Session Five: Assignment One Question

"A good database design is, therefore, one that:
* Divides your information into subject-based tables to reduce redundant data.
* Provides the database management system (e.g. ACCESS) with the information it requires to
join the information in the tables together as needed.
* Helps support and ensure the accuracy and integrity of your information.
* Accommodates your data processing and reporting needs."

Think of the small database we used in our lab exercise - Products and Suppliers. Briefly describe how this database observes any two of the four design principles outlined above.

"Helps support and ensure the accuracy and integrity of your information"

in this database system, the data is stored in tables made up of one or more collums, and it must be a single data such as character, number, text, date in each column. Also, a collection of values from each column of a table is called a record or a row from the data.
Moreover, there are relational database table which contains a key firld to uniquely identify each record for retrieval or manipulation. For example, your name cat not be a key because there can be another person with the same name, whereas a social security number is unique.
so we can see that the system can support and ensure the accuracy and integrity of our information.

"Accommodates your data processing and reporting needs"

This system is a specific type of software for creating, storing, organizing and accessing data from a database. Business have a single, consistent source for all their data needs. A single database services multiple applications. In addition, it is able to separate the logical and physical views of data.

All of the function also can help us for reporting and data processing.

Session 4: Assignment One Question

Find one example of Internet marketing that you think is particularly effective and one example that is ineffective. Explain your reasons, for example, you can describe how well the effective example takes advantage of the Internet's properties (e.g. interactivity, personalization, greater hold on user's interest). For the ineffective ad, you may describe how you can improve on it.


Internet marketing is a two-way communication with pull marketing that company can received some information from customers.



In my searching, I think the web-site of SaSa.com is very effective. It is so convenience for customers to buy products in the internet with their own ID. In the web-site, all of the products have been classified and show the information including price, discription. That's why SaSa can promote their product and increase their sales. Also, this web-site is target to worldwide customers with providing different language and different dollars trading. Of course, this service is according to each customer personally.




Moreover, it is the pull marketing since the customer contact the company actively snd the customer ofthen seeks information on a web-site and "pulls" the marketing message towards them. If customers have any complaint/ idea/ opinion/ question, they can post it on the web-site. Staffs of SaSa will answer as soon as possible. If you are member of SaSa, they will send you e-mail regularly to keep the long-term relationship. it also is one to one communication. SaSa can count the result by ID login or any internet click. Therefore, it's internet marketing is very effectivly.

KCP shps' web-site is a sample of ineffective internet marketing. Since in this web-site just a push marketing to post the information to the customers. It is so traditional with one-way communication. It just show you every shop in KCP and some promotion event. KCP can't get any useful result in the internet. KCP will not send any information to each customer, but target to everyone. I think KCP can have a co-operation with renter to make the membership and send to coupon or any discount/promotion. This not only can attract more customer to shopping but also can attract more investment to rent the shop in KCP to increase the income.



http://www.kcp.hk/home/index.php

Session 3: Assignment One Question

List the customer data elements generated when a customer interacts with an airline by (a) making a reservation, (b) using frequent flyer miles, and (c) completing a flight. How does information from CRM improve these interactions ?

Customers' personal information such as name, sex, special remarks. Customers can making a reservation eaily since the staff can search their name to get all of the other information. Customers do not repeat all of those every reservation. Special remarks can show to customers how take care by the airline firm. It can build up the good image of the company.

Flying history. It should be record the destination and date of their each flying. This action can be arrange the flight eaily and fastly. Also check the frequency and count the miles of flying. Customers will have a discount by those accumulate miles and may keep the long-term relationship.



What are the benefits of integrating the sales, marketing and customer support function using a single software package and a centralized database ?

A single software package can combine all data/information from different department and share with the same system. it call customer relationship management(CRM) system. CRM is a method of interaction with the customer to build up the long-term relationship.

Using this system, sales staffs' productivity can be increased and it can assign and manage customer servise requests. For the marketing, it also managa marketing campaigns and analyze the results and identifies opportunities for cross-selling , up-selling and product bundling.