1. Topic : Evaluating Retail Trade Areas for convenience Stores.
Description of historical of marketing background.
2.Topic :
Signaling Quality
in an E-Commerce Environment:
The Case of an Emerging E-Grocery Sector
More than just a potential economic enhancement for food marketing, our
research spanning 36 months in 2001, 2002, and 2004 identifies that E-Grocery
enterprises present unique communication challenges. It is easy to tell
online customers the quality of a book or a music CD. However, conveying the
ripeness of a banana, the marbling in a steak, or even the meaning of the “best
by” date on a gallon of milk are significant challenges for online marketers. In
a traditional grocery store, meat, poultry, seafood, produce, and other highvalue
food items depend on organoleptic (sight, smell, touch) experiences to
guide selection. To date, little research has evaluated how well those sensory
experiences of product quality attributes are communicated online. Leading
E-Grocers are experimenting with ways they can communicate sensory attributes
online and cater to the emotional connection consumers have with their
food. Likewise, smaller direct-market food sellers (including farm-based meat
and produce markets and similar rural enterprises) are selling products with
pronounced organoleptic values and need benchmarks for the consumer value of better online
signals of the quality of the perishable products they market.
E-Grocery activity and other online communications dealing with qualitycentric
and/or sensory-based products (e.g., scents, collectables sold on auction
sites, or medical/science information) require a new understanding of
how to reach the target market. Marketers, especially marketing communication
professionals, are faced with a new and rapidly evolving set of tools–and
limited research-based guidance on how to effectively use such tools or even
evaluate their effectiveness.
Description of problem to be dinsidered
MA0C0223
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