Chapter 9 Computer Applications and Skills 1 Section 9.3 Computer Technology Marketing Essentials

Chapter 9 Computer Applications and Skills 2 SECTION 9.3 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 Computer Technology

Chapter 9 Computer Applications and Skills 3 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.

Chapter 9 Computer Applications and Skills 4 SECTION 9.3 Computer Technology Key Terms  point-of-sale (POS) system  online services   browser  http  URLs

Chapter 9 Computer Applications and Skills 5 SECTION 9.3 Computer 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 9.3 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.

Chapter 9 Computer Applications and Skills 7 SECTION 9.3 Computer Technology 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.

Chapter 9 Computer Applications and Skills 8 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

Chapter 9 Computer Applications and Skills 9 SECTION 9.3 Computer 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 9.3 Computer Technology can be sent within a computer network or using the Internet. is convenient, economical, and ecological—no envelopes, stamps, or long-distance phone calls needed. Electronic Mail  Example: An appliance store employee can an order for new merchandise to the shipper. The shipper can acknowledge the order and prepare the shipment almost immediately.

Chapter 9 Computer Applications and Skills 11 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.

Chapter 9 Computer Applications and Skills 12 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 . 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 9.3 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.

Chapter 9 Computer Applications and Skills 14 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.

Chapter 9 Computer Applications and Skills A SSESSMENT 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 A SSESSMENT 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 Essentials End of Section 9.3