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Today’s Topics

Today’s Topics. IT & MKIS Development (Recap) Case: Kiwi Experience Database Concept & Application Discussion: On-line Database Example Database Design (Part I). Kiwi Experience. Very specific target market Flexible schedule offered Value of money & Value of life

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Today’s Topics

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  1. Today’s Topics • IT & MKIS Development (Recap) • Case: Kiwi Experience • Database Concept & Application • 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 • Advertising & PR • Net survey • Database • Potential & existing customers • 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. Internal Records Marketing Decision Support Marketing Intelligence • Marketing Mix (4 P’s) • Budget Allocation • Sales Forecast • etc. Data base Marketing Research • Overview • Design • Implementation Database

  10. Discussion • On-line database example

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