Today’s Topics Today’s Topics IT & MKIS Development (Recap)

Case: Kiwi Experience

Database Concept & Application Discussion: On-line Database Example

Database Design (Part I)

Kiwi ExperienceKiwi Experience Very specific target market Flexible schedule offered Value of money & Value of life Core benefit : Experiences in New Zealand

Q#1 Attracting CustomersQ#1 Attracting Customers Difficult to make repeat purchases Word of mouth : must be positive message

Q#2 Bus DriversQ#2 Bus Drivers Both producer and marketer Managing “the moment of truth”

Q#3 Growth LimitationQ#3 Growth Limitation No repeat purchase Limited number of segments to reach High turnover of drivers Low barrier to entry Service “flaw”

Q#4 IT & MKIS (1)Q#4 IT & MKIS (1) Cyber marketing

Advertising & PRNet survey

DatabasePotential & existing customersPartners - hotels/restaurants/places etc.

Q#4 IT & MKIS (2)Q#4 IT & MKIS (2) Communication System

(Notebook computer & modem) Electronic Data Interchange Geographical Information System

Other Issues?Other Issues?

DatabaseDatabase

Database

InternalRecords

MarketingIntelligence

MarketingResearch

MarketingDecisionSupport

• Marketing Mix (4 P’s)• Budget Allocation• Sales Forecast etc.

• Overview• Design• Implementation

DiscussionDiscussion On-line database example