Session 5: Assignment One Question

Divides your information into subject-based tables to reduce redundant data.
In the Product Table, the information contents are all related to product like Cost, Selling Price, Quantity, Reorder level, etc. In the Supplier Table, the information contents are all related to supplier like Company Name, Address, City, etc. It reduces redundant data.

Provides the database management system with the information it requires to join the information in the tables together as needed.
In the two tables, there is one field with same name i.e. Supplier Number which can link the tables together to give join information. Then we will know that the particular product is supplied by which supplier.

Session 4: Assignment One Question

Effective Internet Marketing

http://www.mtr.com.hk/jplanner/chi/planner_index.php
When clicking on the map, a journey planner will pop up for passengers to search the journey by selecting boarding station and destination. Information about how long does it take, interchange station(s), fare of using single ticket and octopus will show up. Apart from these information, Attraction and Dining Recommendation along the journey are also available as customer may like to know and they do not have to search from another web site. Location Map, Station Shops, Disabled Facilities are some extra information that passengers may also need.

Ineffective Internet Marketing

http://travel.priceline.com.hk/eng/retailair/package_booking.aspx?package_id=10000717&cat_id=
Priceline.com allows customer to enter information in order to book a trip.
For the part of hotel booking, it is insufficient as it got fields of Hotel Name, No. of Room(s), No. of Travellers only. Some fields like Type of Bed, Check-in Date & Check-out Date are missing. They might assume that the Departure Date & Return Date same as Check-in Date & Check-out Date. But some customers, who would like to stay behind, may need more nights of accommodation at the same hotel or others hotel.For the part of flight booking, it has fields of Travellers' First Name and Last Name only. It is suggested to have field of flight time to choose from. Or at least let passengers know about the flight time if there is only one flight a day. Priceline should try to think more about their customer's interest.

Session 3: Assignment One Question

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 ?

(a) Name, Departure City, Destination City, Departure Date, Return Date, Stopover, Class, No. of passenger (Adult/Children/Infant), etc.

(b) Passport Number, Miles, Expiry date, Membership Tier, Seat Preference, Country of Issue, etc.

(c) Rating, Payment Date, Customer Lifetime Value, Upgrading History, etc.

With CRM, data can be manage in one application and can be use by relevant departments. CRM can help to differentiate customer into different segments. Staff can select target customers (high Customer Lifetime Value), provide relevant services, offer relevant promotions. Customer will find more satisfaction. Relationship between the customer and the company can be retained. The company can gain greater share-of-wallet.

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

Different departments will not have to enter same data as the database is centralized and can be retrieving by all of them. The efficiency is enhanced.

Data in the software can be analyzed and the results can be distributed to different people, systems and touch points.

Profitable customers can be sorted out in order to provide relevant services.

Sales staff will know more about the customers. It helps them to increase productivity.

Customer service requests can be easily assigned and managed.

CRM identifies opportunities for cross-selling, up-selling and product bundling.

Session 2: Assignment One Question

1. Which departments within the company are integrated within the Order-to-Delivery process ?
Sales & Marketing, Retail.

2. Which steps are included in the Order-to-Delivery process ?
- Checking stock to ensure there are enough inventory,
- Create sales order to let warehouse staff know what and where to deliver,
- Assembly the order,
- Print delivery note for package & shipment, and
- Check whether the order was shipped.

3. What factors would you consider when deciding whether ERP is suitable or not for a small business ?
It may not be suitable for a small business to use ERP as small business may not be able to affort to buy the software.
However, it is good to use ERP if a small business is going to expand, as ERP help the company to manage data well.