"There are two basic principles behind relational database design. The first principle is that duplicate information (also called redundant data) is bad, because it wastes space and increases the likelihood of errors and inconsistencies. The second principle is that the correctness and completeness of information is important. If your database contains incorrect information, any reports that pull information from the database will also contain incorrect information. As a result, any decisions you make that are based on those reports will then be misinformed."
"A good database design is, therefore, one that:
* Divides your information into subject-based tables to reduce redundant data.
* Provides the database management system (e.g. ACCESS) with the information it requires to join the information in the tables together as needed.
* Helps support and ensure the accuracy and integrity of your information.
* Accommodates your data processing and reporting needs."
(Reference: http://office.microsoft.com/en-us/access/HA012242471033.aspx?pid=CH100645691033#Good)Think of the small database we used in our lab exercise - Products and Suppliers. Briefly describe how this database observes any two of the four design principles outlined above.
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2009年6月25日星期四
2009年6月18日星期四
Session 4~Assignment one answer
Find one example of Internet marketing that you think is particularly effective and one example that is ineffective.
Explain your reasons, for example, you can describe how well the effective example takes advantage of the Internet's properties (e.g. interactivity, personalization, greater hold on user's interest). For the ineffective ad, you may describe how you can improve on it.
Ans:
Explain your reasons, for example, you can describe how well the effective example takes advantage of the Internet's properties (e.g. interactivity, personalization, greater hold on user's interest). For the ineffective ad, you may describe how you can improve on it.
Ans:
2009年6月2日星期二
Session 3~Assignment one answer
Q: 1.List the customer data elements generated when a customer interacts with an airline by (a) making a reservation, (b) using frequent flyer miles, and (c) completing a flight. How does information from CRM improve these interactions ? 
Ans: Cathay Pacific is a selection of oneworld and non-oneworld carriers can be booked online. You can book most flights up to 10 months prior to departure, or just 3 hours before you fly.
Online booking process:
1.check schedules 
2.select flights
3.fill in the passengers details
4.payment
5.get the confirmation and print out the e-ticket
How to check-in online↓
http://downloads.cathaypacific.com/cx/olci/EN/1_Welcome_en.html
Currently, they can only handle new bookings made directly online. If you aleardy have a ticket, then we need to contact the travel agent or our reservations office to confirm our travel dates.
2.What are the benefits of integrating the sales, marketing and customer support function using a single software pacakge and a centralized database ?
Ans: CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing.
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