Marketing WASSCE (SC), 2021

Question 2

 

 

 

a. State five ways e-marketing could be abused.

b. Ajax Ltd. Is a marketing company that intends to reach its customers through e-mail.

Explain five importance of e-mail to Ajax Ltd’s operations.

 

 

Observation

 

 

(a)        Various ways of abusing e- marketing

  • Hacking of information in the internet, which is an unauthorized access to information on the Internet.
  • Cyber theft which involves stealing people’s money and identity through unauthorized network entry and fraudulent computer activities.           134
  • Phishing, which is obtaining secured and sensitive information of computer users for malicious use.
  • Sending of unsolicited messages (spams) to e-mail users.
  • Sending of computer virus to the computer software to replicate and transfer itself to other computer systems to attack users’ computer systems and databases.
  • Crash of computer system as a result of worms, which are programs that seeks to replicate itself to consume computer resources.
  • Cyber bullying which involves the use of Internet to harass users with SMS and web chat.
  • Use of the Internet to slander and blackmail computer users.

 

(b)       Importance of e-mail to Ajax Limited                                           

  • Multiple messages: The company can send multiple messages to many customers in different geographical locations at the same time.
  • Affordable: messages can be sent to customers through e-mail at a very low cost.
  • Customer satisfaction: customers can order for the company’s product through e-mail
  • Customer relationship: it can be used to send good will messages to customers on festive seasons.
  • Quick information: E-mail messages can be used to inform company’s customers about the improvement in the company’s product.
  • Quick response: Both the company and customers can give immediate response to any message received.
  • Persuasion: E-mail can be used by the company to persuade customers to buy their products.
  • Reach: Customers can be reached through e-mail at all times.
  • Education: E-mail can be used by the company to educate their customers on the uses of a product.
  • Stimulation: It could be used to stimulate demand by constantly reminding customers of the existence of the company’s product.
  • Promotion: It could be used to promote the image of Ajax Limited.
  • Direction: E-mail could be used by Ajax Limited to direct their customers to the company’s nearest distributor/office.
  • Loyalty: E-mail could be used by the company to create brand loyalty.
  • Customer complaints: It enhances customer’s satisfaction when their complaints are responded to immediately by the company through e-mail.