Download BU (Bangalore University) MBA 3rd Semester 2015 July Technology for Management Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 3rd Semester 2015 July Technology for Management Question Paper

lllllllllilllllllllllllllllllllllll PG - 989
II Semester MBA. Degree Examination, JunelJuly 2015
(CBCS Scheme)
1 : TECHNOLOGY FOR MANAGEMENT
Time : 3 Hours ? Max. Marks : 70
SECTION ?A
Answerany five questions. Each question carries five marks. Answer to each
question should not exceed 250 words. (5x5=25).
1.
What' IS meant by cross functional information systems ? Illustrate and explain
the following information systems: CRM and SCM
. What IS meant by the value chain in business ? Explain the usefulness of
information systems in the value chain.
. Can information technology bring organisational changes to business ? Discuss
the types of information technology used for bringing about the changes.
4. What is meant'by DSS ? How is it useful in business ?
5. What are knowledge management systems ? How are KMS useful in business
? organisations ?
6. What are DBMS ?? Illustrate and explain in detail.
7. Discuss the important models of E-commerce.What are the issues in implementing
E-commerce applications ?
SECTION ? B
Answerany three questions. Each question carries ten marks. Answer to each
question should not exceed 500 words. (3x10=30)
8.
10.
Illustrate and eXplain the different types of information systems. Discuss how
these systems are useful in different functions of business.
. What are the ethical and social challenges of information technology ? Discuss
also the security threats from information technology to a business organisation.
What IS meant by SDL.C ? Illustrate and explain its phases In detail. You may use
business applications as examples.
P.T.O.

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11. a) How does an ERP system support different business applications ?
b) How are information systems useful in services ? You may use exampies of
different service sectors.
12. Case Study (Compulsory) : (1x1 5:15)
Jumbo company is into FMCG sector and has branches in three states ofSouth
India. Their distribution network comprises of authorized branches ? Franchises
and Re-seiiers. They have computerized with a centralized data management
system. With competition growing by day, it is the experience of the customers
with company? 5 products and services that matters most and that determines
the company? 3 future. Gone are the days where one looks constantly for new
customers ignoring the existing ones. lt' Is imperatiVe forthe companies to keep
the existing customers continuously engaged, serve to their satisfaction and
generate more business through them and through their referrals.
Based on a survey they were able to get the below statistics that highlights the
importance of positive customer experience and retention :
. Price ie?not the main reason for customer churn; it is actually due to the
overail poor quality of customer service.
. A customer is 4 times more likely to defect to a competitor if the problem IS
service related than price or product related
. The probability of selling to an existing customer is 60-70%. The probability
of selling to a new prospect is 5-20%. v
. For every customer complaint there are 26 other unhappy customers who
have remained silent.
. A dissatisfied customer will tell between 9?1 5 people about their experience.
Around 13% of dissatisfied customers tell more than 20 people.
. Happy customers who get their issue resolved tell about 4-6 people about
their experience.
. It costs 5-6 times more to acquire a new customemthan retainan existing
one. _ E, 5 sum;
Questions:
a) Suggest how implementing e-CRM can help in understanding the needs and
expectations of customers.
b) How can the distribution network yieid business benefits through e-CRM ?