Marketing Essentials

Chapter 9: Technology Applications for Marketing

Chapter Summaries

Section 9.1

• Computer software applications satisfy business needs for communications, accounting and record keeping, publishing, and graphic design.
• Eight useful applications in marketing are word processing programs, database programs, spreadsheet programs, desktop publishing programs, graphics and design programs, presentation software, Web page editing programs, and communications programs.

Section 9.2

• Computer technologies developed especially for marketing fulfill needs in the areas of point-of-sale systems, integrated marketing programs, interactive touch-screen computers, interactive TV, and the Internet.
• The Internet provides marketing with a new set of tools unlike any before, such as the World Wide Web, electronic mail, information retrieval, intranets and extranets, and electronic commerce. The Internet can make it easier for customers to find what they want and for businesses to conduct business-to-business (B2B) transactions.