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Today’s Topics  IT & MKIS Development (Recap) m Case: Kiwi Experience  Database Concept & Application m Discussion: On-line Database Example  Database.

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Presentation on theme: "Today’s Topics  IT & MKIS Development (Recap) m Case: Kiwi Experience  Database Concept & Application m Discussion: On-line Database Example  Database."— Presentation transcript:

1 Today’s Topics  IT & MKIS Development (Recap) m Case: Kiwi Experience  Database Concept & Application m Discussion: On-line Database Example  Database Design (Part I)

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

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

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

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

6 Q#4 IT & MKIS (1)  Cyber marketing m Advertising & PR m Net survey  Database m Potential & existing customers m Partners - hotels/restaurants/places etc.

7 Q#4 IT & MKIS (2)  Communication System (Notebook computer & modem)  Electronic Data Interchange  Geographical Information System

8 Other Issues?

9 Database Data base Internal Records Marketing Intelligence Marketing Research Marketing Decision Support Marketing Mix (4 P’s) Budget Allocation Sales Forecast etc. Overview Design Implementation

10 Discussion  On-line database example


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