Computers And Marketing


Marketing is the process by which goods are sold and purchased. The aim of
marketing is to acquire, retain, and satisfy customers. Modern marketing has
evolved into a complex and diverse field. This field includes a wide variety of
special functions such as advertising, mail-order business, public relations,
retailing and merchandising, sales, market research, and pricing of goods.

Businesses, and particularly the marketing aspect of businesses, rely a
great deal on the use of computers. Computers play a significant role in
inventory control, processing and handling orders, communication between
satelite companies in an organization, design and production of goods,
manufacturing, product and market analysis, advertising, producing the company
newsletter, and in some cases, complete control of company operations.

In today's extremely competitive business environment businesses are
searching for ways to improve profitability and to maintain their position in
the marketplace. As competition becomes more intense the formula for success
becomes more difficult. Two particular things have greatly aided companies in
their quests to accomplish these goals. They are the innovative software
products of CAD/CAM and, last but not least, the World Wide Web.

An important program has aided companies all over the world. Computer-
aided design and computer-aided manufacturing (CAD/CAM) is the integration of
two technologies. It has often been called the new industrial revolution. In
CAD, engineers and designers use specialized computer software to create models
that represent characteristics of objects. These models are analyzed by computer
and redesigned as necessary. This allows companies needed flexibility in
studying different and daring designs without the high costs of building and
testing actual models, saving millions of dollars. In CAM, designers and
engineers use computers for planning manufacturing processes, testing finished
parts, controlling manufacturing operations, and managing entire plants. CAM is
linked to CAD through a database that is shared by design and manufacturing
engineers.

The major applications of CAD/CAM are mechanical design and electronic
design. Computer-aided mechanical design is usually done with automated drafting
programs that use interactive computer graphics. Information is entered into
the computer to create basic elements such as circles, lines, and points.
Elements can be rotated, mirrored, moved, and scaled, and users can zoom in on
details. Computerized drafting is quicker and more accurate than manual
drafting. It makes modifications much easier.

Desktop manufacturing enables a designer to construct a model directly from
data which is stored in computer memory. These software programs help designers
to consider both function and manufacturing consequences at early stages, when
designs are easily modified.

More and more manufacturing businesses are integrating CAD/CAM with other
aspects of production, including inventory tracking, scheduling, and marketing.
This idea, known as computer-integrated manufacturing (CIM), speeds processing
of orders, adds to effective materials management, and creates considerable cost
savings.

In addition to designing and manufacturing a product, a company must be
effectively able to advertise, market, and sell its product. Much of what
passes for business is nothing more than making connections with other people.
What if you could passout your business card to thousands, maybe millions of
potential clients and partners? You can, twenty four hours a day, inexpensively
and simply on the World Wide Web. Firms communicate with their customers
through various types of media. This media usually follows passive one-to-many
communication where a firm reaches many current and potential customers through
marketing efforts that allow limited forms of feedback on the part of the
customer. For several years a revolution has been developing that is
dramatically changing the traditional form of advertising and communication
media. This revolution is the Internet, a massive global network of
interconnected computer networks which has the potential to drastically change
the way firms do business with their customers.

The World Wide Web is a hypertext based information service. It provides
access to multimedia, complex documents, and databases. The Web is one of the
most effective vehicles to provide information because of its visual impact and
advanced features. It can be used as a complete presentation media for a
company's corporate information or information on all of its products and
services.

The recent growth of the world wide web (WWW) has opened up new markets and
shattered boundaries to selling to a worldwide audience. For marketers the
world wide web can be used to creat a client base, for product and market
analysis, rapid information access, wide scale information dissemination, rapid
communication, cost-effective document transfers, expert advise and help,
recruiting new employees, peer communi-cations, and new business opportunities.
The usefullness of the Internet or WWW depends directly on the products or
services of each business. There are different benefits depending upon the type
of business and whether you