KUMASI TECHNICAL UNIVERSITY. MID SEMESTER EXAMS: DIGITAL MARKETING

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Questions and Answers

What is the primary purpose of conducting a situation analysis in an online marketplace?

To increase social media followers
To reduce marketing costs
To refine the organization's strategy by reviewing external and internal factors (correct)
To eliminate competitors

Which of the following is an example of a micro-environmental factor affecting online marketplaces in Ghana?

Customer behavior (correct)
Government policies
Climate change
Global economic trends

How does Jumia Ghana tailor its offerings to customers?

By reducing product variety
By eliminating competitors
By studying customer searches and purchases to offer personalized discounts (correct)
By increasing delivery times

What is the main way Tonaton differentiates itself from Jumia?

By focusing on classified listings rather than a marketplace model (B) Signup and view all the answers

Why is supplier and logistics utilization important for online businesses?

To satisfy customers through reliable suppliers and efficient delivery networks (D) Signup and view all the answers

What is an example of adapting to market trends in Ghana?

Shifting to mobile commerce (m-commerce) due to increased smartphone penetration (D) Signup and view all the answers

Which of the following is a key component of the online marketplace?

Competitors (A) Signup and view all the answers

What is an example of a competitor to Jumia in Ghana?

Kikuu (B) Signup and view all the answers

Why are suppliers important for online marketplaces?

They provide goods or services, and their efficiency affects inventory management and customer satisfaction (C) Signup and view all the answers

Which of the following is an example of an intermediary in Ghana's online marketplace?

DHL (B) Signup and view all the answers

What internal factor determines the success of an online marketplace?

Brand reputation and operational efficiency (C) Signup and view all the answers

What is an example of multi-screening in Ghana?

Consumers browsing e-commerce sites on smartphones while watching TV (B) Signup and view all the answers

What does e-WOM stand for?

Electronic Word of Mouth (B) Signup and view all the answers

How do Ghanaian consumers often rely on e-WOM?

By relying on Facebook groups and WhatsApp recommendations (C) Signup and view all the answers

Which of the following is an economic factor that impacts online consumer behavior?

Inflation and consumer spending (B) Signup and view all the answers

What is an example of a political factor affecting online businesses?

Government policies and regulations (B) Signup and view all the answers

Which socio-cultural factor influences online marketing strategies?

Changing lifestyles and cultural values (B) Signup and view all the answers

What technological factor shapes the online landscape?

Rapid advancements in AI and mobile technologies (B) Signup and view all the answers

Which legal factor impacts online business operations?

Data privacy laws and regulations (C) Signup and view all the answers

How can environmental factors influence online retail?

By affecting consumer behavior and business decisions due to sustainability concerns (A) Signup and view all the answers

Flashcards

Situation Analysis Purpose

Reviewing external and internal factors to refine the organization's strategy.

Micro-environmental Factor

Factors such as customer preferences and purchasing habits that affect online businesses.

Jumia Ghana's Customization

Tailoring offerings to customers by studying their searches and purchases to offer personalized discounts.