Assignment One

Question 4

Find one example of Internet marketing that you think is particularly effective and one example that is ineffective.

Answer:

Dell computer (http://www.dell.com.hk/). Their Internet marketing strategy is without middle man (e.g. authorized dealer or distributor) directly sell the computer to the customer. This channel can be reduce the extra expense on distributor, that can let the computer retails be more cheaper. Customer they don't need shop around and can be select their preference thought the Dell website. Dell time to time offer the fabulous promotion for the computer which is competitive lower than the assembly computer found in Mongkok or Sham Shui Po. The after services such as warranty is value added. People who can buy the computer or accessories which on their home. The strategy of Dell's Internets marketing is very successful.

Broadway(http://www.ibroadway.com.hk/default.php)- The large scale chain store of home appliances in Hong Kong. The company have invest much money in advertising (e.g. TVC, magazine and newspaper). The website of Broadway is too simple and did not provide online purchase. Fortress - The main competitor of Broadway which offer online purchase platform. As the company had already invest much money on the promotion channel, why they don't put more effort on online purchase, this can be reduce the shop's manpower and recruit the customer through the internet.

Assignment One

Question 3

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 ?




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

Answer:

1.

a) For reservation - The customer name and ID/Passport number is mainly use to identity with the customer.

b) For using frequency flying miles - The member card number/customer name and ID/Passport number should be use to identify the customer. The membership can also enhance the customer loyalty to the airline.

c) For completing a flight - The customer name/ID should be use to identify the customer.

For use the CRm system, the airline can be know the customer through the system and increase the satisfaction of the customer. The airline promote the special plan to the customer which select out from the system because the system had contains their details (e.g. favourite destination, flight seat, meal request and favourite magazine or newspaper).

2.The intergartion can be reduce the unnesscary resources and more efficency on the system use. The system intergartion can be save the cost on the system maintenance. The customer data can access in one system and staff no need to input the data into different system to waste the time and resources.

Assignment One
Question 2

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 ?

Answer :

1. The Customer Services Department, Sales Department, Warehouse / Logistics Department and Accounts Department.
2. When the sales department received the order from the customer, they can use SAP system check the real time inventory data. The order can be made by simple step in the system and send to warehouse department in same time. After the warehouse department received the order from the system, they can access the details of the order and also with the delivery address. They can use the "Pick and Pack Manager" from the system. After that they can print out the delivery note and packing slip for the shipment from the system. When the shipment is pack up the carrier, they can update the order status in the system, that can be easier for the client to trace about the delivery status.
3. The capital, size and nature of company is also be the consideration of the company. If the company is don't have the warehouse and their business nature is don't have goods to sold, that's mean they don't need to have the SAP system.