The Computer Marketplace
Instructor’s Notes
Chapter Overview
In this chapter, you will learn about the computer
industry: how to interpret the technical specifications touted in computer
ads, and understand why there are many different models of computers at
different prices. You will also learn to be an intelligent computer shopper
and be able to determine which products are of good quality and value.
Finally, you will learn about different computer career options.
Lecture Notes
Key Terms
Active matrix screen (264): Display that updates rapidly and is essential for crisp display of animations and video. Also called a TFT (thin film transistor).
Alpha test (275): First phase of software testing carried out by the software publisher’s in-house testing team.
Benchmark test (256): Set of standard processing tasks that measure the performance of computer hardware or software.
Beta test (275): Second phase of software testing, carried out by off-site testers.
Color depth (264): The number of colors that can be present on the screen at any one time.
Competitive upgrade (276): Special price offered to consumers who switch form one company’s software to the new version of the competitor’s product.
Computer engineering (284): Field focusing on the design of computer hardware and peripheral devices, often at the chip level.
Computer industry (273): Corporations and individuals that supply goods and services to people and organizations that use computers.
Computer retail store (278): Store that purchases computer products from a wide variety of manufacturers and then sells the products to consumers.
Computer science (284): Field focusing on making computers work efficiently and effectively.
Computer-related jobs (283): Jobs involving the use of computers that are variations of jobs you might find in any industry, such as computer sales and graphic design.
Computer-specific jobs (283): Jobs that would not exist without computers, such as computer programming and Webmaster.
Computer-use jobs (283): Jobs that require the use of computers to accomplish tasks in fields other than computing, such as writing and reporting.
Controller (258): Circuit board that positions the disk and read-write heads to locate data.
CRT (cathode ray tube) (262): Technology that uses a gun-like mechanism to spray the screen with dots of color.
DMA (direct memory access) (258): Hard drives that allow a computer to transfer data directly form a drive into RAM, without intervention from the processor.
Dot matrix printer (271): Printer that produces characters and graphics by using a grid of fine wires that strike ribbon and paper in a pattern prescribed by your PC.
Dot pitch (263): Measure of image clarity.
DPI (dots per inch)(268): Measure of printer resolution; dots per inch.
Duty cycle (268): An indication of the number of pages a printer can be expected to print per month without undue wear and tear.
EIDE (enhanced integrated drive electronics) (258): Drive controller similar to Ultra ATA that has high storage capacity and fast data transfer.
External bay (265): Opening for installing a device that you need to access outside the system unit case.
Hot swap (267): The process of swapping batteries while a computer is still on.
Information systems (284): Field focusing on the application of computers in a business or organizational environment.
Ink jet printer (269): Printer with a nozzle-like print head that sprays ink onto the paper to form characters and graphics.
Internal bay (265): Opening that provides a mounting bracket for devices that do not need to be accessible form outside the system unit case.
Laser printer (270): Printer that uses the same technology as a photocopier to "paint" dots of light on a light-sensitive drum.
LCD (liquid crystal display) (262): Displays that produce an image by manipulating light within a layer of liquid crystal cells.
Level 1 cache (L1 cache) (256): Cache in which the circuitry is built into the processor chip.
Level 2 cache (L2 cache) (256): Cache in which the circuitry is housed off the processor on a separate chip.
Mail-order supplier (278): Company that takes orders by telephone or from an Internet site, then ships the product directly to consumers.
Manufacturer direct (279): Hardware manufacturers that sell their products directly to consumers using a sales force or mail order.
Maximum resolution (263): The maximum number of pixels a monitor can display.
Multifunction printer (272): Printer that uses either laser or ink jet technology to take the place of a variety of printing and communication devices, such as fax, answering machine, telephone, copier, and scanner.
Passive matrix screen (264): Display that relies on timing to make sure the liquid crystal cells are illuminated.
PCMCIA (personal computer memory card international association) card (265): Credit-card-sized circuit board that contains circuitry and devices.
PCMCIA slot (265): Special type of expansion slot developed for notebook computers.
Port replicator (266): Device that allows you to conveniently connect multiple external devices.
PostScript (270): Print language preferred by many publishing professionals.
Printer Control Language (PCL) (270): Most widely used printer language.
Revision (275): Program designed to add minor enhancements or eliminate bugs found in your current software version.
SCSI (small computer system interface)(258): Drive typically found in high-performance workstations and servers that provide a slight performance advantage over EIDE drivers.
SDRAM (synchronous dynamic RAM)(257): Type of volatile memory circuitry that runs in synchronization with the bus that transports data to and from the processor.
Software publisher (275): Company that produces computer software.
Street price (276): The average discounted software price.
SVGA (super video graphics array)(264): Notebook screen resolution of 800x600 pixels.
Ultra ATA (258): Drive controller similar to EIDE that has high storage capacity and fast data transfer.
Value-added reseller (VAR) (279): Company that combines commercially available products with specialty hardware or software to create a computer system designed to meet the needs of a specific industry.
Vaporware (273): Products announced, but never released for sale.
Version (275): Program re-released with significant enhancements. Also called a release.
Version upgrade price (276): Price offered to users who can prove that they own an earlier version of a program for which they are currently purchasing the upgrade.
Video memory (264): Graphics card memory circuitry that stores graphics images as they are processed and before they are displayed.
Viewable image size (vis) (262): Measurement that tells how large a display is without the black border.
Wavetable synthesis (261): Technology that creates music by playing digitized sound samples of actual instruments.
XGA (264): Notebook screen resolution of 1024x768 pixels.
Consumer's Guide to Computers
In this chapter you will learn the specifications for current model computers. Think of Chapter 5 as a classic concepts approach to architecture and this chapter as a more applied approach.
Consumer's Guide to Printers
In this section, you will learn more about the variety of printers available in today’s market. Spend time reviewing the list on page 268 of factors to consider when making a printer purchase.
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| Purchase price | Low | Medium | High |
| Operating cost | Low | Medium | High |
| Print quality | Low | Medium | High |
| Color quality | Low | High | High |
| Quiet operation | Low | High | High |
| Speed | Low | Medium | High |
Multifunctional printers are gaining popularity in the printer market.
The most common functions carrying out by multifunctional printers include:
printing, copying, faxing, and scanning. Realize that as with single-function
printers, the quality and reliability of these multifunctional printers
varies greatly depending on manufacturer and purchase price.
The Computer Industry
The computer industry is in a constant state of change, which has fueled consumer uneasiness about buying outdated products or product "orphans" from companies that are headed for bankruptcy. Knowledge of the computer industry can be useful as a backdrop for making purchase decisions. It seems that new computer products arrive one day and, before you know it, they’re in the discount catalogs. Figure 6-16 shows how quickly the price of a computer can drop within one year due to newer products claiming consumers’ attention.
Unlike older versions of hardware products, software products that have been superseded by more recent versions are no longer sold. Publishers usually offer special prices (such as introductory prices, version upgrade prices, and competitive upgrade prices) to ensure that consumers "always buy the latest version."
Market tiers are a way of classifying companies by size and stability. IBM would be considered a first-tier company. Gateway would be an example of a second-tier company. You can look in the back of Computer Shopper for the names of some third-tier companies.
Marketing channels include retail, mail-order, value-added resellers (VARs), and manufacturer direct. Each of these channels has strengths and weaknesses. For personal computer users, the choice of channels usually is between retail and mail order. Retail still seems to be the best choice for novice users.
The computer press keeps us up-to-date on the computer industry through computer magazines, computer industry trade journals, computing journals, Internet sites, and television shows.
The computer industry offers a wide variety of potential career possibilities. It is a field that is continually growing and redefining itself.
Students interested in working in the computer industry should first determine whether they want to pursue a career a computer-specific job, computer-related job, or computer-use job. The necessary coursework (and resulting salary) can vary greatly depending on, for example, if a student decides to pursue a career in chip design or graphics design.
Once armed with the appropriate degree and qualifications, students
should use a variety of resources to secure a job position. Today, those
resources include Web-based want ads and salary reports, as well as posting
a resume on a placement Web site. Computer industry jobs are growing rapidly,
and many students will find themselves in jobs involving computers in one
way or another.
Issue: What Should Happen to Old Computers?
Be sure to read this issue regarding the possible uses of older computers.
No all of them need to become landfill. :-)
Overview
Knowledge of terminology, technology, and options will become more
important as more people purchase computers for home use. Before you go
to a computer
store to buy a computer, you should analyze your needs. What tasks
do you wish to accomplish with the computer? The results of this needs
assessment will indicate
which options and features you need. Then, learn about computers by
reading computer magazines, talking to friends who own computers, and visiting
stores where
you can try different systems. You should research current technology
and learn whether new models are coming soon. Investigate whether you want
a Macintosh or
an IBM-compatible with Windows.
The microprocessor (CPU) used in a microcomputer determines the computer's
overall performance, in combination with a fast hard drive, memory, and
graphics
accelerator. The amount of memory (RAM) that a computer has determines
what programs can be loaded and run. You should have at least 32M, and
a 512K
cache. Adequate hard disk space is needed to install applications and
system software, as well as for storing data files. You may
also want special sound cards,
extra memory, and a faster modem.
The video capabilities should include sufficient resolution and speed
for your needs, with 2M of additional video RAM, a graphics accelerator,
and a 17-inch
monitor. Get a mouse, keyboard, and speakers of high quality.
Color ink-jets are slower and more expensive per page than monochrome lasers, but are less expensive to purchase and offer more graphic possibilities with color.
Protect your computer with a surge protector and a UPS and observe sensible
precautions with heat, cables, and food and drink. Make sure you
get a 30-day
refund policy from an established vendor.
Lecture Notes
Get Started the Right Way
The process of buying a computer can be broken into four steps. These
include analyzing your needs, learning more about computers, determining
the appropriate
software, and selecting the hardware.
Notebook or Desktop?
Notebooks are usually more expensive than desktops, in addition to
their other disadvantages, and they generally have inferior screens, which
can cause eye strain.
Mac or PC?
The latest model from Macintosh, the iMacs, is getting rave reviews.
Only time will tell, however, if it will make a significant inroad into
the market for PC
compatibles.
Top-of-the-Line or Bargain Bin Special?
Another consideration in this purchase is psychological: What kind
of shopper are you? Do you enjoy having the best and newest of everything?
Do you pride
yourself on finding the best bargain? Are you the kind of car
buyer who buys last year's model car just after the new year's model comes
out, to save the
depreciation? Would you buy a refrigerator at a "scratch-and-dent"
sale? Do you shop for quality and keep your purchases for a long
time?
Anticipate Your Software Needs
Needs assessment is a valuable technique for making decisions, especially
those involving large purchases. The buyer should make a needs assessment
before going
to a computer store. The needs assessment should address both present
and future computer needs. Also, address any specific features that might
later require a
potentially expensive upgrade.
Your present computer needs should be evaluated when beginning a needs
assessment. All potential computer users should provide realistic input.
Application needs
of youth will vary from those of adult computer users. Word processing
capabilities will probably be on everyone's list. In addition, many will
indicate the need for
game-playing software and hardware (joysticks). Those who have never
had a computer system may not know a computer's abilities. These computer
shoppers
may not be able to accurately develop this component of the needs assessment
decision making process.
Computer software and hardware components are upgraded frequently. Many
people find difficulty in forecasting their future computer needs based
on unknown
developments in the computer industry. Probably the best advice is
to plan for a system that has expansion capabilities. In addition, purchasing
a system with greater
RAM and hard disk space than is presently needed is a necessity.
Choose the Right Hardware
Computer magazines often have comparison articles in which they compare
popular computer systems, monitors, or printers. The charts that compare
features are
excellent for quickly identifying which systems have the features to
suit your needs. Magazine reviews often involve lab testing of systems
for various uses.
Computer stores often have demonstration systems set up, so you can compare systems side by side.
Contact computer user groups for assistance in identifying computer components and software needs.
Plug and play technology requires the peripheral manufacturers to adhere
to standards for their hardware and software components. Macintosh systems
and
Windows 95 systems both support plug and play technologies.
Get the Right Printer
Some computer systems are sold bundled with a "free" printer.
Be sure to check on the cost of the printer separately, for comparison
purposes with systems that
don't include a printer. Also recognize that bundled printers
are usually bottom-of-the-line ink jets. If you like the rest of
the system, you can ask the seller about
paying a little extra to upgrade the printer in the package, which
they are often glad to do.
Shop Wisely
Some computer stores build their own computers from basic components.
This can be a good way to get a custom system with the exact hardware features
you
need at a reasonable price. However, the only warranty on such a system
may be from the store itself, so you should verify how long the vendor
has been in business
and what their service record is.
Electronic superstores generally sell brand name systems and often have
specials on bundles including monitor, modem, printer, and some software.
Before settling
on a bundle, make sure that all the components are sufficient, and
make sure that the price of the bundle actually is a good deal compared
with buying the individual
components.
Mail order is an option, but you cannot view systems beforehand, ask
questions, or make complaints in person. It may be more difficult to review
the reputation of a
mail-order firm; ask friends, and always use a credit card when ordering
by mail because it offers some protection if the product or service is
unsatisfactory.
Caring for Your Computer System
These are common-sense precautions that are often neglected and that
can lead to expensive problems and repairs.
Defragmentation programs are included with Windows, but virus checkers must be purchased separately.
It is wise to set up virus checkers to run automatically every time the computer is booted, and every time a floppy is accessed.
Upgrading Your System
If you must buy components for your upgrade, the store that sells them
will usually perform the physical upgrade for a small charge or for free.
However, this service
almost always requires you to bring the computer itself into the store.
Overview
Jobs in the computer field traditionally require a degree in either
computer science for high technology scientific and engineering positions,
or computer information
systems for business. Today, the skills needed for an information
technology career include not only technical skills but teamwork, project
management,
communication, and general business knowledge.
Specific technical skills demanded vary as new hardware, software, and
programming languages are developed. Today, the most sought after
skills are networking,
Windows NT, UNIX, C/C++, and Internet skills. Some job seekers
take special training to become certified in one or more of these areas,
since certification
provides independent verification of technical skills.
Lecture Notes
Traditional Information Technology (IT) Career Paths
Training for Traditional IT Careers
At one time, a four year college degree almost guaranteed a good job
in any field, and the traditional career path was to join a large firm
and remain there throughout
a career. This is changing not only in computer careers, but
generally throughout society. Degree-holders must compete with many
other degreed graduates, and
must demonstrate good skills, not merely a diploma. Nonetheless,
a traditional degree is still required just to reach the starting line.
Traditional Methods of Continuing Education
Continuing education is important in every field, but it is vital in
computer fields because technology changes so quickly. IT professionals
must plan to attend school
or training continuously throughout their careers or face obsolescence
and unemployment.
New Information Technology (IT) Career Paths
While four-year degrees do provide some advantage in career moves,
two-year degrees are an excellent choice for many students because they
provide training that
can provide a job immediately. Many two-year degree students
begin working after obtaining their degree and then finish their education
with a four year degree
studying part-time while they work.
Sought-After Business Skills
Many of the skills mentioned are as much personal skills as business
skills. Not only will developing these skills help you obtain and
keep a job, but they are also the
skills that upper-level managers look for in candidates for promotion.
Sought-After Technology Skills
Many of the skills listed in the text as in-demand would not have been
on the list even five years ago because they did not exist then!
In the time it takes to finish a
four-year degree, the technical skills demanded by the job market can
change. That is why the authors suggest that the best preparation
for the long term is to learn
the basic theory that will continue to have value even as specific
applications of that theory change.
Sidebar: Job Searching on the Internet
On-line job searches are a new tool that you should not leave out of
your overall plan for seeking employment after graduation. There
are a number of other on-line
job sites. Some are for general employment, and others are for
specific fields. Although many of the sites and the openings they
list are in computer-related
occupations, almost every kind of occupation is represented.
Some online job sites allow you to register by providing specific information
on your education and experience, and then will email you when openings
are posted
that match your qualifications. However, because these matches
are made by computer, not by hand, you may miss out on good jobs because
the specific words
you used in your registration did not happen to match the specific
words the company used in its job posting.
Writing resumes for posting to online job sites is a special skill that
your college placement service may be able to help you with. Also,
many employers today use
computer programs to scan job applications and resumes they receive,
and the same skills are needed for resumes that will be computer-scanned
in this way.
New Technologies, New Jobs
Sometimes liberal arts majors fear that their degree will not make
them employable. However, the combination of a degree that teaches
you to think, write, and
communicate orally, in combination with technical coursework that goes
beyond the basic minimum, can make you a very attractive job candidate.
Your college
placement office can help you with suggestions of emerging job fields
to consider in your major, technical courses that complement your major,
and how to market
yourself and your skills.
Certification
Students considering certification programs should be aware that many
employers are wary of job applicants who are certified in technical skills
but have no practical
experience. They have often had previous bad experiences with
employees who had skills "on paper" but were unable to perform the hands-on
work that only
experience teaches you to do.
A good way to obtain this hands-on experience is to take advantage of
your college's cooperative education, internship, or service learning programs.
If your
college doesn't provide such programs, you may be able to obtain hands-on
experience through volunteer positions or through on-campus jobs.
Ask your college
placement service for help.
The Effect of Computers on Overall Employment
Automation has been making jobs obsolete for many years; before computers
put people out of work, industrial machinery did so. In both cases, workers
who
knew how to operate and maintain the machines were still needed.
As we increasingly become an information society rather than an industrial
society, workers to
operate the machines that store and transfer information will be needed.