chapter 9 computer applications and skills 1 section 9.3 computer technology marketing essentials
TRANSCRIPT
Chapter 9 Computer Applications and Skills 1
Chapter 9 Computer Applications and Skills
Section 9.3 Computer Technology
Marketing EssentialsMarketing Essentials
Chapter 9 Computer Applications and Skills 2
SECTION 9.3SECTION 9.3
What You'll LearnWhat 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
Computer TechnologyComputer Technology
Chapter 9 Computer Applications and Skills 3
SECTION 9.3SECTION 9.3 Computer TechnologyComputer Technology
Why It's ImportantWhy 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.
Chapter 9 Computer Applications and Skills 4
SECTION 9.3SECTION 9.3 Computer TechnologyComputer Technology
Key TermsKey Terms
point-of-sale (POS) system
online services
browser
http
URLs
Chapter 9 Computer Applications and Skills 5
SECTION 9.3SECTION 9.3 Computer TechnologyComputer Technology
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:
Specialized Computer Technology for Marketing
point-of-sale systems interactive touch-screen computers interactive TV the Internet electronic mail
Chapter 9 Computer Applications and Skills 6
SECTION 9.3SECTION 9.3 Computer TechnologyComputer 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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Interactive Touch-Screen Computers—The 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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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
Chapter 9 Computer Applications and Skills 9
SECTION 9.3SECTION 9.3 Computer TechnologyComputer Technology
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.
The Internet
Chapter 9 Computer Applications and Skills 10
SECTION 9.3SECTION 9.3 Computer TechnologyComputer Technology
E-mail can be sent within a computer network or using the Internet. E-mail is convenient, economical, and ecological—no envelopes, stamps, or long-distance phone calls needed.
Electronic Mail
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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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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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.
Chapter 9 Computer Applications and Skills 13
SECTION 9.3SECTION 9.3 Computer TechnologyComputer 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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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.
Chapter 9 Computer Applications and Skills 15
9.3 ASSESSMENTASSESSMENT
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?
Chapter 9 Computer Applications and Skills 16
9.3 ASSESSMENTASSESSMENT
Thinking Critically
What are some ways in which using the Internet will increase your productivity, both in your personal life and on the job?
Chapter 9 Computer Applications and Skills 17
Marketing EssentialsMarketing Essentials
End of Section 9.3