Databases and data communications in marketing trade show scenarios

¶ … Databases and Data Communications

Understanding whether or not the need for a database exist occurs within several types of businesses at all levels. Several professionals have taken time to determine this need in order to improve operations within their operations. These professionals include educational institutions and doctors, as well as insurance companies. Databases are becoming a part of everyday living. There are several things a database can bring to a company which includes, efficiency and the ability to manipulate, input and use information. These benefits provide organizations with powerful decision making tools that aid in onscreen delivery and printed reports. Possessing a database management system is an essential tool in the ability of an organization to retrieve and store mass amounts of data at command. Although the possibility of a database being nothing greater than a time consuming expense, when used properly, a database can be an asset to any organization striving for cost saving and efficiency. Therefore, determining the need or desire for the database management system is essential to an organization.

Marketing Assistant Scenario

It is possible for a consumer electronics company to possess several product types, leading to numerous stock codes within their inventory. A company in this position shows a real need for a database management system when performing regular day-to-day operations. Regular day-to-day operations might not include functions or elements found in heading a booth at a trade show which may cause a little discomfort for a marketing assistant moving from the regular day-to-day operations. Either way, assuming the company may already function with a database could seem logical.

Database System or Excel

Greater thought into a database that already exist creates the need to know its capabilities. Considering a company already functions with a database, the obvious thing to do would be to create a new account for trade shows and move inventory between accounts within the existing database. Once the trade show is over, unsold inventory could be transferred back to its original account. The only question created by this thought would be concerning the capability of the current operating system the company utilizes. This view shows the ability of the company to move products from one inventory account and orchestrate trade show shipment accordingly. The trade show operation gives the company the chance to sell their products. These sales create the need for the company to be capable of recording consumer information for delivery requirements as well as move components from the trade show inventory account to inventory sold. Tracking inventory would be come a need as a result of sales. Also, tracking personal information helps build a consumer relationship and keep up with warranty information. Name, address, phone number, and email are familiar types of consumer information collected.

If considering these functions and elements that are involved in the responsibilities of the marketing assistant, a database management system would be needed. However, the possibility of simply using a user-friendly designed Excel spreadsheet may be better for a marketing assistant operating a trade show.

Advantages/Disadvantages of using a Spreadsheet

Excel provides a wide variety of functions, formulas and techniques that can be customized within a spreadsheet. These elements can be essential when conducting a trade show . It is important for a marketing assistant to be familiar and comfortable with Excel just in case the need arises to add any fields to a spreadsheet during a trade show. Customization of data fields gives the user the capability of capturing all required elements and functions. Using too much time to design a spreadsheet and making sure all trade show employees get comfortable with it can be a disadvantage to using Excel. Redundant work is another disadvantage as once the info is collected into the spreadsheet at the trade show, it would still have to be converted to the company's electronic database once the show is over (considering the company is operating within a database management system for regular day-to-day operations).

Personal vs. Enterprise Database

An enterprise database is designed to deal with large amounts of information and multiple users as opposed to a personal database designed for small group projects which use numbering less than 100 (Kroenke, 2012). When it comes to a trade show, a personal database is enough to provide the needed support for success. Size and day-to-day operation requirements of a company are relevant to the particular type database, but for this scenario Kroenke's explanation of a personal database shows it to be more fitting for this type event.

Utilizing a DSS

A DSS or decision support system analyzes data thus providing a possible alternative course of action as well as aides in decision makers for managers Business Dictionary, 2012). Taking into consideration that there will be expensive electronic equipment for purchase a the trade show, utilizing a DSS could prove to be advantageous. Although the obvious thing to do would be to utilize any and all tools that are capable of directing the effort of the trade show, DSS is not meant to serve as a replacement for managers with experience.

Small Consulting Business Scenario

Regardless to where associates work from, all will need to be able to communicate with each other. Computer networking is a key factor to considering when managing a consulting business with associates working from home and the main office. Kroenke, (2012) says, "A computer network is a collection of computers that communicate with one another over transmission lines or wirelessly" (p. 124). Little thought is required when determining the type of area network that will support a computer network connected to multiple locations of a company. According to Kroenke, (2012), LAN or local area networks only support a single location and WAN or wide area networks can support multiple locations. The small consulting business in this scenario would require the use of WAN.

Wireless

The mobility of associates is advantageous in the nature of this business. The mobility of mobility is dependent upon position a level of responsibility. Nevertheless, WAN can function from a wireless connection or either a DSL or cable modem. The options that exist provides flexibility catered to specifics of each individual associate. Therefore, it may not be necessary but it may be beneficial to the business for a company to be wireless.