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    MIMA - Mid-Term Exam-MBA - 2020-22

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    Dishant Khaneja
    India-Mart plans to develop a data warehouse to analyze how item sales are affected by different promotions across stores, states, and the country. They need a schema identifying fact and dimension tables with attributes, measures, primary keys and foreign keys. An optimization model is required to determine the optimal price for product A to maximize total profit. Sales of product A lead to additional sales of product B. The model considers demand, costs, and profits from both products. A transaction-based data warehouse schema is needed for retail inventory management. It should include all relevant transaction types to derive business intelligence. Star and snowflake schemas are compared, noting which is less normalized and the relative merits and demerits of

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    MIMA - Mid-Term Exam-MBA - 2020-22

    Uploaded by

    Dishant Khaneja
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    India-Mart plans to develop a data warehouse to analyze how item sales are affected by different promotions across stores, states, and the country. They need a schema identifying fact and dimension tables with attributes, measures, primary keys and foreign keys. An optimization model is required to determine the optimal price for product A to maximize total profit. Sales of product A lead to additional sales of product B. The model considers demand, costs, and profits from both products. A transaction-based data warehouse schema is needed for retail inventory management. It should include all relevant transaction types to derive business intelligence. Star and snowflake schemas are compared, noting which is less normalized and the relative merits and demerits of

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    MIMA_Mid-Term Exam-MBA_2020-22

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    India-Mart plans to develop a data warehouse to analyze how item sales are affected by different promotions across stores, states, and the country. They need a schema identifying fact and dimension tables with attributes, measures, primary keys and foreign keys. An optimization model is required to determine the optimal price for product A to maximize total profit. Sales of product A lead to additional sales of product B. The model considers demand, costs, and profits from both products. A transaction-based data warehouse schema is needed for retail inventory management. It should include all relevant transaction types to derive business intelligence. Star and snowflake schemas are compared, noting which is less normalized and the relative merits and demerits of

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    124 views1 page

    MIMA - Mid-Term Exam-MBA - 2020-22

    Uploaded by

    Dishant Khaneja
    India-Mart plans to develop a data warehouse to analyze how item sales are affected by different promotions across stores, states, and the country. They need a schema identifying fact and dimension tables with attributes, measures, primary keys and foreign keys. An optimization model is required to determine the optimal price for product A to maximize total profit. Sales of product A lead to additional sales of product B. The model considers demand, costs, and profits from both products. A transaction-based data warehouse schema is needed for retail inventory management. It should include all relevant transaction types to derive business intelligence. Star and snowflake schemas are compared, noting which is less normalized and the relative merits and demerits of

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    © All Rights Reserved
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    of 1

    INDIAN INSTITUTE OF MANAGEMENT RANCHI

    MBA: 2020-22
    Mid-Term Examination
    MARKETING INTELLIGENCE & MARKETING ANALYTICS
    MARKS: 25 TIME: 90 Minutes TERM: V
    INSTRUCTIONS:
    1. All the questions are compulsory. For each question, marks have been indicated.
    2. This is an open-book examination.
    ……………………………………………………………………………………………………………………….
    Q. 1. A chain of departmental stores called “India-Mart” having operations only in India, plans to develop a data
    warehouse for effective decision-making about their sales and different promotion schemes. India-Mart puts some
    of their products on promotional sales from time to time. There may be a large number of different types of
    promotions like coupon sales, end-of-the-aisle display, buy-two-get-one-free, etc.
    India-Mart would like to analyze how item sale is affected by the promotions at each store, in each state
    and across the entire country.

    Design an appropriate schema for the data warehouse which can be used for marketing intelligence, clearly
    identifying the fact table(s), dimension table(s), their attributes and measures along with the primary key and
    foreign key relationships. [4 Marks]

    Q. 2. Demand of product A varies with the price as guided by the following equation.

    Demand = -1.5 * price + 25

    Moreover, sale of product A leads to sale of another product B of the same company. Additional data is as given
    below.
    Unit cost of A (Rs.) 3
    Number of units of B with one A 20
    Profit from sale of one unit of B (Rs.) 0.85

    Develop an Operations Research based optimization model for pricing of A to maximize total profit earned and
    find the optimal price.
    [4 Marks]

    Q. 3. Design a transaction-based data warehouse schema for deriving business intelligence in retail inventory
    management of a company manufacturing the products and also marketing and selling the same. List down all the
    transactions. [4 Marks]

    Q. 4. Write down the merits and demerits of star schema over snow-flake schema. Which one is less normalized?
    [4 Marks]

    Q. 5. For 8 new jokes available online and 5 segments of customers with 30%, 30%, 20%, 10% and 10%
    distribution for each segment, assume “willingness to pay by a customer for a joke” for each customer-joke
    combination. You need to develop an optimization model for three-pricing mechanism for the jokes for generating
    maximum revenue where a customer may go for a maximum of 4 jokes. A joke is priced equally to all the
    customers. Based on this, answer the following questions.
    (i) List down all the variables with description.
    (ii) Write down the optimization function.
    (iii) Write down all the constraints.
    (iv) Describe the procedure for obtaining optimal pricing.
    [2+1+2+4= 9 Marks]

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