1. Visit the Web page at www-01.ibm.com/software/ success/cssdb.nsf/CS/JHUN-8N748A to read about a new information system for Media Math. According to this case, the project can be justified on purely financial grounds. Although cost savings could justify this project, do you think they are the main reason for pursuing it? Should MediaMath go ahead with the system even if it does not promise direct savings?
Why or why not?
2. Consider a book store that gives customers a card to be punched for each book they buy. With ten punches, they get a free paperback of their choice. This low tech system leverages the force of customer power: By promising customers future benefits, it reduces their motivation to switch suppliers even if another store sells books for less. How could a book store use technology to make this loyalty program more effective in retaining customers?