117. Reading Skills Comprehension: Role of Computers in Marketing

ROLE OF THE COMPUTERS IN MARKETING

Read the passage and answer the following Questions:-

In this age of cut-throat competition, marketing holds the key to success. Many good very popular p have failed to take off due to poor marketing and quite a few mediocre products become through strong marketing back-up. Marketing is a functional tool for sales promotion.

The scope of marketing is now changing with the advancement of information technology and software and communication technology the current advances in computer hardware waves in information technology. The newly developed information system will help the marketers know the market trends and open up new markets. On the other hand, improvement in communication has changed the status of the customer. He is no more one of the herd buying what everyone is buying but has become an individual who will buy on his own judgement.

 In this changing environment, the age of one-way information flow from manufacturer to customers, (bombarding customers with information regarding product qualities and price) will not do. The need is for two-way communication between them.

The future is likely to see changes in today’s organizational structure and the methodology of business with the merging of computers and communications. Computer hardware today is so advanced and miniaturized that computers have become more powerful and compact. They can be battery operated and can be carried around in a briefcase (notebook computers). They can be placed on an executive’s table to take care of his personal computing.

More importantly, computers need not be in one location nor do they require an army of programmers, engineers and operating staff. They can be placed alongside the user who then becomes part of the network and uses the computer as an aid to his management and decision-making process. All this progress has brought about an incredible change in marketing and sales operations.                                                                                                                               

Answer the following questions by choosing the most appropriate options from the ones given below: 1. What is marketing?

 (a) A function for sales promotion.                    

(b) A functional tool for sales promotion.

 (c) A tool for sales promotion.                            

(d) A functioning tool for sales.

2. What type of change is happening in marketing?

(a) The scope of marketing is changing.              

(b) The scoop of marketing is changing.

 (c) The school of marketing is changing.            

(d) The scope of marketing is not changing.

3. Which factor is responsible to change the status of the customer?

(a) Unimprovement in communication.                

(b) Improvement in communion.

(c) Improvement in communication.                     

(d) Improving cooperation.

4. Computers have become mobile. How?

(a) They are battery operated and carried in a briefcase.

 (b) They are operated and carried in a briefcase.

 (c) They are operation and carried in a briefcase.

 (d) They are battery controlled and not carried in a briefcase.

5. How does the newly developed information system help marketers?

(a) To know the markets and open up new trends.

 (b) To know the marketers and open up new trends.

 (c) 7 o know the market condition to open up new trends.

(d) To know the market trends and open up new markets.

6. What type of communication is needed between the manufacturers and the customers?

 (a) A one-way communication.                           

(b) A double communication

 (c) A triple communication.                                 

(d) A two-way communication.

7. Find a word from the passage which means the same as ‘that cannot be believed’.

 (a) incredible                                 (b) herd

(c) aid                                              (d) merging

Answers

1.(b) A functional tool for sales promotion.

2.(a) The scope of marketing is changing.

3.(c) Improvement in communication.

4.(a) They are battery operated and carried in a briefcase.

5.(d) To know the market trends and open up new markets.

6.(d) A two-way communication.

7.(a) incredible

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