Marketing Essentials
n Chapter 9 Computer Applications and Skills
Section 9.3 Computer Technology
Chapter 9 n Computer Applications and Skills
1
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
Chapter 9 n Computer Applications and Skills
2
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 n Computer Applications and Skills
3
SECTION 9.3
Computer Technology
Key Terms
 point-of-sale (POS) system
 online services
 e-mail
 browser
 http
 URLs
Chapter 9 n Computer Applications and Skills
4
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
Chapter 9 n Computer Applications and Skills
5
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 n Computer Applications and Skills
6
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 n Computer Applications and Skills
7
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 n Computer Applications and Skills
8
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.
Chapter 9 n Computer Applications and Skills
9
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 ecological—no 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.
Chapter 9 n Computer Applications and Skills
10
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 n Computer Applications and Skills
11
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.
Chapter 9 n Computer Applications and Skills
12
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 n Computer Applications and Skills
13
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 n Computer Applications and Skills
14
9.3
ASSESSMENT
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 n Computer Applications and Skills
15
9.3
ASSESSMENT
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 n Computer Applications and Skills
16
Marketing Essentials
End of Section 9.3
Chapter 9 n Computer Applications and Skills
17