Intenational MarketingIntenational Marketing1999/2000 Programme1999/2000 Programme

Projekt: Aufbau Einer Marketing DatenbankGeography of Kenya

Total Area: 582,650 sq km (362,119 sq mi)Climate: from tropical to aridNatural Resources: Gold, limestone, soda ash, salt barytes, rubies, fluorspar, garnets, wildlife

Population: 28,808,658 (July 1999 est.)Capital: NairobiLowest point: Indian Ocean 0mHighest point: Mount Kenya 5,199m

James Wabara Kamau

InhaltInhaltHintergrundEinführungDatenbank GründsätzeGrunde für datenbank gebrauch Datenbank Aufbau VerarbeitungAbschluss

Aufbau Einer Marketing Datenbank

Projekt HintergrundProjekt Hintergrund

Wichtigkeit von effizient daten management

Arbeit beschreibung:– Ziel : Ein zentraliziert marketing informations

management system aufzubauen– Aufgabe: Aufbau einer datenbank– Ergebnis: vollständig , funktionell marketing

spezifisch datenbank– Lösung: Informationsfluss Verbesserung für erhört

produktivität

“Eine Datenbank muss eine lösung für ein bestimmt problem versehen”

EinführungEinführung* Eine datenbank ist eine sammlung von information in verbinding mit ein bestimmt thema. * Es ist ein kräftig, fähig und flexibel alternativ für daten management.* Es gibt im grunde zwei datenbank arte : Flat-file datenbank und Relational datenbank.* Dieses papier konzentrieren sich auf Relational Datenbank Management System* Technisch und software details sind In dieses thema nicht behandelt

“zeit +zeit= geld”“zeit+information=viel geld”

Grunde für datenbank gebrauchGrunde für datenbank gebrauch

Informationsquelle Besser informationsfluss und austauch Daten zentralizierung Mehr produktivität Leicht daten aktualisierung EDV Integrierung (Intranet/Internet) Daten management

“Einer datenbank ist ein kräftig, fähig und flexibel alternativ”

Datenbank GründsätzeDatenbank Gründsätze

Vorberaitung : Was muss gemacht werden?– Beratung– Zeit management– subjekt kenntnis

Klarheit Benutzerfreundlichkeit Pflege

“Es gibt im grunde zwei datenbank arte : Flat-file und Relational database management system”

Datenbank Aufbau VerarbeitungDatenbank Aufbau Verarbeitung

Problem/Ziel Definition Überprüfung existierender Datenbanken Inhalte schaffung und Struktur

Entwicklung Zugänglichkeit und Sicherheit Implementierung

“ Ein grund für schlecht datenbanken ist technisch komplikations”

Problem/Ziel DefinitionProblem/Ziel Definition “Der hauptgrund von diese aufgabe ist

marketing information zu zentralizieren, ordnen und pflegen”

– Es gibt keine zentral informationsquelle– Informationen und mitarbeiter sind verstreut– Kommunikation mitteln sind nicht optimiert

geworden– Es gibt verschiedene bereichen und aufgaben

in die abteilung

“Schlecht informationsfluss ist ein grund für niedriger produktivität”

Verbande Zuliefern

BeratungMedien

Konkurrenz Regierung

KundenVertreter

Vertragshandler

Internet

Mitarbeiter

Haupniederlassung

Filiale

Sontige

Wohin

Woher

Für Wem

Wofür

Überprüfung Existierender Überprüfung Existierender DatanbankenDatanbanken

Die Basis für neu datenbank ist die verschidene informationen in die firma oder abteilungen.

Beispiel:– Brochüre– Bestellung formular– Verkaufs vertrag– Produkt beschreibung– Kosten anschlag– Kundendienst formular– Kunden liste– Andere datenbanken

Inhalte Schaffung und Inhalte Schaffung und Struktur EntwerfungStruktur Entwerfung

Daten identifizieren und definieren Daten analyzieren Formuläre und texte vorbereiten Logik daten gruppe organizieren Struktur entwerfen Daten in struktur anpassen

“ Ein funktionell datenbank muss ausgleichen zwichen die daten und die struktur sein ”

Getfast EnterprisesMarketing Intelligence

Intern Information

Newsroom ExternInformation

Produkte

Verwaltung

Standardisierung

Verkaufs Kontrolle

Kundendienst

Marketing Politik

Markte

Regulierung

Kunden

Konkurrenz

Produkte

Markte

PR

Industrie

Daten Gruppen Und Struktur

Training

Auskunft

Getfast EnterpriseGetfast EnterpriseMarketing AbteilungMarketing Abteilung

* Newsroom* Extern Information* Intern Information

Getfast EnterpriseMarketing Abteilung

Newsroom

Internal Information- Auskunft- Marketing- Produkte- Training

External Information- Markte- Regulierung- Kunden- Konkurrenz

Zuruck

Titel Herkunft Datum

Document Fassen Document Redigieren

Getfast EnterpriseMarketing Abteilung

Extern Information

MarkteRegulierungKundenKonkurrenz

Zuruck

Herkunft Document Titel Verfasser/in Datum

Document Fassen Document Redigieren

Getfast EnterpriseMarketing Abteilung

Intern Information

VerwaltungMarketing PolitikKundendienstProdukteVerkaufsVergleich DatenPR

Zuruck

Herkunft Document Titel Verfasser/in Datum

Document Fassen Docunent Redigieren

Begriff: [ ]Thema: [ ]Name: [ ]Datum: [ ]

[ ]

ImplementierungImplementierung

Zugänglichkeit– Endverbraucher informieren und Lehren

Sicherheit– Zugang kontrolle liste machen– Zugang stufen bestimmen:

1. Manager 2. Designer

3. Editor

4. Author

5. Reader

6. Depositor

7. No Access

Implementierung– Software programme auswahlen– Datenbank Implementieren und prufen

AbschlussAbschluss Der designer muss am ende

situation analyse machen: Haben sie das problem und ziel

angesprecht ? Kann alle verbraucher mit der datenbank

arbeiten ? Haben sie an die zukunfts datenbank

erweiterung und pflege gedacht ? Passt die lösung zu laufend technologie

und firma mitteln ?

Alle ja ! Alle nein ?

HinweisHinweis

Software Auswahl:– Lotus Notes– Lotus Approach– MS Access– MS SQL Server– FileMaker Pro– Paradox

Anerkennung

* Ashenfelter, John Paul, Designing Good Databases, March 26, 1999* Brown, Luanne, On The Road To Good Database Design. July 16, 1996* Cluts, Nancy, Geek Speak Decoded No.6: Databases 101 January 13 1999* Sol, Selena, Good Database Design. August 16, 1998* About.com* Database Central.com* MSDN.com* VWDL.com

Creating A Marketing Database

Contents1.0 Background2.0 Introduction3.0 Database Basics

3.1 Preparation3.2 Database Types and Applications3.3 Choosing Between Flat-File and Relational Database

4.0 Process Of Database Creation4.1 Problem or Objective Definition4.2 Researching Current Databases4.3 Designing The Data Structures4.4 Implementing Rules and Constraints4.5 Creating Forms and Documents4.6 Implementing the Design in Software

5.0 Conclusions

1.0 Background

We are living in the information age. Good information handling has become just as important as good product design as well as marketing. The importance of information in the mordern organisation and how it is handled is confirmed by the creation of information technology departments.In this information superhighway, it is very easy to be either crushed by too much information or left behind with too little. In International business setting where companies operate across borders, if a system is not put in place to manage information flow, several things can happen, including loss of information as well as information falling in the "wrong" hands. While there are various ways in which information can be handled, a database is by far the most effective way availabe for storage, retrieval, update and security of information.

2.1 Introduction

A database is an information management system, but more importantly, a database is a collection of information related to a specific subject or purpose. This information is maintained in one or more tables or pages. A database is the most powerful, efficient and flexible way to manage and store information to a related purpose. It makes it easier to manage related information, especially large amounts of information.Some of the database programmes in use today are,: MS Access, MS SQL Server, Lotus Notes, Approach and Paradox.

1.0 Database Basics

1.1 PreparationLike anything else we have to do, a database also requires good preparation. We have to define the extent of our project, remembering that information has to be related to a certain purpose. This paper focuses on a marketing oriented database. Once it is clear what the focus is, then it is important to consider several guidelines before going too far in the database design process which include:

-Clarity-User friendliness-Interactivity-Accessibility-Security-Maintainance

1.2 Database Types and Applications

There are basically two types of databases:)Flat-File)Relational Database Management System

Databases can be put to different uses, In a marketing department this may include:-Department Details-Sales Control-Products Details-Customer Details-Competitor Details-Agents and Distributors Details-Training-Marketing Policies-Industry Matters-Administration

1.1 Choosing Between Flat file and Relational Databases

Use a spreadsheet if:-You want to use what-if-scenarios-You need to track a simple list of data-You want to easily chart or graph your data-You want to automatically compute a list of values

Use a database if:-The information is related to a larger subject area-You want to maintain records for ongoing use-The information is subject to change

As a general rule of thump, to maintain or store data, use a database. To analyse data use a spreadsheet. In most cases a combination of both a database to maintain your business records and a spreadsheet to run selected information is what works best.

1.0 Process of database Creation

A good database creation process consists of the following steps:

1.1 Problem or Objective definition

The most important step in database design is the first one, defining the problem the database will address.Important is also to make a distinction between:

(i)Technical requirements for the data management and(ii)What information should be stored and how it should be arranged

The first step in database design is to clearly delienate the nature of the data that needs to be stored, not the questions that will be asked to turn it into a manageable state.In otherwords, the technical details should not get into the way of a good database design.

It should be clear that the purpose of a database is to provide the appropriate information to answer questions and so the above statement may sound contradictory at first, however, the problem with designing databases to answer specific or targeted questions is that invariably questions are :

(i) Left out(ii) Change over time

(iii) Become superseded by other questions

Once this happens, a database designed solely to answer the original questions becomes useless. In contrast, if the database is designed by collecting all of the information that an individual organization uses to address a particular problem or objective, the information to answer any question involving that

problem or objective can theoretically be addressed.

4.2 Researching Current DatabasesIn most Database design design situations, there is some sort of database already in existence. Examples include:

-Order forms-Spreadsheets of sales data-A word processor file of names and addresses or-A full-fledged digital database, perhaps in an outdated software package, a manual database, or a current one being used by a different department.

Non of these should be overlooked, because, regardless of it´s format, it provides one essential piece of information: The data that the organization currently finds useful. This is an excellent starting point for determining the essential data structure of the database. The existing database information can also provide the nucleus for the content of the new database.

4.3 Designing the data structuresA new database can be created in three ways:

-Base a database on a template-Copy an existing database-Create a database from scratch

A database is essentially a collection of data tables or forms, so the next step in the design process is to identify and describe those data structures. Each table or page should represent some distinct subject , so it is adviseable to simply analyze the data relevant to the purpose of the database, then arrive at a list of tables or forms. It is

better to objectively analyze the actual information that you have identified as essential in your research and see what logical groupings arise.Advanced planning makes it easier to implement the database in the software at a later time. This may include examining data you have collected to make sure that the data always fits the model you are constructing. It is much easier to fix that now than to wait until the database is being rolled out.

4.4 Implementing rules and constraints

Almost all databases have methods to control access and user rights. Below is a list of access levels from highest to lowest. It is a lotus notes control list, but gives an indication of how a standard database access control list (ACL) would look like.

(i)Manager

Users with manager access can modify ACL settings; encrypt a database for local security, modify replication settings, and delete a database. These tasks are not permitted by any other access level

(ii)DesignerUsers with designer access can modify all database design elements like fields, forms, views, can modify replication formulars and can create a full text index. Designers can also perform all tasks allowed by other access levels.

(iii)EditorUsers assigned editor access can create documents and edit all documents, including those created by others.

(iv)Author Users assigned author access can create documents and edit all documents and edit documents they create

(v)Reader Users assigned reader access can read documents in a database but cannot create or edit documents

(vi) DepositorUsers with depositor access can create documents but cannot see any documents in the database views, even the documents they create

(vii) No AccessUsers assigned No Access cannot access the database

4.4 Creating forms and documents

Now that the database design is essentially complete, the next step is to create forms which will turn the data into useful information in the form of documents, tables or a combination of both. A good form usually has the following:)Fields)Layout region)Text)Graphics)Tables)Attachments)Links

4.4 Implementing the design in software

All work to this point has been accomplished without worrying about the details of the program being used to produce the database. In fact, the design should only exist as diagrams and notes on paper. This is important at a later point when you or someone else needs to update the database

1.0 Conclusion

As you venture into the database world it would help to ensure that you create a well-designed appropriately functioning content rich database, which not only yourself but all other users will enjoy using. This will be easier if you remember a few important points:

(i)Establish a goos working relationship with the end users by really listening to them and clearly communication your understanding of their needs(ii)Remember to educate the end users. No use of having a database that no one can really operate(iii)Make sure you optimize your design concepts based on today´s technological limitations, but remember they can change tomorrow. Keep an eye on future developments so you and your organisation won´t be hurt by today´s design decisions(iv)Have your basic design set and solve all your design problems before moving moving to the implementation stage(v)Remain flexible, remembering that you are not designing a database only for personal use, keep other user in mind(vi)Choose the solutions that are best and most cost-effective for your company(vii)Don´t forget to be realistic about the time and effort your company can put into maintaining the database