Sage Journals: Discover world-class research

Abstract

"The average American, by our estimate, is exposed to 61,556 words from the mass media each day ... That works out to just under 4,000 words per waking hour, about 60 words per waking minute per person per day. This represents a growth of 151 percent from 1960 to 1980. " (Neuman and de Sola Pool 1984, p. 5)

"Over this period (1960 to 1980) the supply of mass communications per capita (in the USA) grew at an average annual rate of 6.7 percent. But media use grew at just 2.1 percent per year... (Ibid, Table 2)

The ratio of words consumed to words supplied by 1980 had fallen to less than half (from 1.4 percent to .6 percent) the level in 1960. The ratio has fallen in each of the mass media we have studied. " (Neuman and de Sola Pool 1984 p. i, 6, and Table 3)

"Information creation and processing now account for half of all economic activity in the United States, compared to less than 18% in 1900. " (Jonscher 1983, p. 8)

"Between 6000 and 7000 scientific articles are written each day. Scientific and technical information now increases 13 percent per year, which means it doubles every 5.5 years. " (Naisbitt 1982, p. 24)

Microcomputer technology appears to have gotten ahead of information needs. Social commentators and philosophers argue that the information society is only one step away from reality and often cite Japan as an example. The author takes the position that many ultimate consumers have yet to find enough benefit in microcomputers and linking them to data bases to make such high technology an integral part of their life styles. Marketing efforts need to be focused less on hardware and software and more on defining and clarifying the needs of the average household which can be better met by microcomputers than by current means.

Get full access to this article

View all access options for this article.

References

Anderson, Kevin. 1985. "Uncertain Videotex Forges Ahead." USA- TODAY 24 (June): 4B

Bateson, John. 1977. "Do We Need Service Marketing." In Marketing Consumer Services: New Insights. Ed. Pierre Eiglier, et. al. Cambridge, MA: Marketing Science Institute Report No. 77-115.

Bell, Martin L. 1981. "A Matrix Approach to the Classification of Marketing Goods and Services." In Marketing of Services . Ed. James H. Donnelly and William R. George. Chicago: American Marketing Association Proceedings Series, 208-212.

Berry, Leonard L., G. Lynn Shostack and Gregory D. Upah, ed. 1983. Emerging Perspectives on Services Marketing Chicago : American Marketing Association Proceedings Series .

Bloch, Thomas M., Gregory D. Upah, and Valarie A. Zeithaml, ed. 1985. Services Marketing in a Changing Environment. Chicago: American Marketing Association Proceeding Series.

Bulman, Philip. 1986. "Videotex Computer-Age Dinosaur." Denver Post 29 (April): 1E.

DeMeno, Kimberly S. and W. Wayne Talarzyk . 1984. "Presentation Condensations from the Conference-Videotex: Implications for Marketing III." Columbus, Ohio: The Ohio State University, College of Administrative Science Working Paper WPS 84-52.

Donnelly, James H. and William R. George, ed. 1981. Marketing of Services. Chicago: American Marketing Association Proceedings Series.

Edelstein, Alex S., John E. Bowes, and Sheldon M. Harsel, ed. 1978. Information Societies: Comparing the Japanese and American Experiences . Seattle: International Communications Center, University of Washington.

10.

Ferrell, J.E. 1986. "Videotex Experiments in Flux." Rocky Mountain News. 8 July: 22B.

11.

Field, Anne R. and Catherine L. Harris. 1986. "The Information Business ." Business Week. 25 August: 82-90.

12.

George, William R. and Claudia E. Marshall, ed. 1984. Developing New Services. Chicago: American Marketing Association Proceedings Series.

13.

Jonscher, Charles. 1983. "Productivity and the Information Economy." MIT Research Program on Communications-Policy. Cambridge, MA : Massachusetts Institute of Technology.

14.

King, William R. 1977. Marketing Management Information Systems . New York: Petrocelli/ Charter .

15.

Kotler, Philip. 1982. Marketing for Nonprofit Organizations , 2nd ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.

16.

and Sidney J. Levy. 1969. "Broadening the Concept of Marketing." Journal of Marketing 33 (January): 10-15.

17.

Langeard, Eric , John E. G. Bateson , Christopher H. Lovelock , and Pierre Eiglier . 1981. Services Marketing: New Insights from Consumers and Managers. Cambridge, MA: Marketing Science Institute Report No. 81-104.

18.

Lewyn, Mark. 1985. "Sales Soften, Firms Seek New Uses." USA TODAY 21 (March): 1A-2A.

19.

Lovelock, Christopher H. 1984. Services Marketing. Englewood Cliffs, NJ: Prentice-Hall, Inc.

20.

Maslow, Abraham H. 1970. Motivation and Personality, 2nd ed. New York: Harper & Row, Publishers.

21.

Masuda, Yoneji. 1980. The Information Society. Washington, DC: World Future Society.

22.

McLuhan, Marshall. 1965. Understanding Media: The Extension of Man . New York: McGraw-Hill Book Company , chapter 1.

23.

Moody, Michael. 1985. "Marketing Telecommunications in a Changing Environment ." In Services Marketing in a Changing Environment . Ed. Thomas M. Bloch, et. al. Chicago: American Marketing Association.

24.

Naisbitt, John. 1982. Megatrends. New York : Warner Books, Inc.

25.

. 1984. The Year Ahead ; 1985. New York: AMACOM, a division of American Management Association.

26.

Neuman, W. Russell and Ithiel de Sola Pool. 1984. "The Flow of Communication Into the Home," paper prepared for American Sociological Association Annual Meeting, August 1984. Cambridge, MA: Massachusetts Insititute of Technology.

27.

O'Dell, William F. , Andrew C. Ruppel , Robert H. Trent , and William J. Kehoe . 1984. Marketing Decision Making , 3rd ed. Cincinnati, OH : South-Western Publishing Co.

28.

Pantages, Angeline. 1986. "Nowhere but Up." Datamation . 1 (March): 50-58.

29.

Pelton, Joseph N. 1978. "Probing the Information Societies: What the U.S. and Japan Can Tell Us About the Future." In Information Societies: Comparing the Japanese and American Experiences . Ed. Alex S. Edlestein, et. al. Seattle, WA: International Communication Center, University of Washington ; 39-46.

30.

Porat, Marc Uri. 1977. The Information Economy: Definition and Measurement . Washington, DC: U.S. Department of Commerce, Office of Telecommunication Special Publication 77-12(1).

31.

Rathmell, John M. 1974. Marketing in the Service Sector. Cambridge, MA: Winthrop Publishers, Inc .

32.

Ricklefs, Roger. 1986. "French Connections." Wall Street Journal . 24 (February): 30D.

33.

Royal Bank of Canada. 1985. " The Information Society." The Royal Bank Letter 66 (March/ April, No. 2): 1-4.

34.

Sasser, W Earl , R. Paul Olsen , and D. Daryl Wyckoff . 1978. Management of Service Operations . Boston, MA: Allyn and Bacon, Inc.

35.

Toffler, Alvin. 1980. The Third Wave. New York : Bantam Books, Inc.

36.

Vaile, Roland S. , E.T. Grether and Reavis Cox. 1952. "Channels of Distribution." Marketing in the American Economy. New York: The Ronald Press Co.: 107-128.

37.

Widing, Robert E. II and W. Wayne Talarzyk. 1983. "Videotex: Description, Issues and Alternatives." Columbus, Ohio : The Ohio State University College of Administrative Science Working Paper WPS 83-28.

38.

Wise, Deborah C. and Geoffrey C. Lewis. 1985. "The Computer Slump." Business Week 24 (June): 74-80.

The Role of Marketing in Facilitating the Diffusion of Microcomputers and "The Information Society"

Abstract

Get full access to this article

References