Question 5 - Assignment One

This week we learned about the basic structure of a relational database design. As a review, read the following short article which I extracted from a Microsoft Access tutorial on the Microsoft Office web site."Relational databases organize data into tables, where each table contains lists of rows and columns similar to a spreadsheet. Each table strictly contains information about one kind of object only.""In a simple database, you might have only one table. For most databases you will need more than one. For example, you might have a table that stores information about products, another table that stores information about orders, and another table with information about customers. In a relational database, we do not mix information about two different objects (e.g. orders and customers) in a single table."


There are two basic principles behind relational database design. The first principle is that duplicate information (also called redundant data) is bad, because it wastes space and increases the likelihood of errors and inconsistencies. The second principle is that the correctness and completeness of information is important. If your database contains incorrect information, any reports that pull information from the database will also contain incorrect information. As a result, any decisions you make that are based on those reports will then be misinformed.""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."(Reference: http://office.microsoft.com/en-us/access/HA012242471033.aspx?pid=CH100645691033#Good)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.
Posted by Jenny at 7:08 PM 0 comments
Labels: ACCESS, Database Design, records, tables


Answer

1. The information of products and suppliers is stored in subject-based tables Products and Suppliers respectively. It eliminate data redundancy in the database.
2. The supplier of a product can be identified since supplier key is stored in the products table.
3. Both of the products and suppliers table can obtain data accuracy once the product information or supplier information are changed since these informations are reference by the key ProductID and Supplier Number respectively.

Seesion 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.

Answer

The POS of Luk Fuk is one of the internet marketing which I think is particularly effective. It takes advantage of the potential business opportunities presented on Internet and consist of business-to-consumer (B2C) and business-to-business (B2B) trading platforms.
For B2C platform, it allows consumer to view Jewellword.com online selection and to place order online. For B2B platform, it brings buyers and sellers together and allows sellers to show their jewellery and buyers to search for their desired products online.
Jewellworld.com provide service on B2B platform and it is on a membership basis where it is virtual trade show on the Internet.
Moreover, for some customers that have specific competitive edge, Jewellworld.com provided alternative secure chancel such as web-conferencing tool to ensure the product information is secure and not disclose to the others.
Jewellworld.com not only acts as a virtual fair, but also a jewellery exhibitor.

http://www.jewelleryworld.com/

For the ineffective example – Wyndham International. A lodging brand in the upscale and high-upscale segments of the market. Its daily operation in is supported by IT and provided the management with important information and decision-marking support but its lodging industry was bothered because lack of standardization of IT. This happened because of the complex structure of the lodging industry, the high degree of fragmentation, and the conflicting interests of the parties involved in making technology purchasing decisions. The ownership of the customers’ data further intensified the challenges.

http://www.wyndham.com/
Another concern is its low brand recognition among business and leisure travelers since similar products are offered with the hotel chains. It made Wyndham’s value proposition cannot distinguish from their competitors and it leaded to focus on price competition such as the rapid spread of Internet speed up the commoditization process by decreasing the costs. Solution to it is guest-recognition and CRM program – Loyalty program allows the members to earn airline miles and can be redeemed.

Session 3

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:

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 ?

What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?
Answer
Referring to the Drogon Airline's home page, we can know:
http://www.dragonair.com/da/en_INTL/homepage

When customer marking a reservation, the following data elements will be generated:
- original / arrival destination
- depart and return time
- Number of passengers
- Class selection (Economy/Business/First Class)
- Memebership number / Asia Miles number if any
- Title
- Customer name (name should be exactly as they appear on passport)
- Email address
- Contact number
- Meal preference
- Destination Contact
- Credit card information
By using the CRM system, we can know the above imformation to identify the customer needs, attracting the new customer, create the differntiation with the competitors and retain the customer long-term relationship.

The benefits of integrating the sales, marketing and customer support function by using a single software package and centralized database are:
- Increase customer satisfaction
- Reduce direct-marketing costs
- More effective marketing
- Lower cost for customer acquisition or retention
- Increased sales revenue
- Lower churn rate