Transcription
Chapter 9Technology Applicationsfor Marketing Section 9.1 Computer Applications Section 9.2 Computer Technology and Marketing
Computer ApplicationsKey Termsword amsdesktoppublishingprogramsObjectives Identify eight types of computer applicationsand explain how these are used in business andmarketinggraphics anddesign programspresentationsoftwarehome pagehypertextmarkup language(HTML)communicationsprogramsMarketing Essentials Chapter 9, Section 9.1
Computer ApplicationsGraphic OrganizerIn a chart like this one, note the eight types ofsoftware discussed in this section.Marketing Essentials Chapter 9, Section 9.1
Types of ApplicationsThere is a computer application for almost everypurpose you can imagine. Software is constantlybeing written, tested, and marketed to meet everyconceivable business need.Marketing Essentials Chapter 9, Section 9.1
Word Processing designed tocreatedocuments thatare primarily textbut may containa few graphics.Word processing programs X are softwareapplications designed to create documents that areprimarily text but that may contain graphics.Businesses use them to: Write letters, memos, research papers, andreports Develop business and marketing plans Write contracts and create announcementsMarketing Essentials Chapter 9, Section 9.1
Database ProgramsdatabaseprogramsSoftwareapplications thatstore andorganizeinformation.Database programs X are applications that allowusers to store, sort, find, choose, and organizeinformation. Companies use databases to: Maintain customer lists Catalog furniture and assets for insurancerecordsMarketing Essentials Chapter 9, Section 9.1
Database Programs Manage time and track billablehours Catalog personnel records Track the searches andpurchases of clients visitingWeb sites.This ad is for a software solution thatfacilitates financial management forbusinesses.Marketing Essentials Chapter 9, Section 9.1
Spreadsheet ProgramsspreadsheetprogramsSoftwareapplications usedto organize,calculate, andanalyzenumerical data.Spreadsheet programs X are used to organize,calculate, and analyze numerical data. Businessesuse them to: Develop budgets and track sales Analyze financial performance Track loans and manage assets Calculate and produce a payrollMarketing Essentials Chapter 9, Section 9.1
Desktop Publishing ons thatare part wordprocessor andpart graphicsapplication, andenables users toedit andmanipulate bothtext and graphicsin one document.Desktop publishing programs X illustrates boththe computer’s creative potential and itsusefulness for business. Marketers use theseprograms to: Create layouts for newsletters, books,brochures, and advertisements Create professional-looking formsMarketing Essentials Chapter 9, Section 9.1
Graphics and Design Programsgraphics anddesignprogramsSoftwareapplications forcreating andmodifyingimages.Graphics and design programs X are softwareapplications for creating and modifying images,including: Drawings Designs PhotographsMarketing Essentials Chapter 9, Section 9.1
Graphics and Design ProgramsGraphics programs can be used by marketers andbusinesses to: Design promotion materials Create logos and letterheads Illustrate floor plans Create images for presentationsMarketing Essentials Chapter 9, Section 9.1
Presentation SoftwarepresentationsoftwareSoftwareapplications thatproduce slideshows ormultimediapresentations.Presentation software X produces slide showsor multimedia presentations. These programs can: Prepare verbal and visual copy for meetings Present ideas interactively via the Internet Create slide shows using pictures or Web pages Add voice narration to visual materialMarketing Essentials Chapter 9, Section 9.1
Presentation SoftwareThese programs help to vary the media utilized ina presentation, whether it be video or audio, andthese presentations can be broadcastinternationally via the Internet.Marketing Essentials Chapter 9, Section 9.1
Web-Page Editorshome pageThe main page ofa Web site thatclearly andquickly letspeople knowwhat site theyare visiting.Many businesses use Web sites to promote theircompanies and products and to stay connected totheir customers. Web sites generally contain aninitial home page X which is the entry point for aWeb site.Marketing Essentials Chapter 9, Section 9.1
Web Page Editorshypertextmarkuplanguage(HTML)A detailed codeused to writeWeb pages.In the past, Web pages were created using acomplicated code called hypertext markuplanguage (HTML) X, but today, special programscan create Web pages using word processors orpublishing programs.Marketing Essentials Chapter 9, Section 9.1
Communications ProgramscommunicationsprogramsSoftwareapplications thatenable users toelectronicallycommunicatethroughcomputers withpeople aroundthe world.Communications programs X enable users tocommunicate with others around the worldthrough their computers. The key to anycommunication software is connecting to somekind of network.Marketing Essentials Chapter 9, Section 9.1
SECTION 9.1 REVIEW
SECTION 9.1 REVIEW- click twice to continue -
Key Termsenterpriseresourceplanning (ERP)InternetInternet serviceproviders (ISP)Wi-FiWorld Wide Webhypertexttransfer protocol(HTTP)Computer Technology andMarketingObjectives Describe the types of computer software thatare influencing and reshaping the world ofmarketing Explain how the Internet and the World WideWeb can increase business productivityuniform resourcelocator (URL)firewallsite mapMarketing Essentials Chapter 9, Section 9.2
Computer Technology andMarketingGraphic OrganizerIn a chart like this one, list the types of specializedcomputer technology marketers use.Marketing Essentials Chapter 9, Section 9.2
Interactive Technology forMarketingIn addition to applications in Section 9.1,many other computer applications areshaping the way we conduct business,including: Point-of-sale systems Interactive touch-screen computers and TVMarketing Essentials Chapter 9, Section 9.2
Point-of-Sale SystemsPoint-of-sale systems consist of cash registersand peripherals like: Scanners Touch screens Checkout devices PrintersMarketing Essentials Chapter 9, Section 9.2
Integrated Marketing SoftwareCustomer relationship management (CRM) isfocused on: Capturing customer information Viewing sales histories Customizing promotions Track shipping and customer satisfactionMarketing Essentials Chapter 9, Section 9.2
Integrated Marketing Softwareenterpriseresourceplanning (ERP)Sophisticatedsoftware thatintegrates allparts of acompany’sbusinessmanagement.Enterprise resource planning (ERP) X softwareintegrates all areas of a company’s businessmanagement, such as: Planning Manufacturing Sales and payrollMarketing Essentials Chapter 9, Section 9.2
Interactive Touch-ScreenComputersA touch screen is a computer display screen thatresponds to human touch. In retail marketing,there is a strong move toward the greater use ofthis kind of interactive technology.Marketing Essentials Chapter 9, Section 9.2
Interactive TVInteractive TV marries television with Internetstyle interactivity. These systems include: Satellite dishes DVD players TV set-top boxes equipped with modems, harddrives, and softwareMarketing Essentials Chapter 9, Section 9.2
Internet ConnectivityInternetA worldwidenetwork ofcomputer networks,allowing a free flowof information.Internet serviceproviders (ISPs)Companies thatprovide Internetaccess forbusinesses,organizations, andindividuals.The Internet X is a network of networks thatallows information to flow freely. Internetservice providers (ISP) X are companies thatprovide Internet access for businesses,organizations, and individuals.Marketing Essentials Chapter 9, Section 9.2
Wi-FiTechnology thatestablishes awireless fidelityInternet connectionusing radiofrequencies.Internet ConnectivityWi-Fi X is the term for technology that establishesa wireless Internet connection using radiofrequencies.Marketing Essentials Chapter 9, Section 9.2
The World Wide WebWorld Wide WebA subset of theInternet that is acollection ofinterlinkedelectronicdocuments.hypertexttransfer protocol(HTTP)The globalcomputer protocolused to identify andlocate Web pageson the Internet.The World Wide Web X is a subset of theInternet and is a collection of interlinked electronicdocuments. Hypertext transfer protocol(HTTP) X links documents together. The uniformresource locator (URL) X is used to identify andlocate Web pages on the internet.uniform resourcelocator (URL)The address of afile that is availableon the Internet,usually on theWorld Wide Web.Marketing Essentials Chapter 9, Section 9.2
Search EnginesSearch engines help Internet users find what theyare looking for. They return results that relate to auser’s search terms. They are also designed tomake money for the company.Two of the most popular search engines areGoogle and Yahoo.Marketing Essentials Chapter 9, Section 9.2
Electronic MailThe popularity of e-mail is attributable to itsinstant delivery and to the fact that the sender andreceiver do not have to be available at the sametime.Marketing Essentials Chapter 9, Section 9.2
Protecting Digital DataDigital data are not always safe, so it is wiseto create backup files. The longest lastingmedia for backup files are CDs and DVDs.Computers are also vulnerable to: Viruses and worms Spyware and spamMarketing Essentials Chapter 9, Section 9.2
Group CommunicationA discussion group is a collective of online userswho post messages to each other. People oftenuse a listserv, which is an automatic e-mailing list,to send messages. Other people will postmessages on online bulletin boards.Marketing Essentials Chapter 9, Section 9.2
Web-Site Developmentsite mapAn outline ofwhat can befound on eachpage within theWeb site.Web-site development costs include: Domain name and registration Development and maintenance Subscription to a serverA site map X outlines what can be found on eachpage within the Web site.Marketing Essentials Chapter 9, Section 9.2
E-CommerceE-commerce is the process of conducting businesstransactions on the Internet. It is simpler, faster,and cheaper than conventional means.Marketing Essentials Chapter 9, Section 9.2
SECTION 9.2 REVIEW
SECTION 9.2 REVIEW- click twice to continue -
Section 9.1 Computer software applications satisfy businessneeds for communication, accounting and recordkeeping, publishing, and graphic design.continued
Section 9.2 Computer technologies developed especially formarketing fulfill needs in the areas of point-of-salesystems, integrated marketing programs,interactive touch-screen computers, interactiveTV, and the Internet.
This chapter has helped prepare you to meet thefollowing DECA performance indicators: Explain the nature of the Internet. Create and post basic Web page. Describe tools used in Web-site creation. Explain the impact of the Internet on marketing. Make oral presentations.
CHAPTER 9 REVIEW
CHAPTER 9 REVIEW- click twice to continue -
Marketing Essentials Chapter 9, Section 9.1 . Computer Applications Graphic Organizer In a chart like this one, note the eight types of software discussed in this section. Marketing Essentials Ch
