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buys the cheapest product or part, there is a hidden additional cost revealed at the time of or after the sale. Managing sales also involves strong customer relationship management. Customer relationship management does not mean selling the product or process at the cheapest price. Instead, it involves understanding customer needs well. Sales personnel should know what their customers need in terms of specifications as well how the product or service will be used and in what environment. Sales personnel can then develop a solution for the customer, providing a product or service that meets the customer s needs. Customers know that they need dependable suppliers that provide quality products or services. Suppliers must look for relationships that foster a real partnership that creates value. No business relationship can survive, no company can stay in business, and no industry can succeed based on the goal of promoting only the cheapest products or services. Printed wiring boards (PWBs) in the U.S. electronics industry are a good example of a situation in which suppliers competed against one another based on price alone. As a result, the entire PWB industry suffered and eventually business migrated to global suppliers who had lower labor or material costs. This move violated the rule that suppliers must be in the vicinity to ensure effective communication on future product development, problem resolution, and success sharing. If the supplier-customer relationship is based on value and not on the price alone, the relationship could become cost-effective and long-lasting, irrespective of the distance.

In some circumstances, you might want your subquery to return only a value of true or false. The content of the data itself is unimportant, in terms of meeting a predicate condition. In this case, you can use an EXISTS predicate to define your subquery. The EXISTS predicate evaluates to true if one or more rows are returned by the subquery; otherwise, it evaluates to false. For an EXISTS predicate to be useful, the associated subquery should include a search condition that matches values in the two tables that are being linked through the subquery. (I explain this type of subquery in more detail in the Work with Correlated Subqueries section later in this chapter.) This search condition is similar to the equi-join condition used in certain join operations. (See 11 for information about joins and equi-join conditions.) For example, returning to the CD_STOCK table and the CD_ARTISTS tables (shown in Figure 12-1), we can create a SELECT statement that uses an EXISTS predicate to query the CD_ARTISTS table:

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This statement defines Customers to be a one-dimensional string array containing 200 elements, ranging from Customers(1) to Customers(200). Similarly, Net is a one-dimensional, single-precision array containing 100 elements, and Sales is a two-dimensional, single-precision array containing 5,000 elements. (Compare with Example 8.1.)

SELECT * FROM CD_STOCK s WHERE EXISTS ( SELECT TITLE FROM CD_ARTISTS a WHERE a.ARTIST_NAME = 'Joni Mitchell' AND s.CD_TITLE = a.TITLE );

In this statement, each row returned by the primary SELECT statement is evaluated against the subquery. If the condition specified in the EXISTS predicate is true, the row is included in the query results; otherwise, the row is omitted. When the specified condition is true, that means at least one row has been returned by the subquery. In this case, the row returned will include an ARTIST_NAME value of Joni Mitchell. In addition, the CD_TITLE value in the CD_STOCK table will be the same as the TITLE value in the CD_ARTISTS table. As a result, only two rows will be returned by the entire SELECT statement:

CD_TITLE --------------Blue Court and Spark STOCK ----42 22

The other side of managing profitability is to reduce costs. Costs include many components: inventory of production, nonproduction, or maintenance items; direct labor to produce goods or provide services; overhead costs; research and development; and so on. A business s leadership must understand the acceptable cost of doing business in the specific industry through external and internal benchmarking. The leadership must become knowledgeable about internal cost components. With this knowledge, leadership can set goals to reduce costs

As was the case with the IN predicate, the EXISTS predicate allows you to use a subquery to access information in another table. Even though the CD_STOCK table doesn t include information about the performing artists, the subquery allows you to return data that is based on artist information.

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