This document contains an assignment for an e-marketing course. It includes 6 questions to be answered in 6-8 pages total. The questions cover topics like the differences between front-end and back-end activities in building digital products, types of online stores and marketplaces, internal and external considerations for situational analysis, the 7 P's of marketing for products and services, word-of-mouth marketing techniques, and short definitions for customer metrics, email/direct metrics, and on-site web analytics technologies. The document provides short sample answers for each question to help guide the assignment responses.

1. Master of Business Administration- MBA Semester 4
MK0017-E-Marketing
(Book ID:-B1810)
Assignment (60 Marks)
Note: Answer all questions (with 300 to 400 words each) must be written within 6-8 pages. Each
Question carries 10 marks 6 X 10=60
Q1. Explain Front-end & Back-end activities of Infrastructure: Building a Product system. Explain
Digital Products.
Answer: - Two terms thrown around a lot in the web industry are front-end and back-end. It can be a
little frustrating since the difference between the front-end and back-end isn’t always perfectly clear.
They’re terms often used to describe aspects of the web industry. The front-end is also referred to as
the client-side and is sometimes considered “web design”. The back-end of the web industry is often
Q2. List and explain the types of online stores in E-Malls and Parties in an E-Marketplace
Answer: - List and explain the types of online stores in E-Malls:-
Types of e-marketplace
There are many different types of e-marketplace based on a range of business models. They can be
broadly divided into categories based on the way in which they are operated.
Independent e-marketplace
An independent e-marketplace is usually a business-to-business online platform operated by a third
party which is open to buyers or sellers in a particular industry. By registering on an independent e-
Q3. Elaborate on the Internal and External Considerations of Situational Analysis
Answer: - Internal Conditions
The internal conditions are many and varied depending on the organization (just as the external
factors in any given industry will be). However, management has some strategic control over how
these various internal conditions interact. The achievement of synergy in this process derives
competitive advantage. While different businesses have different internal conditions, it is easiest to
Q4. Explain the 4 P’s in E-Marketing along with the additional 3P’s in E-Marketing of Services
Answer: - The Marketing mix is a set of four decisions which needs to be taken before launching any
new product. These variables are also known as the 4 P’s of marketing. These four variables help the
firm in making strategic decisions necessary for the smooth running of any product / organization.

2. 4 variables comprise the Marketing mix.
a. Product
Q5. Elaborate on the Word-of-Mouth Marketing Techniques
Answer: - Word-of-mouth marketing (WOMM, WOM marketing), also called word of mouth
advertising, differs from naturally occurring word of mouth, in that it is actively influenced or
encouraged by organizations (e.g. 'seeding' a message in a network, rewarding regular consumers to
engage in WOM, employing WOM 'agents'). While it is difficult to truly control WOM, research has
shown that there are three generic avenues to 'manage' WOM for the purpose of WOMM: 1) Build a
strong WOM foundation (e.g. sufficient levels of satisfaction, trust and commitment), 2) Indirect
Q6. Write short notes on:
a) Customer Metrics
b) E-mail/Direct Metrics
c) On-site Web analytics technologies
Answer: - a) Customer Metrics
Customer metrics are numerical scores or indices that summarize customer feedback results. They
can be based on either customer ratings (e.g., average satisfaction rating with product quality) or
open-ended customer comments (via sentiment analysis). Additionally, customer ratings can be
based on a single item or an aggregated set of items (averaging over a set of items to get a single
score/metric).
Summer-2016
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