Marketing Principles CHAPTER 9 SECTION 1

 Virtually all businesses use computer applications.  Software is constantly being written, tested, and marketed to meet business needs.  Word-processing programs are applications that create text documents that may contain a few graphics.

 The most common word-processing program is Microsoft Word.  Businesses use word-processing programs to: 1.Write letters and memos. 2.Produce research papers and reports. 3.Develop business and marketing plans. 4.Write contracts. 5.Take notes and record meeting minutes. 6.Create announcements. 7.Create product materials.

 Database programs – applications that store and organize information  Common database software includes Filemaker Pro, Microsoft Access, and 4D.

 Marketers use database programs to: 1.Maintain customer lists. 2.Keep information about guests and vendors for events. 3.Catalog furniture and assets for insurance records. 4.Manage time and track billable hours. 5.Catalog personnel records. 6.Scan the internet to find suppliers and customers. 7.Track the searches and purchases of clients visiting web sites.

 Accounting programs – can store and retrieve all financial records and process all business transactions automatically  The most popular accounting program for small and medium-sized businesses is Intuit QuickBooks.  Large companies use Enterprise Resource Planning (ERP).  There is accounting software available for specific industries.

 Spreadsheet programs – can organize, calculate, and analyze numerical data  The most popular spreadsheet program is Microsoft Excel.

 Spreadsheets are used to: 1.Develop a budget. 2.Analyze financial performance. 3.Track loans or mortgages. 4.Schedule projects. 5.Manage business assets. 6.Produce profit and loss statements. 7.Calculate and produce a payroll. 8.Track customer/client responses. 9.Build relationship marketing. 10.Track sales and service.

 Desktop publishing programs – enable users to edit and manipulate both text and graphics in one document  Two most popular are Adobe InDesign and QuarkXpress.

 Marketers use desktop publishing to: 1.Create layouts for publications. 2.Create forms. 3.Create product manuals.  Graphics and design programs – software applications for creating and modifying images

 Marketers use graphics design programs to: 1.Design marketing promotional materials. 2.Create logos and letterheads. 3.Illustrate floor plans and furniture arrangements. 4.Create images for presentations.  Presentation Software – produces slide shows and multimedia presentations

 Marketers use presentation software to: 1.Prepare verbal and visual information for meetings. 2.Present and discuss ideas interactively via the internet. 3.Create slide shows. 4.Add voice narration to accompany visual material.  Web sites feature a home page which is the entry point for the website.

 Communication programs – enable users to communicate with other users through their computers (must be able to connect to a network)  Broadband – allows information to move through cable TV or DSL phone lines  Wi-Fi – wireless fidelity (uses radio frequencies to connect to the internet)