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FUTURE WATCH

‘World-wide sales are just a fax away

ne of the many ad-

vantages soon to

be accessible to in-

dividual entre-

preneurs will be a new
method of marketing goods

and services world-wide.

The present system limits
what you can buy and sell. For
example, few small manufac-
turers, because of their size, can
deliver food products to the
market. They don’t produce
enough of any one food product
to interest large wholesalers or.
supermarket chains. The same
applies to department stores. So
the consumer doesn't even know
what he is missing.

Distinctive products in limited
production can’t get shelf space
anywhere because if they catch

NAC VAX
UK

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on, production cannot match
demand. Retailers don’t want
that headache. They have been
set up for a world where
economies of scale prevail —
where big is better. Every sales-
man ever trained learned very
quickly that he couldn’t just
make something, wrap it in

brown paper and put it on a
shelf. Big supplies and market-
ing were essential.

_ Not only have the rules
changed, the very game itself is
different.

Suppose you Eats a special
strawberry jam. But you are
limited to producing 1,000 jars
during a once-a-year season.
The supermarket isn’t inter-

- ested. You could sell the jam to
friends but most likely won't sell
a thousand jars via that chan-

tit

DEIOMoroew

By FRANK OGDEN |

nel. So it spoils, or worse, you
cancel the idea before it gets a
chance to fly. Or say you can
make a widget that is really un-
usual but has a limited market,
but is worth anything to those
who really need it. It’s hard to
track down the willing cus-

tomers. So the business doesn’t
get started.

Consider a new approach. A
world-wide, global village
electronic (eventually photonic)
system that buys or sells any-
thing. You place a small ad on
this system, which operates via
voice-phone and fax. Network
headquarters are based in
Tokyo but can be contacted viaa
local or 800 number. You tell the
voice line about your product
and leave your fax number. By
fax you are advised that the cost
is $100 to enter the product into
the world-wide system and to
see how it will be presented. The
fax will show the “ad” in the
recommended form. Ifit is satis-
factory, you approve and enter
your credit card number, turn
your fax on and sit back. The

BUY 4
TOYO 800's

BEFORE
NOV. 17/90' ame

world really will come to your
door.

You have to start thinking
globally. Somewhere out there
are five billion potential cus-
tomers. As the new marketing
system comes into effect, more
and more people will eventually
hear about your product, try it
out and make a purchase. The
system operates 24 hours a day,
every day of the year with no
parking, traffic jams, walking-
in-the-rain or foreign exchange
hassles. Someone hears about
your product, calls up your ad
and places an order: It comes in
on your fax with credit card ap-
proval and you ship out the
product, most likely via courier.
It could be someone from Bom-
bay who wants to try your
Canadian curry:

MILES INSTALLED TOYO 800

ALL-SEASON RADIAL TIRES
ON HIS CAR BECAUSE
TOYO TIRES ARE:

e Smooth and quiet running

¢ Very attractive

° Covered by Limited Mileage Warranty of
100,000 km (62,000 miles) and Road Hazard
Warranty at no extra charge

e Guaranteed against defects in workmanship
and/or materials

e And they’re fitted and balanced by professional
TIRE TOWN TECHNICIANS in about 30 minutes

$0ch:

17 SIZES CHOOSE FROM: if
WE WILL ALSO:

we will also accept trades
° supply rubber valve stems for these tires N/C $4
« check your brakes - no charge!

Eg. P155/80R13 LIST $96. SALE PRICE $67.20 © -— Re
BUY 4 & SAVE $115.20 “

Professional alignments, brake, front end balancing, strut and shock services...

...we'll give you a
BETTER THAN

‘4 for 3’
price in fact,

ONLY AT

Miles Primrose’s

386-6367

PsA |(oste)
616 GORGE RD. EAST
“Why go anywhere else”

HOURS: MON.-FRI. 7:30 am - 5:30 pm. SAT. 8 am - 4 pm

SV19NNOd

HILLSIDE

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