Session 5: Assignment One Question

"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.

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.

Inventory Status is divided by product category.

There are five columns, product name, company name, selling price, quantity on hand and reorder level (subject -based table). Therefore, when people read the information, we can read the column before they go into the detail.

For example: multi-dimensional analysis on an OLAP CUBE
The report includes four measures (Sales amount, revenue goal, revenue status, revenue trend) and one dimension (financial year).

Each table aslo contains a key field to uniquely identify each record for retrieval or manipulation.

Session 4: Assignment One Question

LEE KAM KEE has effective internal marketing.

As we can see from the website, they provides different recipes online. Chinese food lovers can browse an extensive datebase here. You can search by sauces, ingredients or cooking methods.

Even though you are vegetarian, you will find a suitable receipe here!

Virtual Cooking Class, you will find it cooking is easy, especially for busy lifestyle people.
The range of soy sauces has become increasingly diversified, Below wonderful recipes use different, special Lee Kum Kee Soy Sauces as marinades and seasonings.

Even the simplest ingredients make great dishes, Lee Lam Kee Sauces help!





A range of representatative dishes that involve frying, cooking, and braising for beginers. Convenient and simple to follow, Chinese Cooking ABC enables everyone to prepare splendid Chinese dishes in minutes with ease and comfort. Chinese cooking beginners





Kummunity is the place on LKK.com where you can share & search with others
Recipe Exchange for member which sense of belonging can be strengthen.







FOTOMAX has an ineffective internet matketing (http://www.fotomaxonline.com/)





In this website, there are four main columns,

included SIGN UP, ONLINE ALBUM, ONLINE PRINTING & IMAGING GIFT ITEMS, BONUS POINT REDEMPTION PROGRAM


Unless you become their privilege club member, or else you can't see the details of each columns
It is not convenient to peope who surf their website.

It is not user-friendly, because some of the people may not willing to disclose their personal information to beome FOTOMAX privilege club member.

It is not a good internet marketing!

Session 3 of assignment one

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:

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?

Ans: The following customer data elements may be generated through these interactions:

(a) making a reservation-

name- age and gender- nationality- identification documents
and such numbers- contact number, address and email- diet/meal preference-
credit card or other financial particulars

(b) using frequent flyer miles-

type and name of frequent flyer programme- membership name and/or number- points accumulated in the account (perhaps?)

(c) completing a flight

(does it mean the process from checking in at the counter to
completing the journey?)
- personal particulars already known when the reservation
was made- number and weight of luggages and whether to check-in or hand-carry them-
travel purpose (leisure/business)
- habit to kill time (reading newspaper/magazine,
enjoying in-flight entertainments, sleeping)
- in-flight duty-free shopping

If the airline has the customer record, in the course of making reservation and providing information of frequent flyer programmes, a lot less time and troubles would be incurred.

All the customer is required to do is either to log in an online reservatiog system with a set of username and password, or to contact the travel consultant by identifying him/herself
that most of the personal particulars are already available.

For those frequent or regular customers, the online system / travel consultant should be
able to trace the transaction pattern and predict the customer preferences,
which will further shorten the time required for each interaction and
enhance the customer servicing experience and satisfaction level. I
It is a key to retain a loyal customer base.

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

Ans: Having a single software which comprises all sales, marketing and
customer support functions with a centralized database of all such information
generated enables employees of various function to have a full and clear picture
of the over all relationship between the company and every single customer.

It prevents the potential communication lag or break down and other possible
confusions among functions whichs enhance the working efficiency and
customer servicing experience.

Moreover, the data collected through various interactions not only constitues a unique profile of each customer which enhances the individualized service level; the massive database of all customers provide invaluable input for market and consumer behavious analysis,
the result of which is critical for evaluating sales and marketing plans and formulating development directions and future policies.