Marketing Essentials
n Chapter 9 Computer Applications and Skills
Section 9.1 Computers
in Marketing
Chapter 9 n Computer Applications and Skills
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SECTION 9.1
Computers in Marketing
What You'll Learn
 The major ways computers are used to
save businesses money
 The characteristics of different types of
computers
 The functions of basic pieces of
computer hardware
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SECTION 9.1
Computers in Marketing
Why It's Important
Computers have changed our personal lives in
many ways, including the way that we engage
in marketing. Success in the business world
increasingly depends on an understanding of
and proficiency in the use of computer
technology.
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SECTION 9.1
Computers in Marketing
Key Terms
 supercomputer
 hardware
 mainframe
 disk drive
 minicomputer
 CD-ROM
 microcomputer
 DVD
 laptop
 scanner
 PDAs
 software
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SECTION 9.1
Computers in Marketing
Computers
Most businesses today could not compete
successfully in the world market without the use of
computer technology. Businesses use computers for
the following purposes:
 To generate correspondence.
 To maintain lists of customers or clients.
 To control inventory.
 To create advertising materials.
 To calculate and produce financial reports.
 To communicate electronically with other.
computer users.
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SECTION 9.1
Computers in Marketing
Types of Computers
The supercomputer is the largest and most
powerful type of computer. Supercomputers are
used to direct space travel and track hurricanes.
Mainframes are large computers used where
many people in an organization need frequent
access to the same information.
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SECTION 9.1
Computers in Marketing
Types of Computers
A minicomputer is not as large as a mainframe,
but more powerful than a personal computer.
Minicomputers enable small organizations to
deal with large amounts of information and
complex processes, and give access to
multiple users.
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SECTION 9.1
Computers in Marketing
Types of Computers
The microcomputer is also known as a personal
computer (PC). This is the computer most people
use at home. Some businesses use a powerful
PC as a server to provide computing power and
storage to a number of work stations.
Laptops, also called notebooks, are smaller,
portable personal computers. A laptop is a fully
functional microcomputer.
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SECTION 9.1
Computers in Marketing
Types of Computers
Personal digital assistants (PDAs),
also called palmtops, are the smallest
portable computer. Less powerful than
laptops, they are often used as organizers.
Some wireless cell phones can be used
to send and receive e-mail messages.
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SECTION 9.1
Computers in Marketing
Computer System Components
The components of a computer system are
hardware and software. Hardware and software
work together to enable a computer to function.
Chapter 9 n Computer Applications and Skills
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SECTION 9.1
Computers in Marketing
Hardware
Hardware is the equipment—the physical
components that make up a computer system.
 Central Processing Unit (CPU) The
computer's primary processing hardware.
 Disk drive Used to read data from and
write data to a disk, removable or not.
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SECTION 9.1
Computers in Marketing
Hardware
Keyboard Used to type information and
commands into the computer and to control
its action.
Mouse An input device used to control a
computer. By moving a mouse on a flat
surface and clicking its buttons, you can
send the computer commands.
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SECTION 9.1
Computers in Marketing
Hardware
Monitor A screen that displays computer
output.
Printer Reproduces an image from the
computer onto paper.
Scanner Transforms images into digital data.
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Chapter 9 n Computer Applications and Skills
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SECTION 9.1
Computers in Marketing
Software
Software is a set of electronic instructions that
directs the CPU to carry out a specific task.
These sets of instructions are also known as
programs or applications and each one has a
specific purpose.
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SECTION 9.1
Computers in Marketing
System Software
Also called operating software, system software
tells the computer how to use its own components.
There are two main operating systems for
microcomputers:
 Macintosh (for Apple Macintosh computers)
 Windows (for IBM-compatible computers)
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SECTION 9.1
Computers in Marketing
Application Software
Application software is used for functions such
as word processing or production of graphics.
Applications must be compatible with the
operating system of the computer platform
you use.
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9.1
ASSESSMENT
Reviewing Key Terms and Concepts
1. What are three ways that computers can
save businesses money?
2. What are the functions of four basic
pieces of computer hardware?
3. What is the function of a scanner?
4. What is operating system software?
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9.1
ASSESSMENT
Thinking Critically
What are some advantages and
disadvantages of the use of robots in the
medical field?
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9.1
Graphic Organizer
Types of Computers
Supercomputer
Mainframe
Minicomputer
Microcomputer
or PC
Laptop
Personal
Digital Assistant
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Marketing Essentials
End of Section 9.1
Chapter 9 n Computer Applications and Skills
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