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Computer Fundamentals
Section A: Objective Type (20 marks)
This section consists of Multiple Choice Questions / Fill
in the blanks.
Answer all the questions.
Each Question carries 1 mark.
Multiple Choices:
1. A set of instruction given to computer to perform certain
task is known as a.
Hardware
b. Program
c. Software
d. Data
2. Third generation computers built between a.
1964 - 1975
b. 1955 - 1964
c. 1975 - 1989
d. 1942 - 1955
3. Which of the following unit allows computer to
permanently store large amount of data?
a. Central processing unit
b. Control unit
c. Memory unit
d. Storage unit
4. Hardware components which are used to display or print
the processed information is known asa.
Digital computer
b. Input devices
c. Output devices
d. None
5. Which of the following storage devices can store maximum
amount of data?
a. Floppy disk
b. Hard disk
c. Compact disk
d. Magneto Optic disk
6. A type of register used to read the value of an operand
from a memory location as well as write
the data information is known asa.
Memory data register
b. Instruction register
c. Temporary registers
d. Accumulator
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7. EEPROM stands for
8. memory lies in the path between the processor and the
main memory is calleda.
Primary memory
b. Cache memory
c. Secondary Memory
d. Main memory
9. WWW refers to:
a. World wide web
b. World wide web
c. World wild web
d. World west web
10. OBR stands for
True & False
1. The printers that prints the characters by striking
against the ribbon and onto the paper are called
non – impact printers.
2. Plotter is an important output devices used to print
highest quality graphics & drawings.
3. Joystick is a pointing device which is used to move
cursor position on a monitor screen.
4. Optical character reader (OCR ) are the input devices
that can sense marks on computer readable
papers.
5. Any devices that is connected to the main computer system
is commonly referred to as
peripheral.
6. A voice response system is one that reads strings of
character stored in a computer’s memory.
7. A high – level programming language is a language with
little or no abstraction from a
computer’s Instructions set hierarchy
8. The compiler software is used to compile & create the
object codes in machine language.
9. A number system with base or radix 8 is known as binary
number system.
10. Magnetic tapes are used as external storage device to
keep back-up copies of precious software &
data.
END OF SECTION A
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Section B: Short Questions (20 marks)
This section consists of short questions.
Answer should be in 5 lines.
Each Question carries 5 marks.
Attempt any four questions.
1. What are the important characteristics of computers?
2. Differentiate between the RAM and ROM Memory?
3. List the component of computers in brief.
4. Write short note on fifth generation computers.
5. List the types of input devices.
END OF SECTION B
Section C: Long Questions (20 marks)
This section consists of Long Questions.(word limit
150-200 words)
Each question carries 10 marks.
Attempt any two questions.
1. What is the memory unit and also explain the different
types of memory?
2. Explain the characteristics of good programming language?
3. What is “Microsoft office” also Discuss the components of
Microsoft office
END OF SECTION C
Section D: Very Long Questions (40 marks)
This section consists of very long questions.
Each question carries 20 marks.
Attempt any two questions.
Detailed information should form the part of your answer
(word limit 200-250 words).
Examination Paper of Computer Fundamentals
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1. What do you mean by storage devices & also explain
the types of storage devices?
2. Describe the tools and accessories of “Multimedia and
Animation software”?
3. What is the meaning of DBMS and also explain the
applications of database system?
4. What do you mean by Microsoft internet explorer and
explain the features & capabilities of
internet explorer?
END OF SECTION D
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Digital Marketing
Section A: Objective Type & Short Questions (30 Marks)
This section consists of Multiple choice and Short Note
type questions
Answer all the questions.
Part one carries 1 mark each and Part Two carries 5 marks
each.
Part One:
Multiple choices:
1. If Coca-Cola were to pay Web surfers a small fee to watch
their ads, these ads would be called:
a) Interstitials.
b) Content sponsorships.
c) Banner ads.
d) Browser ads.
2. Which of the following marketing practices would be about
the same thing as the Internet
practice of viral marketing?
a) coupon clipping
b) word-of-mouth marketing
c) disintermediation
d) Tele-marketing
3. Which of the following Web sites is the best illustration
of a Web community?
a) Ben& Jerry‘s Ice Cream—www.benjerry.com.
b) Nike—www.nike.com.
c) Hallmark Greeting Cards—www.hallmark.com.
d) ivillage—www.ivillage.com.
4. Jack Strong would like to receive up-to-date financial
information so he can carefully manage
his financial portfolio. He decides to use Internet
Financial Network‘s Info gate to supply
financial news, market data, and real-time stock quotes to
his PC. Internet Financial Network is
supplying Mr. Strong with a ____________service.
a) Portal
b) corporate Web site
c) Webcasting
d) Interstitial
5. Webcasting is also known as _____________, as it affords
an attractive channel through which
online marketers can deliver their Internet advertising or
other information content.
a) pull programming
b) push programming
c) customized programming
d) viral programming
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6. Along with its considerable promise, e-commerce faces
many challenges. All of the following,
according to the text, would be among those challenges
EXCEPT:
a) Poor revenue potential.
b) Limited consumer exposure and buying.
c) Skewed user demographics and psychographics.
d) Chaos and clutter.
7. Online users still tend to be somewhat more upscale and
more technology-oriented than the
general population. Which of the following e-commerce
challenges most appropriately
corresponds with this statement?
a) ethical concerns
b) limited consumer exposure and buying
c) skewed user demographics and psychographics
d) chaos and clutter
8. One study found that a Web site must capture a Web
surfer‘s attention within eight seconds or
lose them to another site. Which of the following e-commerce
challenges most appropriately
corresponds with this statement?
a) ethical concerns
b) security
c) skewed user demographics and psychographics
d) chaos and clutter
9. The Johnson Company is seeking to expand its business
onto the ―informati on highway‖ made
possible by recent advances in technology. To do this, the
Johnson Company would most likely
choose the:
a) Internet.
b) Intranet.
c) Extranet.
d) Compunet.
10. Which of the following is not the example of business to
consumer (B to C) e-commerce?
a) Amazon.com
b) e-bay.com
c) Dell.com
d) Lastminute.com
Part Two:
1. Differentiate between house of brands and branded house
strategies in the context of the
virtual medium offered by the internet. Use corporate
examples to illustrate your viewpoint
2. What are the different types of online advertisements?
3. Write a short note on adaptive conversation.
4. What is CGM? How can companies use CGM as an
organizational resource to generate
positive word-of-mouth for its consumers?
END OF SECTION A
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Section B: Caselets (40 marks)
This section consists of Caselets.
Answer all the questions.
Each caselet carries 20 marks.
Detailed information should form the part of your answer
(Word limit 150 to 200 words).
Caselet 1
DOMINO’S
Organised Pizza business in India is 12 years old. It
started when Domino‘s and Pizza Hut, the two
biggest Pizza chains with origins in US entered India and
set up stores. Before that the only pizzas
that Indians were used to were from a very few Italian
restaurants and chains like Nirula‘s. Pizzas
were also served in 5 star hotels and were considered a very
premium food back then. The category
consumers are the young Indians in the age group of 18 to 35
yrs. from SEC A and B. Domino‘s
started its first store in India in 1995. Today, with 576
stores across 123 cities in India (as of 31st
March 2013), Domino‘s is the market leader in the organized
Pizza category with 67% market share
and also the largest International QSR chain in the country.
The environment is a self-service,
hygienic, air-conditioned environment with cheerful but not
decorative interiors, often with seating
for 15 to 40 customers. Our stores are self-service without
any cutlery and customers eat out of Pizza
boxes and with their hands.
In the following years, the campaigns were more product /
promotion centric. The 30 mins or free
delivery promise became one element of the Ads. The brand
positioning continued to be ‗Hungry
Kya?‘ The focus was to position the brand as the makers of
great tasting pizzas. This was done
through the launch of many new indulging Pizza products with
communication revolving around new
and tasty products & craving for the Domino‘s pizza. The
delivery occasion was retained as a context
of all the communication. Some of the successful launches
were 3 Cheese Pizza, Double Burst Pizza,
Double Cheese Crunch Pizza, Cheese Burst Pizza, Calzone, and
Stuffed Crunch Pizza. However, we
were still seen as an expensive brand and it continued to be
an opportunity for further growth. In
2006, we cracked this code as well with the launch of Fun
Meal range of pizzas starting at 45/- price
point. In 2008, we launched the Pizza Mania range of Pizzas
starting at Rs 35/-, and since then we
have become a mass player in the category straddling the
entire spectrum of price points and
consumer requirements. The Pizza Mania launch made us a very
accessible brand and we had lot of
new customers coming into our stores who had never tried
pizzas before in their lives.
Questions:
1. How do we drive the frequency of our existing consumers
and gain more share of eating out /
out-of-home food occasions?
2. How do we remain relevant in our positioning ‗Yeh Hai
Rishton ka time‘ & further
impregnate it in consumer minds across 120+ cities in India
where we are present and new
cities we are moving into?
Caselet -2
BlackBerry
Research in Motion is a leading manufacturer of wireless
devices. The Canadian company‘s
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breakthrough product was and continues to be the BlackBerry.
However, the business faces a number
of strategic challenges. RIM has seen its stock performance
stagnate while rivals such
as Apple and Google have performed strongly and started to
erode its market dominance.A number of
strategic shifts in the Smartphone market have affected the
company adversely. First, Apple has
fundamentally changed the sector with the launch of the
iPhone. The device has established a
dominant position, especially in the consumer segment, and
is now making inroads in the corporate
market that has traditionally been BlackBerry‘s dominant
space. More recently, Apple has entered the
tablet PC market with the iPad. Second, the sharp growth in
take-up of smart phones using Google‘s
Android operating system is also eating into BlackBerry‘s
market share. These two challenges have
had a double-whammy negative impact on RIM as both volume
growth and margins have eroded with
increased competition high quality global journalism
requires investment. While some investors and
analysts have called for a dramatic change in RIM‘s
operations, others fear that the company will
dilute its core competence by trying to compete with the
iPhone and the Android platform. Instead,
RIM has taken a multipronged strategic approach. First, the
company has strengthened its presence in
the enterprise market by introducing a number of new
BlackBerry models, many of which have
improved touch screens to make the user experience more akin
to competitor devices. Second, the
company has made strides in getting its ―App Store‖ off the
ground. While it still lags behind the
iPhone and Android app stores, it has reached a critical
mass with more than 15,000 apps, which at
least gives it a presence. A number of strategic shifts in
the Smartphone market have affected the
company adversely. Second, the sharp growth in take-up of
Smartphone using Google‘s Android
operating system is also eating into BlackBerry‘s market
share. In recent years, avid BlackBerry users
were tempted by the iPhone. Now, the BlackBerry line has all
the multimedia functionality of the
competitors, along with its core strength of security. The
company‘s recent marketing strategy
showcasing the multimedia and social networking
functionality of devices also suggests that RIM is
serious about expanding its consumer market share.
1. Blackberry usually launches significant campaigns for the
promotion of its product ranges. List all
the campaigns where blackberry has attempted to use the
behavioral Internet theory for marketing.
2. Make a chart to analyze success and failure points of the
brand.
END OF SECTION B
Section C: Applied Theory (30 marks)
This section consists of Long Questions.
Answer all the questions.
Each question carries 15 marks.
Detailed information should form the part of your answer
(Word limit 200 to 250 words).
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IIBM Institute of Business Management
1. How can companies like Apple make use of influential
individuals after identifying them?
Can the company benefit from a blogger outreach programme or
a community programme or
use WhatsApp for leveraging influential customers?
2. Identify and list tools being used by companies for
online campaign management.
END OF SECTION C
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IIBM Institute of Business Management
Examination Paper MM.100
Social Media Marketing
Section A: Objective Type & Short Questions (30 Marks)
This section consists of Multiple choice and Short Note
type questions
Answer all the questions.
Part one carries 1 mark each and Part Two carries 5 marks
each.
Part One:
Multiple choices:
1. Internet advertising has some weaknesses because
a) It cannot reach a global audience
b) It does not deliver good targeted reach
c) It is not easy to track
d) It is not emotive
2. Which of the following is not a weakness of using online
in the media plan?
a) It is not emotive
b) It is subject to high levels of clutter
c) It can reach a global and local audience
d) It can be intrusive
3. Mobile marketing to-date is most successful among
a) Asian consumers
b) Younger consumers
c) Spanish consumers
d) American consumers
4. Mobile marketing has innovative ways to reach the
consumer. Which of the following is not
one of them?
a) Barcode calls-to-action
b) Mobile apps
c) Yellow pages advertising
d) Mobile retail payments
5. Geotargeting allows an advertising campaign to
concentrate on a fixed locale through mobile
technology
a) True
b) False
6. One advantage of Mobile marketing is that it is not
a) Inferior in its creative possibilities
b) Place-based media
c) Prone to security breaches
d) Dependent on GPS systems
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7. Mobile marketers are able to reach audiences
a) In real time
b) Using a ‗push‘ strategy
c) Using a ‗pull‘ strategy
d) All of the above
8. The statistics on unique visitors on a mobile device are
highly reliable
a) True
b) False
9. One weakness of using mobiles in a media plan is
a) The message is long-lived
b) Privacy issues are of great concern among mobile users
c) All devices are standardized for easy use across
operating systems
d) Rich content delivery is better than on a computer
10. SIM stands for
a) Web 2.0 technologies
b) Social Instant Medium
c) Social Influence Marketing
d) Social Media Marketing
Part Two:
1. What is Social CRM? What are its functions and benefits?
2. What are the advantages and disadvantages of Search
Engine Marketing?
3. Explain the elements of Online Promotion Mix in
Marketing.
4. Explain in detail the basis and types of Market
Segmentation.
END OF SECTION A
Section B: Caselets (40 marks)
This section consists of Caselets.
Answer all the questions.
Each caselet carries 20 marks.
Detailed information should form the part of your answer
(Word limit 150 to 200 words).
Caselet – 1
Footwear
You are a leading local manufacturer of premium footwear and
aspire to expand your brand.
On the basis of above. Answer the following questions:
1. What will be your broad strategy to use the Internet for
your goals?
2. Explain briefly steps you would adopt to make your
website.
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3. Explain innovative ways through which you will attract
people to your website and make them
buy.
Caselet – 2
Twitter and Lok Sabha Elections 2014
Twitter is characterized by micro blogging – content, that
is, short and on target, courtesy the 140
character requirement. The medium found immense appeal
amongst the politicians and also became
an online battle ground between rival parties.
The ease of usage and the rapid proliferation of content
made it a hangout of veterans such as
Narendra Modi, Arvind Kejriwal, Shushma Swaraj, amongst
others. The content hosted on Twitter
soon became the basis for political debates on Television.
Twitter, India setup a dedicated vertical
whose mandate was to get political parties, politicians and
influencers to engage with their audience
on Twitter. Acceptance of the virtual world and the
convenience provided by the medium to reach the
masses was the flavour of the year.
1. How did Facebook, Twitter, and Google use innovative
techniques to facilitate conversations and
election coverage?
2. How did political parties pro-actively react to the
changes in society, education and Internet
Literacy and make use of the Internet to target the youth?
END OF SECTION B
Section C: Applied Theory (30 marks)
This section consists of Long Questions.
Answer all the questions.
Each question carries 15 marks.
Detailed information should form the part of your answer
(Word limit 200 to 250 words).
1. How can a company use YouTube strategically for its brand
communication? Why is YouTube
such an important site in terms of search?
2. Explain with an example, how Google Analytics helps you
measure traffic on your website?
How is the data helpful for your overall marketing efforts?
END OF SECTION C
Managerial Economics
MM.100
Section A: Objective Type & Short Questions (30 marks)
This section consists of multiple choices & Short
notes type questions.
Answer all the questions.
Part one carries 1 mark each & Part two carries 5
marks each.
Part one:
Multiple choices:
1. It is a study of economy as a whole.
a. Macroeconomics
b. Microeconomics
c. Recession
d. Inflation
2. A comprehensive formulation which specifies the factors
that influence the demand for the product.
a. Market demand
b. Demand schedule
c. Demand function
d. Income effect
3. It is computed when the data is discrete and therefore
incremental changes is measurable.
a. Substitution effect
b. Arc elasticity
c. Point elasticity
d. Derived demand
4. Goods & services used for final consumption is
called:
a. Demand
b. Consumer goods
c. Producer goods
d. Perishable goods
5. The curve at which satisfaction is equal at each point.
a. Marginal utility
b. Cardinal measure of utility
c. The Indifference Curve
d. Budget line
6. Costs that are reasonably expected to be incurred in some
future period or periods are:
a. Future costs
b. Past costs
Examination Paper of Managerial Economics
IIBM Institute of Business Management 2
c. Incremental costs
d. Sunk costs
7. Condition when the firm has no tendency either to
increase or to contract its output:
a. Monopoly
b. Profit
c. Equilibrium
d. Market
8. Total market value of all finished goods & services
produced in a year by a country’s residents is
known as:
a. National income
b. Gross national product
c. Gross domestic product
d. Real GDP
9. The sum of net value of goods & services produced at
market prices:
a. Government expenditure
b. Product approach
c. Income approach
d. Expenditure approach
10. The market value of all the final goods & services
made within the borders of a nation in an year.
a. Globalization
b. Subsidies
c. GDP
d. GNP
Part Two:
1. Discuss the concept of Demand Schedule.
2. Explain the law of ‘Diminishing marginal returns’.
3. List the various forms of Market Structure.
4. What are the various methods of measuring national
income?
END OF SECTION A
Section B: Case lets (40 marks)
This section consists of Case lets.
Answer all the questions.
Each Case let carries 20 marks.
Detailed information should form the part of your answer
(Word limit 150 to 200 words).
Examination Paper of Managerial Economics
IIBM Institute of Business Management 3
Case let 1
The war on drugs is an expensive battle, as a great deal of
resources go into catching those who buy or
sell illegal drugs on the black market, prosecuting them in
court, and housing them in jail. These costs
seem particularly exorbitant when dealing with the drug
marijuana, as it is widely used, and is likely no
more harmful than currently legal drugs such as tobacco and
alcohol. There's another cost to the war on
drugs, however, which is the revenue lost by governments who
cannot collect taxes on illegal drugs. In a
recent study for the Fraser Institute, Canada, Economist
Stephen T. Easton attempted to calculate how
much tax revenue the government of the country could gain by
legalizing marijuana. The study estimates
that the average price of 0.5 grams (a unit) of marijuana
sold for $8.60 on the street, while its cost of
production was only $1.70. In a free market, a $6.90 profit
for a unit of marijuana would not last for
long. Entrepreneurs noticing the great profits to be made in
the marijuana market would start their own
grow operations, increasing the supply of marijuana on the
street, which would cause the street price of
the drug to fall to a level much closer to the cost of
production. Of course, this doesn't happen because
the product is illegal; the prospect of jail time deters
many entrepreneurs and the occasional drug bust
ensures that the supply stays relatively low. We can
consider much of this $6.90 per unit of marijuana
profit a risk-premium for participating in the underground
economy. Unfortunately, this risk premium is
making a lot of criminals, many of whom have ties to organized
crime, very wealthy. Stephen T. Easton
argues that if marijuana was legalized, we could transfer
these excess profits caused by the risk premium
from these grow operations to the government: If we
substitute a tax on marijuana cigarettes equal to the
difference between the local production cost and the street
price people currently pay – that is, transfer
the revenue from the current producers and marketers (many
of whom work with organized crime) to the
government, leaving all other marketing and transportation
issues aside we would have revenue of (say)
$7 per [unit]. If you could collect on every cigarette and
ignore the transportation, marketing, and
advertising costs, this comes to over $2 billion on Canadian
sales and substantially more from an export
tax, and you forego the costs of enforcement and deploy your
policing assets elsewhere. One interesting
thing to note from such a scheme is that the street price of
marijuana stays exactly the same, so the
quantity demanded should remain the same as the price is
unchanged. However, it's quite likely that the
demand for marijuana would change from legalization. We saw
that there was a risk in selling
marijuana, but since drug laws often target both the buyer
and the seller, there is also a risk (albeit
smaller) to the consumer interested in buying marijuana.
Legalization would eliminate this risk, causing
the demand to rise. This is a mixed bag from a public policy
standpoint: Increased marijuana use can
have ill effects on the health of the population but the
increased sales bring in more revenue for the
government. However, if legalized, governments can control
how much marijuana is consumed by
increasing or decreasing the taxes on the product. There is
a limit to this, however, as setting taxes too
high will cause marijuana growers to sell on the black
market to avoid excessive taxation. When
considering legalizing marijuana, there are many economic,
health, and social issues we must analyze.
One economic study will not be the basis of Canada's public
policy decisions, but Easton's research does
conclusively show that there are economic benefits in the
legalization of marijuana. With governments
scrambling to find new sources of revenue to pay for
important social objectives such as health care and
education expect to see the idea raised in Parliament sooner
rather than later.
Questions:
1. Plot the demand schedule and draw the demand curve for
the data given for Marijuana in the case
above.
2. On the basis of the analysis of the case above, what is
your opinion about legalizing marijuana in
Canada?
Examination Paper of Managerial Economics
IIBM Institute of Business Management 4
Case let 2
Case 1: The Stock Market
The stock market is very close to a perfect competitive
market. The price of a stock usually is
determined by the market forces of demand and supply of the
stock and individual buyers and sellers of
the stock have little effect on price (they are
price-takers). Resources are mobile as stock is bought and
sold frequently. Information about prices and quantities is
readily available. Funds flow into stocks and
resources flow into uses in which the rate of return. Thus
stock prices provide the signal for efficient
allocation of investment in the economy. However,
imperfections occur here also though the stock
market is very close to a perfect competition, for example,
sale of huge amount of stocks by a large
corporation will certainly affect (depress) the price of its
stocks.
Question
1. Find out the characteristic of National Stock Exchange.
END OF SECTION B
Section C: Applied Theory (30 marks)
This section consists of Applied Theory Questions.
Answer all the questions.
Each question carries 15 marks.
Detailed information should form the part of your answer
(Word limit 200 to 250 words).
1. What do you understand by Monitory Policy? Discuss roles
and functions of RBI.
2. What is the concept of law of demand? Discuss Elasticity
of Demand in detail.
END OF SECTION C
S-2-250613
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