Dept.

of Computer and Systems Duration: 2 Hours

Faculty of Engineering Final Mark: 75
Mansoura University 1st Year 1st Semester
Human Relations in Systems Eng. Final Exam CSE3112
Dr. John F. W. Zaki Jan 2020

Please answer all the questions

Question 1: True or False (25 Marks)

1. Digital marketing return on investment cannot be measured

2. CPA is used in affiliate marketing
3. Paid advertising on google falls under SEO while unpaid advertising falls under
SEM
4. Microblogging is considered as a social media platform
5. ASO is for improving the visibility of the applications on Play store
6. In ASO, screenshots are not important but user reviews are important.
7. Number 1 ecommerce platform is Alibaba
8. In dropshipping, you must stock an inventory for quick delivery to the customer
9. Shopify is an ecommerce platform
10. Affiliate marketing is a method by which companies use advertisers to market
their products for a commission.
11. From what you studied, a multinational company has 8 main functions
12. Marketing drives sales and promotes the products or services
13. Finance and accounting are the same.
14. In porters value chain model, inbound logistics is a support activity.
15. When hiring people in a startup company, it is important to hire fresh graduates
to save money.
16. The HR process involves 5 different steps.
17. An internship can only be done in a multinational company.
18. Core Competence is the company's unique characteristic that provide competitive
advantage
19. CocaCola employs children as part of their value chain model.
20. In Ikea, the store is separated from the warehouse to ensure value to customers
21. Ikea depends on the DIY principle.
22. Ikea stores usually have many doors for entry and exit of customers to make them
comfortable.
23. SWOT is used to analyze external environment while PESTEL is used for
internal
24. A business case usually communicates the problem only
25. In a team formation, all candidates should have similar skills to be able to
understand each other.

Question 2: Please ensure to choose one answer only (50 Marks)

1. In the Marketing mix the 4 P’s are Product, Price, Place, and
a. People b. Promotion c. Process d. Physical Environment
2. The HR selection techniques include many activities except
a. Interviews b. Work Sample c. Assessment Center d. Short listing

‫باقي اﻻسئلة في ظهر الورقة‬

 3. The business case target audience include
a. Partners b. Employees c. Competitors d. Suppliers
4. The most important item of the business case which usually comes first but developed at last is
a. The Mission b. The Benefit c. Exit Strategy d. Executive Summary
5. The Operations Department of a multinational company handles the below except
a. Manufacturing b. Fleet c. Supply Chain d. Procurement
6. In the BCG matrix, the item that has high market share and high growth rate is
a. The Problem Child b. The Star c. The Cash Caw d. The Dog
7. According to Porter’s 5 forces analysis, when McDonald’s Branch in Mansoura was closed few
years back, this was due to
a. Buyer Power b. Supplier Power c. Competitive Rivalry d. New Entry
8. In Porter’s 5 forces analysis, the difference between Tap water, Mineral Water, and water filter is
considered a
a. Buyer Power b. Supplier Power c. New Entry d. Threat of Substitution
9. The Process of acquiring the goods and services that are related to the main company products is
a. Direct Procurement b. Indirect Procurement
c. Price Negotiation d. Demand Planning
10. The Monitoring Tools used to bring focus to important aspects of the business are called
a. KPI b. MTI c. Quality Index d. Performance Index
11. Within mission, vision and strategy framework, the Strategy is
a. Where we are b. Where we want to be c. How to get there d. When to get there
12. …………… is used for optimizing the websites for search
a. SEO b. SMO c. SMM d. ASO
13. Off-page optimization contains
a. Contents b. Description c. Site map d. Domain optimization
14. On-page optimization contains
a. Keywords b. Link building c. URLs d. Site map
15. Technical optimization contains
a. Site speed b. Title c. Heading d. Alt. Tag
16. In Facebook advertising, you can choose
a. Interests and behavior b. language and gender c. age d. all the answers
17. Clickbank is
a. affiliate marketing b. ecommerce c. dropshipping d. none of the answers
18. Apple's pricing strategy is
a. Skimming b. Penetration c. Neutral d. Hybrid
19. Apple's initial distribution strategy is
a. Exclusive b. intensive c. Franchise d. none of the answers
20. Investors look for in a business plan
a. The team b. The financials c. the executive summary d. all the answers
21. TacoBell ran one of the top10 social marketing campaigns named
a. MakeItHappy b. Emoji c. Lovin' d. Exploding Kittens
22. The back-office support is a part of the:
a. Admin Department b. Supply Chain Department
c. Marketing Department d. Product development
23. The business model canvas contains
a. 5 sections b. 6 sections c. 8 sections d. 9 sections
24. When working with business model canvas, you have to start from the
a. Customer side b. company side c. value d. Any of the answers
25. In business model canvas, what links the company with the customer is
a. Cost structure b. revenue stream c. value d. channels

Good Luck
Dr. John FW Zaki