MBA - Semester 4 MK0017 e Marketing (Book ID: B1330) ASSIGNMENT- Set 1

Note: Each Question carries 10 marks. Answer all the questions. 1. What do you understand by e- marketing? Describe the features of e-marketing.
E-Marketing or Online Marketing You may be familiar with Amazon.com, Timesmusic.com and e-Bay. By visiting these websites you may be able to purchase products and pay through your debit and credit card. Today you can virtually conduct your entire shopping online and the products will be delivered to you at your home. Similarly, you can book your air, bus or rail ticket as per your desire. Are these merely facilitating availability through the internet medium or are there marketing elements embedded into these. If you try to understand a little closely, you will find that these sites have altered the way we make our buying decisions. The mere fact that these sites are able to offer a far wider variety from across the globe, at highly competitive prices, are indications of the differences that e-marketing could bring to the field/function of marketing. At the same time it may not be able to provide the same buying experience that physical presence can do. The challenge for the marketer in this form of marketing lies in making it comfortable for the customer to browse through the site and make a purchase decision. It should be attractive enough for him to forego the experience of physical shopping. The Visa e-Commerce Consumer Monitor conducted from April to June 2009 found that 33% of Indians are confident about using online modes of payment. This is higher than the average for Asia-Pacific countries, which stood at 29%. However, 30% of the sample size who were not exposed to this mode showed greater concern about the usage as compared to 16% of the sample size in the Asia Pacific. Indian respondents, as per the study, also reported to be more satisfied with online shopping than other Asia Pacific consumers. Of these participants, 57% of Indian shoppers shop at both local and overseas websites. Only 5% of the consumers opt exclusively for overseas websites, while only 38% stick to the local websites. 51% of the overseas shoppers said that the main overseas online shopping destination for them was US sites, while 12% shopped on Chinese websites to find products that are not locally available. 17% of purchasers claimed that discounts and inexpensive products were the primary attractions of online shopping. The study highlights that 72% of Indians look for security in online shopping; especially bank guarantee in transactions. Since the mandate passed by the RBI on August 2009 for VISA verification of all online transactions, this mode of payment has increased in popularity, VISA country manager Uttam Nayak said. VISA plans to tie up with 40 Indian banks to facilitate the process.

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2. Describe the principles in e marketing. .Explain e-Business Models 3. Describe 4 Ps in e-Marketing Mix. Discuss the Product Mix Strategies adopted by the companies 4. List the stages involved in implementing an e- marketing plan and Strategy. What do you understand by Marketing Performance Measurement and Management (MPM)? 5. Discuss the various types of Data used in e-Marketing. Explain the different classes of tasks that are included in data mining 6. What do you understand by e-Mail marketing? List the features of e-Mail Marketing. Fall 2011 (August 2011)

MBA Semester 4 MK0017 e marketing ASSIGNMENT- Set 2

Note: Each Question carries 10 marks 1. Discuss the scope of e-marketing in B2B markets, its benefits and drawbacks. List the differences between B2B and B2C markets.

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2. Write a note on General Characteristics of Customers in e-Marketing. 3. Explain the most important and frequently used methods of obtaining customer response. 4. What do you understand by Market Segmentation? List the advantages of Market Segmentation 5. Describe the Types and Nature of Markets. Explain the four broad bases for segmentation in emarketing 6. What do you understand by Search Engine Optimisation (SEO)? How does SEO work and what are the objectives of SEO?