Individual Assignment: Question Two
Read this recent job posting for a customer relationship manager (CRM) from JobsDB.
http://www.jobsdb.com/HK/EN/Job.asp?R=JDB222257494
Based on this job description, what would you say are the main responsibilities of a CRM manager? Do any of these responsibilities involve in-depth or hands-on knowledge of information technology? Explain your answer.
Minimum word count: 200
This advertisement is posted for recruiting a CRM Manager on the JobsDB.com. According to the job description, the main responsibilities of the CRM Manger would be mainly focus on customer relationship activities and make it align with company strategy. CRM Manager has to have enough knowledge in analyzing information especially customer information provided, like what they need. It also has to design an appropriate way to capture customer information as many as possible. CRM Manager has to understand what the information provided, and it is also essential that CRM Manager could think of a way to provide suitable thing to their customer. Therefore, CRM Manager should have a skill to develop and execute consumer contact strategy, like sending email or posting which kind of advertisement on the website. It is obvious that the CRM Manager should have to understand the consumer lifecycle and provide different appropriate activities in order to attract potential customers or retain current customers.
Besides, the advertisement clearly stated that the CRM Manager would be responsible for develop consumer database and work with regional analytics team on analyzing the database and use consumer intelligence for marketing programs. It is obvious that CRM Manager should have in-depth knowledge of information technology. Otherwise, they may not be able to help in developing the database. They have to at least help in planning the system, to give information for the team that what kind of information should be capture and how to generate the report. Additionally, the CRM Manager should have in-depth information technology knowledge is because CRM Manager has to capture those customer information via the internet, therefore they have to know how the website run and what customer usually react to the website thus they can capture those customer information. For instance, CRM Manager should know that every single click on the website could be captured for analyzing which customer looking for what.
Discussed above are the abilities that the CRM Manager should have.
2009年10月19日 星期一
Assignment one - Question 3
Assignment One: Question Three
Find two examples of what you consider to be an effective use of Internet marketing.
For each example, describe what Internet marketing method(s) or technique(s) are used, discuss what you think is the purpose of the marketing campaign (customer acquisition ? customer retention ?), and evaluate which of the following Internet properties the online marketing campaign takes advantage of:
interactivity or two-way communication
pull marketing
personalization or one-to-one
greater hold on user's interest
measurable and trackable
Minimum word count: 200 words
There are two examples that could be considered as an effective use of internet marketing, the first one is the Park’N shop and the second one is Dell. The Park’N shop uses the internet marketing to sell its product directly to their customer through the company website. The purpose of this online ordering service is to acquire some customers that are not able to buy during the office hour of the shop and importantly it is also used to track customer needs. This marketing campaign of Park’N shop is mostly benefit to them by tracking and measuring what customer need. As the online ordering service require customer to login, therefore all customer behavior on the website could be recorded by the system and provide information to the shop that what type of customers are recently search for or recently buying from. It does not only help the Park’N shop know what the customer need recently but it also helps the shop to do their inventory stocking. That information may also be used by Park’N shop to send some promoting e-mail to the customers whose did not buy from Park’N shop for a period through the website, it could help Park’N shop to consolidate their customer relationship and implement the pull strategy by sending those e-mails.
Another example is Dell, computer selling company. It used its company website to sold computer directly to their customer. It provides different configuration set and provide a list of hardware for customer to choose. It unlike Park’N shop selling standard product, it sold tailor-made computer. Once customer places the order, Dell complete that computer with that customer uniquely needs and ship it to the customer. It eliminate customer goes to the shop and ask for the staff which kind of computer suit them, because those information are posted on the website and providing a list for choose and real time calculation of the cost for the customer. It is obviously that Dell uses that to attract customer from convenience shopping by having tailor-made computer. It can help Dell to acquire a lot of customers whose wants convenience. Dell through its own website to sold tailor-made computer let customer feels much more satisfy. And it is also help Dell to have a better image about a greater hold on user’s interest.
Find two examples of what you consider to be an effective use of Internet marketing.
For each example, describe what Internet marketing method(s) or technique(s) are used, discuss what you think is the purpose of the marketing campaign (customer acquisition ? customer retention ?), and evaluate which of the following Internet properties the online marketing campaign takes advantage of:
interactivity or two-way communication
pull marketing
personalization or one-to-one
greater hold on user's interest
measurable and trackable
Minimum word count: 200 words
There are two examples that could be considered as an effective use of internet marketing, the first one is the Park’N shop and the second one is Dell. The Park’N shop uses the internet marketing to sell its product directly to their customer through the company website. The purpose of this online ordering service is to acquire some customers that are not able to buy during the office hour of the shop and importantly it is also used to track customer needs. This marketing campaign of Park’N shop is mostly benefit to them by tracking and measuring what customer need. As the online ordering service require customer to login, therefore all customer behavior on the website could be recorded by the system and provide information to the shop that what type of customers are recently search for or recently buying from. It does not only help the Park’N shop know what the customer need recently but it also helps the shop to do their inventory stocking. That information may also be used by Park’N shop to send some promoting e-mail to the customers whose did not buy from Park’N shop for a period through the website, it could help Park’N shop to consolidate their customer relationship and implement the pull strategy by sending those e-mails.
Another example is Dell, computer selling company. It used its company website to sold computer directly to their customer. It provides different configuration set and provide a list of hardware for customer to choose. It unlike Park’N shop selling standard product, it sold tailor-made computer. Once customer places the order, Dell complete that computer with that customer uniquely needs and ship it to the customer. It eliminate customer goes to the shop and ask for the staff which kind of computer suit them, because those information are posted on the website and providing a list for choose and real time calculation of the cost for the customer. It is obviously that Dell uses that to attract customer from convenience shopping by having tailor-made computer. It can help Dell to acquire a lot of customers whose wants convenience. Dell through its own website to sold tailor-made computer let customer feels much more satisfy. And it is also help Dell to have a better image about a greater hold on user’s interest.
Assignment one - Questions 1
Individual Assignment: Question One
Evaluate and compare the features, functions, pricing, available editions, technology etc. of any two sources of enterprise resource planning (ERP) software. Here are some sources you may choose from:
SAP
Lawson Software
Microsoft Dynamics NAV
OpenBravo - open-source ERP
Kingdee K/3
QAD
Based on your understanding of ERP, do you believe that a firm should implement enterprise resource planning software when it is a new company, or after it has had time to mature ? Explain your answer.
ERP (Enterprise Resources Planning) is used to manage all the information, functions or even processes of a business by a centralized database.
In this question, it will focus on comparing the SAP and the Lawson software.
For SAP, this is a globalized company with the famous software namely SAP Enterprise Resource Planning. For Lawson software, this is also an international company that profession in software program especially for manufacturing, distributing, maintaining and servicing industries.
In the features view, SAP provides solution to nearly all company while Lawson software mainly focuses on manufacturing, distributing, maintaining and servicing company.
In the functions view, SAP provides solution to integrate business globally easier, only one update could update the whole system, real-time information provided thus lower the redundancy errors and create a very efficient working environment for employees. Lawson software provides software solution for automating business processes, collaborating employee and delivering detailed analyses of results.
For the pricing, both software are very depend on the company size, it is obvious that the bigger the company, the larger the cost. For SAP, it is estimated the cost range could be from $50million to $500million. For Lawson software, it has been ranks as the No.1 in ERP software cost per user, and it cost from $100,000 to $250million while some of them may be an off-shelves product.
For the available editions, SAP has SAP ERP 7.0, a part of Business Suite. There are also R/3 and R/2. SAP ERP is one of the enterprise applications in SAP’s business suite. Another of them would be focus on customer relationship management, product lifecycle management, supply chain management and supplier relationship management. Lawson software has S3, M3 and industry solution product. S3 which is focus on HRM, SCM and business intelligence while M3 mainly for manufacturing. Other specific company like retailing may choose business intelligence software of Lawson.
For technology, SAP is now very success for the edition of R/3, which is following the 3-tier architecture, presentation layer, application layer and database layer. It is used the SAPGUI as the user interface. Lawson software is following its standard, the Lawson technology platform, Lawson System Foundation 9 which is a combination of middleware of IBM and Lawson technology.
Based on my understanding of ERP, I think that a firm should adopt ERP as soon as they can afford the implement and maintenance cost. It is impossible nowadays to survive without handling company information well. ERP system should be implemented to any company for better storage and monitor information purpose. No matter the ERP systems is small or big, it have to be there for better support to the company and let the company to coordinate better of its information. It should be the way how current business to survive. ERP helps business to centralize their business with a strong database, imagine that a firm aimed to globalized, it is impossible to manage their customer information without ERP systems. Therefore, I think that if the new start company could afford the cost, then it should adopt the ERP system.
2009年9月24日 星期四
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