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