Save trees use e-Question Paper Go green DOWNLOAD THIS FREE AT www.viuresource.com 30S SONEHE © us ETTEELIT To) OC Fourth Semester MBA Degree Examination, June/July 2019 E - Marketing Time: 3 his. Nate: J. Answer any FOUR full questions from OF 10, 2. Question No. 8s compulsory. sommence? (2 marks) (06 marks) & oad oles What ate the different ways of collecting web analy: Explain the activity level [business models (oe taris) What is reer? (02 marks) 1. Explain the steps involv in primary reseang (@6 Maris) Elaborate on steps msolsed in develop, Of, (os Maris) ‘What iseyber squatting?” (02 mars) 1b What are some af the laciors thats fren intrmet prving? 6 marks) Describe the various types of 1 {08 marks) What is knowledge rm (0 mars) Explain the four per anced scorecard (06 masts) What are the adva ages of online survey research? (08 Marks) (02 Mats) n abBvities used widely on the internet (Oe Marks) matketing? (or Maris) (o> mars pa Se al explain is types {6 mars whi jor funcvons ofa distribution channel? (08 Maris) ‘What is cloud computing? (02 marks) Jain the cree pillars of relationship marketing 105 marks) fis product citferemiation? Discuss strategies to obtain differential advantage online fea Marts BRANCHES | ALL SEMESTERS | NOTES | QUESTON PAPERS | LAB MANUALS A Viuresource Go Green initiativeSave trees use e-Question Paper Go green DOWNLOAD THIS FREE AT www.viuresource.com 16/7 MBAMM40: § CASE STUDY [Compulsory] When Colgate discovered that 47% ofthe total population in India never ents they decided to launch nationwide oral health a awareness eampaign-oral month. The programme offered fice in clinic dental checkups and args Colgate launched the “spreading a million smiles” with a mobile «i teat month provided free dental checkups in over 1300 cites and towns a mobile sans wer also used to cover remote areas Colgate India, used mobile advertising due t0 its in 109) s0 2810 raise awareness and encourage peopl to bring their families fopiat [A mobile number was promoted aeross mass ints such as TV. print to provide information on the nearest fee dental checkup c In order to receive more information a ‘text with a pincade to the mobile number, call back fiom Colgate Via an IVR month pledge” for their entice amily. P set up geotargeted campaigns on Facebook. Hypertargeted acs app AQ in sre RIEMook newsfeed of featured phone users With the use of technology Col DIB}:o spread smiles 1 4.9 million people across the county. Questions 4. What is TVR? Dislpenofits UP sing itn marketing (os Marts) 1 Suggest other Mle aMgusing formats that could have been used by Colgate to spread a milion smiles. (os Marks) 2012 BRANCHES | ALL SEMESTERS | NOTES | QUESTON PAPERS | LAB MANUALS A Viuresource Go Green initiative