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What changes are necessary for an organization to successfully
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MIS 2101 Project 1

Business Applications

Name

PART A – Customer Relationship Management

QUESTIONS

YOUR ANSWERS

Developing a CRM strategy is discussed in

chapter 8 of the Valacich book.

What changes are necessary for an

organization to successfully

implement a CRM?

An organization must include enterprise-

wide changes, including changes in: policy

and business, customer service, employee

training, and data collection. These changes

need to reflect a customer-focused culture

with emphasis on enhancing customer

experience and satisfaction. Also, these

changes must be considerate of customer

privacy.

In chapter 8 of the Valacich book, the terms

analytical CRM, collaborative CRM

and

operational CRM

are introduced.

According to the book,

What is an

analytical CRM?

What is a

collaborative CRM?

What is an

operational CRM?

Analytical CRM: Systems for analyzing

customer behavior and perceptions in order

to provide business intelligence.

Collaborative CRM: Systems for providing

effective and efficient communication with

the customer from the entire organization.

Operational CRM: Systems for automating

the fundamental business processes—

marketing, sales, and support—for

interacting with the customer.

List one function that a CRM performs for

the sales organization (from the Microsoft

site).

CRM allows employees to track sales

opportunities (individual, team, regional)

through the sales performance dashboard.

Visual displays such as sales pipelines

allow sales managers to see the dispersion

of their resources.

1

 

 

 

List one function that a CRM performs for

marketing organizations (from the

Microsoft site).

Provides a “SharePoint” solution to store

customer data. This stores quotes along

with other sales-related documents to foster

knowledge throughout the organization.

List one function that a CRM performs for

customer service organizations (from the

Microsoft site).

Provides immediate access to a

supervisor/manager via IM or Video Call

for functions such as approving a quote

discount for a customer. This allows

obtainment of timely approvals.

PART B – DECISION SUPPORT SYTEMS

A

NSWER

THE

Q

UESTIONS

FOR

P

ART

B H

ERE

QUESTIONS

YOUR ANSWERS

Which Sales Plan scenario provides the

highest total revenue (printer & ink

cartridge) over the life of the product?

Plan 4

$1,380,933,641

Which Sales Plan scenario provides the

highest level of total profit (printer & ink

cartridge) over the life of the product?

Plan 2

$683,153,813

Can it make sense to sell printers at a loss,

in order to maximize revenue and profit?

Why?

Yes. This is considered being a “loss

leader”—in other words, you sell at a loss

in order to gain market share. In turn, once

you control a larger portion of the market,

you can maximize profit through sales of

captive products (such as the inkjets in this

example).

As a manager using this DSS application,

which Sales Plan would you choose?

Why?

I would choose plan 2 since it has the

highest total profit. When making business

decisions, it is important to only consider

profit and not revenue or volume. Plan 2

also has the highest total profitability.

Table A

Sales & Marketing Scenarios: To be used for your DSS evaluations.

Sales Plan 1:

Price Assumptions

Price:

$75

Average Printer Life(years):

3

Printer Profit Margin:

-20%

Highest Expected Yearly Sales:

1,500,000

2

 

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