brokers are market-makers. They bring buyers and sellers together and
facilitate transactions.
1. valid
2. Invalid
Qs 21. -----------------sites that provide individuals with the ability to connect to
other individuals to other individuals along a defined common interest
(professional, hobby, romance)
1. public broadcasting
2. open source / content
3. social networking services
4. none of the above
Qs 22. social networking services that can provide opportunities for contextual
advertising and subscriptions for premium services are -------------.
1. Flickr
2. Friendster
3. Orkut
4. all of the above
Qs 23.E-business models ----------------- based on their functional integration and
degree of innovation.
1. E-shops
2. E-procurement
3. E-malls
4. E-auctions
5. All of the above
Qs 24 Third –party Marketplace is a fixed-price on-line marketplace that allows
sellers to survey their goods alongside other offerings like Amazon.com
1. True
2. False
Qs 25.----------, one of the India’s leading private companies has initiated an
e-Choupal effort that places computers with internet access in rural farming
villages the e-Choupals serve as both a social gathering place for exchange of
information and e-commerce hub.
1. ITC
2. E-shopping
3. E-Malls

3
 Winsoft Technologies
www.winsofttech.org
4. none of the aboves
Qs 26.A road apple is a real world variation of a Trojan Horse that uses physical
media and relies on the curiosity of the victim.
1. True
2. False
Qs 27. the Digital Millennium Copyright Act (DMCA) criminalizes production and
dissemination of technology, devices, or services that are used to circumvent
measures that control access to copyright works.
1. valid
2. invalid
Qs 28.Email-Marketing view ----------
1. IAB
2. Interactive Advertising Bureau standards
3. guidelines
4. all of the above
Qs 29.---------- is registering, trafficking in, or using a domain name with bad faith
intent to profit from the goodwill of a trademark belonging to someone else.
1. Email marketing
2. cyber squatting
3. Web scraping
4. web spidering
Qs 30.------------- means to extract content from a website over HTTP for the
purpose of transforming that content into another format suitable for use in
another context.
1. Email marketing
2. cyber squatting
3. Web scraping
4. web spidering
Qs 31. ---------- is a technique commonly used for spam e-mail and phishing to
hide the origin of an e-mail message

1. Email marketing
2. cyber squatting
3. Web spoofing
4. web spidering
Qs 32. ---------- is the abuse of electronic messaging systems to indiscriminately
send unsolicited bulk messages

1. Email marketing
2. cyber squatting
3. spamming
4. web spidering
Qs 33. ----------a systematic process for capturing and communicating knowledge
people can use. Or “sharing what we know with others”
1. data drives strategy
2. marketing knowledge mgmt.

4
 Winsoft Technologies
www.winsofttech.org
3. Marketing information system
4. data warehouse
Qs 34. ---------- refers to the state of having too much information to make a
decision or remain informed about a logic.
1. data drives strategy
2. marketing knowledge mgmt.
3. Marketing information system
4. data warehouse
Qs 35. a datawarehouse can be classify in the terms of --------
1. subject-oriented
2. time-variant
3. non-volatile & integrated
4. all of the above
Qs 36.web analytics is the study of the behavior of website visitors
1. true
2. false
Qs 37. --------------- is one of the technique used to track who is reading a web
page or e-mail, when and from what computer
1. logfile analysis
2. page tagging
3. web analytics technology
4. web server logfile analysis
Qs 38. total cost of ownership , includes cost of
1. hardware
2. software
3. data storage
4. all of the above
Qs 39. information seekings sites are
1. yahoo, rediff
2. MSN, indiatimes
3. Google
4. all of the above
Qs 40.Connection sites for jobs and matrimonial examples.
1. Naukri
2. Monster
3. Shaadi & bharat matrimony
4. all of the above

2-Marks questions

Qs 1. .--------------includes processes associated with ----------------

1. data drives strategy, collecting info
2. Marketing knowledge mgmt., analyzing info

5
 Winsoft Technologies
www.winsofttech.org
3. Marketing information system, collecting, analyzing ,reporting
marketing research info
4. data warehouse, marketing info system
Qs 2.a ------------is the main repository of an organization’s historical data, its
corporate memory. It contains the raw material for management’s ---------
1. data drives strategy, database system
2. marketing knowledge mgmt., knowledge system
3. Marketing information system, information system
4. data warehouse, decision support system
Qs 3. the --------------, ---------- is a social issue referring to the differing amount of
information between those who have access to the internet and those who do not
have access
1. digital divide
2. bunkering concept
3. internet, intranet
4. none of the above
Qs 4. -------- refers to the tendency of people to stay home more. With a very low
investment almost anybody that can read and write can have access to the--------
1. search, internet
2. experience, intranet
3. bunkering, world wide web
4. all of the above
Qs 5. ---------- can base their segmentation of consumer markets in various
methods like ---------
1. customer, demographic segments
2. manager, geographic segments
3. customer, psychographics segments
4. marketers , geographic, demographic, behavior and psychographics
segments

Qs 6. online transaction sites examples are ---------the top internet languages at

present are---------
1. train / flight booking , English
2. stocktrading, Japanese, german
3. travel portals, /cinema tickets ,Chinese and spanish
4. all of the above are valide
Qs 7.psychographic segments include the following charactersics ---------- and
-----------.
1. personality , values
2. lifestyle , activities
3. interests , opinions
4. all are correct
Qs 8.session length means ----------------the -----------------means the type of
internet connection and the information receiving appliance affect usage
behaviour.
1. time online, work access

6
 Winsoft Technologies
www.winsofttech.org

2. time per page, home access

3. site familiarity, access speed
4. the time a user stays online, access speed
Qs 9. product distribution strategy is a driving force behind e-marketing -------
segmentation. --------refers to what a person physically does (calling a toll free
number to order, shopping or purchasing a product)
1. demographic, behavior
2. psychographics, behavior
3. geographic, behavior
4. none of the above
Qs 10. Differentiation is the process of adding meaningful and valued differences
to distinguish the product from the competition.
(ii) to differentiate means to create a benefit that customers perceive as being of
greater value to them than whay they can get elsewhere.
1. (i)True (ii) False
2. (i)True (ii)True
3. (i)False (ii) False
4. (i)False (ii) true
Qs 11. the ------is a location-free , time-free distribution and communication
cahnnel. The ---------- serve as a transaction and distribution channel.
1. internet, internet
2. intranet, intranet
3. internet, intranet
4. intranet, internet
Qs 12. ---------------------revolves around the image and ---------information
available on the web.
1. E-mails, process
2. E-marketing , product
3. Focus differentiation , process
4. E-marketing, people
Qs 13. a Niche market allows us to define who we are marketing to .
(ii)In E-marketing context the differential advantage and positioning can be
clarified and communicated by developing an online value proposition(OVP)
1. (i)true, (ii)false
2. (i)false, (ii)false
3. (i)true, (ii)true
4. (i)false, (ii)true
Qs 14. ----------- is a representative electronic govt. service of korea, and the
most comprehensive electronic procurement service in the world from Korea’s
------------.
1. RFP, EDI
2. EAI,XML
3. KONEPS, PPS
4. none of the above

7
 Winsoft Technologies
www.winsofttech.org
Qs 15. ---------- goods are those products or services which can be objectively
assessed before the purchase. And ----------- goods need to be personally
experienced to judge their quality.
1. search , experience
2. R &D, quality
3. genuine, experience
4. all of the above

Qs 16. (i)a brand includes a name, symbol or other information.

(ii)a brand does not represents a promise or value proposition to its customers,
its intangible value of a brand , measured in money value.
1. (i)True (ii)False
2. (i)True (ii)True
3. (i)false (ii)True
4. (i)false (ii)False
Qs 17. (i)Internet domain name does not form the part of the branding strategy
(ii) A URL (uniform Resource Locator)is a web site address. This is also called an
IP address or domain name
1. (i)True (ii)False
2. (i)True (ii)True
3. (i)false (ii)True
4. i)false (ii)False
Qs 18.for -----------, the entire distribution channel may be internet based and the
supplier can deliver it over the internet to the buyer’s computer. for -----------------
May be purchased online but must be delivered physically. The exact location of
that shipment can be tracked using a web-based interface.
1. digital products, digital process
2. digital products, non-digital product
3. non-digital product, non-digital process
4. non-digital product, digital product
Qs 19. ----------- refers to the coordination of the flow of material, information and
finance. Supply chain participants use ---------- systems to manage inventory and
processes.
1. CRM, ERP
2. SCM,ERP
3. EDI, XML
4. SET, ERP
Qs 20. Agent that represents sellers are ----------------- and agents that represents
buyers are ------------------
1. selling agents, manufacturers
2. metamediaries, virtual malls
3. selling agents, buyer cooperatives
4. shoping agents, reverse auctions

4-Marks questions

8
 Winsoft Technologies
www.winsofttech.org

Qs 1. -------- ---------- involves the extraction of hidden predictive information in

large databases through statistical analysis. E-CRM is the ----------- delivered or
managed subset of CRM. The concept of community is also illustrated by the
success of e-business like --------- where specialty products are autioned as well
as more common products.
1. data mining , electronically, E-Bay
2. data hiding, manually, E-Bay
3. data clustering, electronically, E-Bay
4. none of the above
Qs 2. -------refers to customization of products and services through the use of
the internet. Customer -------- is the net sum of all benefits after deduction all the
costs.
-------factors like efficient markets also affect online pricing. The ----------
aggregates and distributes information .
1. personalization, value, external, infomediary
2. personalization , value, internal, data
3. privatization, value, internal , infomediary
4. none of the above is correct
Qs 3. ---------refers to the tendency of people to stay home more. With a very low
investment almost anybody that can read and write can have access to the -------
----
The -------- --------- is a social issue referring to the differing amount of
information between those who have access to the internet and those who do
not have access.
1. bunkering, intranet, digital divide
2. bunkering, world wide web, digital divide
3. strategy, internet, analog divide
4. all of the above
Qs 4. --------------- overload refers to the state of having too much information to
make a decision or remain informed about a topic. ----- information system
includes processes associated with collecting , analyzing and reporting marketing
research information.
A ---------b is the main repository of an organization’s historical data, its corporate
memory.

1. data, processing, data hiding

2. information, marketing , data warehouse
3. knowledge, marketing, classification of data
4. data , analyses , data warehouse
QS 5. (i) the basis for --------- can be geographic, demographic, psychographic
and behaviouristic.
(ii)------------ is based on the principal that all customers are not alike.
(iii)the process of segregation of the market depends upon a number of factors
such as income, age, cultural preferences etc is called ---------

9
 Winsoft Technologies
www.winsofttech.org
(iv)the rule of ------- from which marketers have greatly benefited in terms of
understanding markets better and soaring advertising ROI.
1. (i)segmentation (ii)Differentiation (iii)Integration (iv)Segmentation
2. (i)segmentation (ii)segmentation (iii)Integration (iv)Segmentation

3. (i)segmentation (ii)segmentation (iii)segmentation (iv)Segmentation

4. (i)Classification (ii)Differentiation (iii)Integration (iv)Segmentation

Qs 6. ----------- are the internal evaluation about people, products and other
objects which can be either positive or negative and the evaluation process
occurs inside a person’s head. Attitude ------ can be implemented by studying
the general ways that consumers spend time. This helps e-marketers define
and describe market segements so they can better meet consumere needs
and this is very important for -------------.

1.attitude, segmentation, web page desiging

2. viewpoint, differentiation, web page desingning
3. all of the above are correct
4. none of the above
Qs 7. 4 P’s of marketing area -------, -------, ----------, and ------------
1. process, price, place, promotion
2. product, price, place, promotion
3. people, process, product , principles
4. product, party, place, peculiar
Qs 8. ----------- which includes the physical attributes, such as colour, shape,
and design, as well as intangibles such as brand, reputation, customer service,
warranties, return, return policies and support.. -------, which must match product
positioning, it it is high quality we expect a high price, while low process suggest
low quality. --------, which is where people actually buy . ----- which includes
everything from advertising and sales promotion through personal selling and
public relations.
1. process, price, place, promotion
2. product, price, place, promotion
3. people, process, product , principles
4. product, party, place, peculiar
Qs 9.(i) ------------ refers to the use of data collected from a web site to determine
which aspects of the website work towards the business objectives
(ii)web analytics include e-mail response rates, direct mail compaign data, sales
and lead information, user performance data such as click heat mapping or other
custom metrics as needed.
(iii)Logfiles contain information on visits from search engine spiders
(iv)when conducting online research, investigations can encounter problems as
regards
----------
1. (i)Web analytics, true, true, sampling
2. (i)Web analytics, false, true, sampling

10
 Winsoft Technologies
www.winsofttech.org
3. (i)Web analytics, false, false, sampling
4. (i)Web counters, true, false, page tagging
Qs 10. information tehnologies in general tend to be associated with-------------
Use of -----------------and satellite communications offer new possibilities of
universal access to the internet . ICT stands for ------------ ------------- ---------------

1. productivity improvements, power lines, information and

communication tech
2. efficiency, satellite, data communication system
3. improvements, networking, data exchange
4. productivity, power lines, knowledge mgmt system

Qs 11. match Column A with Column B

Column A Column B
1. URL 1. Universal resource locator
2. IMC 2. Point-to-Point
3. P2P 3. customer acquisition costs
4. CAC 4. client acquired costs
5. peer-to-peer
6.uniform resource locator
7. Integrated Marketing communication
8. Internet Mkt. communication
9. Intranet marketing communication

1. (i)1-6(ii)2-7(iii)3-5(iv)4-3
2. (i)1-1(ii)2-9(iii)3-2(iv)4-3
3. (i)1-6(ii)2-9(iii)3-2(iv)4-3
4. (i)1-1(ii)2-8(iii)3-2(iv)4-4
Qs 12.(i) -------- involves the extraction of hidden predictive information in large
databases through statistical analysis.
(ii) --------- are small files written to the user’s hard drive after visiting a web site.
(iii)web form is the technical term for a form not on a web page
(iv)ROI , Cost savings, Revenues and customer satisfaction are the metrics to
assess the internet’s value in delivering CRM Performance.
1. (i)data warehousing(ii)cookies (iii)true(iv)true
2. (i)data mining(ii)cookies (iii)false(iv)true
3. (i)data processing (ii)cookies (iii)false(iv)false
4. (i)data mining (ii)cookies (iii)false(iv)false
Qs 13.---------- --------------- is the formal consideration of an organization’s future
course. The --------- allows companies to distribute information at the speed of
light and at most zero cost. Being on the web means your business will be visible
to an --------- audience. A------- model is the method of doing business by which a
company can sustain itself that is generate revenue.
1. strategic planning, internet, international, business
2. strategic goal, intranet, national, business

11
 Winsoft Technologies
www.winsofttech.org
3. strategic planning, intranet, national, personal
4. strategic goal, internet, international, commercial
Qs 14. ------------ facilitate transactions between buyers and sellers without
representing either party, they are also called market makers while ------------
Buy products from the manufacturer and resell them to retailers, -------- who buy
products from wholesalers and sell them to consumers. -------- represent the
buyer / seller and facilitate transactions between buyers and sellers but do not
take title to the goods.
1. agents, brokers, retailers, wholesalers
2. wholesalers, retailers, brokers, agents
3. brokers, wholesalers, retailers, agents
4. all of the above
Qs 15 Qs 11. match Column A with Column B

Column A Column B

1. RFP 1. Request for proposals

2. RFQ 2. request for quotation
3. CAC 3. customer acquisition costs
4. CAGR 4.compound annual growth rate

1. (i)1-1(ii)2-2(iii)3-3(iv)4-4
2. (i)1-2(ii)2-1(iii)3-3(iv)4-4
3. (i)1-1(ii)2-2(iii)3-4(iv)4-3
4. (i)1-2(ii)2-1(iii)3-3(iv)4-3

FULL FORMS

SEO-search engine optimization

IMC-Integrated marketing communication
SET-Secure Electronic Transactions
EDI-Electronic data interchange
RFP- Request for proposals
RFQ-request for quotation
CAC-customer acquisition costs
CAGR-compound annual growth rate
ISM-industry sponsored marketplaces
KONEPS-Korea
CMS- content mgmt. system
VOIP-voice over internet protocol
IP-Internet protocol
DMS-Document mgmt. system

12
 Winsoft Technologies
www.winsofttech.org
ERP- Enterprise Resource planning
CRM-Customer relationship mgmt.
SCM-supply chain mgmt.
VMS-Voice mail system
ARPA-Advanced Research projects Agency
VPN-Virtual private network
SWOT-Strength , weaknesses, opportunities and threats
PEST-political, economic, social and technological analysis
SMART-specific, measurable Actionable relevant and timely
CPACSA-consumer protection against computer spyware act
DMCA-Digital millennium Copyright Act
SEO-Search engine optimization
SPAM-stupid, pointless, annoying message
MIS- Marketing information system
XML-extensible mark-up Language
EIA-Enterprise Application integration
RFP-Request for proposals

13