GALAXY INSTITUTE OF MANAGEMENT

AUGUST 2014 - PGDM DEGREE EXAMINATION

INTERNET MARKETING
VI TRIMESTER

PART A
Answer all the questions
I) Multiple Choice Question: (20 x 1 = 20 Marks)
1. What does the following definition refer to? Achieving marketing objectives through the
use of any electronic communications technology.
a. E-business.
b. E-commerce.
c. E-marketing.
d. None of the above
2. The BBC website belongs in which category of website?
a. Relationship-building website.
b. Media or publisher website.
c. Brand-building website.
d. Social network.
3. The Amazon website belongs in which category of website?
a. Relationship-building website.
b. Media or publisher website.
c. Brand-building website.
d. Transactional website.
4. Delivering e-mail based customer support is an example of:
a. identifying customer requirements.
b. anticipating customer requirements.
c. satisfying customer requirements.
d. None of the above.
5. The main outcome that is required from a transactional e-commerce website is:
a. to achieve an online sale.
b. to increase engagement with the audience.
c. to generate potential sales leads which are likely to be converted offline.
d. to connect the audience with relevant content.
6. The main outcome that is required from a website offering laser eye treatment is:
a. to generate potential sales leads which are likely to be converted offline.
b. to connect the audience with relevant content.
c. to achieve a sale.
d. to increase engagement with the audience.
7. The main outcome that is required from a publisher's website is:
a. to achieve an online sale.
b. to increase engagement with the audience.
c. to generate potential sales leads which are likely to be converted offline.
d. to connect the audience with relevant content.
8. E-business is:
a. an organisation using electronic media to purchase from to its suppliers.
b. an organisation using electronic media to sell direct to its customers.
c. any electronically mediated communication between an organisation and its
stakeholders.
d. the use of electronic communications for all business processes.
9. What is RSS Feeds.
a. Delivery of audio (or video) content.
b. An online diary or news source.
c. Alerts on news, products or promotions received by customers almost immediately on
publication.
d. A website that facilitates peer-to-peer communication.
10. Targeting overseas markets through the online channel is an example of:
a. market penetration
b. diversification.
c. market development
d. product development
11. Using a digital channel to offer new product variants or extended products is an example
of:
a. market development
b. product development
c. diversification
d. market penetration
12. Customisation of experience is the element of the online value proposition which refers
to:
a. favourable online promotions and offers.
b. participation and interaction.
c. in-depth relevant content.
d. personalisation of content and services
13. Content is the element of the online value proposition which refers to:
a. participation and interaction.
b. personalisation of content and services.
c. in-depth relevant content.
d. favourable online promotions and offers.
14. The online value proposition should:
a. be a clear differentiator from online competitors.
b. supported by appropriate resource levels.
c. target market segment(s) that the proposition will appeal to.
d. all of the above.
15. Using the Internet for marketing research to find out customers needs and wants is an
example of:
a. identifying customer requirements.
b. anticipating customer requirements.
c. satisfying customer requirements.
d. None of the above.
16. E-marketing is best seen as:
a. broader than e-business
b. equivalent to e-business
c. the same as e-commerce
d. a subset of e-business.
17. The direct online contribution effectiveness refers to:
a. the reach of audience volume of a site.
b. the proportion of sales influenced by the website.
c. the proportion of business turnover achieved by e-commerce transactions.
d. both the first and third answers above.
18. A challenge of managing the online marketing mix that most closely relates to the
satisfying behaviour when selecting products is:
a. Place
b. Product
c. Price
d. Promotion
19. Developing a plan for search engine marketing forms part of. This objective is an
example of which of the following?
a. Situation analysis.
b. T actics.
c. Objective setting
d. Strategy
20. Which of the following is a description of customer orientation of a website?
a. Minimizing the number of clicks needed to access relevant content.
b. The menu options chosen to group and categorise information.
c. Providing specific content and services appropriate to different audience members
d. All of the above

II) Short Answers (10 x 2 = 20 Marks)
Write Short notes on:
1. Types of Internet Marketing
2. Augmented Reality Marketing
3. SEO
4. Pay per click campaign.
5. Mobile Marketing.
6. E-CRM
7. Meta Keyword
8. Steps to prevent email getting into SPAM
9. Social Media Marketing
10. Google Glass.

PART B
Answer any three from the following questions (3 x 15 = 45 Marks)

1. Describe the evolution of Internet Marketing, its advantages and limitations.
2. Compare and contrast Traditional Marketing and Internet Marketing.
3. Explain Viral Marketing strategy with any three real time example you have come across.
4. Elucidate Email Marketing strategy its advantages and disadvantages with appropriate
examples
5. Illustrate how social media marketing works?

PART C
CASE STUDY (5 x 3 = 15 Marks)
WhatsApp - Why we don't sell ads
Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we dont
need. Tyler Durden, Fight Club
Brian and I spent a combined 20 years at Yahoo!, working hard to keep the site working. And
yes, working hard to sell ads, because that's what Yahoo! did. It gathered data and it served
pages and it sold ads.
We watched Yahoo! get eclipsed in size and reach by Google... a more efficient and more
profitable ad seller. They knew what you were searching for, so they could gather your data more
efficiently and sell better ads.
These days companies know literally everything about you, your friends, your interests, and they
use it all to sell ads.
When we sat down to start our own thing together three years ago we wanted to make something
that wasn't just another ad clearinghouse. We wanted to spend our time building a service people
wanted to use because it worked and saved them money and made their lives better in a small
way. We knew that we could charge people directly if we could do all those things. We knew we
could do what most people aim to do every day: avoid ads.
No one wakes up excited to see more advertising, no one goes to sleep thinking about the ads
they'll see tomorrow. We know people go to sleep excited about who they chatted with that day
(and disappointed about who they didn't). We want WhatsApp to be the product that keeps you
awake... and that you reach for in the morning. No one jumps up from a nap and runs to see an
advertisement.
Advertising isn't just the disruption of aesthetics, the insults to your intelligence and the
interruption of your train of thought. At every company that sells ads, a significant portion of
their engineering team spends their day tuning data mining, writing better code to collect all your
personal data, upgrading the servers that hold all the data and making sure it's all being logged
and collated and sliced and packaged and shipped out... And at the end of the day the result of it
all is a slightly different advertising banner in your browser or on your mobile screen.
Remember, when advertising is involved you the user are the product.
At WhatsApp, our engineers spend all their time fixing bugs, adding new features and ironing
out all the little intricacies in our task of bringing rich, affordable, reliable messaging to every
phone in the world. That's our product and that's our passion. Your data isn't even in the picture.
We are simply not interested in any of it.
When people ask us why we charge for WhatsApp, we say "Have you considered the
alternative?"
Questions:
1. Critically analyse if WhatsApp strategy of not selling ads has succeeded competitively.
2. As a marketing manager what is your view on selling ads in social media?
3. Comment on the statement When people ask us why we charge for WhatsApp, we say
"Have you considered the alternative?"