Computers play an important role in business applications like marketing, sales, customer relationship management (CRM), and supply chain management (SCM). In marketing, computers allow for digital promotion, online surveys, e-commerce distribution and advertising. CRM systems help manage customer data to improve relationships. Computers also facilitate inventory management, financial management, and human resources. Emerging technologies like radio frequency identification (RFID) and voice systems further aid supply chain integration and web-based ordering. Overall, computerization improves business processes, cuts costs, and strengthens customer service.

1. Role Of Computers In Business
Sales & Marketing-
SCM & CRM
Presented By:
Shobitash Jamwal
MBA-HR

2. Introduction
Computer Technology has great
applications in almost all kinds of
businesses. Almost all kinds of businesses
are relying on computers for automating
their traditional as well as modern
operational processes.

3. Applications in different areas of
Business
● Human Resource Management
● Sales Management
● Marketing Management
● Inventory or stocks Management
● Financial Management

4. Marketing
Marketing is an organizational function and
a set of processes for creating,
communicating and delivering value to
customer relationships in ways that benefit
the organization and its stakeholders.

5. Steps Involved In Marketing
● Conducting market research and survey to
know the needs of customers.
● Selecting specific market zones and
serving the customers by setting targets.
● Determining various ways to cater to
customer's needs
● Analyzing the competitive advantages in
order to develop a marketing strategy.

6. Role of Computers In Marketing
● Web based Promotion has become most
efficient way of advertising and marketing
due to potential to reach millions of
customers all around the world.
● Market Research is the collection of data
concerning the current sate of
market,consumer preferences and
competitors. Administering online surveys
was one of the major tool under it.

7. Role of Computers in Marketing
● Distribution allows companies to distribute their
products and services to remote users via the
INTERNET, without need of physical office or
retail storefront.
● Advertisement through other media can also be
done through computers as they can be often
used to design the layouts of the pages. Graphic
Designers and media specialist use computers to
edit their commercials.

8. What is CRM?
CRM stands for customer relationship
management. It is a strategy used to learn
more about customer's needs and
behaviors in order to develop stronger
relationships with them. Good Customer
Relationships are heart of business
success.

9. Role of CRM
Customer Relationship Management(CRM)
computer systems assists dealers with
managing information about their
customer's sales and service preferences
and needs in order to increase the
customer's overall satisfaction. It also
increases customer retention and reduce
marketing expense.

10. Role of Computers In CRM
● Role Of computer via E-Commerce in CRM
● Providing complete product information.
● Providing an easy ordering and billing
process.
● Providing service after sales.
● Integrating information into one's website.
● Personalizing the web interface.

11. Role of Computers In CRM
Continued
● It plays pivotal role to play in enabling companies to
maximize profitability through more precise targeting of
market segment and micro segment within.
● It assists in managing data required to understand and
customer so that appropriate CRM strategies can be
adopted.
● It helps in determining economies of customer
acquisition,retention and life time value.
● Plays a great role role in customer loyalty program.

12. Advantages of Computer In CRM
● Using CRM & Internet , not only support on
line customer but also improve relationship
with traditional customer.
● It facilitates global reach of services
through Internet
● Enables both customer & employees to be
more effective in getting & providing
services.

13. Disadvantages Of Computers In
CRM
● Loss of Human Contacts & Personal Interaction.
● There are tremendous investment cost in computer for
fine, often with uncertain payback.
● Computers may does not understand the marketing
objective & analysis on wrong data result in waste of time
& money.
● It threatens privacy of customers in many ways.

14. Best Grossing CRM available in
Business
● Terrasoft
● Sales Force
● OnContact
● Prophet
● AIMcrm
● Relenta
● webAsyst

15. Screen shot Of a CRM

16. Digital & Internet Marketing
Digital& Internet Marketing is the practice
of promoting products and services using
digital distribution channels to reach
consumers in a timely, relevant personal
and cost-effective manner. It does not
simply mean 'building a website' or
'promoting a website' . Somewhere behind
that website is areal organization with real
goals.

17. Sales
A sale is the act of selling a product or
service in return for money or other
compensation. Signaling completion of the
prospective stage , it is the beginning of an
engagement between customer and
vendor or the extension of that agreement.
Two major role players of sales are Seller
and Buyer.

18. Steps Involved in Sales
Major steps involved in sales process are as
follows:
● Product Knowledge
● The Prospecting Approach
● Presentation of Product
● Closing the sales
● Follow Up
●
Assessment of every step.

19. Roles of Computers in Sales
In the sales world, every sales person and
manager is looking for sales management
tools that could make their lives easier.
● Enterprise Resource Planning(ERP) is a
cross functional enterprise system driven
by an integrated suite of software modules
that supports the basic internal business
processes and links it with purchasing and
sales of company.

20. Role of Computers In Sales
● Management Information Systems (MIS) enable
companies to track sales data on daily basis.
Sales forecasts are a crucial part of the supply
chain.
● Supply Chain Management (SCM) was a major
tool which was involved as inseparable part of
sales of company with addition of computers in
sales management. It is an important part of
Enterprise Performance Management (EPM).

21. Relation Between Sales &
Marketing

22. What is SCM?
SCM (Supply Chain Management ) is the
management of the flow of goods. It
includes the movement and storage of raw
materials, work in process inventory, and
finished goods from point of origin to point
of consumption

23. Role of Supply Chain Management
A well managed supply chain links the
suppliers, manufactures, distributors and
customers by a suitable information system
for controlling across border in order to
achieve optimum productivity, overall
satisfaction and joyful relation at cheaper
cost.

24. Supply Chain Management

25. COMPUTER/IT SOLUTION FOR SUPPLY CHAIN
INTEGRATION
 For high level of supply chain integration, it is essential
to develop adequate information systems and use
information technology that manages
 product flow,
 information flow,
 and cash flow from end to end on real- time basis.

26. Computer/IT Infrastructure for
Supply Chain Integration

27. Electronic Data Interchange (EDI)
 EDI is an inter-organization computer-to-computer
exchange of standard business documents in a
structured and machine-processable format without
human intervention to improve the speed and accuracy
of the information flow.

28. Comparison of Paper and EDI Flows

29. Components of EDI
EDI
Standard
EDI Software Communication
Medium

30. Benefits of EDI
The major benefits of EDI in supply chain integration are:
 Improves customer responsiveness
 Reduces transaction costs and times
 Increases accuracy and productivity
 Strengthens supply chain relationships
 Increases ability to compete globally
 Improves quality of decision to exploit business opportunities.

31. Limitations of EDI
There are two major limitations of EDI that restricts its scope of use,
which are:
 It needs highly sophisticated and private IT infrastructure
resulting into huge costs; and
 As EDI is an inter-organization, computer-to-computer exchange of
standard business documents in a structured and machine-
processable format, hence, day-to-day flexible data cannot be
shared between supply chain partners. Supply chain integration
needs more flexible information sharing on continuous basis apart
from standard business documents.

32. Bar Code System (BCS)
 The bar code system is an identification technology wherein there is
placement of computer-readable codes on items, cartons and
containers in the form of grouping of parallel bars (usually blocks) of
different widths separated by light spaces (usually white), again, of
different widths.
 It facilitates speedier flow of logistical information such as quick
tracking receipts, movement details, product identification, etc., with a
lesser probability of error .

33. Characteristics of a Typical Bar
Code

34. Benefits of Bar Code System
 Speeds up data entry process
 Enhances data accuracy
 Reduces material handling labor
 Minimizes on-hand inventory
 Monitors labor efficiency
 Improves customer service

35. Enterprise Resource Planning (ERP)
 ERP is a computerized integrated set of application software modules
for
 different business processes such as production, distribution,
financial, human resources, procurement, supply china
management, etc.,
 used by firms providing
 operational, managerial and strategic information for making
decisions strategically to improve the productivity, quality and
competitive advantage.

36. ERP System Components

37. Critical ERP implementation issues
 Never-ending implementation
 Importance of process mapping
 Process redesign
 Use of consultants
 Excessive cost
 Resistance to change
 Errors during implementation
 Rapid technological change

38. Benefits of ERP
 Improving productivity and enhancing a competitive
edge
 Bringing about a tradeoff between demand and supply
 Bringing together people who work on shared tasks
 Ensuring a smoother flow of inventory and
information at all levels
 Reducing the replenishment cycle time
 Overall organizational look-ahead capability and
control.

39. Components Of EDI
 Intranet
Intranet is an internal web of a firm, which allows
only internal users (firm’ s own employees) to access and
share data through electronic messaging.
 Extranet
Extranets operate outside of the firm, connecting
vendors, channel partners, third-party logistics service
providers and/or end users to access and share internal
corporate information in restricted manner .
 Internet
The internet refers to the firm’ s web site which can
be accessed from anywhere in the world by anybody.

40. Intranet, Extranet and Internet Applications in Supply
Chain Integration

41. EMERGING TECHNOLOGIES IN SUPPLY CHAIN
INTEGRATION
 Voice Systems
 It allows people to exchange data with other s through a computer
without the need for key pad entry.
 It is generally through voice/speech technology.
 Memory in a Button
 They contain multiple microprocessors
 Several pages of information can be stored in it.
 Radio Frequency Technology (RFID)
 It is a data collection techniques that passes product information
via radio waves to a receiving unit.

42. WEB-BASED SUPPLY CHAIN
 A Web-based supply chain is dynamic, high
performance network of customer and vendor
partnerships and information flow creating new and
unique value proposition mainly due to addition of
digital value.
 Value Prepositions through Web based supply chain:
 Super Service
 Convenient Solution
 Customization

43. Web-Based Supply Chain Integration
Carriers & 3PL
Vendors
Web-Based
Supply chain
Distribution
Channels
Distribution
Warehouse
Consumer
Advanced
Planning
and Scheduling
Agile
Manufacturing
Collaborative
Planning
Forecasting &
Replenishment
Order
Management

44. Web Based Supply Chain & Order Management
System
 Flexible Business Process Management
 Unified Data Model
 Robust Integration Framework
 Self-service Tools

45. Order Management Application

46. Collaborative Planning,
Forecasting and Replenishment
(CPFR) System
 Collaborative planning, forecasting, and replenishment is
a multi-industry that uses the Internet to achieve
cooperation across the members of a supply chain to
better sense demand, plan, and execute the flow of goods.

47. CPFR process model
 Develop a front-end agreement
 Create a joint business plan
 Create a sales forecast
 Identify exceptions for the sales forecast
 Resolve/collaborate on exception items
 Create all order forecast
 Identify exceptions for the order forecast
 Resolve/collaborate on exception items
 Generate the order

48. Agile Manufacturing System
 Agile manufacturing system is an IT enabled process
of web-based supply chain integration facilitating
firms to support the demand and mass customization
requirements.
 Its applications support complex flow manufacturing,
the just-in-time-based, pulls production method that
enables manufacturing in lot sizes of one.

49. Agile Manufacturing System
 Agile manufacturing system is an IT enabled process
of web-based supply chain integration facilitating
firms to support the demand and mass customization
requirements.
 Its applications support complex flow manufacturing,
the just-in-time-based, pulls production method that
enables manufacturing in lot sizes of one.

50. Advanced Planning and Scheduling (APS)
System
 Advanced planning and scheduling system is high analytical
applications software that uses mathematical models and
related techniques to find out optimal solutions to complex
production and supply problems.
 Advantages of APS system:
 More flexible system handling more varied supply chain
requirements.
 Mathematical models based supply and support
optimization.
 Optimization is based in strategic issues of supply chain
such as, costs, customer value and services, and
profitability

51. Benefits of Computer-based Supply
Chain
 Delivers cost saving through supply chain integration
 Reduce inventory across supply chain network
 Reduce procurement costs and improve vendor
management
 Improve customer value and services
 Increasing revenues and profitability

52. Challenges to Computer-based Supply
Chain
 Security issues
 Changes to business process
 Coping with weaker supply chain links
 Sharing of costs and benefits

53. CRM vs. SCM
● SCM is considered longer than CRM
● SCM focuses that all departments in the
business get the raw materials they need
to complete their work while CRM deals
with customers to make sure they get the
support and services they need.
● SCM works with vendors ,while CRM works
with customers only.

54. Conclusion
● This demonstrates the significant role of
Computers in today's business world in sales and
in marketing management in improved
productivity and major cost saving.
● Better SCM and CRM .
● Helped to solve major problems related to
customer services,customer satisfaction and
better supply chain of products.

55. Thank You
Any Queries ?