In a computer chip, programmability means the capability to alter a command, so that one chip can perform a variety of prescribed functions and produce a variety of prescribed outcomes. The defining characteristic of this new technological push is programmability. Twenty years ago, there were fewer than 50,000 computers in use today more than 50,000 computers are purchased every day.
In less than 20 years, the microprocessor has achieved a similar penetration. Seventy years after they were invented, fractional horsepower motors are in some 15 to 20 household products in the average American home today. Technology has moved into products, the workplace, and the marketplace with astonishing speed and thoroughness. So pervasive is technology today that it is virtually meaningless to make distinctions between technology and nontechnology businesses and industries: there are only technology companies. Marketing’s transformation is driven by the enormous power and ubiquitous spread of technology. As a result, we are witnessing the emergence of a new marketing paradigm-not a “do more” marketing that simply turns up the volume on the sales spiels of the past but a knowledge- and experience-based marketing that represents the once-and-for-all death of the salesman. Technology is transforming choice, and choice is transforming the marketplace.
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