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Master of Business Administration - MBA Semester 4
MK0017-E-Marketing
(Book ID: B1699)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10
marks 6 X 10=60.
Q1. Explain the collaborative Click-and-Brick model.
Answer. Bricks and clicks (aka clicks and bricks, click and mortar, bricks, clicks and flips, Womble Store
Method (WSM)[citation needed] or WAMBAM) is a jargon term for a business model by which a company
integrates both offline (bricks) and online (clicks) presences, sometimes with the third extra flips (physical
catalogs). Additionally, many will also offer telephone ordering and mobile phone apps, or at least provide
telephone sales support. The advent of mobile web has made businesses operating bricks and clicks
businesses especially popular, because it means customers can do tasks like shopping when they have
spare time and do not have to be at a computer. Many of these users prefer to use mobile shopping sites.
Q2. Explain the factors that influence e-consumer’s buying behavior.
Answer. 1. Internal or psychological factors:
The buying behaviour of consumers is influenced by a number of internal or psychological factors. The
most important ones Motivation and Perception.
a) Motivation:
A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is
sufficiently pressing to drive the person to act.

2. Q3. Explain the advertising media commonly used by businesses to implement their e-marketing plans.
Answer. Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable
competitive advantage. Marketing strategy includes all basic, short-term, and long-term activities in the
field of marketing that deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals
Q4. What is affiliate marketing?
Answer: Affiliate marketing is a type of performance-based marketing in which a business rewards one or
more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. The industry
has four core players: the merchant (also known as 'retailer' or 'brand'), the network (that contains offers
for the affiliate to choose from and also takes care of the payments), the publisher (also known as 'the
affiliate'), and the customer. The market has grown in complexity, resulting in the emergence of a
secondary tier of players, including affiliate management agencies, super-affiliates and specialized third
party vendors.
Q5. Briefly explain copyright & trademark.
Answer. Copyright is a legal right created by the law of a country that grants the creator of original work
exclusive rights for its use and distribution. This is usually only for a limited time. The exclusive rights are
not absolute but limited by limitations and exceptions to copyright law, including fair use. A major
limitation on copyright is that copyright protects only the original expression of ideas, and not the
underlying ideas themselves.
Q6. Write short notes on:
a) Blogs
b) Classified advertising
Answer. a. Blogs
A blog (a truncation of the expression weblog) is a discussion or informational site published on the World
Wide Web consisting of discrete entries ("posts") typically displayed in reverse chronological order (the
most recent post appears first). Until 2009, blogs were usually the work of a single individual, occasionally

3. of a small group, and often covered a single subject. More recently, "multi-author blogs" (MABs) have
developed, with posts written by large numbers of authors and professionally edited. MABs from
newspapers, other media outlets, universities, think tanks, advocacy groups, and similar institutions
account for an increasing quantity of blog traffic. The rise of Twitter and other "micro-blogging" systems
helps integrate MABs and single-author blogs into societal new streams. Blog can also be used as a verb,
meaning to maintain or add content to a blog.
Spring-2016
Get solved assignments at nominal price of Rs.125 each.
Mail us at: subjects4u@gmail.com or contact at
09882243490