7/28/2019 Ebusiness 2012

1/4

t88colr P

"::...,,,,@LONDON .:::

metropolitan l'r".-universitv i I

EXAMINATION QUESTION PAPER _ SEMESTER 2 2011 112

Module code:

Module title:

Module leader:

cc3003sT

E-Business

Preeti Patel

Duration:

15 May 2012

Day

09:00

2 hours

Exam Type: Unseen, ClosedMaterials supplied: Answer BookMaterials permitted.' None

Warning: Gandidates are warned that possession ofunauthorised materials in an examination is aserious assessment offence.

lnstructions to candidates; Gandidates should answer any THREE questions.All questions carry equal marks"

DO NOT TURN PAGE OVER UNTIL INSTRUCTED

7/28/2019 Ebusiness 2012

2/4

Answer ANY THREE questions'

All questions carry equal marks'

Question 1

(a)HowwillyoudifferentiateE-BusinessandE-Commerce?lllustrateyouranswerwith

suitable practical examples' (7 marks)

tb)''|tcanbecommentedthatthescopeofE-BusinessopportunitiesisalmostsaturatedinWesterndevelopedcountries.However,theeasternunderdeveIopedmarketplacepossessestremendousopportunitiesforE-Business/E-commerceinvestment'..

a.Doyouagreewiththisstatement?Givereasons,explanationsandexamplesinyouranswer'

(8 marks)

(c)Assumethattherearethreedifferentwebsitesandeachadoptsthefollowingrevenuemodel:

r Site AMonthtysitevisitors:30,000,o.8%ofthesevisitorsclickthroughtoaffiliatesiteswheret5%goontobuybusinessreportsorservicesatanaverageorderva|ueof300'

'rl)lfri,pose views:2 million, averase

of four ads displaved for different

advertisers at 30 CPM'

;;:;" tu weekry newsretter:90,000.Each newsletter broadcast four times

per month has four advertisers eachpaying at a rate of 30 cPM'

perform evaruation on the basis of theinformation given above and

discuss which of these

sites is most capable in termsof generating revenue?

(18 marks)Total:33 marks

Question 2

(a)'Listtnestagesofagenericstrategyprocessmodelanddescribeclearlythepurposeandrequirements of each stage' (13 marks)

(b)Exp|aintheadvantagesofperformingSWoTana|ysisaspartofanorganisation,sstrategicplanning activity. oJvetop a swor diagram

and perform analysis of an organisationof your

choice'(20 marks)

Totai: 33 marks

tb

w

7/28/2019 Ebusiness 2012

3/4

Question 3

(a) What are the four classic marketing activities of customer relationship management?(12 marks)

(b) You work for David Tindell, who is the president of CampSure, a small butgrowing

company which sells outdoor equipment and clothing through a website. He wants you to

investigate strategies that will sustain the growth of the company.Write a report which details the techniques which can be used for acquiring and retaining

customers.(12 marks)

(c) List and explain ways in which an e-commerce site, such as CampSure, can be used toinform new product development?

(9 marks)

Total: 33 marks

Question 4

(a) Define, and give examples, of the following terms:

" Psychographicsegmentationr Rich media advertisingo Permission marketingo Brand leveraging.

(12 marks)

(b) Explain the term'marketing mix'and give an example of each of the 4P's.

(8 marks)

(c) Dese ribe, in detail, the types of e-marketing initiatives a company such as EasyJet mdy findeffective. Give examples and make comparisons with other companies where appropriate.

(13 marks)

Total:33 marks

7/28/2019 Ebusiness 2012

4/4

Question 5 , ren helo reduce problems in suppty chain Management'(a) Explain how e-business technology

can help reduce pro (12 marks)

(b) Using industry examples,summarize three benefits

of using e-business to stream|inethe

suPPlY chain'

(c) Describe, with examples' lblgltechnologies which

Chain.

(12 marks)

can aid various stages ofthe Suppty

(9 marks)

Total:33 marks

END OF PAPER