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Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA SEMESTER 4 EXAMINATION WINTER 2018
Subject Code: 2840008 Date: 05/12/2018
Subject Name: Technology Business
Time: 2:30 p.m. to 5:30 p.m. Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Answer the following multiple choice questions: 06
1. Raw facts that describe a particular phenomenon such as the current temperature, the price of movie
rental, or a person's age is known as
A. Data B. Information
C. Knowledge D. All of the above
2. An umbrella term that refers to a variety of software applications used to analyze an organization's
data is known as
A. OLAP B. Data mining
C. DSS D. Business Intelligence
3. The e-commerce model adopted by OLX can be said as
A. B2B B. B2C
C. C2C D. C2B
4. directs customers to use touch-tone phones or keywords to navigate or provide information.
A. Automatic call distribution B. Interactive voice response
C. Predictive dialing D. Call scripting
5. virus hide inside other software, usually as an attachment or a downloadable file.
A. Worm B. Backdoor program
C. Trojan-horse D. Hoaxes
6. Software that is manufactured to look like the real thing and sold as such is known as
A. Pirated software B. Counterfeit software
C. Intellectual property D. None of the above
Q.1 Define following terms briefly:
1. Web traffic
2. Data warehouse
3. Analytical CRM system
4. Artificial intelligence
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Q.1 Write a note on "Knowledge Management System". 04
Q.2 What is insourcing, outsourcing, onshore outsourcing, nearshoring and offshore outsourcing?
Discuss the benefits and challenges associated with outsourcing.
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Discuss how the retail sector can make use of IT to empower its business. 07
OR
Discuss various emerging trends and technologies that will change the future landscape of
business.
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Q.3 Write a note on "Executive Support System". 07
Information security is one of the restraining factors for the adoption of e-commerce. What 07
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according to you can be the probable security threats to e-commerce/ e-business?
OR
Q.3 Write a note on "Business Intelligence". 07
Information has no ethics; justify. According to you what can a company do to ensure ethical
use of information in its organization?
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Q.4 What is computer network? Discuss various types of computer network. 07
Discuss how DSS can be useful to the middle management of Marketing department. 07
OR
Q.4 Write a note on various "IT roles and responsibilities". 07
Discuss how IT can improve the way hospitals provide health care services. 07
Q.5 CRM System for Mercedes-Benz, Canada
Toronto-based Mercedes-Benz Canada, with a network of 55 dealers, did not know enough
about its customers. Dealers provided customer data to the company on an ad hoc basis.
Mercedes did not force dealers to report this information, and its process for tracking dealers
that failed to report was cumbersome. There was no real incentive for dealers to share
information with the company.
Questions:
1. What is a CRM system? What are the key modules of operational CRM?
2. How could CRM and partner relationship management systems help solve this
problem?
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OR
Q.5 Discuss the case study with answer to the following questions:
Building an ERP solution Cirris Minerals
You are working for Cirris Minerals, a multibillion-dollar mining company, which operates
over 3,000 mines in 25 countries. The company is currently looking at implementing an ERP
system to help streamline its operations and manage its 150,000 employees. You are leading
the team that has to make the decision as to whether the company should buy or build an ERP
solution and enable creation and implementation of the same. For the most part, your
company's system requirements are similar to other companies in your industry.
Questions:
1. According to you what are the benefits of the ERP system? What are the challenges
involved in planning, creating, implementing, using and managing the ERP system?
2. Compile a list of questions you would require answers to in order to make your buy versus
build decision.
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