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Exam Questions for NUI Galway's MK 340 eMarketing Course, Semester 1, 2008/2009, Exams of Marketing

Gandhi Institute of Technology and ManagementMarketing

The questions for the exam of the emarketing module (mk 340) of the b.comm. Degree at national university of ireland, galway, during semester 1 of the academic year 2008/2009. The exam consists of multiple-choice questions (mcq) and covers topics such as the relevance of joseph schumpeter's 'creative deconstruction' concept in the internet age, the importance of a multi-channel marketing strategy, and the effectiveness of the 4 ps online promotional planning model, among others.

Typology: Exams

2011/2012

Uploaded on 11/26/2012

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Ollscoil na hÉireann, Gaillimh
National University of Ireland, Galway.
SEMESTER 1 EXAMINATION, 2008/2009
Exam Code(s): 3BC1, 4BC2, 4BC3, 4BC4, 4BC5, 1OA1, 1EM1,
3CL1, 4BI1, 4CL2, 1DB1.
Exam(s): Third Year B.Comm. Degree.
Mode Code(s): MK 340
Module(s) eMarketing
Paper No.: 1.
Repeat Paper: ____ Special Paper: ____
External Examiner(s): Professor Christopher Easingwod
Internal Examiner(s): Dr. Christine Domegan
Dr. Natasha Evers
Instructions: Please answer three questions.
Each question will carry equal marks.
Duration: Two hours.
No. of Answer Books:
Requirements:
Handout
MCQ
Statistical Tables
Graph Paper
Log Graph Paper
Other Material
No. of Pages: Two including cover page.
Department(s): Marketing
pf2

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Ollscoil na hÉireann, Gaillimh National University of Ireland, Galway. SEMESTER 1 EXAMINATION, 2008/ Exam Code(s): 3BC1, 4BC2, 4BC3, 4BC4, 4BC5, 1OA1, 1EM1, 3CL1, 4BI1, 4CL2, 1DB1. Exam(s): Third Year B.Comm. Degree. Mode Code(s): MK 340 Module(s) eMarketing Paper No.: 1. Repeat Paper: ____ Special Paper: ____ External Examiner(s): Professor Christopher Easingwod Internal Examiner(s): Dr. Christine Domegan Dr. Natasha Evers Instructions: Please answer three questions. Each question will carry equal marks. Duration: Two hours. No. of Answer Books: Requirements: Handout MCQ Statistical Tables Graph Paper Log Graph Paper Other Material No. of Pages: Two including cover page. Department(s): Marketing

eMARKETING [MK 340]

  1. The economist Joseph Schumpeter (1942) popularised the concept ‘Creative deconstruction’ to explain many of the dynamics of industrial change. Do you believe this concept is relevant for explaining the industrial dynamics of the Internet Age which is now upon us? Justify your answer.
  2. ‘Internet marketing can not be looked in isolation from a company’s overall marketing strategy. Rather a multi-channel marketing strategy should be the way forward’. Discuss.
  3. Critically evaluate the 4 Ps Online Promotional Planning Model as an effective tool for marketing success.
  4. Using the traditional process model of consumer buyer behaviour, explain the implications of the online market place for this model.
  5. Is the concept of ’relationship marketing’ a passing fad or a fundamental philosophy for business success in the digital world? Discuss.
  6. Examine the key benefits offered by online secondary and primary research methods compared to traditional marketing research methods.