Beano’s Cafe

GROUP Harrah’s Entertainment Questions for Discussion 1. Briefly discuss Harrah’s marketing information system Marketing managers and other information user Marketing information system Developing needed information Assessing information needs Internal database Marketing intelligence Marketing Research Analyzing and using information Marketing Environment Questions for Discussion • Marketing Information and Customer Insights: To create value for customers & build meaningful relationships with them, executive managers must gain fresh, deep insights into what customers need and want. Assessing Information Needs: • Internal database : consumer & market information obtained from a variety of source systems. The system records the details of a customer’s stay, demographic data, preference data, Data recorded from tournaments and special events etc. Questions for Discussion • Marketing intelligence : includes everyday data about developments that helps managers prepare and adjust marketing plans and short-run tactics (e. g. , Competitive, economic) Marketing Research : Survey, Email, mail • Analyzing and using information : Marketing analysts can analyze hundreds of customer attributes to determine each customer’s preferences and predict what future services and rewards they will want. For example, Harrah’s might award hotel vouchers to out-of-state guests, while free show tickets would be more appropriate for customers who make day trips to the casino. Customer View of the Total Gold™ Program Questions for Discussion 2. Describe the relationship between Harrah’s marketing information system and Harrah’s managers and employees.

Harrah’s managers – improving service – creating effective advertising & sales promotion programs – developing new products – improving existing products – developing marketing and sales plans – development & use of an effective revenue management program – Training employee to standard M I S Employees – Customer service scores to employee for accumulating point – To verify and improve service Questions for Discussion 3. Why does Harrah’s system work so well compared to MIS efforts by other companies? business strategy that focuses on knowing their customers • Operational Applications • Total Rewards is Harrah’s customer loyalty program. • Closed-Loop Marketing • Technology Support Questions for Discussion 4. To what extent is Harrah’s in danger of a competitor copying its system? Leadership This was a critical success factor since for a person to generate changes in the operating business, • CRM culture extends Culture competitive advantage •consist of a number of different capabilities •by combining product information with customer behavior, “no one can touch us. ” Thank you for your attention