The journal International online marketing of foods to US consumers by Gregory White (1997), interested me because I want further my knowledge on the subject. I hope to study online marketing more in depth, as it is what I hope to develop into a career. It will hopefully help my research, as this topic is very similar to what I am going to write my dissertation on.
The journal looks at the increase in Internet shopping and the effect that this has had on the way that consumers shop for groceries. Researchers at the University of Maine conducted two surveys, in which, consumers evaluated thirty-two commercial websites that market specialty food and drink products (White, 1997). The surveys asked US consumers and international consumers about a number of different websites and what they thought of them and how likely they would be to purchase products from these websites. The consumers’ responses were then analysed for Grey’s use and he lays them out in tables to allow easier access and reading of the findings.
The report says that it ‘was designed to determine if consumers in the USA have similar concerns with making international food and beverage purchases over the Internet.’ This means that the article looks at USA consumer online purchasing habits of food and drink from international companies and why they would buy the products from that website rather than a different one.
The article’s questions and issues are very clearly laid out in the introduction, making it easier for the reader to find out what the article is all about quickly and efficiently. The only problem is that the introduction is quite long which means quite a lot of reading for the reader to do before they get to all of the issues that are inclu...
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...king at the suggestions made and making sure that they fulfill all of the needs of the respondents. It helps to give these international companies information and research that they would have had to do themselves, which would have taken time and money to do. This way they are able to look at the research already done by White (1997) and look at their websites to see what needs to be done to keep their consumers happy with the service and products that they offer to them.
Works Cited
White, G.K. (1997). International online marketing of foods to US consumers. International Marketing review, Vol 14 No 5, 1997, pp 376-384. University Press.
White, G.K. and Manning, B. (1997a). “Characteristics of likely Internet specialty food and drink consumers”, Presented at American Marketing Association Future of Marketing Special Conferences, Dublin, Ireland, June.
For this assignment, you are to conduct a close read of one article. This article may be one for your intended research, or an article of your choosing. Once you have selected the article be sure to complete the following:
This article hasn’t provided an introduction; however a lengthy summary of the study which identifies the problem, purpose and rationale for the research study has been provided in the background. The introduction should give the reader a general sense of what the document is about, and preferably persuade the reader to continue reading. This prepares the reader for reading the rest of the document (Burns & Grove, 2001 p.636; Nieswiadomy, 2008 p.380; Stockhausen and Conrick, 2002).
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
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