Q:
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.
Ans:
Refer to last lab exercise, we can organize the information into tables, where each table lists of rows and columns reminiscent. For example, we entry the related data into table and assign the primary keys of table in database. We can use this database to divide the information items into major entities or subjects and require to join the information in the tables together.
We can easily to find out the general reports as we can accommodate the data processing and reporting such as inventory status by product category report.
Session 4: Assignment One Question
Q:
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.
Ans:
I think Pizza Hut's website is most successful & effective. It through their website to promote and increase their market share. In their website shows the colourful and attractive advertisment. The customer also can search their community activities, menu, branch information, etc.
The customer can also order on their website. They can login their member ID and password, then which shows all information and record. Their member will have more discount when they are order on website. Pizza hut always send the promotion information by email to their member. Overall, it can provide the good service and build up a good image of them.
The JHC shop is ineffective one. As their website is very traditional, the advertisement is not attractive, only upload the leaflets for promotion. The leaflets also don't show the price, haven't online order service and don't send the promotion to their customer by email as usual. I think JHC shop should improve their website style such as use more colorful 3D advertisement, design a unique slogan, all items have price and have online service, etc. Thus, these can increase their revenue and build up a good image for public.
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.
Ans:
I think Pizza Hut's website is most successful & effective. It through their website to promote and increase their market share. In their website shows the colourful and attractive advertisment. The customer also can search their community activities, menu, branch information, etc.The customer can also order on their website. They can login their member ID and password, then which shows all information and record. Their member will have more discount when they are order on website. Pizza hut always send the promotion information by email to their member. Overall, it can provide the good service and build up a good image of them.
The JHC shop is ineffective one. As their website is very traditional, the advertisement is not attractive, only upload the leaflets for promotion. The leaflets also don't show the price, haven't online order service and don't send the promotion to their customer by email as usual. I think JHC shop should improve their website style such as use more colorful 3D advertisement, design a unique slogan, all items have price and have online service, etc. Thus, these can increase their revenue and build up a good image for public.
Session 3: Assignment One Question
This week we talked about Customer Relationship Management (CRM) as a process and as a software application. Based on the CRM concepts learned, answer the following questions:
Q:
1. 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?
2. What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?
Ans:
1. a) The customer joined a member club for airlines, then they can fill in the form for marking a reservation on airline’s website such as destination, depart and return date and time, trip type (one way or round trip), seat class (economy, business or first class), payment methods, membership ID or personal information, etc.
When customer book same airline next time, they can login their member ID and password, then all information can find out such as booking information before. They can save their time to fill in some information again for themselves. It can build up the good service and image of the airlines.
b) Finished the trips, then customer can earn their frequent flyer miles to exchange gifts, for example, when customer has 50,000points flyer miles, then they can get a free air ticket, upgrade their class from economy to business class, discount of air ticket or coupons, etc. The frequent flyer miles were count their customer how often to use their service in a period. After that, the airlines use this customer data to search their main target group to develop.
c) When customer completed the trips. Customer can fill in their satisfaction in questionnaire. Airlines use this information to improve their service and revenue. If the customer is satisfied with the service, they will introduce their friends to use it. This is a free advertising to earn word of month of customer. This is a very efficient promotion to increase their total revenue of airlines.
The airline can use this information to improve their service. And this can make a channel to get the feedback from customer. The above information can establish a long-term relationship with airlines and customer.
2. There are many benefits to be gained for airlines and airline passengers. Firstly, the passengers could book and check in through internet 24 hours, 7 days a week, at any time, any where and more discount.
Secondly, the airlines can increase sales and customer loyalty. This strategy can improve sales effectiveness, bring higher value to all of airline's key business relationships, help them to understand what each client relationship is truly worth, develop and reinforce a consistent experience for customers, improve management effectiveness, improve tactical and strategic planning, respond faster to competitive challenges, use critical resources more efficiently, and reduce administrative burdens and overall cost.
CRM is a broad term that covers concepts used by companies to manage their relationships with customers, including the capture, storage and analysis of customer information.
Finally, CRM helps the airlines to build loyalty. Because it is a marketing truism that it costs more times to generate new customers than it does to retain existing ones, that is a compelling argument.
Q:
1. 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?
2. What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?
Ans:
1. a) The customer joined a member club for airlines, then they can fill in the form for marking a reservation on airline’s website such as destination, depart and return date and time, trip type (one way or round trip), seat class (economy, business or first class), payment methods, membership ID or personal information, etc.
When customer book same airline next time, they can login their member ID and password, then all information can find out such as booking information before. They can save their time to fill in some information again for themselves. It can build up the good service and image of the airlines.
b) Finished the trips, then customer can earn their frequent flyer miles to exchange gifts, for example, when customer has 50,000points flyer miles, then they can get a free air ticket, upgrade their class from economy to business class, discount of air ticket or coupons, etc. The frequent flyer miles were count their customer how often to use their service in a period. After that, the airlines use this customer data to search their main target group to develop.
c) When customer completed the trips. Customer can fill in their satisfaction in questionnaire. Airlines use this information to improve their service and revenue. If the customer is satisfied with the service, they will introduce their friends to use it. This is a free advertising to earn word of month of customer. This is a very efficient promotion to increase their total revenue of airlines.
The airline can use this information to improve their service. And this can make a channel to get the feedback from customer. The above information can establish a long-term relationship with airlines and customer.
2. There are many benefits to be gained for airlines and airline passengers. Firstly, the passengers could book and check in through internet 24 hours, 7 days a week, at any time, any where and more discount.
Secondly, the airlines can increase sales and customer loyalty. This strategy can improve sales effectiveness, bring higher value to all of airline's key business relationships, help them to understand what each client relationship is truly worth, develop and reinforce a consistent experience for customers, improve management effectiveness, improve tactical and strategic planning, respond faster to competitive challenges, use critical resources more efficiently, and reduce administrative burdens and overall cost.
CRM is a broad term that covers concepts used by companies to manage their relationships with customers, including the capture, storage and analysis of customer information.
Finally, CRM helps the airlines to build loyalty. Because it is a marketing truism that it costs more times to generate new customers than it does to retain existing ones, that is a compelling argument.