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Chapter 10

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Information Technology Management
ITM 410
Margaret Plaza

Chapter 10 – The Order Entry/Sales (OE/S) Process Process Definition and Functions  Order entry/sales (OE/S) process is an interacting structure of people, equipment, activities & controls that is designed to achieve certain goals  Primary function of the OE/S process is to create information flows that support the following o Repetitive work routines of the sales order dept., credit dept., & shipping dept. by capturing, recording & communicating sales-related data (ex. on pg 344) o Decision needs of those who manage various sales & marketing functions Organizational Setting A Horizontal Perspective  Refer to figure 10.1 which portrays a horizontal perspective of the OE/S process  Refer to table 10.1 for descriptions of horizontal information flows o These two figures present a horizontal view of the relationship between the OE/S process & its organizational environment o The ultimate goal of the activities show in figure 10.1 is to create value for the customer  Organization assign an owner (order-fulfillment process) to this process to coordinate the process to ensure customer value expectations are met o Figure 10.1 flow briefly explained on pg 346  2 important activities must be performed in a typical commercial operation where goods are sold to ongoing customers o Data maintenance must be performed to create a customer master record including a credit limit o Data maintenance must also be performed to create 1 or more inventory master records, including sales prices A Vertical Perspective  Refer to figure 10.1 to see a vertical perspective of the OE/S process Managing the OE/S Process: Satisfying Customer Needs Connecting with Customers with Web 2.0 and Cloud Computing  Web 2.0 is a set of tools that allow people to build social & business connections, share information & collaborate on projects online (tools like blogs, wikis, social networking sites) o Marketing managers can utilize these tools to inform customers about new products and reaching new customers  In Web 2.0, trust becomes the real differentiator & customers want trust companies as they don’t want to build trust all over again o Transparency is 1 way to build this trust  It includes tracking orders, following up on e-mails & phone calls, viewing an organization as one entity, including catalog, phone, web site & using customer feedback innovation (ex. abt some companies on pg 349) o Refer to Technology Application 10.1 on pg 349  Cloud computing is used to facilitate connections to customers, to improve customer service, to reduce costs & to improve process timeliness o Refer to Technology Application 10.2 on pg 350 Decision Making and Kinds of Decisions  Some typical questions marketing managers must confront on pg 350 Using Data Mining to Support Marketing  Data warehousing applications in organizations are usually viewed as being focused on either operational or analytical applications o Operational applications focus on providing decision makers with the information they need to monitor & control their business process (ex. on pg 351) o Analytical applications which include data mining are intended to allow the use of sophisticated statistical & other analytical software to help an organization’s members develop insights about customers, processes & markets o Refer to Technology Application 10.3 on pg 351  1 of the major analytical users of warehouse data is the marketing department Mastering Global E-Business  E-business systems are broken into 2 categories o Buy-side  Uses internet to automate & manage purchases & the vendors from which these purchases are made  EDI, SCM, e-procurement, e-sourcing are mainly used o Sell-side  Designed to allow a company to market, sell, deliver & service goods to customers throughout the world through internet  Can handle both B2B & B2C business transactions  Can process many customer-related functions such as catalog browsing, sales, payments, customer support & analytics  CRM is mainly used  Other softwares are marketing management, catalog management, e- payment & order management Customer Relationship Management (CRM) Systems  Concept behind CRM is to cultivate customer relationships by prospecting, acquiring, servicing & retaining customers  CRM contact management facilitate the recording & storing of information related to each contact the organization has with a client & the context of conversations or meetings (ex. on pg 353)  CRM softwares also facilitates by matching sales promotions with customers’ buying trends & forecasting future
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