CHAPTER ¥n 



SPECIAL ASPECTS OF MARKETING 



ABSTRACT 



PACKAGING, STORING, AND SHIPPING OPERATIONS CON- 

 STITUTE IMPORTANT PHASES OF THE DISTRIBUTION PROCESS. 



ADEQUATE PROTECTIVE COVERING IS REQUIRED TO PREVENT 

 UNDESIRABLE CHANGES IN FISHERY PRODUCTS DURING PERIODS OF 

 STORAGE. APPEARANCE OF PACKAGES IS IMPORTANT FROM THE STAND- 

 POINT OF EFFECTIVE SALES PROMOTION. PACKAGE DESIGNS TODAY MUST 

 FUNCTION AS EYE CATCHERS AND HELP IN THE MARKETING OF THE PRODUCT. 

 THE COVERINGS USED FOR THE PACKAGING OF FROZEN SHRIMP AND OTHER 

 FISHERY PRODUCTS INCLUDE GLAZES, FILMS AND WRAPS, PACKAGES, CAR- 

 TONS, AND OVERWRAPS. THE STANDARD CAN SIZE FOR CANNED SHRIMP 

 PRODUCTS IS THE 8 Z SHORT (211 X 300 ) CAN WHICH HAS A DRAINED 

 WEIGHT CONTENT OF FIVE OUNCES OF SHRIMP MEAT. 



FRESH AND FROZEN SHRIMP, BECAUSE OF THEIR PERISHABLE 

 NATURE, MUST BE REFRIGERATED FROM THE TIME THE CATCH IS HAULED 

 ON BOARD THE BOAT UNTIL THE SHRIMP DISH IS PREPARED FOR THE 

 TABLE. PUBLIC AND PRIVATE COLD STORAGE FACILITIES FOR SHRIMP 

 HAVE EXPANDED SUBSTANTIALLY IN THE PAST DECADE, BOTH AT PRO- 

 DUCTION AND DISTRIBUTION POINTS. WITH THE GROWING POPULARITY 

 OF SHRIMP AMONG CONSUMERS, RETAILERS HAVE SHOWN A WILLINGNESS 

 TO ALLOT SHRIMP PRODUCTS ADDITIONAL FROZEN STORAGE AND DISPLAY 

 SPACE. THE MODERN KITCHEN, EQUIPPED WITH AMPLE FROZEN STORAGE 

 SPACE IN REFRIGERATORS AND HOME FREEZERS, HAS ENABLED THE HOUSE- 

 WIFE TO STORE AND FREEZE SHRIMP SPECIALTY PRODUCTS IN ADDITION 

 TO FROZEN FOOD STAPLES. 



AS ADEQUATE STORAGE FACILITIES BECOME AVAILABLE AT 

 ALL POINTS IN THE PRODUCTION, PROCESSING, AND DISTRIBUTION 

 CHAIN, QUALITY CONTROL IS FACILITATED. SINCE POTENTIAL DAMAGE 

 AS THE RESULT OF ACCIDENTALLY MARKETING SPOILED PRODUCTS IS 

 GREAT, QUALITY STANDARDS AND QUALITY CONTROL HAVE BECOME SUB- 

 JECTS OF MAJOR AND CONSTANT CONCERN IN THE INDUSTRY. RESEARCH 

 IS DIRECTED TOWARD FINDING RELIABLE QUALITY INDEXES, NEW METHODS 

 OF RETARDING BACTERIAL ACTION, AND PRESERVING TEXTURE AND 

 FLAVOR DURING PROCESSING AND STORAGE. 



WITH THE RISE IN DEMAND FOR FROZEN SHRIMP, REFRIGERATED 

 MOTOR TRUCKS HAVE GROWN STEADILY IN IMPORTANCE AS A MEANS OF 

 TRANSPORTING AND DISTRIBUTING THE PRODUCT. TODAY NEARLY ALL 

 RECEIPTS IN LARGE METROPOLITAN MARKETS SUCH AS NEW YORK CITY 

 AND CHICAGO ARE BY REFRIGERATED TRUCKS. THE RAILROADS PLAY A 

 SIGNIFICANT ROLE IN THE SHIPMENT OF CANNED SHRIMP AND RAILWAY 

 EXPRESS AGENCY, INC. HAS A SUPPLEMENTARY PART IN THE TRANSPOR- 

 TATION OF VARIOUS KINDS OF SHRIMP PRODUCTS, PARTICULARLY FRESH 

 AND FROZEN. 



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