Role of Computers in Marketing
RESKARCH REPORTS AND TIMELY DEVELOPMENTS
Chairperson: Jarvis L. Cain
Dept. of Agricultural and Resource Economic8
University of Maryland, College Park, MD
Computer Use and Marketing Concepts in the Food Broker Industry by Angelo DiAntonio
Department. of Accounting
Clarion University of Pennsylvania
Clarion, PA 16214 and U. Carl Toensmeyer
Department of Agricultural and Food Economics
University of Delaware
Newark, DE 19711
Objectives
1.
Determine the extent. of the use of computers by food brokers.
2.
Determine future plans by food broker firms for incorporating computers into their business operations.
3.
Determine the feasibility of incorporating existing computer knowledge with the potential development. of computerized trading by food brokers.
Procedures
A mail survey of food brokers was conducted during September and October
1984. A questionnaire was mailed t.o750 food broker firms selected at random nationally. The list was provided to us by the NFBA.
The number of respondents was 20 percent of the total mailing.
February 85/page 112
The questionnaire was designed t.o determine the characteristics of the responding firm8 as well as to analyze present and anticipated computer activity in accounting and marketing.
Initial Results
The number of firms responding by yearly 8ales volume was as follows: less than 1 million sales - 9 percent;
1 to 4.9 million - 20 percent.; 5 to
9.9 million - 10 percent; 10 to 19.9 million - 23 percent; 20 tO 34.9 million
- 12 percent;
35 million and over 26 percent.
Forty-five percent of the firms do not consider electronic marketing a feasible alt.ernat.ive,with 21 percent. indicating it would be feasible.
Only
20 percent. expressed interest in electronic marketing, while 42 percent had no interest.
Responding to ‘a question concerning potential benefits, 24 per-
Journal of Food Distribution Research
cent fits indicated
Chairperson: Jarvis L. Cain
Dept. of Agricultural and Resource Economic8
University of Maryland, College Park, MD
Computer Use and Marketing Concepts in the Food Broker Industry by Angelo DiAntonio
Department. of Accounting
Clarion University of Pennsylvania
Clarion, PA 16214 and U. Carl Toensmeyer
Department of Agricultural and Food Economics
University of Delaware
Newark, DE 19711
Objectives
1.
Determine the extent. of the use of computers by food brokers.
2.
Determine future plans by food broker firms for incorporating computers into their business operations.
3.
Determine the feasibility of incorporating existing computer knowledge with the potential development. of computerized trading by food brokers.
Procedures
A mail survey of food brokers was conducted during September and October
1984. A questionnaire was mailed t.o750 food broker firms selected at random nationally. The list was provided to us by the NFBA.
The number of respondents was 20 percent of the total mailing.
February 85/page 112
The questionnaire was designed t.o determine the characteristics of the responding firm8 as well as to analyze present and anticipated computer activity in accounting and marketing.
Initial Results
The number of firms responding by yearly 8ales volume was as follows: less than 1 million sales - 9 percent;
1 to 4.9 million - 20 percent.; 5 to
9.9 million - 10 percent; 10 to 19.9 million - 23 percent; 20 tO 34.9 million
- 12 percent;
35 million and over 26 percent.
Forty-five percent of the firms do not consider electronic marketing a feasible alt.ernat.ive,with 21 percent. indicating it would be feasible.
Only
20 percent. expressed interest in electronic marketing, while 42 percent had no interest.
Responding to ‘a question concerning potential benefits, 24 per-
Journal of Food Distribution Research
cent fits indicated