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Summer 2013
Master of Business Administration- MBA Semester 4
MK0017 – e-Marketing - 4 Credits
(Book ID: B 1330) Assignment (60 marks)
Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400
words. Each question is followed by evaluation scheme.
Q1. Write a short notes on:
A. Internet Advertising Techniques
Answer : Internet Advertising Techniques :
Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to
consumers. It includes email marketing, search engine marketing, social media marketing, many types of display
advertising (including web banner advertising), and mobile advertising. Like other advertising media, online
advertising frequently involves both a publisher, who integrates advertisements into its online content, and an
advertiser, who provides the
B. Difference between traditional marketing and e-marketing
Answer : Differences :
1.Cost
One of the most notable differences between traditional and e-marketing is pricing. Traditionally, print ads in
newspapers and magazines, road-side billboards, and radio and television commercial spots all carry price tags that
reflect both the quality of the ad and the market the advertisement reaches.
2.Immediacy
Print and broadcast marketing techniques require time to go from concept to finished product and delivery. Drafts
must be completed, mock-up or
Q2. Write a short notes on:
A. Targeting strategies in e-marketing.
Answer : Targeting strategies in e-marketing :
The most sophisticated segmentation and targeting schemes are often used by E-retailers, who have detailed
customer profiling information and purchase history data and they seek to increase customer lifetime value
through encouraging increased use of online services through time. However, the general principles of this
approach can also be used by other types of companies online. The segmentation and targeting approach used by
E-retailers is based on five main
B. Different types of positioning strategies in e-marketing
Answer : 1.Leveraging on Existing Brands' Strategy:
It is a common tactic employed by marketers to leverage on the names of the firm's existing and established
brands for extending the product line or venturing into another product category. This kind of brand marketing
helps the firm to indirectly clarify queries in the consumer's mind like the identity of the new product and its
2. credibility in the market. An established brand automatically helps the firm in its brand positioning strategy of new
products or services.
2.Corporate Brand Positioning Strategy: Here the marketer uses his company name/identity for brand extensions.
Product Features and Benefits Positioning Strategy: A consumer buys a product when he/she perceives some
promised benefit that would satisfy the
Q3. Discuss how to build up e-marketing strategy and its functions in brief.
Answer : e- marketing strategy :
e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories
around it; however there is one thing upon which there is no doubt – that e-Marketing first appeared under the
form of various techniques deployed by pioneer companies selling their products via the internet in the early 90's.
The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline
Marketing – the well-known 4 P's (Product – Price – Promotion – Positioning) that form the classic Marketing mix.
Add the extra 3 P's (People –
Q4. Describe the four main functions involved in creating and managing corporate website.
Answer : Main functions involved in creating and managing corporate website :
1.Site definition and planning :
This initial stage is where you define your goals and objectives for the web site and begin to collect and analyze the
information you’ll need to justify the budget and resources required. This is also the time to define the scope of the
site content, the interactive functionality and technology support required, and the depth and breadth of
information resources that you will need to fill out the site and meet your users’ expectations. If you are
contracting out the production of the web site, you will also need to interview and select a site design firm. Ideally,
your site designers should be
Q5. Define e-marketing and its principles.
Answer : e-marketing :
Very simply put, e-Marketing or electronic marketing refers to the application of marketing principles and
techniques via electronic media and more specifically the Internet. The terms e-Marketing, Internet marketing and
online marketing, are frequently interchanged, and can often be considered synonymous. e-Marketing is the
process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing
elements and uses a range of technologies to help connect businesses to their customers.
By such a definition, e-Marketing encompasses all the activities a business conducts via the worldwide web with
the aim of attracting new business,
Q6. Write a short note on:
A. Features of e-marketing
Answer : Features of e-marketing :
Strategy: Knowledge of your overall goals begets a roadmap to define your ways to achieve them. Strategy is
important as it lets you understand what you need to do and what sort of financial, technical and delivery
resources you need to deploy.
Content Driven: The saying “Content is king” is common and an incredibly important cog in the process of online
marketing. Content is the most vital aspect of your communication. You have to say things that would make people
want to share via social media, email or even word-of-mouth. Your content needs to be crisp, clear, relevant and
trend-friendly, while never
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