Important MCQ’s

1. Which of the following is not a type of digital marketing activity?

a) e-marketing.
b) Social marketing.
c) Print advert.
d) Internet marketing.
Answer: (c)
2. ________ is the process of marketing accomplished or facilitated via the use of internet
Technologies (e.g. web, email, intranet, extranets).
a) Internet marketing
b) Search marketing
c) e-marketing
d) Mobile marketing
Answer: (a)
3. Modern marketing is_________________
a) Price oriented
b) Consumer oriented
c) Product oriented
d) Profit oriented
Answer: (b)
4. ___________are network that connect people within a company to each other and to the company
Network.
a) Internets
b) Extranets
c) Bit streams
d) WWW
Answer: (b)
5. Identify the one which comes under service marketing ________________
a) Insurance
b) Motor cars
c) Refrigerators
d) Television
Answer: (a)
6. Which of the following is not one of the benefits of e-commerce to sellers?
a) e-commerce can help to reduce costs
b) e-commerce is a powerful tool for customer relationship building
c) e-commerce increases the net cost per contact
d) e-commerce offers greater flexibility in meeting customer’s needs.
Answer (c)
7. Which of the following social networks allow you to create pages to promote a brand or a company?
a) YouTube
b) Facebook
c) Twitter
e) Foursquare
Answer (b)
8. What is internet marketing?
a) Promotion of goods and services through the internet
b) Promotion of goods and services through social media
c) Promotion of goods and services through search engine ads
d) Promotion of goods and services through newsletters
Answer (a)
9. Besides having a website, what are other media that can be used for internet marketing?
a) Social media accounts
b) Social media accounts and emails
c) Social media accounts, blogs and emails
d) Emails and ads
Answer: (c)
10. Internet marketing became an inseparable part of a modern business due to _______________.
a) The saturation of traditional advertising
b) The increased usage of the internet
c) The development of many online tools
d) The expansion of the market
Answer: (b)
11. Being a primary source of information for millions of people, _______________ is a medium
Enabling you to promote your business and stay competitive.
a) Internet
b) Web analytics
c) Website
d) HTML
Answer: (a)
12. One of the biggest advantages of internet marketing is:
a) Customized strategy that can be applied to any business (large or small)
b) Ability to use a lot of free platforms
c) A lot of online tutorials
d) Simplicity of the strategy
Answer: (a)
13. Which one of these is not a type of internet marketing?
a) Email marketing
b) Search engine marketing
c) Search engine optimization
d) Search engine result page
Answer: (d)
14. _________________ is one of the online marketing trends.
a) Affiliate marketing
b) Mobile-friendly content
c) Social analytics
d) SEO
Answer: (b)
15. Successful online marketing strategy demands ________________.
a) Creativity, planning, research and flexibility
b) Analysis of traditional marketing approach
c) Being restrictive towards changes
d) Imitating the approach your competitors use
Answer: (a)
16. Web analytics refers to the usage of ____________________.
a) Social media to promote product pages
b) Web data to conduct analysis
c) Different tools to optimize the website
d) Paid ads to promote content
Answer: (b)
17. Distinct characteristic of services is_____________
a. Intangibility
b. Inseparability
c. Variability
d. Perishability Answer: (a)
18. A ______________________ is a form of product that consists of activities, benefits, or
Satisfactions offered for sale that are essentially intangible and do not result in the ownership of
Anything.
a. Service
b. Demand
c. Need
d. Physical object
Answer: (a)
19. Successful service companies focus their attention on both their customers and their employees.
They Understand ___________________, which links service firm profits with employee and
customer
Satisfaction.
a. Internal marketing
b. Service-profit chains
c. Interactive marketing
d. Service differentiation
Answer: (b)
20. The intangibility of services has implications for the choice of _________
a. Brand elements
b. Location
c. Price
d. Product features
Answer: (a)
21. The services a customer expects are called the ______service package.
a. Expected
b. Augmented
c. Primary
d. Secondary
Answer: (c)
22. Added features to an offering are called _________service features.
a. Expected
b. Augmented
c. Primary
d. Secondary
Answer: (d)
Long Answer Questions
Unit-1
1. What is E-Marketing, Explain the Resources/ Types/Tools/Channels of electronic marketing.
E-marketing is the marketing of goods and services through the internet.
It makes it easy for businesses to reach a wide range of potential customers due to the large number of
people using the internet today.
E-marketing is crucial for business for a few reasons, as it:

• Allows you to find and target potential customers online

• Let’s you more efficiently communicate with your audience
• Personalize your marketing strategy based on customers’ interests
• Increase your brand’s visibility
• Get quality leads actually interested in your product
Various technologies used in e-marketing, allowing shoppers to read ads, use/receive coupons, view
pictures of products, compare prices, and make purchases with a few clicks of a mouse. Which saves time
and money.
Resources/ Types/Tools/Channels of electronic marketing.
E-marketing can be broken down into eight main categories:

• Search engine optimization (SEO)

• Pay-per-click (PPC)
• Social media marketing
• Content marketing
• Email marketing
• Mobile marketing
• Affiliate marketing
• Influencer marketing
1. Search Engine Optimization (SEO)
SEO helps you achieve organic (non-paid) traffic from search engines like Google. Organic results appear
underneath paid results on the search results page:
The goal of an SEO strategy is to rank as highly on the search results page as possible. That way, potential
customers will see your page first.
Here are a few things you can do to improve your SEO:
 • Research keywords you plan to target in your content
• Create content that addresses customers’ problems
• Optimize for on-page SEO factors
• Find and fix technical SEO issues
• Earn backlinks from authoritative sites
A good way to get started is to use our Keyword Magic Tool to find relevant keywords for your business.
2. Pay-Per-Click (PPC)
Pay-per-click advertising is a digital method where an advertiser pays a publisher every time the ad is
clicked. What differentiates pay-per-click from SEO is that you have to pay for the results.
When planned strategically, PPC advertising can increase traffic to a specific page or site.
The cost of running an ad or promoting your search results will vary depending on how competitive your
keywords are. A keyword with high competition will likely cost more, while a low-competition keyword
will likely cost less.
Ads can be classified as pay-per-click if they appear on search results pages, while browsing the web, before
YouTube videos, and in social media.
3. Social Media Marketing
Social media marketing includes everything a business does through its social media channels to promote
its products or services.
A successful social media marketing strategy requires engaging posts, interaction with the audience, and
consistency.
Ensure that every piece of content you publish serves a distinct purpose or solves a specific problem for
your social media marketing efforts to be effective.
Examples of social media marketing include posting on Facebook, Instagram, LinkedIn, Twitter, Reddit,
etc.
4. Content Marketing
Content marketing is a type of e-marketing that focuses on creating, publishing, and distributing content
for an online targeted audience.
The purpose of content marketing is to increase brand awareness through storytelling and information
sharing and to get the reader to take action toward becoming a customer, like requesting more information
or joining an email list.
Examples of content marketing include blog posts, white papers, e-books, podcasts, articles, and case
studies.
5. Email Marketing
In email marketing, businesses send out emails to contacts informing them about products, services, sales,
content, etc. Its high return on investment (ROI) is a vital part of most businesses’ inbound strategy.
Sending out mass emails that “fit all” to your contacts is easy but no longer effective. Modern email
marketing focuses on consent, segmentation, and personalization. You can build a community around your
brand through a well-designed email marketing strategy.
Marketers should strive to improve two metrics regarding email marketing software:
Open rates (how many people opened an email) and
Click-through rates (how many people clicked a link after opening it)
Examples of email marketing include sending out a weekly newsletter linking to your latest blog post,
emailing customers when there is a limited offer or sale, and emailing your customers about a new product
or service.
6. Mobile Marketing
In mobile marketing, websites, e-mail, SMS, MMS, social media, and apps are used to reach a target
audience through smartphones, tablets, and other mobile devices.
Some examples include:

• Promotions sent through text messages (SMS marketing)

• Promotions sent through instant messaging or chat platforms
• Promotions sent through push notifications
• In-app advertisements
• Mobile banner ads
Mobile marketing can help drive brand value and demand for your products or services by connecting with
more consumers in real time at any point in the customer lifecycle.
7. Affiliate Marketing
Affiliate marketing is a marketing agreement between a web retailer and an external website in which the
retailer pays the external website a commission for the site visitors or sales generated by its referrals.
Affiliate marketing allows businesses to effectively market their products at a low cost and effort, with high
return on investment and increased brand awareness and business growth.
8. Influencer Marketing
Influencer marketing refers to the partnership between a brand and an influencer. Influencers receive
payment and/or products in exchange for creating or sharing content about a brand with their followers.
You don’t necessarily need to reach out to the influencer with the largest following. It can actually be more
beneficial to find an influencer within your niche with a high engagement rate.

3. Keyword- Integration, E- Marketing, Traditional Marketing

Discuss in details the benefits of integrating electronic marketing resources with traditional
marketing resources.
Integrating electronic marketing resources into the traditional marketing process involves leveraging digital
tools and channels to enhance and complement traditional marketing strategies. This integration allows
businesses to reach a wider audience, engage customers more effectively, and measure the impact of their
marketing efforts. Here are some ways electronic marketing resources can be integrated into the traditional
marketing process:

Mobile Marketing: Recognize the growing importance of mobile devices. Ensure that your website is
mobile-friendly, and consider mobile advertising options, such as in-app ads and SMS marketing.
Integrated Campaigns: Plan and execute integrated marketing campaigns that seamlessly combine
traditional methods (e.g., print ads, TV, radio) with electronic channels. Consistent messaging across
various platforms helps reinforce brand identity.
Customer Relationship Management (CRM): Implement a CRM system to manage customer
interactions and data. This can help personalize marketing efforts, improve customer retention, and enhance
the overall customer experience.
Leverage QR Codes and NFC: Incorporate QR codes or Near Field Communication (NFC) technology
into traditional marketing materials to provide easy access to digital content, promotions, or additional
information.
Online Events and Webinars: Host webinars, virtual events, or live streams to engage with your audience
online. These events can be promoted through both digital and traditional channels.
By integrating electronic marketing resources into the traditional marketing process, businesses can create
a cohesive and effective marketing strategy that leverages the strengths of both digital and traditional
channels. This approach allows for a more holistic and adaptive marketing strategy that meets the diverse
preferences of today's consumers.
4. What is E-Commerce? Most business should engage in E-commerce on the internet. Do you agree
or disagree with this statement explain your position?
E-commerce is short for electronic commerce, refers to the buying and selling of goods and services over
the internet. It involves online transactions between businesses and consumers, and it has become a
significant aspect of modern commerce. E-commerce encompasses a variety of activities, including online
retail, electronic payments, online banking, and more.
Whether a business should engage in e-commerce on the internet depends on various factors, and the
decision is often influenced by the nature of the business, target market, industry trends, and the overall
business strategy. Here are arguments both in favor and against the statement:
In my Opinion Most businesses should engage in E-commerce on the internet as it has the following
benefits,
Global Reach: E-commerce allows businesses to reach a global audience, breaking down geographical
barriers. This expanded reach can significantly increase the potential customer base.
24/7 Availability: Unlike physical stores with operating hours, e-commerce platforms provide the ability
to conduct business 24/7. This ensures that customers can make purchases or access information at their
convenience.
Cost Efficiency: E-commerce often requires lower overhead costs compared to traditional brick-and-
mortar businesses. There are reduced expenses related to physical space, utilities, and staffing.
Convenience for Customers: Consumers increasingly prefer the convenience of online shopping. E-
commerce allows customers to browse products, compare prices, and make purchases from the comfort of
their homes or on-the-go using mobile devices.
Data-driven Insights: E-commerce platforms provide valuable data and analytics that businesses can
leverage to understand customer behavior, preferences, and trends. This data-driven approach enables
businesses to make informed decisions and optimize their strategies.
Diversification of Sales Channels: E-commerce serves as an additional sales channel, complementing
traditional storefronts. This diversification can provide stability and resilience in a rapidly changing market.
Ultimately, the decision to engage in e-commerce depends on the unique circumstances of each business.
Many businesses find it beneficial to incorporate e-commerce into their overall strategy.
5. How electronic marketing in differ from traditional marketing process. Discuss.

Parameter Traditional Marketing Digital Marketing

Definition Traditional marketing is a marketing Digital marketing is a modern

strategy that promotes a company's marketing technique that promotes a
products and services through company's products and services
traditional advertising media such as through digital channels such as
TV, radio, newspapers, magazines, search engines and social media
and so on. platforms.

Cost Traditional marketing costs more. Digital marketing is a low-cost way of

product promotion.

Contact Traditional marketing only allows for Digital marketing allows advertisers
one-way contact between the and audiences to communicate in
advertiser and the audience. both directions.

Trustworthy Traditional marketing is more The level of trustworthiness in digital

trustworthy because it is an old marketing is determined by the
marketing method. content and the channel's
dependability.

Engagement Traditional marketing can only reach a Digital marketing has the potential to
small number of people. reach a vast number of people.

Reach Traditional marketing is restricted to Products can be promoted abroad

certain geographical areas. through digital marketing.

Communication Traditional marketing is characterised Digital marketing allows for instant

by delayed communication. communication.
 Conversion The conversion rate for traditional The conversion rate for digital
marketing is low. marketing is really high.

Results Traditional marketing produces Digital marketing yields quantifiable

immaterial outcomes. outcomes.

Targeting Traditional marketing cannot micro- Digital marketing allows you to send
segment an audience based on criteria personalised communications to your
such as interest, behaviour, age, and target audience based on their age,
so on. interests, behaviour, and so on.

Branding Traditional marketing is more effective In terms of brand building, digital

in building brands. marketing is less reliable.

Time Traditional marketing takes more time. Digital marketing requires less time.

Flexibility Traditional marketing is less flexible in In terms of adaptation, digital

terms of change. marketing provides a significant
degree of versatility.

Interaction Traditional marketing does not allow Digital marketing facilitates direct
for direct engagement between the engagement between advertisers and
advertiser and the target audience. their target audiences.

ROI The ROI (Return on Investment) of The ROI (Return on Investment) of

traditional marketing is minimal. digital marketing is high.

Interruptions It is difficult to avoid adverts because If an advertisement does not attract

they are tied to the users. them, they can just skip over it.

Tweaking It is not feasible once the Changes or edits can be made at any
advertisement has been placed. time.

6. Discuss the challenges and opportunities of E-commerce services in rural and urban areas.
E-commerce services face both challenges and opportunities in both rural and urban areas. The dynamics
and factors influencing E-commerce differ significantly between these two settings. Let's explore the
challenges and opportunities in each context:
Challenges and opportunity in Rural Areas:
Limited Internet Connectivity:
Challenge: Rural areas often have limited or unreliable internet connectivity, hindering access to online
platforms.
Opportunity: Improving and expanding internet infrastructure can unlock the potential for E-commerce
growth in rural areas.
Low Digital Literacy:
Challenge: Limited awareness and understanding of E-commerce among rural populations can impede
adoption.
Opportunity: Educational initiatives and user-friendly interfaces can help enhance digital literacy and
encourage E-commerce usage.
Logistical Challenges:
Challenge: Inefficient transportation and delivery infrastructure in rural areas may result in longer delivery
times and increased costs.
Opportunity: Innovations in last-mile delivery solutions, partnerships with local logistics providers, and
the use of alternative delivery methods can address logistical challenges.
Payment Methods:
Challenge: Limited access to digital payment methods can be a barrier to online transactions.
Opportunity: Introducing cash-on-delivery options or partnering with local banks can facilitate
transactions in areas with limited digital payment adoption.
Product Awareness:
Challenge: Rural consumers may be less aware of product options available online.
Opportunity: Marketing and promotional activities, including local partnerships, can help increase
awareness of E-commerce offerings.
Trust Issues:
Challenge: Lack of trust in online transactions and concerns about fraud may be more pronounced in rural
areas.
Opportunity: Building trust through transparent business practices, reliable customer service, and
community engagement can mitigate these concerns.

Challenges in Urban Areas:

Intense Competition:
Challenge: Urban areas often have high market saturation and intense competition among E-commerce
platforms.
Opportunity: Differentiation through unique offerings, personalized services, and superior customer
experiences can help E-commerce businesses stand out.

Traffic Congestion:
Challenge: Deliveries in densely populated urban areas can be hindered by traffic congestion and limited
parking.
Opportunity: Investing in efficient logistics, including local distribution centers and alternative delivery
methods like drones or bicycle couriers, can address these challenges.
High Operating Costs:
Challenge: Operating costs, including rent and labor, are generally higher in urban areas.
Opportunity: Optimizing supply chain management, adopting automation, and exploring cost-effective
distribution strategies can help manage expenses.
Consumer Expectations:
Challenge: Urban consumers often have high expectations regarding delivery speed and service quality.
Opportunity: Investing in advanced technologies, such as real-time tracking and predictive analytics, can
meet and exceed urban consumers' expectations.
Environmental Impact:
Challenge: Concentrated urban deliveries contribute to environmental concerns, including air pollution and
increased carbon emissions.
Opportunity: Implementing sustainable and eco-friendly practices, such as electric delivery vehicles or
green packaging, can address environmental concerns and appeal to environmentally conscious urban
consumers.
Returns Management:
Challenge: The frequency of returns is often higher in urban areas due to easier access to return facilities.
Opportunity: Implementing streamlined and efficient return processes, as well as offering hassle-free
return policies, can enhance customer satisfaction.
In summary, the challenges and opportunities for E-commerce services in rural and urban areas are diverse
and require tailored strategies to address local conditions. Successful E-commerce businesses often adapt
their approaches to the unique characteristics of each market, fostering inclusivity and sustainable growth.

7. What do you understand by “Value added uses and perception to the product and services of
Ecommerce”.
"Value-added uses and perception to the product and services of E-commerce" refers to the additional
benefits and positive impressions that are created for consumers through electronic commerce (E-
commerce) platforms. In the context of E-commerce, "value-added" signifies the extra features, services,
or qualities that enhance the overall appeal and utility of a product or service. Here are some key aspects:

Convenience: E-commerce provides the convenience of shopping from anywhere at any time. This is a
significant value addition for consumers who can avoid the hassle of physical stores and long queues.
Personalization: E-commerce platforms often use data analytics and algorithms to personalize the
shopping experience. This can include personalized product recommendations, targeted promotions, and
tailored content, enhancing the user's perception of the platform's value.
Customer Support: Online businesses that offer excellent customer support through various channels,
such as live chat, email, or phone, provide added value to their customers. Prompt and helpful support
contributes positively to the overall perception of the service.
Product Information and Reviews: E-commerce allows for detailed product information and customer
reviews, aiding consumers in making informed decisions. This transparency contributes to the perceived
value of the products and services offered.
Efficient Fulfillment and Delivery: Swift and reliable delivery services are crucial for E-commerce.
Timely and secure delivery adds value to the overall customer experience and positively influences
perception.
Return and Refund Policies: Fair and customer-friendly return and refund policies contribute to the
perceived value of an E-commerce service. Customers are more likely to trust and engage with platforms
that prioritize customer satisfaction.
Loyalty Programs and Discounts: E-commerce businesses often implement loyalty programs, discounts,
and special offers. These incentives not only attract customers but also add value by providing cost savings
and rewards for repeat business.
User-Friendly Interfaces: Intuitive and user-friendly interfaces enhance the overall experience for
customers, making it easy to navigate through the website or app. A well-designed platform adds significant
value to the perceived quality of the service.
Security and Privacy Measures: Robust security measures, such as secure payment gateways and data
protection protocols, contribute to the perception of trustworthiness and add value to the E-commerce
service.
Social and Environmental Responsibility: E-commerce platforms that demonstrate social and
environmental responsibility through sustainable practices or charitable initiatives may create a positive
perception and enhance the overall value of their brand.
In summary, the value-added uses and perception in E-commerce encompass a combination of convenience,
personalization, customer support, information transparency, efficient logistics, fair policies, user-friendly
interfaces, security, and ethical considerations. These factors collectively contribute to the overall value
customers associate with E-commerce products and services.

Unit-2
1. Define e-marketing mix and explain the elements of electronic process.
The e-marketing mix, also known as the digital marketing mix or online marketing mix, refers to the set of
tactics or strategies that businesses use to promote their products or services through electronic channels. It
is an adaptation of the traditional marketing mix (the 4Ps: Product, Price, Place, Promotion) for the digital
age, incorporating elements that are specific to online and electronic platforms. The e-marketing mix
typically includes the following elements:
Product:
Definition: This refers to the goods or services that a business offers to its customers.
E-marketing Context: In the digital realm, product considerations include not only the physical or digital
offerings but also aspects like website usability, user experience, and the integration of technology.

Price:
Definition: This represents the cost associated with the product or service.
E-marketing Context: Online pricing involves considerations such as dynamic pricing, discounts, and the
transparency of pricing information on the website. Additionally, online businesses may engage in
strategies like flash sales or time-limited discounts.

Place (Distribution):
Definition: Place refers to the channels or locations where customers can access and purchase the product
or service.
E-marketing Context: In the digital context, place includes considerations of online distribution channels,
the efficiency of e-commerce platforms, and the ease of access for customers. It involves optimizing the
online presence to reach the target audience effectively.
Promotion:
Definition: Promotion involves the communication strategies used to inform, persuade, and influence
customers to buy a product or service.
E-marketing Context: Digital promotion includes online advertising, social media marketing, content
marketing, email marketing, search engine optimization (SEO), and other forms of online communication.
It leverages digital channels to reach a wide audience and engage with customers.

Elements of the Electronic Marketing Process:

Market Research:
Conducting online market research to understand customer needs, preferences, and behavior in the digital
space.
Target Audience Definition: Identifying and defining the specific segments of the online population that
the business aims to reach and serve.
Online Positioning and Branding: Establishing a strong online brand presence through consistent
messaging, visual identity, and engagement strategies.
Website and User Experience Optimization: Ensuring that the business website is user-friendly, visually
appealing, and optimized for search engines (SEO) to enhance online visibility.
Content Creation and Distribution: Developing relevant and valuable content that resonates with the
target audience and distributing it through various online channels such as blogs, social media, and email.
Social Media Marketing: Leveraging social media platforms to connect with the target audience, build
brand awareness, and foster engagement.
Online Advertising: Implementing paid advertising strategies, including display ads, search engine
marketing (SEM), and social media ads, to reach a broader audience.
Email Marketing: Engaging with customers through personalized and targeted email campaigns to
promote products, provide information, and build customer loyalty.
Analytics and Data Analysis: Utilizing analytics tools to gather data on customer behavior, online
performance, and the effectiveness of marketing strategies. This information is crucial for making informed
decisions and optimizing campaigns.
E-commerce and Conversion Optimization: Maximizing the efficiency of the online sales process, from
the initial visit to the final conversion, by optimizing product pages, checkout processes, and overall user
experience.
Customer Relationship Management (CRM): Implementing CRM tools to manage and nurture customer
relationships, gather feedback, and tailor marketing efforts based on individual customer preferences.
Adaptation and Innovation: Continuously monitoring industry trends, technological advancements, and
changes in consumer behavior to adapt marketing strategies and embrace innovative approaches in the
dynamic digital landscape.
By understanding and effectively implementing these elements, businesses can create a comprehensive and
effective electronic marketing strategy to engage with their target audience, build brand loyalty, and drive
online success.

2. Explain the six steps in an e-marketing plan.

A digital marketing plan is a strategy that includes the goals, objectives and initiatives of your company's
online presence. It helps you to focus on important aspects like target audience, content creation, how often
you post updates/information about your business and more.
6 Steps to create a digital marketing plan
Now we'll discuss the 6 steps in creating a digital marketing plan
1) Define your goals
2) Identify your target audience
3) Research the competition and what they're doing to be successful
4) Develop a strategy for each of your marketing channels (social media, email, website)
5) Set your budget
6) Measure the results of all your efforts and make course corrections accordingly
1. Define your goals Before you can begin to create a digital marketing plan, it's important that you first
define your goals.
What are some of the main things you want people to know about your company? What would make
someone choose your product over another competitor's one? Is there anything specific that sets you apart
from other businesses in your industry or geographical location?
2. Identify your target audience
You should figure out who your product or services are made for! What kind of job do they have? Where
are they located? What are their common interests?
The more specific you can get, the better. It's also a good idea to find out if your target audience is mostly
male or female - that way you know whether there might be any differences in how they respond to
marketing campaigns and messages!
3. Research the competition and what they're doing to be successful
There's no need to reinvent the wheel, you just need to do it better! Doing competitor research will give
you marketing ideas on how you can be successful as well!
You should look at what social media profiles they're active on, keywords they're targeting, any paid
advertising campaigns, and what content they're creating.
4. Develop a strategy for each of your marketing channels
It's important to have a separate strategy for each marketing channel you decide to use!
For example: If your business is active on Facebook and Instagram:

• What are the best times of day that work well for reaching your target audience
• What kind of images/videos should be used in order to get people interested in your company?
5. Set your budget
The goal of your digital marketing plan is to create a profit! That's why it's important to create a budget so
you can maximize your revenue!
You should decide on how much to spend per month and set that as your limit.
Then, you can create a plan where each marketing channel has its own budget for advertising campaigns -
if any at all!
6. Measure the results of all your efforts and make corrections accordingly
How do you know if your digital marketing tactics are working? You should create separate goals for each
marketing channel that is being used in order to measure success.
For example, if you're active on Instagram - there are so many metrics to keep track of!

• The number of followers

• likes per post/day/week
• fan growth rate
• and many more.
For email campaigns:

• What’s your open rate?

• Are people joining your email list?
• How many people clicked on your Call-to-action links?
3. What are the benefits of implementing e-marketing activities in the marketing planning of an
organization?
Implementing e-marketing activities in an organization’s marketing planning offers several benefits,
including:

1. Global Reach: E-marketing enables organizations to reach a global audience, breaking down
geographical barriers and expanding market reach.
2. Cost-Effective: Digital marketing is often more cost-effective than traditional methods, allowing
organizations to optimize their budgets and allocate resources more efficiently.
3. Targeted Advertising: E-marketing platforms provide advanced targeting options, allowing
organizations to tailor their messages to specific demographics, interests, and behaviors, increasing
the effectiveness of campaigns
4. Real-time Analytics: Digital marketing provides real-time analytics, enabling organizations to
measure the success of their campaigns immediately and adjust strategies based on performance
data.

5. Interactivity and Engagement: E-marketing channels facilitate two-way communication,

fostering engagement with customers through social media, interactive content, and personalized
communication.
6. 24/7 Availability: Online platforms allow organizations to maintain a continuous presence,
providing information and interacting with customers 24/7, irrespective of time zones.
7. Brand Building: E-marketing contributes to brand building by creating a consistent online
presence, reinforcing brand values, and establishing a positive reputation through customer
interactions.
8. Customer Relationship Management (CRM): E-marketing tools facilitate effective CRM by
tracking customer interactions, preferences, and feedback, enabling organizations to tailor their
approaches and enhance customer satisfaction.
9. Flexibility and Adaptability: Digital marketing campaigns can be quickly adjusted based on
market trends, consumer behavior, and feedback, allowing organizations to stay agile in dynamic
business environments.
10. Measurable ROI: Organizations can measure the return on investment (ROI) of their e-marketing
activities more accurately than traditional methods, helping them refine strategies and optimize
resource allocation.
By incorporating e-marketing into their overall marketing planning, organizations can leverage these
benefits to stay competitive and adapt to the evolving landscape of consumer behavior and technology.

4. What do you understand by e-marketing mix? Discuss in details elements of e-marketing mix and
the benefits of using e-marketing mix. Or Describe the various elements of e-marketing mix strategies
The e-marketing mix, often referred to as the 7Ps, extends the traditional marketing mix to suit the digital
landscape. The elements of the e-marketing mix are:
 1. Product: In the digital realm, the product includes both tangible goods and digital offerings such
as software or online services.
2. Price: Online pricing strategies involve considerations like dynamic pricing, discounts, and
personalized pricing based on user data.
3. Place: This pertains to the distribution channels used, emphasizing online platforms, websites, and
digital marketplaces.
4. Promotion: Digital marketing employs a variety of online channels, including social media, email
marketing, search engine optimization (SEO), and online advertising.
5. People: Focuses on the interaction between customers and the brand, incorporating aspects like
online customer service, user experience, and community engagement.
6. Process: Refers to the online processes involved in delivering products or services, including the
user journey on a website, checkout processes, and automation of certain tasks.
7. Physical Evidence: In the digital space, this translates to the visual and interactive elements that
contribute to the overall user experience, such as website design, branding, and multimedia content.
Benefits of using the e-marketing mix include:
- Global Reach: Enables businesses to reach a broader audience beyond geographical
boundaries through online channels.
- Targeted Marketing: Allows for precise targeting based on user behavior, demographics,
and preferences.
- Cost-Effectiveness: Digital marketing can often be more cost-effective than traditional
methods, especially for small and medium-sized enterprises.
- Real-time Analytics: Provides instant feedback on the effectiveness of marketing
strategies, allowing for quick adjustments and optimizations.
- Interactivity: Engages customers through interactive content, social media, and
personalized experiences, fostering stronger connections.
- Accessibility: Enables customers to access products or services 24/7, enhancing
convenience and accessibility.
Incorporating these elements into an e-marketing strategy helps businesses navigate the dynamic and
competitive digital landscape, ensuring a comprehensive and effective approach to online marketing.
6. What do you understand by “Customer profile and data management”.
Customer profile and data management involve the systematic collection, organization, and maintenance
of information related to individuals or entities that interact with a business. Let’s break down the key
aspects in detail:
1. Data Collection:
Demographic Information: This includes details such as age, gender, location, and other relevant personal
attributes.
Contact Information: Gathering email addresses, phone numbers, and other contact details for
communication purposes.
Purchase History: Recording past transactions, products or services purchased, and frequency of
purchases.
2. Organizing Information:
 Centralized Database: Storing all customer data in a central repository for easy access and management.
Categorization: Organizing data into categories such as customer segments, preferences, or loyalty levels.
3. Data Maintenance:
Regular Updates: Keeping customer profiles up-to-date by periodically validating and updating
information.
Data Cleaning: Removing duplicate or inaccurate entries to maintain data accuracy.
4. Customer Preferences:
Tracking Interactions: Monitoring customer interactions across various channels, including online
platforms, social media, and in-store interactions.
Analyzing Behavior: Understanding customer preferences, buying patterns, and engagement to tailor
services and offers.
5. Security and Compliance:
Data Security: Implementing measures to ensure the confidentiality and security of customer information.
Compliance: Adhering to data protection regulations and privacy laws to safeguard customer data.

6. Personalization:
Tailored Experiences: Using customer data to personalize services, recommendations, and marketing
efforts.
Customized Communication: Sending targeted messages based on customer preferences and behavior.
7. Customer Relationship Management (CRM):
Integrated Systems: Integrating customer data with CRM systems for a holistic view of customer
interactions.
Customer Engagement: Utilizing data to enhance customer engagement and build long-term relationships.
In essence, effective customer profile and data management enable businesses to understand their customers
better, anticipate their needs, and deliver personalized experiences. It’s a crucial aspect of building strong,
lasting customer relationships and driving business success.

Unit-3
1. How does the value of distribution channel functions charge when they become internet based?
2. Explain ethics in context of electronic marketing.
3. What is the future of online electronic marketing? Discuss in details the ethical issues concerning
electronic marketing in business.
4. “E-marketing and e-advertising is good platform form for players but they have to consider the social
legal and ethical aspects of online marketing”. Discuss.
5. Discuss the ethical and security issues on the E-marketing site.
6. Discuss the following:
1. Electronic marketing implementation.
2. Internet.
3. Various preparation in the process of electronic marketing and e-commerce.
4. Long term marketing relationship

Unit-4
1. What do you understand by Services? Describe the characteristics of services and challenges of services.
2. What do you understand by relationship marketing and explain its process.
3. What are the characteristics of service marketing? Discuss various challenges facing service marketing.
4. Describe in details various steps involved in creating and delivering services.
5. Write a note on “Marketing of educational services”.
6. Define service marketing? Explain the classification and characteristics.
7. Discuss the factors contributing to the growth of service sector in India.
8. What do you understand by Services Sector? Explain its concept.
9. Discuss the following:
1. Marketing for Non-Profit Organization.
2. Marketing for Health Services
3. Marketing for Financial Services
4. Marketing for Hospital Service

Short Answer Questions

Q1. Explain digital marketing?
Ans: Digital marketing is all about brand marketing tactics via online channels. It includes various methods
and techniques like SEO, SEM, Link building, Email marketing, PPC, etc.
Q2. In what segments you can categorize digital marketing?
Ans. Digital marketing can be categorized into two segments. Namely inbound marketing and outbound
marketing. Inbound marketing refers to the technique whereby one can take up the assistance of social
media, webinars, eBooks, newsletters as well as the increase in the number of clicks on the links i.e. PPC.
Outbound Marketing is a marketing aspect that deals with reaching out to potential buyers through digital
platforms, calls, email and placing advertisements.

Q3. What is SEO? What is a keyword and how important it is in SEO?

Ans. Search Engine Optimization or SEO is a technique in digital marketing that allows increasing the
website traffic quality through organic search engine results. Digital marketing uses the keyword for user
convenience when searching to find specific information on a search engine. For a better ranking in SEO,
keywords are important and the place of applying keywords in content will reflect site ranking too.
Q4. What are on-page and off-page optimization?
Ans. On-page optimization directly handles the structure and content of a site whereas off-page
optimization Boosts the search engine ranking by fetching external links to point back to it.
Q5. What are the different types of SEO Practices?
Ans. The SEO practices can be broadly classified into two categories – White hat SEO and Black hat SEO.
White hat SEO as the name refers, is the most legitimate practice to get higher rankings in the search
engine result pages. A white hat SEO practice strictly abides by Google’s guidelines for SEO. The most
commonly practiced white hat SEO techniques are publishing quality content on the website, HTML
optimization and restructuring of the website, link acquisition campaigns. Black hat SEO practices are
considered to be illegitimate and against the guidelines provided by Google and Google’s algorithms.
Obviously, Black hat SEO includes the practices that aim at finding weaknesses and loopholes in Google’s
algorithms in order to rank higher in the search engine result pages. The most common black hat SEO
techniques include spam links, keyword stuffing, cloaking, hidden text, and hidden links, etc. that only
mislead the users and redirecting to the sites that they didn’t vouch for
Q6. Why is online marketing preferred more than offline marketing?
Ans. Most people today go for digital marketing as it comes with numerous benefits. SEO, web
development, and hosting are some of the most useful platforms for online marketing. The range of leads
is extraordinary. It is capable of one to reach a huge number of individuals quite easily via online marketing.
On the other hand, with technological development, a number of people reading newspapers, listening to
the radio or watching TV goes down.
Q7. What are the best ways to get a natural backlink to your site?
Ans. For a newly launched website, the chances of getting fast and natural links are almost zero. One
common method to get a natural backlink is to write guest posts on reputable websites in your niche. While
you write do not simply do it for the purpose of getting a link instead but instead, you can write for more
than one time. What is more important is that you must do it only for reputed websites.
Q8. Name some areas where keyword optimization is done?
Ans. For a better page ranking, keywords placement is important. The areas are:
• Website Title
• Website URL
• Meta tag
• Headings
• Web page content
Q9. Why you do a competitive analysis?
Ans. A competitive analysis is a very critical part while working out a marketing plan for any company. It
is identifying the competitors and evaluating their strategies to determine their strengths and weaknesses
relative to those of your own product or service. With this evaluation, you can establish your USP (Unique
Selling Preposition) and therefore decide on what attributes you can focus in order to attract your target
market.
Q10. Can you explain about Google Adwords?
Ans. Google Adwords works on Pay per Click model and is the only successful PPC ad system in the world.
It helps a business to create ads that will be displayed on Google.
Q11. What are the different ways to promote digital marketing?
Ans. • Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• E-commerce Marketing
• Content Marketing
• Email Marketing
• Social Media Marketing
Q12. Name some channels to promote digital marketing?
Ans. • Affiliated Marketing
• Email Marketing
• Display Marketing
• Search Marketing
• Social Media
• Social Networking
 • Social Marketing
• Online PR
• Video Advertising
Q13. What is a responsive website?
Ans: A website that is capable of adjusting its layout according to the orientation and viewport size of the
device. The content that is presented on the small screens and big screens appear the same but with a
different layout that offers an optimal experience over the display size.

Q14. How can you increase traffic to a website in the most efficient manner?
Ans: To effectively increase traffic to a website, you need to focus on SEO and referring links primarily. It
will not only help you gain visitors but also assist in brand recognition. However, the essential factor you
need to focus on is User Retention. For example, getting Moz Link and around 10 thousand visitors to the
website is a good result. Though, you need to remember that the conversion ratio will be comparatively
low. However, converted leads are very certain to land on the website various times. But if you focus on
retaining the users, you are going to experience an increased conversion rate gained from a few thousands
of visits in just a few months. By rendering focus on engaging users, you can go ahead with building a site
whereby people will come back again and again.
Q15. What are the top digital marketing tools ?
Ans: Here are some of the top Digital Marketing Tools:

• Keyword Discovery
• RankWatch
• Alexa Ranking
• Moz
• Google Analytics
• StumbleUpon
• Crazy Egg Heatmaps
• Favicon Generator
• XML Sitemap Generator
• Digital Point Keyword Tracker
• Submit Express Link Popularity
Q16. What is the difference between direct marketing and branding?
Ans: In the case of branding, the advertiser has to expose his brand to sites and applications having higher
audience reach. The most known methods here are YouTube ads, custom ads, display target ads and
remarketing. But in the case of direct marketing, the advertiser is mostly interested in establishing
communication with his target audience, very common campaigns here are shopping ads, dynamic search
ads, Search Network only and others.
Q.17. What do you mean by Services?
Ans: The service sector, also called the tertiary sector, is one of the three parts of the economy in the Three
sector hypothesis. The service sector provides a service, not an actual product that could be held in your
hand. Activities in the service sector include
Retail, Banks, Hotels, Real Estate, Education, Health, Transport, Media & Communications, Recreation,
Electricity, Gas And Water Supply; etc.
Q18. What do you mean by Service marketing?
Ans: Services marketing refers to the marketing of services as against tangible products. Services marketing
area sub field of marketing, which can be split into the two main areas of goods marketing (which includes
themarketing of fast moving consumer goods (FMCG) and durables) and services marketing. A service
marketingtypically refer to both business to consumer (B2C) and business to business (B2B) services, and
includes marketing of services like telecommunications services, financial services, all types of hospitality
services, car rental services, air travel, health care services and professional services.
Q20. What do you mean by service Product?
Ans: The service product is a service that can be sold and that is performed within Customer Service (for
example, inspection of your car). You can use the sales order and the service order to process these service
tasks. Service as a product represents a wide range of intangible products offerings that customers value
and pay for in the marketplace. Service products are sold by service companies and by non-service
companies such as manufacturers and technology companies.