CSCI 2215 — Databases — Fall 2015HW 1, Due Friday, 092515.docx

CSCI 2215 — Databases — Fall 2015
HW 1, Due: Friday, 09/25/15 L. Page
• Please read the policies on plagiarism and on homework
guidelines (in the course outline handed out on the first
day) and remember that I enforce these policies.
• The extra credit problems are to be done on separate sheets of
paper and can be handed in up to the day of the
final exam.
• Quiz 1 (open book, open notes) will be on the following week,
on Thursday,Oct. 1 in the last 45 minutes of class
and will cover topics from the following list: Chapter 1:
Introduction. Chapter 3: Relational Model, Chapter 4:
SQL DDL
• Email submissions will not be accepted.
• You will need to create a gmail or Yahoo account to email
Access Files to me. You will need to send me your
databases for HW1, HW2, and the course project to
[email protected]
• For Problem 2 and Problem 5, I have put on blackboard
Premiere Products database as ”hw1database LP”
which you need to use for this problem; do not use the Premiere
Products database inclass1 since that has been
modified from the original.
• For Problem 2 and Problem 5, you can do the implementation
in either Microsoft Access or another relational
DBMS of your choice. If you are doing this in another DBMS, it

is your responsibility to make sure you have
the same tables, by either entering the same data yourself or by
transforming the Access data. Also, if you are
using another DBMS, please indicate clearly which DBMS you
are using.
1. (15 points)
Consider the following six relations for an order-processing
database application in a company:
CUSTOMER (CustId, Cname, City)
ORDER (OrderId, OrdDate, CustId, OrdAmt)
ORDERITEM (OrderId, ItemId, Qty)
ITEM (ItemId, UnitPrice)
SHIPMENT (OrderId, WarehouseId, ShipDate)
WAREHOUSE (WarehouseId, City)
OrdAmt refers to total dollar amount of an order; OrdDate is the
date the order was placed; ShipDate is the
date an order is shipped from the warehouse. A single order can
be shipped from several warehouses.
In a manner similar to Elmasri Figure 3.7, specify the primary
keys (by underlining) and the foreign keys (by
drawing arrows) in this relational schema.
2. (15 points) You have to implement this using the Premier
Products database. Create a new table MyCustomer
which has two columns MyCustNum, and MyRepNum.
(a) The primary key should be MyCustNum.
(b) MyCustNum will be a foreign key to CustomerNum in the
Customer table.

(c) MyRepNum will be a foreign key to RepNum in the Rep
table.
(d) Enter the following information in the MyCustomer table:
first row: MyCustNum = 462 and MyRepNum
= 65; second row: MyCustNum = 408 and MyRepNum = 35
(e) Show that the primary key constraint is being correctly
enforced by trying to enter another row with the
following information: MyCustNum = 462 and MyRepNum = 35
(f) Show that the foreign key constraint is being correctly
enforced by trying to enter another row with the
following information: MyCustNum = 325 and MyRepNum = 40
You need to turn in the following:
• You need to turn in a hard copy (paper copy) of the following:
– Print the foreign key connections by going to Relationships
and then printing in the larger window.
– The relational instance (i.e. the actual populated tables) for
the new table that you have created.
– Show how the DBMS is able to stop the primary key and
foreign key violations.
• You also need to turn in a CD-ROM or email a zip file to
[email protected] containing:
– The CD-ROM should be clearly labelled with your name and
the name of the DBMS you are using.
– The zip file should be named: HW1.YOUR NAME.zip for

example I would send in HW1.Liberty
Page.zip
– All the tables with the specified constraints.
– The relational instance.
– Any saved SQL queries, clearly labelled so I can figure out
what they are.
2
3. (40 points)
You have to build a database for an university that is used to
keep track of students’ transcripts. This is similar
but not identical to the student database discussed in class.
• The university keeps track of each student’s name, student id
number, major department, minor department
(if any). The student id number has a unique value for each
student.
• Each department is described by a name, department code,
office phone number. Both name and code have
unique values for each department.
• Each course has a course name, course number, number of
credit hours, and offering department. The value
of course number is unique for each course.
• Each offering of a course has a course number, section
number, semester, instructor. The section numbers
distinguishes different sections of the same course that are

taught during the same semester; its values are
1, 2, 3, ...; up to the number of sections taught during each
semester. For example, one offering might be
CS 2215, 1, Fall 15, Green, another offering might be CS 2215,
1, Spring 16, Green, another offering might
be CS 2215, 2, Fall 15, Purple, another offering might be CS
2215, 3, Fall 15, Purple. Note that there is
only one instructor for a particular offering i.e. no ”co-
teaching.”
• A grade report has a student number, information about the
course and section and semester, letter grade,
( F, D, C, B, A).
(a) In a manner similar to Elmasri Figure 3.7, draw the
relational schema for the database described.
(b) Build this database with the different tables in either
Microsoft Access or another DBMS of your choice.
(c) Your database should enforce all primary key and foreign
key constraints you have specified.
(d) In a manner similar to Elmasri Figure 3.6, create a small
relational instance by populating the tables you
have created. Make sure your relational instance is consistent
with the primary keys and foreign keys which
you have specified in the relational schema. Also make sure
your relational instance has enough content
to help illustrate the relational schema and all the specified
constraints; every table should have at least 4
rows.
(e) If you are making any additional assumptions, state them
clearly.

– In a manner similar to Elmasri Figure 3.7, your relational
schema for the database described. Specify
all primary keys (by underlining) and foreign keys (by drawing
arrows) in your relational schema.
– Print the foreign key connections by going to Relationships
and then printing in the larger window.
– Your relational instance (i.e. the actual populated tables).
This should look somewhat similar to
Elmasri Figure 3.6.
Page.zip
– All the tables with the specified constraints.
– The relational instance.
– Any saved SQL queries, clearly labelled so I can figure out
what they are.
3

4. (10 points) The following problem is based on the Elmasri
Company database, with all the constraints described
in Figure 4.1. Now suppose we were working with the relational
instance described in Figure 3.6. For the following
operations, write down all the integrity constraints, if any, that
are violated: No explanation necessary: all you
have to do is to write down one or more of the following
integrity constraints which have been violated: domain
constraint, key constraint, entity integrity constraint, referential
integrity constraint
(a) Delete the WORKSON tuples with ESSN = ‘333445555’.
(b) Insert ‘ProductA’, 4, ‘Bellaire’, 2 into PROJECT.
(c) Insert ‘677678989’, null, 40.0 into WORKSON.
(d) Modify the SUPERSSN attribute of the EMPLOYEE tuple
with SSN = ‘999887777’ to ‘943775543’.
(e) Delete the PROJECT tuple with PNAME = ‘ProductX’.
5. (20 points) You have to implement these related to the
Premiere Products database.
– ∗ it should be clearly stated (in English) what is the data the
query is retrieving: for (a),(b),(c) you
need to state the query, while for (d) and (e) you need to state
what the form and report are about.
∗ For (a),(b),(c), show the SQL to implement the query.
∗ For (a),(b),(c),(d), show what the relevant table looked like

before the change was made, and then
show what the table looks like after the change has been made.
Page.zip
– The relational instance
– All the saved SQL queries, forms, reports, new tables,
relationships etc. These should be clearly labelled
so I can understand what goes with what.
Notes:
• For (a), (b), (c), feel free to use Access QBE (query by
example) if you find it easier to do so, though what
you have to show is the SQL: if you use QBE, you can go to the
SQL view and find the equivalent SQL
query generated by Access.
(a) Delete the part with PartNum “FD21” from the Part table.
(b) Insert a row in the Orders table with values 32000,
“9/15/2015”, 282.
(c) In the Rep table, change the last name of Rep number 35 to
“Green”.
(d) Create a form for the Parts table. Enter 3 more rows in the

Parts table using the form your have created.
For this query, you have to also give a printout showing what
the form looks like i.e. what would it look
like to the user who is using the form to enter rows into the
Orders table.
(e) You have to print out a report containing a list of all the
order number for each customer number, grouped
by customer numbers.
4
Extra Credit 1: In the SQL given to create the DEPARTMENT
table in the Elmasri Company Database in Figure
4.1 is as follows:
CREATE TABLE DEPT (
DNAME VARCHAR(10) NOT NULL,
DNUMBER INTEGER NOT NULL,
MGRSSN CHAR(9) NOT NULL,
MGRSTARTDATE CHAR(9),
PRIMARY KEY (DNUMBER),
UNIQUE (DNAME),
FOREIGN KEY (MGRSSN) REFERENCES EMP (SSN) );
Having the MGRSSN specified as NOT NULL enforces the
constraint that every department has to have a manager.

Now suppose we were to look at an alternative way of capturing
the department information by having two tables: one
table DEPT2 for the department information, and another table
MANAGES for the manager information as follows:
CREATE TABLE DEPT2 (
DNAME VARCHAR(10) NOT NULL,
UNIQUE (DNAME));
CREATE TABLE MANAGES (
MGRSSN CHAR(9) NOT NULL,
MGRSTARTDATE CHAR(9),
FOREIGN KEY (MGRSSN) REFERENCES EMP (SSN) );
Does having MGRSSN be NOT NULL in the MANAGES table
enforce the constraint that every department has to
have a manager ?
1. Give a YES/NO answer.
2. Explain your answer.
Extra Credit 2: In the language of your choice write a program

which will take as input the SQL DDL for a couple of
tables and the corresponding relational instances, and check
whether the relational instances satisfy all the constraints
(primary key, unique, not null, foreign key) specified in the
SQL. Show how your program works on a couple of simple
examples.
What you need to turn in is a printout of the source code, the
disk containing the program, and printout of the sample
runs.
Extra Credit 3: In the language of your choice write a program
which will take as input a simple SQL statement
(SELECT attributename FROM tablename) and the table i.e. the
relational instance. The output of your program
should be the table that would have been output by the SQL
statement. So what you have to do is to write a
“compiler” type of program which will implement a SQL
statement. What you need to turn in is a printout of the
source code, the disk containing the program, and printout of a
sample run (i.e. the SQL statment, the relational
instance, the output table).
5
PAGE
1
Running Head: Honda Motor Corporation Target Market and
Segmentation
Honda Motor Corporation Target Market and Segmentation
Davenport University
Eric Christopher Tingson Garcia
BUSN 520

April 05, 2015
Contents
Overview…………………………………………………........……
………………………….….3
Primary Target
Market.............………………………………………...……………
……..….…..4
Secondary Target
Market………….……………………………………………………
……..…..6
Target
Group.....................................................................................
...............................................7
Market
Position………………………….................................................
..............................….…8
Conclusion…………………………………………………………...
………………...…...…..…9
References…………………………………………………………….
..………………………...10
Appendix……………………………………………………………...
……...…………………..11
Overview
Honda Motors Company being the third largest automaker in
Japan is perhaps known best as an automaker giant in the
industry. Although the company has had its roots in
motorcycles, and is even currently the world’s top motorcycle
manufacturer, Honda’s automobile product line still accounts
for approximately 90 percents of its sales, especially in the

United States where the majority of its sales are generated.
Honda has manufactured and sold many top-sellers, such as
Accord, Civic, Prelude as well as its luxury line within Acura.
Such popularity having positive effect on the success of the
company has also generated negative publicity, with the Civic
having rank first in the United States’ list of most stolen, and
thus “in demand”, vehicles. Other products within the Honda’s
vast divisions include other times that bolster annual sale, such
as agricultural and industrial use machinery, generators,
engines, and all terrain vehicles (Minami & Minato, 2009).
Within every business or even every product, requires the need
to have a target market. The target market is the group of
customers conceived toward which marketing, promoting and,
advertising efforts are broadly aimed. As such, it is essential to
direct products at a specific market in order to determine proper
price points, as well as distribution channels to which
promotion strategies of the company is applied. Determining
target markets encompass researching consumers in all various
aspect, including but not limited to, characteristics of the group,
such as age and gender, as well as social issues, religion,
socioeconomic background and spending power. Honda Motor
Company is well known for its use of geodemographic
segmentation, where they utilize the “combination of
geographic, demographic, and lifestyle characteristics to
classify consumers” (Bateman & Snell, 2013). Honda utilizes
marketing strategies that attract specific market and a multitude
of related marketing mix. Having full grasp and understanding
about its market demands, Honda is able to attain huge amounts
of profits by identifying the characteristics of its target market,
and a segment strategy which takes account of consumer
demand. In fact, Honda seems rather confident, especially as of
late, to break the market competition using advertising media,
not only to promote, but to influence its target markets’
perception. With such a huge determining factor, what exactly
is Honda’s target group?
Primary Target Group

Perhaps, Honda Motor Corporation is much more complicated
than just assigning one main primary target group. Since Honda
has multiple product types, their primary targets are usually of
greater criteria. Product Segmentation usually narrows the
target market based on the product type. This approach is rather
tough because of its inability to satisfy each customer due to
unique differences and exposure. In order to generate higher
sales record, Honda Motor utilizes target markets that have been
clustered precisely which groups customers that are similar on
their segmenting dimensions into a homogeneous segments.
Honda’s approach with their products, are usually geared
towards the economic standing of their customers and their age,
which both have the highest tendency for behavioral influences.
Geographic locations also place a part, but not as specific as the
other two groups aforementioned above (Minami & Minato,
2009).
First of all, geographic influence on Honda’s product, simply
defers on their products’ accessories, safety requirements, and
aesthetic looks, preferred by that area served. Certain countries
may have specific requirements for safety, as well cultural
preferences and or necessities. For example, cars sold in the US
are usually required to undergo a specific amount of crash
testing in order to be sold in the entire 50 states. As such, cars
sold in the US may be end up being bigger, heavier and a lot
less powerful than their Asian counterparts in order to meet the
demands for safety. Although important for advertising and
rapport, geographic criteria alone is not enough to determine its
target market since automobile market is too broad and
encompasses all population. However, this statement should not
take geographic location lightly as it has a huge determining
potential for profit, sales, and the direction of where the
company is heading (Bateman & Snell, 2013).
Honda as previously mentioned, manufactures a form of
transportation, whether it’s a car or a motorcycle, and as such,

age and economic standing is a huge determinant for its target
market. Age and socioeconomic level are both intertwined and
have linear relationships. The greater the age of the customer,
the higher spending power he or she may have and on the other
hand, the lesser the age, the weaker the spending power.
However, younger group tends to have higher spending
tendencies than that of their elder counterparts.
Honda Motor has dramatically changed its approach over the
years and is more evident with this era. Although the company
started with a much younger target group in the past, especially
since the company originally began as a motorcycle
manufacturer, they have gradually evolved and their vehicles
are a great example of that. During the 90’s era, Honda created
cars that were light, powerful, and fast which had tendency to
sell pretty well with the younger crowd. However, overtime,
also due to the increasing gas prices and safety concerns, Honda
become primarily focus on a more refined age group of around
30 to 50 years old. Factoring age as well as gender, Honda sells
vehicles that are more luxurious than before, providing
increased convenience, above average fuel efficiency, a good
and comfortable ride, and an image booster. It also provided
advance safety technologies at an affordable price, for that age
group. This primary target group has determined the recent line
up of all vehicles Honda is producing. Many of the population
within the age group, are considered financially stable, and are
looking for a vehicle that satisfies their needs to protect their
family. Even, if the price of Honda vehicles are a bit higher
than the other competitors, their vehicles are made specifically
for that age group, and with consideration of their
socioeconomic standing at the time of a person’s age,
affordability is never an issue. However, their secondary target
group, the younger crowd, have taken a slight hit considering,
they are beginning to deem Honda as a boring vehicle
manufacturer (Ibarra, 2010).
Secondary Target Group

Honda Motors decision to focus primarily on customers with the
age group of 30 years old and older has hurt the image of the
company, especially since the company advertises that they
manufacturer and sell vehicles for “respect for individuality and
the joy driving”. They are anything but their former glory,
considering many people have perceived their vehicles to be
boring and generic. They are no longer selling vehicles for joy,
but rather to satisfy a target group that would make the best
profit. It is understandable considering, this age group, is no
longer Honda’s primary customer base, and may have less
money and fewer demands for their product. Since it is a
business after all, the direction of the company is often
determined where their products will most likely sell. However,
secondary target audiences are still just as important (Honda
Worldwide, 2011).
With the abysmal global profits that Honda suffered in recent
years, the company has decided to shuffle and replace it’s head
executives to change its approach. In fact, in recent declaration
of lineups and concept cars during the 2015 auto conventions,
the company seems to have developed and financed, new
powerful vehicles, with exotic looks, worthy of gear heads, and
rich men suffering mid-life crisis. These new vehicles such as
the new Acura NSX, has capabilities, equivalent to the likes of
Ferraris, Lotus and Lamborghinis. Furthermore, new models of
their current line up were unmasked recently and featured, an
edgier style, faster engine, whilst retaining the previous quality,
safety and comfort of the older models. Honda also will also
introduce more model varieties to accommodate the levels of
different customer economic status. For example, Civic will be
sold in different trims, with the base model being the cheapest,
and the SI and Mugen, being more powerful and aggressive, at
the cost of an increased price. Honda Motors has taken steps to
accommodate both its primary target group and the secondary
target group, taking into perspective the customers age and
economic status in their product. This change of approach is
creating new opportunities by capitalizing, on a much younger

and growing secondary target group, whilst maintaining the
habitual decision making in the much older primary group. A
success that Honda has established where “consumers engage
little conscious effort” when deciding in the purchase of their
product (Bateman & Snell, 2013).
Target Group
Regardless of the change of direction for such company like
Honda, or any other company regarding this matter, one will
never let go of their most established and most profitable group
of customers. In this case, North American baby boomers, a
suitable name for a target group, are of the greatest profitable
group for Honda Motor Company. Although it is not limited to
North America alone, but with 90% Honda vehicular purchases
are transacted in this continent, it is no wonder that the
company has spent millions of dollars for advertisement and
development of vehicles, made for American specificity and of
that primary target age group.
Honda’s specific target group’s demographic, putting
geographic locations aside, are usually people of age 30 years
old to 50 years old, married or single, with no gender
preferences, and at a mid to high middle class status. Although
there has been a change in the pricing of their vehicles to
accommodate all levels of socioeconomic background, the main
bulk of their target are still of those of the middle class. To
further expand on these criteria, aside from the demographics
and location, customer lifestyle is also greatly considered.
Honda’s primarily targets working class population with
established work and buying power, fairly successful, desires
value for money and prestige in what they drive in.
Furthermore, within this target group Honda also aims for
behavior patterns of customers who has a habit of replacing cars
every 5 to 7 years, a monthly amortization of 15 to 20 thousand
and has a desire for a good ride and efficient fuel consumption.
Combined all this, Honda is able to influence their customer’s

behavior following the Maslow’s theory of needs to their own
advantage and thus gaining profit. The North American Baby
Boomers target group is at an age, when the physiologic, safety,
social, esteem, and self actualization needs are of greatest
importance, and combined with an ability to purchase vehicles,
establish a profitable target group for Honda Motor Company
(Thompson, 2009).
Marketing Position
How strong is Honda Motor Corporation compared to its
competitions? Based in Figure 1, out of the big five automobile
market company share in U.S., Honda is in deed last, with an
exception of around 2009 when it took the fourth spot from
Toyota, then lost it again ever since. Currently as of March
2015, shown in Figure 4, Honda’s share percentage is at
constant 8.4%. Although Honda is not the main leading
automobile manufacturer in the states, evident with the fact that
it is still a foreign company in a domestic US market, it can be
seen that the company has been stable and maintained it shares
steadily. Where as the other big companies, have huge
fluctuation in their share percentage, Honda Motor Corporation
has maintained a consistent percentage since 2005.
Possible reasons for this pattern can be seen in how Honda has
played it safe ever since. Since their target group has always
been stable as aforementioned above, Honda maintained its
strategy and is quite evident as shown with their consistency.
To further this idea, considering that Honda is not solely an
automobile manufacturer, it is safe to assume that, all of its
profits are not entirely from vehicle industries and therefore,
the company does not seek glory of being number 1, but being
stable and consistent. However, this approach has made Honda
boring and with change in demands, due to gas prices
decreasing as shown in figure 2, it will be interesting as to what
the company will do in response to this sudden change.
Furthermore, Honda’s grasp in the motorcycle industry has been
threatened, especially after the termination of the partnership

between HeroMotoCorp took place, which resulted in the lost of
almost 40% of sales for the company (Cain, 2015).
Conclusion
It is quite evident based on the charts and graphs that Honda
does not seem to aim for the number one spot in the global auto
industry. Base on their target group practices, they have
maintained stability by aiming for stable costumers and
avoiding drastic financial risk by venturing into new territories.
However, with the recent situations that’s been plaguing Honda
such as the recall, the company’s lost of self, and their lost of
the hold in the motorcycle industry, the company may very well
venture out of the comfort zone. With the upcoming new CEO
and refreshed administration, Honda is venturing back to its
root, to what made it once was.
References
Bateman, T. S., & Snell, S. A. (2013). M: Management. New
York, NY, USA: McGraw-Hill Higher Education.
Minami-Aoyama, & Minato, Ku (2000). Honda Motor Company
Limited. Retrieved from
http://www.encyclopedia.com/topic/Honda_Motor_Company_Li
mited.aspx
Ibarra, Luis. (2010, February 23) 10 Step Marketing Plan Honda
Cars. Retrieved from
http://www.slideshare.net/luisangelo77/10-step-marketing-plan-
honda
Thompson, Van. (2009) The Market Segment Strategy.
Retrieved from http://smallbusiness.chron.com/secondary-
target-audience-81046.html
Honda Worldwide (2011). Philosophy Honda Worldwide :
Honda Motor Co.,Ltd. Web. Retrieved on Nov 13, 2011, from
website http://world.honda.com/profile/philosophy/
Cain, Timothy (2015). Chart of the Day: Auto Brand Market
Share in America March 2015. Retrieved from
http://www.thetruthaboutcars.com/2015/04/chart-day-auto-

brand-market-share-america-march-2015/
Appendix
Figure 1: U.S. Market Share The Big Five
http://online.wsj.com/mdc/public/page/2_3022-
autosales.html#autosalesE
Figure 2: Auto Sale vs Gas Prices
http://online.wsj.com/mdc/public/page/2_3022-
autosales.html#autosalesE
Figure 3: Motorcycle sales 2014 Domestic
http://bikeadvice.in/nov-2014-sales-report-2-wheelers-analysis/
Figure 4: Auto Manufacturer Market Share in America as of
march 2015
http://www.thetruthaboutcars.com/2015/04/chart-day-auto-
brand-market-share-america-march-2015/

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