1. Lars Perner, Instructor 1 MKTG 476RELATIONAL DATABASES Relational Databases “Flat” databases and spreadsheets Relational databases Uses –Record keeping –Queries –Reports –Online uses Examples: MS Access, FoxPro

2. Lars Perner, Instructor 2 MKTG 476RELATIONAL DATABASES “Flat” Databases Database or spreadsheet contains variables (e.g., columns) of info on cases (e.g., columns, people) It is possible to store data –Find statistics (e.g., average balance) –Identify critical cases (e.g., customers past due) May contain redundant data if more than one case exists for each customer

3. Lars Perner, Instructor 3 MKTG 476RELATIONAL DATABASES Variable types (much as in spreadsheets) Text Numeric Date Logical (true-false) Memo (notes)

4. Lars Perner, Instructor 4 MKTG 476RELATIONAL DATABASES Relational Databases Different databases are linked to each other CUSTOMERS Name, address… ORDERS EMPLOYEES COMISSIONS INVENTORY

5. Lars Perner, Instructor 5 MKTG 476RELATIONAL DATABASES Linking Databases Two databases are set up—one may contain constant info once and the other separate transactions –Database with constant info only needs to be updated once “Linked” through ID variable (e.g., ID number, employee number, part number, account number)

6. Lars Perner, Instructor 6 MKTG 476RELATIONAL DATABASES Uses of Databases Data storage Reports—e.g., –Employee commissions –“Hot” selling items –Catalogs INVENTORY DATABASE SORTING SCHEME CATALOG (PRINTED) WEB SEARCH ENGINE WEB SITE LISTINGS

7. Lars Perner, Instructor 7 MKTG 476RELATIONAL DATABASES Outputs Queries –Identify cases meeting set criteria E.g., more than 6 purchases over last two years Purchases totaling over $100,000 Has not purchased in the last 6 months Bought particular product Reports –Customer purchase record –Commissions earned by salesperson for the month or year –Top 100 customers in terms of dollars spent