Session 4: Answer

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: I think facebook is a particularly effective example of internet marketing.

Facebook is a free-access social networking website that is

operated and privately owned by Facebook, Inc. Users can join networks organized by city, workplace, school, and region to connect and interact with other people. Facebook also concern on interactive and personalization, people can also add friends and send them messages, and update their personal profiles to notify friends about themselves. Besides peoples can build-up their own application or mini-games for other user, which can greater hold on user's interest. Facebook is now the largest social networking site.

Session 3: Answer

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: CRM system which capture and combines customer data from all over organization, so it can be analyzed who are most loyal and profitable customers.

(a)There are customer service in CRM system, which assign and manage customer service request for loyal customer, when customer making a reservation, CRM get costumer historical data, such as gender, business type, seating preference, contact informations and meal preference

, flight company can provide tailor made service to costumer.

(b) After costumer earn flyer miles, they can redeem their rewards. CRM can identify costumer flyer mileage balance, available options for redemption and expiry date of mileage balance,can observe which costumers are more profitable and loyal.

(c) CRM can make behaviour predication when costumer completing a flight, know the costumer needs and request from before flight, help sales staff increases their productivity; provide quality and tailor-made service.

CRM can make more effective marketing, up-selling costumer such as upgrade economy class to business class; lower costs for customer retention and increased customer satisfaction from customer loyality, using flyer miles.

Session 2: Answer

Answer the following questions after viewing the video:
1.Which departments within the company are integrated within the Order-to-Delivery process ? 2.Which steps are included in the Order-to-Delivery process ?
3.What factors would you consider when deciding whether ERP is suitable or not for a small business ?

Ans: Sales and Marketing department, Supply Chain and Inventory departments are integrated within the Order-to-Delivery process.
After sales department received the order,they use SAP business one to check inventory data and make an order to warehouse, then warehouse department check items and costumers address,warehouse email costumer to confirm their address,they pack goods and ship to the costumers.
ERP are used to share common data and practices across the enterprise with different department and function, however for small business they won't have many departments and hugh system, so its no need to use ERP, since the cost of ERP system is much higher than benefit for using ERP in a small business

Session 1: Answer

Session 1: Assignment One Question
This week we talked about the role of information systems in a business (Slide 9 of Lecture 1).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 ?

Ans: One of the companies in hong kong I admire most is Octopus Holdings limited, which they develop contactless smartcard technology was subsequently recognised as the most appropriate platform for future systems. Octopus is achieving operational excellence allowing commuters to travel across six public transport systems using one single card, thereby eliminating the hassle of finding exact change for individual journeys.

Besides the existing system, Octopus also develops new products and services, Portable Octopus Processor was launched to enable more smaller retailer merchant to provide octopus service.

On the other hand, they also launched mini-octopus and child octopus, mini-octopus only one third size of standard octopus size.

Name and I.D

Student Name: Jim Wai Lun
Student I.D. : 10411137