Design considerations for computer based marketing and information systems

Abstract

Recent years have seen a major revolution in the world of electronics. Computers have increased in size and capability and at the same time decreased in cost. Equally as important, communication systems have improved, though not yet to the same extent as computers, and will continue to do so. In contrast, the cost of providing farmers with information that is constantly updated using traditional methods is increasing. Similarly, the increasing cost of transport and personnel costs means marketing costs using traditional auction and contract arrangements continue to increase. To counteract these cost problems the agricultural sector is expressing considerable interest in the potential for replacing traditional information and marketing systems with computer based operations. To satisfy this demand for information this paper contains a review of the alternative systems available. The different types of systems available are defined and their advantages and disadvantages listed. Probably more importantly, considerable attention is paid to design details and practical questions which, in the end, will determine whether the promise of cost economies are in fact achieved. Finally, an argument is presented that for the success of electronic systems it is essential to have national integration through a cooperative communication system in contrast to government domination on the one hand or complete independence of competing systems on the other.