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.
The small database applies a relational database. The relational database is the primary method for organizing and maintaining data today in information systems. It organizes 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.
For most databases we will need more than one. For example, we 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."
2009年6月12日星期五
2009年6月7日星期日
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.
a) Internet marketing has been describled simply as 'the application of the internal and related digital technologies to achieve marketing objectives'. In practice, internal - based marketing will include the use of a company website in conjunction with promotional techniques such as banner advertising, direct email and link or services from other websites to acquire new customers and provide services to existing customers that help develop the customers relationship.
I think that Louis Vuitton "LV" is a particularly effective of Internet marketing.
http://www.louisvuitton.com/web/flash/index.jsp;jsessionid=R10B414GKPJWECRBXUDVAFYKEG4RAUPU?buy=0&langue=zh_CN&direct1=home_entry_cn0_entry_cn0
Pull marketing
It is usually the customers who begins and process of contacting the company. The customer often seeks information on web site and ' pulls' the marketing message towards them. We can find that different goods and services (e.g. accessories, fashion jewelry , hot stamping & painting and etc.) which they provide in website. For example, when we want to buy a "Monogram Canvas" bag. We can click in the collection, we can see that there are many kind of bags to choose it. When we click "speedy 30", it shows bag details (picture, size, design,
function, details and products id number). It is easy to find all information in website.
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.
a) Internet marketing has been describled simply as 'the application of the internal and related digital technologies to achieve marketing objectives'. In practice, internal - based marketing will include the use of a company website in conjunction with promotional techniques such as banner advertising, direct email and link or services from other websites to acquire new customers and provide services to existing customers that help develop the customers relationship.
I think that Louis Vuitton "LV" is a particularly effective of Internet marketing.
http://www.louisvuitton.com/web/flash/index.jsp;jsessionid=R10B414GKPJWECRBXUDVAFYKEG4RAUPU?buy=0&langue=zh_CN&direct1=home_entry_cn0_entry_cn0
Pull marketing
It is usually the customers who begins and process of contacting the company. The customer often seeks information on web site and ' pulls' the marketing message towards them. We can find that different goods and services (e.g. accessories, fashion jewelry , hot stamping & painting and etc.) which they provide in website. For example, when we want to buy a "Monogram Canvas" bag. We can click in the collection, we can see that there are many kind of bags to choose it. When we click "speedy 30", it shows bag details (picture, size, design,
function, details and products id number). It is easy to find all information in website.
Information provides (e.g. address, phone number,opening hours and what products provide in shop). Customers will know all information in website.
One-to-one
It is possible to send personalized or targeted offers based on the customer's profile, needs, location and behavior. They recomment customer to set up account. So, we can subscribe to the Louis Vuitton Newsletter and receive all their latest updates. Also, we can create a wish list of products to keep between visits to their site.
Hold on the user's attention
Some forms of online marketing communications can succeed in catching and holding the user's interest, such as rich media ads and videos.
We can see more videos (e.g. Fashion show and product process).Customers will know the fashion trend and lastest products.
Opportunity to gather marketing intelligence
The web site has a email -back facility built into it. Customers can leave their informations and message when the company's sevice rep. can answer their inquiry as quickly as possible. Also, they shows call represntatives phone number. If we need quick response, we can call our country's rep.
b) I think that MCL is a ineffective of Internet marketing.
MCL's website is similar to traditional characteristic in easily ignored. They don't mention movie content, no trailer and no forum.
They don't introduce movie content and no trailer. It is difficult to catch and hold the user's interest. It lacks of advertisement to attract people to buy ticket to see movie.
It doesn't have forum in website. Customers don't know how good or how bad of the movie. Members can't express and to exchange their ideas about movie and cinema. Cinema can't collect feedback and comment from customers. It is difficult to improve services and facilities.
MCL's website should builds up movie content, trailer and forum. It attract more customers to visit the website. They can collect more comment and information from customers. This information can be analyzed later to gain a better understanding of customers profiles and behaviors.
2009年5月29日星期五
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:
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.
1. Flight pattern
2. Customer's performance
3. Destination
4. Airlines
How does information from CRM improve these interactions ?
Above data will let us know that when is peak season? Which destination does customer usually book business class ? How much does customer spead on flight per year? How frequent does customer travel per year?
Above information can help companies improve the process of making a reservation, taking a flight or using frequent flyer miles.
What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?
- Sales
- Help sales staff to meet customer satisfaction and improvement. The system gives them the updated product and pricing information, all the promotions/discounts available, and the customer's up-to-date record. This helps them do their job more effectively and even allows them to give personalized services to customers at the time of sale.
- Marketing
- Manage marketing campaigns and analyze the results i.e. special offer/ promotion
- CRM identifies opportunities for cross- selling, up- selling and product bundling,
i.e.hotel package
- Customer support
- Assign and manage customer service requests i.e. increase manpower in peak season
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.
1. Flight pattern
2. Customer's performance
3. Destination
4. Airlines
How does information from CRM improve these interactions ?
Above data will let us know that when is peak season? Which destination does customer usually book business class ? How much does customer spead on flight per year? How frequent does customer travel per year?
Above information can help companies improve the process of making a reservation, taking a flight or using frequent flyer miles.
What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?
- Sales
- Help sales staff to meet customer satisfaction and improvement. The system gives them the updated product and pricing information, all the promotions/discounts available, and the customer's up-to-date record. This helps them do their job more effectively and even allows them to give personalized services to customers at the time of sale.
- Marketing
- Manage marketing campaigns and analyze the results i.e. special offer/ promotion
- CRM identifies opportunities for cross- selling, up- selling and product bundling,
i.e.hotel package
- Customer support
- Assign and manage customer service requests i.e. increase manpower in peak season
Session Two: Assignment One Question
Visit the SAP Small Business web site.Scroll down the page and click the "View the Demo" link under the "Inventory and Operations" section.The demo will launch within your web browser. There are 4 tracks in the video. You only need to view Track 1: Introduction and Track 2: Automate the Order-to-Delivery Process.Answer the following questions after viewing the video:
Which departments within the company are integrated within the Order-to-Delivery process ?
Sales Department and Warehouse Department.
Which steps are included in the Order-to-Delivery process ?
Sales department received order from the client and confirm the order by entering the details into SAP system. If it has stock, it will be automaticlly transfer to warehouse department and confirm same day delivery. After that, Warehouse departments will print packing slip and delivery note.
What factors would you consider when deciding whether ERP is suitable or not for a small business ?
We would consider efficiency and costing when deciding whether ERP is suitable or not for a small business.
ERP can be lower quotes, reduce lead time, improves responsiveness for sales department. It will be faster design and production for manufacturing. It accurates customer service history and warrantly for customer service.
We entered stock data in system, it is easily to check stock by computer instead of checking it physcially. It can share common data and practices across the enterprise.(e.g. office in H.K., warehouse in New Territories, factory in Southern China). It saves much labor cost. In long run, ERP cost can cover labor cost.
Which departments within the company are integrated within the Order-to-Delivery process ?
Sales Department and Warehouse Department.
Which steps are included in the Order-to-Delivery process ?
Sales department received order from the client and confirm the order by entering the details into SAP system. If it has stock, it will be automaticlly transfer to warehouse department and confirm same day delivery. After that, Warehouse departments will print packing slip and delivery note.
What factors would you consider when deciding whether ERP is suitable or not for a small business ?
We would consider efficiency and costing when deciding whether ERP is suitable or not for a small business.
ERP can be lower quotes, reduce lead time, improves responsiveness for sales department. It will be faster design and production for manufacturing. It accurates customer service history and warrantly for customer service.
We entered stock data in system, it is easily to check stock by computer instead of checking it physcially. It can share common data and practices across the enterprise.(e.g. office in H.K., warehouse in New Territories, factory in Southern China). It saves much labor cost. In long run, ERP cost can cover labor cost.
Session 1: Assignment One Question
Think of a business or organization that you admire, then describe two examples of how that business is supported by information systems. For example, do they use it for operational excellence ? Or do they use it to create new products and services ?
Octopus is an electronic payment system using a contactless smartcard.
In the beginning they aimed to develop a simple way to pay fares on public transport in Hong Kong.
Then they extended our reach into simple micropayments for purchases in retail outlets and a simple way for cardholders to gain access to buildings and schools and to identify themselves.
Today, over 2,000 service providers accept Octopus, and new uses are regularly being added. Octopus' success is important to Hong Kong people not only because it's part of everyday life - it's also made everyday life so much easier.
Where to use Octopus in Hong Kong
Octopus is available at over 2,000 different service providers including public transportation services, apparel stores, bakeries, car parks, cinemas, convenience stores, fast food chains, household stores, leisure facilities, personal care stores, photo finishing stores, photocopiers, supermarkets, and vending machines.
Now we no longer need to worry about running out of value on your Octopus, because we can sign up for the Octopus Automatic Add Value Service (AAVS).
With AAVS, HK$250 or HK$500 (to be decided by customers upon application) will be automatically added to our Octopus when the remaining value reaches a zero or negative balance, or when its remaining value plus the maximum negative value is insufficient to settle the full cost of the transaction. Each Octopus can be automatically reloaded once a day. The reloaded amount will be deducted from our designated credit card account, with every AAVS transaction shown clearly in our statement.
Convenience - With AAVS, we don't have to worry about running out of money on our Octopus. We can carry on shopping and parking - worry free!
Available for all Octopus products - Customers can conveniently register for AAVS with any type of Octopus product, including Sold Octopus, Octopus watches, pocket watches and mobile phone straps etc.
E-banking is an online banking service that breaks through time and geographical boundaries and helps we manage our company finances with more ease. With Business e-Banking Services, our company can appoint multiple users with different access rights and authorities, review an at-a-glance summary of balances and transactions of related companies and allow a maximum of two users to jointly authorise online transactions.
The following services are currently available:
Cash Management Services
Trade Services
Facility Details
Investment Services (Enquiry only)
MPF Services
e-mail Services
Management Control
It provided that we have access to the Internet with the recommended browser in our notebook, we will be able to access e-Banking Services anywhere around the world.
Octopus is an electronic payment system using a contactless smartcard.
In the beginning they aimed to develop a simple way to pay fares on public transport in Hong Kong.
Then they extended our reach into simple micropayments for purchases in retail outlets and a simple way for cardholders to gain access to buildings and schools and to identify themselves.
Today, over 2,000 service providers accept Octopus, and new uses are regularly being added. Octopus' success is important to Hong Kong people not only because it's part of everyday life - it's also made everyday life so much easier.
Where to use Octopus in Hong Kong
Octopus is available at over 2,000 different service providers including public transportation services, apparel stores, bakeries, car parks, cinemas, convenience stores, fast food chains, household stores, leisure facilities, personal care stores, photo finishing stores, photocopiers, supermarkets, and vending machines.
Now we no longer need to worry about running out of value on your Octopus, because we can sign up for the Octopus Automatic Add Value Service (AAVS).
With AAVS, HK$250 or HK$500 (to be decided by customers upon application) will be automatically added to our Octopus when the remaining value reaches a zero or negative balance, or when its remaining value plus the maximum negative value is insufficient to settle the full cost of the transaction. Each Octopus can be automatically reloaded once a day. The reloaded amount will be deducted from our designated credit card account, with every AAVS transaction shown clearly in our statement.
Convenience - With AAVS, we don't have to worry about running out of money on our Octopus. We can carry on shopping and parking - worry free!
Available for all Octopus products - Customers can conveniently register for AAVS with any type of Octopus product, including Sold Octopus, Octopus watches, pocket watches and mobile phone straps etc.
E-banking is an online banking service that breaks through time and geographical boundaries and helps we manage our company finances with more ease. With Business e-Banking Services, our company can appoint multiple users with different access rights and authorities, review an at-a-glance summary of balances and transactions of related companies and allow a maximum of two users to jointly authorise online transactions.
The following services are currently available:
Cash Management Services
Trade Services
Facility Details
Investment Services (Enquiry only)
MPF Services
e-mail Services
Management Control
It provided that we have access to the Internet with the recommended browser in our notebook, we will be able to access e-Banking Services anywhere around the world.
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