n Chapter 9 Computer Applications and Skills

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Marketing Essentials
n Chapter 9 Computer Applications and Skills
Section 9.3 Computer Technology
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SECTION 9.3
Computer Technology
What You'll Learn

• The types of computer systems that are affecting
  the world of marketing
• How the Internet increases productivity
• Insight into the future of computer technology

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SECTION 9.3
Computer Technology
Why It's Important
As in all other fields, technological advances
are changing the scope of marketing every day.
With innovations that speed up the transfer of
information and the development of the Internet,
new markets are constantly being introduced. This
section will help you understand the value of
this specialized technology.
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SECTION 9.3
Computer Technology
Key Terms

• point-of-sale (POS) system
• online services
• e-mail
• browser
• http
• URLs

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SECTION 9.3
Computer Technology
Specialized Computer Technology for Marketing
In addition to the software applications
discussed in Section 9.2, some systems that are
helping to shape the way we conduct business
today are

• point-of-sale systems
• interactive touch-screen computers
• interactive TV
• the Internet
• electronic mail

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SECTION 9.3
Computer Technology
Point-of-Sale Systems
A point-of-sale system uses light pens,
hand-held laser guns, stationary lasers, or
slot scanners to feed information directly from
merchandise tags or product labels into a
computer. This information is used to update
inventory and monitor purchasing patterns.
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SECTION 9.3
Computer Technology
Interactive Touch-Screen ComputersThe
Computerized Salesperson
Interactive touch-screen computers allow the
customer to read and respond to questions on a
touch-sensitive screen. The "computerized
salesperson" directs the customer to the correct
product.

• Example Cosmetic companies use on-shelf
  computers to help consumers choose the right
  shade of hair color or eye shadow.

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SECTION 9.3
Computer Technology
Interactive TV
Interactive TV allows a viewer to interact with
the programming, and could be used for the
following purposes

• e-commerce
• product demonstrations
• direct-response targeted advertising
• marketing research

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SECTION 9.3
Computer Technology
The Internet
The Internet is the world's biggest network of
computers. The Internet has become a business
tool, an advertising medium, a distributed
channel, a source of education and
entertainment, and a "virtual" meeting place for
the people with similar interests.
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SECTION 9.3
Computer Technology
Electronic Mail
E-mail can be sent within a computer network or
using the Internet. E-mail is convenient,
economical, and ecologicalno envelopes, stamps,
or long-distance phone calls needed.

• Example An appliance store employee can
  e-mail an order for new merchandise to the
  shipper. The shipper can acknowledge the order
  and prepare the shipment almost immediately.

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SECTION 9.3
Computer Technology
The World Wide Web
The World Wide Web (Web) and the Internet are
actually two different things. The Web resides on
the Internet as a collection of interlinked
documents that you can view with web browser
software.
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SECTION 9.3
Computer Technology
Intranets and Extranets
An intranet is like a business's private World
Wide Web, where only internal users are allowed
to access information or resources or send
e-mail. Extranets are networks created for a
business's customers and suppliers, but not
accessible to the general public.
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SECTION 9.3
Computer Technology
Electronic Commerce
E-commerce is the process of conducting business
on the Internet. Web markets differ from
traditional markets in that they are open 24
hours a day, seven days a week. They are also
unencumbered by costly middlemen and distribution
channels.
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SECTION 9.3
Computer Technology
The Future of Computer Technology
Technology is facilitating the reduction of
everything from books to the human voice to small
bits of data that can be read, translated, and
manipulated by computers. In the future,
wireless Internet will become standard, and the
U.S. dominance of the Internet will likely
decrease.
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ASSESSMENT
9.3
Reviewing Key Terms and Concepts
1. What are five types of computer systems that
are making an impact on business? 2. What
are two advantages that the Internet
provides businesses? 3. What is the difference
between the Internet and the Web? 4. What
is a URL? 5. What is one change in computer
technology that is expected in the future?
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ASSESSMENT
9.3
Thinking Critically
What are some ways in which using the Internet
will increase your productivity, both in your
personal life and on the job?
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Marketing Essentials
End of Section 9.3