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Published byElaine Hoover Modified over 9 years ago
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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 Design (Part I)
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Kiwi Experience Very specific target market Flexible schedule offered Value of money & Value of life Core benefit : Experiences in New Zealand
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Q#1 Attracting Customers Difficult to make repeat purchases Word of mouth : must be positive message
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Q#2 Bus Drivers Both producer and marketer Managing “the moment of truth”
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Q#3 Growth Limitation No repeat purchase Limited number of segments to reach High turnover of drivers Low barrier to entry Service “flaw”
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Q#4 IT & MKIS (1) Cyber marketing m Advertising & PR m Net survey Database m Potential & existing customers m Partners - hotels/restaurants/places etc.
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Q#4 IT & MKIS (2) Communication System (Notebook computer & modem) Electronic Data Interchange Geographical Information System
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Other Issues?
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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
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Discussion On-line database example
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