UNIVERSITY OF MAURITIUS

FACULTY OF LAW AND MANAGEMENT

SECOND SEMESTER EXAMINATIONS DATE

MSC MARKETING YEAR I MONDAY

3 MAY 2004

SERIES MODULE TIME

MAY 2004 STRATEGIC 9.30 – 12.30 P.M.

E-MARKETING
[MGT 5217]

INSTRUCTIONS TO CANDIDATES

TIME ALLOWED: 3 HOURS

NO. OF QUESTIONS SET: FIVE (5)

NO. OF QUESTIONS TO BE ATTEMPTED: FIVE (5)

ANSWER ALL QUESTIONS (CASE STUDY)

ALL QUESTIONS CARRY EQUAL MARKS

 STRATEGIC E-MARKETING
[MGT 5217]

ANSWER ALL QUESTIONS

ALL QUESTIONS CARRY EQUAL MARKS

CASE STUDY
PRICELINE.COM – NAME YOUR OWN PRICE
Question 1

The case quotes a Fortune magazine article describing Priceline and its idea
of ‘buyer-driven commerce’ as “more of a marketing gimmick than the
centerpiece of a revolution”. What is your point of view on this – is this
just a “marketing gimmick”?

Question 2

How viable is Priceline’s airline ticket model? Can the airlines dis-
intermediate Priceline, i.e. decided that now that they have seen how the
model works, just do-it-themselves?

Question 3

Evaluate Priceline’s expansion strategy. Do the extensions to hotels, home

financing, cars and groceries make sense? What criteria are you using to
make the judgment?

Question 4

Does the ‘partnership’ with competitors Travelocity and Preview Travel

make sense for the airline service? Will Priceline ultimately be profitable?
What are the key factors which will determine this?

Question 5

Present a marketing evaluation of Priceline’s homepage based on the 7 C’s

framework.

2
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