Session 5: Assignment One Question

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 as below:

A database management system (DBMS) is a special type of software for creating, organizing and assessing data from a database. It is a centralization and management of data which have a single, consistent source form all their data needs. The most important feature of the database is its ability to separate the logical and physical views of data.

Access is a relational database management system. In a relational database, you divide your information into separate, subject-based tables. You then use table relationships to bring the information together as needed.

From the above example, we entry the data in tables made up of one or more columns. Each table has a special field called the primary key which contains a unique value for each record. We divide the product and supplier table separately, the divides information into subject-based tables is to reduce redundant data. The data stored in each column must be of a single data type, such as text, character, this can protect the data more accuracy and integrity.

There have two principles for the relational database, duplicate information, correctness and completeness of information which is very important and we can't make any mistakes on it. Otherwise the reports will contain incorrect information.

As the unique record have to be retrieved, updated and sorted, the column of the data must be uniquely indentifies.

We select the fields to be included in the report. From the Product table, choose Product Category, Product Name, Selling Price, Quantity on Hand and Reorder Level. From the Supplier table, choose Company Name - this is the name of the supplier for that product.

Accommodates the data processing and reporting – using database can get the report by simply sort the information that you need. From our exercise, we group the report according to Product Category and sort the data in each product category by Product Name. At last we choose a layout and page orientation for the report as needed.

In conclusion DBMS can enhance the operation performance by increase data independence, minimize storage redundancy and increase data integrity.

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.

NOTE: You are free to use your own examples, or any of the examples I shared with you in class or in the class blog.

Effective sample as below:

Internet-based marketing will include the use of a company website in conjunction with promotional techniques such as banner advertising, direct e-mail and links or service from other websites to acquire new customers and provide services to existing customers that help develop the customer relationship.

With traditional media, the same message is broadcast to all customers. On the Internet, it is possible to send personalized or targeted offers based on the customer’s profile, needs, locations and behavior.

Nokia is one of the famous brands among Hong Kong which is an effective and successful Internet marketing example.

The Nokia website is not just for Hong Kong, it targets to worldwide therefore it provides with different language and supporting. Customers usually search the new information and product from company website. With an easy click, you can find all the necessary information from Nokia website.

The products on the Nokia website have been classified in different category and functions. The information shows about new product, mobile images, device category, design, key feature, and advanced features like GPS navigation and global roaming support.

It also has the details about the Nokia information, opening hours, support and maintenance. There is also a function called product comparison which help customer knows the differentiated of products, so that they can easily choose their desire model.

Once you registered, you can download the mobile maps, mobile games, ringtones, music, photos from the web-site which can be personalized.

Nokia Care ensures you get the very best services from Nokia. And now, you can also visit the closest Nokia Care Centre. The location of the stores can be found on Nokia’s website. You can find the store easily, as the website clearly indicated the address as well as the map.

To best utilize the full range of advanced functions of your Nokia handset, you will first need to learn about its different settings. Nokia pioneers the Door-to-Door service with professional handset consultants to teach you about various handset settings, explain their uses, and answer queries, helping you turn your Nokia handset into a personal computer.

The service includes:

• Helping you backup your contacts, calendar, photos and music
• Demonstrating how to synchronize your handset with your PC
• Setting up and using your handset's Wi-Fi functionality
• Installing and configuring Nokia Maps
• Setting up and assessing email on your handset

Just like DELL computer, customer can drive innovation for mobile application developers and share their feeling and feedback to the product and service in order to improve the quality of the product, this interactive action can help Nokia to make improvement and make the device more user friendly.

With Internet two-way-communicate from customers through online surveys, forums or blog can be easily captured. Marketing research information is also available when a user click the website pages, it will automation record down the movement of the customer. Company can analyzed such information in order to gain a better understanding of customer’s buying behavior.

Regarding the contact methods, if customers have any complaints, opinions or inquiries, they can always send it by e-mail; forum; blog; phone to hotline; visit the center themselves. The customer service representatives will give the prompt respond to the customer in order to solve the problem and gain trust so as to maintain a long-term relationship and gain profit maximization.

Obviously, Nokia is not only updating their products, but also improve their product and provide good service. Nokia can hold customer interest and attract more loyalty customer in the company as they provide the useful information and their excellent performance. With the attractive advertisement, Nokia can promote their product and increase their market sales accordingly.

That's the reasons why I think Nokia is an effective brand by using information marketing.

Reference link:

Nokia website:

http://www.nokia.com.hk/english

Forum for Nokia:

http://www.forum.nokia.com/

Ovi by Nokia:

http://www.ovi.com/services/

Calling develoers:

http://www.nokia.com/developers

Ineffective sample as below:

Giordano website is a roughly and simple ineffective internet marketing for demonstration. Since its website just shows a traditional push marketing with one-way communication, it provide simple information on their branch address and company background. Moreover it doesn’t provide any services to fulfill customer expectation which can’t hold customer interest and result in losing customer loyalty.

As you know, style and image, product and design are important to the fashion industry which is the main factors to attractive potential customer and existing customers to continuous support to the company.

There is limited information provided, beside the WWS membership information from the website, there is no product information, promotion issue, price list, etc. Certainly everyone who clicks in such website will definite close the window as there is no motivate to continues to search any information from such a joyless page.

Below are some suggestions to the website:

We should design a user friendly and up-to-date webpage in order to gain the awareness of customer. We can segregate in different category, such as adult, men, women and kids collection. Update news from the coming season, like Spring, Summer, Autumn and Winter collections.

Briefly information of the product is necessary as well, beside the type of clothing, size, color and fabric materials and price list. With the fabulous picture image and details, we can retain customer to keep searching the web pages.

Giordano can also post some video and set some hyperlink to make it more interesting and attractive, in order to draw attention to the customer. With more advertisement, it can increase the sales so as its profit.

The location of store and address should be including in the website, which can let customer find the nearly shop easily.

Since Giordano already have the VIP scheme, they should well use of this valuable information to retain the customer loyalty. They can provide discount or coupon to member when they purchase certain amount, so that customer will enjoy shopping in Giordano.

Once customers apply the membership, they can get customer’s personal information, then they can send the up-to-date promotion to them.

For more effectively way, they should send some survey periodically to their customer to collect the feedback and opinions. A blog or forum can also be added for customers to give their comments and feedback in daily basis. This two way communication can enhance the relationship with company and customers.

To be honest, nowadays customer is difficult to serve compare with past 10 years, company should try their best to satisfy customer’s needs and maintain profit, so that they won’t driven out by the fierce market.

Giordano website:
http://www.giordano.com.hk/web/HK/index.html