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QUESUON BOOKLET NUMBER

I I I I Subjecl Code0110 3730021 MB3H11T!PROGRAM, MBA

I-BusinessUBJECT :DATE: January 17, 2010 TIMINGS: 10:00 Hrs to 13:00 HrsTOTAL MARKS: 100 DURATION: 3 Hours

To befilled by the StudentENROLLMENT NO. MM'l-O"( b 1 ~ OMRNO. 6561"13-TEST CENTER ~ p , y I e, L-o K.. SEAT NO. 1>2--

Instructions to Students (l . Fill in the required particulars in the Question Booklet and the Answer Booklet. In the

absence of this data, the Answer Booklet will not be evaluated.2. Use the OMR. Answer Sheet to mark answers for section A. Use the Answer Booklet to write

responses for sections B and C.3. See the back cover page for instructions on marking answers in the OMR Answer Sheet.4. Section A should be attempted first. Time allotted to answer section A is 30 minutes. Return

the OMR Answer Sheet 30 minutes after commencement of the examination. Return theAnswer Booklet at the end of the examination.

5. Students can retain this Question Booklet after the examination.

AnsweringMaterials distributed along with this question booklet:*OMR ANSWER SHEET I ANSWER BOOKLET

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Section A : Basic Concepts (30 Marks) This section consists of questions with serial Dumber 1 30. Answer all questions. Each question carries ODe mark. Maximum time for answering Section A is 30 Minutes.

1. The controls in Open System Interconnection (OSO model are passed from one layer to the nextthrough all the seven layers. Which of the following layers tries to convert the data into a fonn that canbe easily accepted, understood by the application layer and is also called syntax layer?(8) Network layer(b) Transport layer(c) Presentation layer(d) Data link layer(e) Physical layer.

2. As per Indian IT Act 2002, which of the following digital certificate(s) is/are used to authenticateemail, name and identity and are legally recognized?I. Type I.II. Type 2.III. Type 3.(a) Only (I) above(b) Only (II) above(e) Only (Ill) above(d) Both (I) and ([I) above(e) Both (II) and (Ill) above.

3. The popular online auction websites, mortgage.com and bazee.com are the best examples of(a) B2B model(b) C2C model(c) B2C model(d) G2C model(e) C2B model.

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MB3HlIT..oIIO4. Electronic invoicing is catching up as a suitable substitute to Electronic Data Interchange (EDI).

Which of the following statements is/are true about e-invoicing?I. E-invoicing has high cost and transaction fees as compared to EDI.n. E-invoicing solution providers are Xing and 0810.m. The invoices of suppliers are put forward to the organization after the data is scrubbed and thefannats standardized.(a) Only (I) above(b) Only (JII) above(c) Both (I) and (11) above(d) Both (11) and (III) above(e) All (I), (II) and (111) above.

5. Which of the following activities does not come under replenishment process in supply chainexecution?(a) Forecasting(b) Pick and load(e) Aggregate inventory planning(d) Capacity planning(e) Sourcing.

6. Which of the following is a business model for infomediaries that offer guidance to buyers infragmented markets by providing infonnation at a single online contact point?(a) Aggregators(b) Online auctioneers(e) Online exchangesCd) Online sourcing(e) Online procurement.

7. Which of the following statements is/are true about various types ofe-business projects?1. lncremental projects focus on enhancements to the existing system.n. Breakthroughs projects are in between platform and incremental projects and these are useful for

companies that are trying to explore new markets or new business opportunities.III. Platform projects lead to the creation of a new structural foundation that can be used by allbusiness entities.

(a) Only (I) above(b) Both (I) and (II) above(c) Both (I) and (III) above(d) Both (II) and (III) above(e) All (I), (II) and (III) above.

8. An organization can develop an e-business landscape matrix to identify its current market and themarket it desires to be in. Which of the following is the second element of the landscape matrix?(a) Custom configuration(b) Multiple brand offerings(c) Total cost lifecyc1e support(d) Single brand offerings(e) Integrated brand offerings.

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MB3HlITOllO9. Instead of bombarding customers with e-mails. companies now resort to the consent-based e-mailmarketing. DoubleClick has developed online opt-in marketing product called

(a) OARTmail(b) v-mail(e) AIRmail(d) F-mail(e) USmail.

10. Which of the following is/are the activities performed by the customers interacting with e-sellers tobuy goods and services?I. E-browsing.II. &customer service.m. E-Iogistics.(a) Only (I) above(b) Both (I) and (II) above(e) Both (I) and (III) above(d) Both (II) and (ITI) above(e) All (I), (II) and (III) above.

It . Which of the following statements is/are true about types of digital currency systems?I. E-eash is a digital cash protocol developed by the firm, CommerceNet.II. Mondex system is based on offline transactions.III. Millicent system does not need any currency servers to validate and is used for extremely lowvalue transactions.(a) Only (I) above(b) Only (II) above(e) Both (I) and (III) above(d) 80th (II) and (Ill) above(e) All (I), (II) and (Ill) above.

12. There are various portals in an online exchange which link buyers and sellers. Which of the followingis/are the example{s) of horizontal portals?I. Chemdex.com.II. About.com.III. SciQuest.com.(a) Only (II) above(b) Only (III) above(c) Both (I ) and (II) above(d) Both (I) and (111) above(e) Both (II) and (III) above.

13. Blackberry, a cloth manufacturing company. wants to sell its products directly to the customers. Theprocess of eradicating the dealers in between manufacturers and the final customer is known as(a) Cross-industry competence(b) Disintennediation(c) Brand acquisition(d) Blurring(e) Gatekeeper model.

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MB3HlIT-OllO14. Online Analytical Processing (OLAP) is a software tool that provides analysis of the data in adatabase. Which of the following statements is/are true about OLAP types?

1. In Desktop OLAP (DOLAP). the query is run on a multi-dimensional database or relationaldatabase and the result is returned to requesting client.n. In Multi-dimensional OLAP (MOLAP), data is retrieved from a relational database system but isnot transferred to another storage media as in ROLAP.

Ill. Relational OLAP (ROLAP) is a combinatioo of Hybrid OLAP (HOLAP) and MOLAP.(a) Doly (I) above(b) Doly (II) above(c) Doly (Ill) above(d) Both (I) and (Ill) above(e) Both (II) and (Ill) above.

15. Security and Vulnerability Management (SYM) market is created by the convergence of SecurityManagement (8M) and Vulnerability Assessment (VA) tools. Which of the following statements is/aretrue about various types ofVA tools?1. Network-based VA tools make use of centralized scanners that give simulated hacker's view.11. Hostbased VA tools are specifically designed to test the strength of the immunity of anapplication against specific attacks and attacks based on techniques used by the hackers.Ill. Application scanners VA tools provide system administrators view of devices and.applicationsused for testing internal security problems.(a) Doly (I) above(b) Doly (II) above(e) Both (I) and (III) above(d) Both (II) and (III) above(e) All (I), (II) and (Ill) above.

16. In an internet connection, which level of data transmission connects the lntemet Service Providers(ISPs) that spread over a region to the national backbone operators?(a) Level I(b) Level 2(c) Level 3(d) Level 4(e) Level5.

17. HAPsMRT is one of the models in healthcare field. HAPsMRT stands for(8) High Aptitude Perfonnance for Medical Regulations Tact(b) High Altitude Platfonns for Mobile Robotic Telesurgery(c) High Application Perfonnance for Mobile Robotic Telesurgel)'(d) lIigh Application Platfonns for Mobile Robotic Telemedicine(e) High Altitude Practice for Medical Record Transactions.

18. In ERP package, using the organizations can quickly meet any demand foralterations in the specification and deliver the product on time to the customers?(a) Direct Numerical Control Machine(b) Programmable Logic Controller(c) Engineering Change Control System(d) Computer Numerical Control Machine(e) Flexible Machining System.

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MB3HIIT-OIIO19. The creation of blueprint involves the real execution of ideas developed and deployment throughoutthe organization. Arrange the different phases of e-business execution in the correct sequence.

I. Definition of application framework and scope.II. Application module development and deployment.III. Definition of aggregate blueprint (High Level Design).IV. Prioritization of specific projects.(a) l-llI-Il-IV(b) I-Ill-IV-Il(e) IlI-IV-I-1l(d) Ill-I-IV-Il(e) I11-I-Il-IV.

20. Suven Soft is a small and medium sized enterprise, which makes 3D graphics animation for localtelevision stations. There are 30 employees in the company. each with a computer. Ten of theemployees are animators, while the others are in sales, accounting and management. To keep theanimators work from interfering with others, the company sets up two separate networks. one for theanimators and one for the other group of the company. In this environment, which of the followingdevices can be used to interconnect the two networks, so that messages can be transmitted to itsdestination through best possible path?(a) Repeate",(b) Modems(c) Multiplexers(d) Router>(e) Bridges.

21. Which of the following companies have successfully adopted selling chain applications to improve thecustomers purchasing experience through their websites?I. Dell.II. Siebel.1lI. Cisco.IV. Baan.(a) Only (I) abcve(b) Both (I) and (II) abcve(e) (I), (II) and (Ill) abcve(d) (I), (Ill) and (IV) abcve(e) All (I), (II), (Ill) and (IV) abcve.

22. "Barclay bank offers a wide range of financial products and services of personal banking, bonds,brokerage services, insurance, and home loans. Bank offers a better loan service to the customers onwhat they have taken earlier." In this regard, which of the following e-CRM components is beingused?(a) Retention management(b) Cross selling(e) Basket selling(d) Up-selling(e) Field service operations.

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MB3HIIT-OllO23. Sun MedTech is a medical equipment manufacturer who have a wide spread of 20 wholesaledistributors, 10 suppliers and 5 partners. The company connects with its businesses through a publictelecommunication system using Internet Protocols (IP). The company maintains a private network andcan be accessed only by specified persons or businesses. Which of the following enterprise network

service(s) is/are being used here?I. Internet.U. Extranet.III. Intranet.(a) Only (I) above(b) Only (II) above(e) Only (III) above(d) Both (I) and (III) above(e) Both (II) and (III) above.

24. Which state in India has adopted the e-govemance project 'Oyandoot'?(a) Madhya Pradesh(b) Uttar Pradesh(c) Maharashtra(d) Sikkim(e) Gujarat.

25. Arrange the various stages of e-commerce transaction in the correct order.1. Signing agreement oftenns.II. Exchanging data.III. Decision to buy a product or service online.IV. Exchanging payment.(a) U-I-IV-III(b) !I-IV-III-1(e) III-IV-II-l(d) III-l-IV-II(e> Ill-IV-I-ll.

26. lnter-enterprise integration is possible through various types of supply chains. Which of the followingkeeps fine-tuning the weak links on the basis of changing market conditions to get competitiveadvantage?(a) Enterprise supply chain(b) Reactive supply chain(c) Collaborative supply chain(d) Intelligent supply chain(e) Responsive supply chain.

27. In which of the following specifications, the Internet Protocol version 6 (1Pv6) is defined?(a> RFC 1752(b) RFC 1584(e) RFC 136\(d) RFC 1722(e) RFC 2960,

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MB3HlIT-OlIO28. Which of the following statements is/are true with regard to the various approaches of implementingERP systems?

I. In phased approach, ERP implementation project is divided into logical phases and the phasesare implemented all at a time.II. Big Bang approach forces employees to cope with change quickly.Ill. Big bang approach calls for rapid realignment of processes, greater commitment from theorganization in terms of time and resources.(a) Only (I) aoove(b) Only (III) aoove(c) Both (I ) and (II) aoove(d) Both (II) and (lII) aoove(e) All (I), (II) and (III) aoove.

29. There are various technologies in HR For compensation planning, some organizations prefer to useprism. Prism software is aweb based compensation software provided by(a) Watson Wyatt(b) Mercer(c) Raisch(d) Fo cazio(e) Menasce.

30. Vendors including Netscape & Microsoft have joined hands to implement Open Profiles Standards(OPS) which has in-built privacy features that facilitate the secure exchange of profile informationbetween individual and website. This project is termed as(a) Platform for privacy preferences(b) Privacy and protected preferences(c) Platform for protected policies(d) Privacy for profiles and policies(e) Privacy and preferences of policies.

END OF SECTION A

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Sections B&C

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Section B : Caselets (50 Marks) This section consists of questions with serial number 1- 6. Answer all questions. Marks are indicated against each question. Detailed explanations should form part ofyour answer. Do Dot spend more than 110 - 120 minutes OD Section B.

Caselet 1Answer the following questions based on the given Caselet:

1. If you are a logistics manager for Tesco, explain how could you manage its inbound andoutbound logistics? ( 8 marks)

2. While entering into the online market, discuss the criticism and challenges faced by Tesca. (8 marks)Tesca is one of the world's leading retailers with over 2100 supennarkets, in Europe, USand South East Asia. The group has interests in grocery, nonfood items, financial servicesand telecommunications. It has committed to reduce prices for customers and offer the bestvalue. For 2007, sales were 42,633.4 (million) and it experienced sales growth of 21.9%.Tesco has over 400,000 employees.Tesco has been particularly successful because of its powerful brand. It has a reputation forvalue, low prices and for being customer focused. Tesco has also been strong in publicrelations, advertising and building profile in catchment areas on a local level. This localapproach to marketing appears to be a key driver for success.Tesco has a good range of products, including own label products. The own label productshave helped strengthen profits for the group, and it broad appeal through good, better, best(finest ranges) caters for the widest consumer audience.Aggressive overseas expansion has helped to keep profits high. The organization hasexpanded into Eastern Europe, emerging nations such as China and South Korea and eventhe US, through mid market supennarkets known as, "fresh and easy". Its strategy of beingclose to the customer has been assisted in the UK specifically, when Tesco developeddifferent fonnats for shopping (convenience, metro. express, superstores). It has been thebest retailer for format delivery and obtaining some of the best retail positions.Tesco is one of the most advanced companies in consumer understanding aided by IT (e.g.Dun Humby and Tesco ClubCard datil). C O i I s ~ a a...has i) shapcO pr uc offedngSli )~ iii) given Tesco a DC er un erstan lO&....Q.!j:onsumer segments and shoppi!!.S Q [ o ~iv) help,d marketing to Ul oya ty and develoPJromotion offerin s that suit targtgrou ~ T h i s eve! of sophisticatIon as e perl Tesco to remain leader within the UK market.It gained a first mover advantage when it launched Tesco.com, which is one of the biggestand most successful online retailers. This part of the business continues to grow marketshare and has provided a channel to sell nonfood items and other areas of the businessincluding f i n a n c ~ . -Information technology has revolutionized the retailer, not only in ~ Q C k - c o n t m l andmanaging logistics/distribution in UK and worldwide. their inbound and outbound logisticactivities are wen managed by the trainedstaf'f. Suppliers are internationally sourced. and~ n scale economies fromits larKfDuyI!!&..volumes. I hiS has enabled the compaJl..to eep prices down and supported its low price strategy armed at the broad c o n s ~market.

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MB3HlIT-0110However, the company has been criticized for its management of su lieTS and clashes withthe fanners union. There has been growmg op 1 on 0 e su rm et causc__

~ z e . and the government (through the Mono lies and Mergers Commission) h a s ~mvolved in ensuring compelifive mar ets In theIntense competitive rivalry within the UK retail market isJor.cing retailers to look at costsavmgs and ways that they can differentiate from comyetitors. The retail market is matureana. otgopollstic in its nature, with a few major multiple retailers dominating the market.Intense competition between the large retailers has to price wars with Asda and Waitroseand low price competitors - Somerfield and Lidl are reducing margins for the industry as awhole.Tesco has looked to increase efficiency and effectiveness. Cost savi0W"s have been soughtfrom the supply chain. through better use of IT and from licies and management ofSUj)j)iiers to ensure the greatest value to the business and customer.Tesco.com offering its online services for theJirst was prom ted b the fact that ve facthouseholds wou d not prefer to shop online and moreover havingjw>adband internet_connectivity was a concern.Tesco.com's business model was not scalable. Its fIXed costs were low since it had nowvestment in warehouses, its variable costs were hlgh due to need for e ~ C ? x e e s to pickdeliver the orders went up as the business expanded.Competition was intensified with rivals like Sainsbury stepping up their online sellingefforts.Tesco.com's critics were not ready to accept a t the face value, as the financial figuresstated. Online business was earning profits only because the parent company, Tesco was notchargingjt.i.Cc el for de recia' ,market' and utility expenses. By not showing theactual eXJ?!::nses, Tesco.com was re rting artificial profits. Tesco.com have nefit..ofadvertisement.;DiTfboards, banners and also acCess the highly useful customer-related datarom Tesco's retail stores at no costHaving said, Tesco.com was also criticized that it had been a stand-alone operation, itwould doom halfway and never succeed.Tesco.com tie up with Safeway (US) to launch an online grocery shopping business in USwas a bi concern. as overall shopping practice at a retail outlet in theUS was seen as beinga more pleasant experience.Success in the industry is still dependent on how well the wholesaler or retailer can meet thecustomer needs and retain the physical and online customers.

END OF CASELET 1Caselet 2

Answer the following questions based on the given Caselet:3. What do you think are the common errors that limit the success of database marketing in

organizations? (8 marks)4. Discuss how could the data warehouses enable ever more sophisticated customer research,

segmentation and targeted marketing. Also mention some factors that need to be lookedcarefully before using a database for marketing. (10 marks)

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MB3HIlT-oIIODaytonbased Techgen has made web.based satisfaction surveys. the cornerstone of itscustomer segmentation and targeted marketing efforts and its entire customer relationshipmanagement program. Techgen' real-time customer satisfaction monitoring system fromMatrix systems triggers the e-mails to Verdi and will soon produce the data that detennine thebonuses awarded to employees, based on responsiveness to customers. Data warehouses, datamarts, data mining tools, statistical and analytical software and CRM systems are enablingever more sophisticated customer research, segmentation and targeted marketing. Techgenhas right idea about surveys, says Fredrick Reichal, director emeritus at managementconsultancy David & Co. in Detroit. He says, companies often spend millions of dollars onsurveys, but do not have a system that helps their front-line employees to use the results at anindividual customer level.Techgen has increased the number of analysts in its database marketing area from three tomore than thirty in five years but there were many pitfalls. It says the targeted marketingthat its customer segmentation has boosted the returns from its sales campaigns ten fold.Using timeandmotion studies and activitybased costing, Samuel, Marketing Manager hascomputed the cost of every kind of transaction and customer interaction.To help predict future contributions, Samuel buys data from external sources such as creditbureaus. "We figure out what's the customer's total wallet, and then we can see what ourshare of the wallet is," says Gallant, Senior Vice President for corporate marketing. Thepossibility of getting even a small share of a big wallet makes such customers a juicymarketing target. At many financial institutions, including Samuel, caller identification androuting systems linked to a database of customer histories and characteristics are used toensure that the most valuable customers get preferential treatment Some companies spendyears and years and millions of dollars building these databases, but when it comes tomaking a calculation around customer value, they cannot pull it off.Martin, marketing professor at Case Western University, says IT-based initiatives oftenbackfire because it is so easy to spit out promotional e-mails or make dinnertimetelemarketing calls to some favored customer segment, even though there are many pitfalls.The solution, Martin says, "You need smart thinking on top of the database."I END OF CASELET 2 I

Caselet 3Answer the following questions based on the given Caselet:

S. Discuss the problems which made Hiar to implement SCM package.6. Explain the major elements which helped Hiar in effective SCM design.

Hiar Limited is a firm which manufactures Air Conditioners (ACs) targeted at a wide rangeof customers which include houses, shopping malls, offices, etc. The company is arelatively new one and began operations five years ago. Due to the low price of the ACs, itoffers reasonable quality; the company has become a major player in the market It has apolicy of conducting an annual customer satisfaction survey. In 2002, it found that it wasranked at almost bottom of the chart in tenns of customer satisfaction. The reasons behindthis were the huge leadtime they took in fulfilling the order and the delay in after salesservice. By the end of financial year 2002, the company's profits came down alarmingly. Itthen felt that there was an urgent need to overhaul its processes and regain its image in themarket.

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MB3HIITOllOThe company realized that it needed to improve the performance of its supply chain. Tounderstand the various links in its supply chain and analyze their roles, it formed a crossfunctional team. The crossfunctional Integrated Supply Chain (lSC) team drew employeesfrom supply, distribution and production. The team conducted a thorough study of theexisting processes and the way production is handled in the company. The study revealedthat the company has high inventories; high cost and service levels that are ab small low.The team found that there was no end-to-end Visibility between the manufacturing unit andthe customer, no prompt communicati'Oilbetween the s.!!PJ>Orl team and the service team.The entire order-to-delive cycle was vel)' complex. For example, the order to dispatchcycle involved alar e num r 0 steps an aecisionboxes. with a r ~ I time oi..L.-days. The dispatch to delivery cycle took a process cycle time of another 5 day:s hereforethe tbtaTlead-time for any order was around to days. - -Hiar decided to integrate all functions to improve its processes. The measures includedprocess re-en ineering, elimination of non-value added a c t i v l ~ n d extensive utilization..ofinformahon technology for customer support and order entry. Therefore, Hiar purchased aSupply Chain Management (SCM) solution.ISC team had made a detailed study about its appropriate supply chain structure,differentiation, order fulfillment capabilities and adequate infraStruc re, w ICh maJorlhelped the company in gett ing effective SCM solution. After implementmg the S " , C ~ _package, the finn could cut down time taken to respond to customers. Beforeimplementation of this package, it used to tak five days after placement of an order for theinformation to reach the factory. or example. when a salesman got an order he had to getttm-approval of his supenors before handing the Oroer lrave Document (OID) to thebnmal manager. TIie branch manager forwards it to the Sales Order Control (SOC)exectiftve for routine checks. After this only, theOTD is forwarded to the factQ!YAfter im lementation of the packa e order time was reduced to minutes because the salesexecutive gives the 0 I 0 direct y to the SOC without the usual administrative approval. Thetotal order-to delivery time came down to 8 days, Moreover, as the factory was nowconnected through comp r systenrs, i t produces as per customers' orders. Since it knewwhich customer wanted delivery of what model and when it could prioritize productions c h e d u l e s . ~ h i s helped Hiar to reduce inventory.In the case of customer suPPOrt. the entire function was revamped. The SCM softwareenabled the customer support department to be connected to service engineers. It hadcontaeLexecutives who clarified basic doublS to-technical persons who tried to solve the.c"U'SiOmer roblems online. The customer complaints and f ~ . k . s were promptl)'...SUppliede production epartment by usmg the SCM softwWhen Hiar took the customer satisfaction survey, it found that customer satisfaction levelshad increased from the previous survey.

---=E=ND-COF=-C=-AC-:S=E=-L=ET==-3-'1END OF SECTION B 1

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Section C : Applied Theory (20 Marks) This section consists of questions with serial number 7 - 8 . Answer all questions. Marks are indicated against each question. Do not spend more than 25 - 30 minutes on Section C.

7. Explain the various components that are essential while implementing CustomerRelationship Management (CRM). (10 marks)

8. What is Secure Socket Layer (SSL) and explain how it works?

END OF SECTION CEND OF QUESTION PAPER

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