Download Exam 1_study guide - Hong

1. Chapter 1 to Chapter 7 and the slides as well as supplemental slides on the Weekly
Schedule page we have covered so far.
2. The readings on BI&A, social CRM
3. Assignment I and Assignment II (Part I and II).
ITM685 EXAM (I)
Fall 2012, Dr. Hong-Mei Chen
I. Acronyms:
SCM _________________________________ CRM __________________________________
VOIP ________________________________ PaaS_________________________________
IaaS_______________________________
SaaS__________________________________
URL _______________________________
FTP__________________________________
G2C_________________________________ B2E__________________________________
VPN ____________________________
VAN________________________________________
EDI______________________________
SEO ________________________________________
M-commerce_____________________
SQL______________________________
QBE ___________________________________
DBA_______________________________________
OLAP _____________________________
ETL _________________________________________
KPI_______________________________
RSS_________________________________
HTML______________________________
RFID_________________________________
BPM _____________________________
SDLC _________________________
II.
Multiple Choice: (Can be more than 1 answer)
1. Circle the correct one or ones: (1 point)
a. The scope of Extranet is always larger than Intranet
b. The stages of B2C: E-transaction
c. Pull-based: Companies sending unrequested information to customers
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d. VPN can be used for both intranet and extranet securities
2. Circle the correct one or ones: (1 point)
a. business scope of Electronic Commerce is less or equal to E-business
b. Electronic Commerce has exceeded 25% of total commerce this year.
c. The economic output of B2B market is less than B2C market
3. Which is not true of EDI: (circle the answer) (1 point-no paritial): a. Has no prespecified
data format b. B-2-B c. No human intervention d. application-to-application (A2A)
4. YouTube is different from TV commercials; It is largely a. Asynchronous b. Synchronous media.
III.
Filling in the blanks:
1. What are the three key dimensions of a business (positioning) strategy?
_________________,_________________ and _________________. (0.5pt each = 1.5 pt)\
2. _______________ is the type of technology or innovation that would change the way industry
or companies operations or individual lives.
3. Give an example of a competitive advantage: ______________________________________
4. An alternative to acquiring hardware as the infrastructure necessary for doing business is
____________computing, which is a kind of on-demand computing.
5. An alternative to software development/acquisition is the____________________ (spell out) model,
which is also a kind of on-demand computing.
6. Virtualization is utilized to both _____________computing where hardware and software were provided
transparently for clients and _____________ computing where the utilization of hardware capabilities
are optimized to minimize e-waste.
7. _____________refers to a type of technology connecting smaller computers to aggregate their idle
resources for large processing tasks that may require supercomputing power.
8. SETI@home utilizes ______________________ computing technology.
9. What is the major obstacle (or limitation) of a brick-and-mortar (often physical service based) business
strategy discussed in class.
_______________________________________
10. Click-only strategy is also called _____________________________________. (0.5 pt)
11. Typical EC revenue models includes Transaction fees, Traditional sales, ___________________,
_______________________ and _______________________. (1 pt each)
12. Many businesses, such as Dell, sell directly to their customers online, cutting out the middleman.
This is called _______________________________
13. Many e-businesses, such as Orbits, Zappos, use the web capabilities to provide integration of
processes/services/products or “one stop shopping” s– this is called
14. ___________ marketing is marketing driven by word-of-mouth utilizing social media.
15. __________________ is a set of rules for governing data communications or telecommunications. Such
rules for Internet is called __________________________ (spell out)
16. _______________ refers to that data sent over the Internet should be handled in an equal manner; all
traffic treated the same way. G-2-B includes_____________ in which government streamlines its
supply chain by purchasing material/goods/services directly from suppliers (or businesses) via electronic
markets or portals.
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17. The major difference between the intranet and an extranet are the EC type they are used for: :
Intranet_____________ Extranet:____________
18. Give an example of a web service: _______________________________________
19. ___________________ is the combination of two or services, applications or business models.
20. Amazon EC2 ______________________________(spelt out) is a web service that provides
resizable compute capacity in the cloud. Name one of the advantages (or service highlights) of
such service.
21. ___________ (e.g., software robot) is a kind of intelligent agent. For example,
____________________________ continuously browses the Web.
22. The major difference between spreadsheet technology and database technology: (1 points)
___________________________________________________________________________
23. ACCESS is a relational ___________________________.
24. Define Business Intelligence: Business Intelligence (BI) is the use of _________________ to
__________________information from _____________________sources in order to make better
business decisions.
25. Define data mining:_____________________________________________________________
26. The OLAP process of aggregating lower level data (such as regional sales) to high level summary data
(such as national sales) is called ______________________.
27. __________ analyzes data in data warehouse based on known attributes (or subjects) for slicing and
dicing.
28. What is a digital dashboard? (0.5 pt) ______________________________________________________
29. CRM concentrate on the 5th P of Marketing, that is, ________________________, which give rise many
privacy and ethical concerns. (0.5 pt)
30. Based on analysis of customer profile and data, CRM system can sell more expensive products and
services to customers, which is called ____________ in the industry which selling associated goods is
called ___________________. (1 pt; 0.5 pt each)
31. Amazon is using a _________________ system to help shoppers see what other people also buy when
purchasing a product of interest.
32. Give an example of RFID application for CRM: _______________________________ (0.5 pt)
33. Give a vendor name of on-demand CRM (other than Oracle, SAP):
__________________________________ (0.5 pt)
34. The difference between a two-tier and a three-tier client server architecture is
________________________________________________________________
35. A home page (e.g., A URL without specifying a filename) is default to a file named
_____________________________ (1 pt)
36. ______________ is the function in SeaMonkey you used to design the layout (e.g., dividing the page
into different areas) of your page. (1 point)
37. Important rules in designing a website:
#1____________________________________________________________(1 pt)
#2 ___________________________________________________________(1 pt)
#3 The Web site must be easy to use and fast.
#4: ____________________________________________________________(1 pt)
#5: ___________________________________________________________ (1pt)
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#6: learn from your website: the software you use for this is called __________________________
IV.
Short answers:
1. Define E-commerce. What is the difference between Ecommerce and E-business?
2. What are the 8 elements of a business model?
3. Describe or draw Porter’s of Value Chain (for business process analysis), including both 5 Primary
and 3 Supportive activities.
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4. Draw the diagram of Porter’s 5-forces model (with modification for today’s modern context).
5. What are the 7Cs of the web capabilities (or e-business benefits)?
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What are the five components of an Information Systems (IS)?
7. Describe three categories of reasons (or Web’s inabilities or inefficiency that one needs to overcome)
we discussed in class that may make one choose the click-and-mortar e-business strategy over the
click-only e-business strategy?
8. What are the three strategies of SEO? Indicate Ad Words in one of the strategies.
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9. Describe long-tail strategy in e-tailing
10. Define a cookie
11. Define Web 2.0
12. Define CRM
13. What is the difference between a database and data warehouse?
14. What is the difference between OLAP and Data mining?
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15. What is Internet 2?
16. What is the difference between Spiral model and waterfall model for system
development? (indicate the phases of a SDLC in your answer.)
17. What is a channel? How a channel conflict can be avoid or resolved? What is channel
optimization?
18. What is dynamic pricing for e-commerce? Give an example.
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1.
What are the three functional areas (or departments or business processes) that CRM
integrates:
_________________, ____________________, _______________, _______________(0.5 pt each)
2.
What are the purposes of CRM (1.5 points): _________________________,
_________________________, ____________________________________
3. There are two types of loyalty: ________________and __________________ (0.5 pt each)
VOIP _______________________________ SFA________________________________
OLAP ____________________________ OLTP _____________________________
ETL _____________________________ KPI _____________________________
RSS ______________________________
4.
5.
The 5th P of Marketing is ___________ (0.5 pt)
Define three primary types of CRM systems that vendors sell (or three components of a
comprehensive e CRM system architecture) and their applications or technology. (5 pts; 0.5 each)
a. _____________CRM: Front office systems, including three functional area applications, give an
example of each area:
SFA: lead management, __________________________________
Customer Service and Support: __________________________________
EMM or EMA: _____________________________________________
b. _____________ CRM: back office systems, primary utilizing the following technologies:
___________________________, _____________________, _____________,__________
c. ______________CRM, to facilitate communications, technology includes
Desktop sharing, ______________________, etc.
6.
It costs __________ times more to attract a new customer than to keep an existing one. (0.5 pt)
7.
What is the difference between a client and a customer? (2 pt)
8.
Define Social CRM (2 points)
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9.
Amazon’s Mechanical Turk is an example of ______________________________ (0.5 pt)
10.
What does HIT (on Amazon’s Mechanical Turk) stand for? (0.5 pt)
_______________________________________________________
11.
What is the value proposition of Amazon’s Mechanical Turk? (1 point)
_______________________________________________________________________
________________________________________________________________________
12.
What are the reasons given for Yelp to filter reviews? (0.5 pt )
__________________________________________________________________
13.
How does this practice of filtering reviews contradict with Yelp’s value proposition? (1 pt)
___________________________________________________________________
__________________________________________________________________
______________________________________________________________________
14. Draw in a pyramid the three levels of organizational systems for decision-making. (1 point)
Associate the following terms with each level: Database (DB), Data warehouse, data mining,
OLTP, OLAP, EIS, web crawler, semi-structured data, structured data, unstructured data, digital
dashboard. (3 points; 0.25 each)
SQL:______________________________
15. What are NoSQL databases? How are they different from SQL databases? What problems are
these NOSQL database aiming to address?
16. Describe the difference between Database (or data warehouse) queries and data mining.
17. Describe the differences between operational data store (database) and the datawarehouse?
18. What are the four characteristics of datawarehouse?
19. Database is a collection data
___________________________________________________________
20. ACCESS is a relational ___________________________ (spell out).
21. A question asks of a database is technically termed: ______________________
22. Relational model was proposed by E.F Codd in ________ (year)_; while SQL was first standardized
in ________.
23. What is a schema? ___________________________________________
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24. Define Web 2.0: ________________________________________________________________
25. What is Semantic Web? _________________________________________________
26. The difference between DB, DBMS, and DBS. (2.5 points) – you can draw the diagram.
URL _______________________________ FTP__________________________________
HTTP_________________________ XML _________________________
EDI_________________________________ TCP/IP______________________________
27. Google Analytics can help you learn about your website. Give two major functions of such
software. (0.5 pt) Explain how you can get the functions to your website. (0.5 pt)
28. How do you get your website to appear on the first page of a Google search result? (1 point)
29. There are 6 approaches to freenomics, including advertising and freemium. What are the
remaining four approaches, give an example for each? (4 points)
30. What are the differences between BI&A 1.0, 2.0 and 3.0?
31. CRM is going from LTV-based metrics to LTR-based. What does LTR mean?
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