Aquaculture Marketing Handbook by Carole R. Engle, Kwamena K. Quagrainie

By Carole R. Engle, Kwamena K. Quagrainie

Markets, advertising, and alternate became ever extra very important to transforming into aquaculture industries world wide. the range and idiosyncrasies of the aquaculture and seafood markets demand realizing info that's designated to those markets. featuring primary ideas of promoting and economics from a uncomplicated, how-to viewpoint, the Aquaculture advertising and marketing guide will give you the reader with the instruments essential to evaluation and adapt to altering industry conditions.

The Aquaculture advertising instruction manual presents the reader with a extensive base of knowledge relating to aquaculture economics, markets, and advertising. moreover, this quantity additionally comprises an in depth annotated bibliography and webliography that supply descriptions to key extra resources of data.

Written by means of authors with immense foreign aquaculture advertising event, the Aquaculture advertising and marketing guide is a crucial advent to aquaculture advertising for these attracted to aquaculture and people new to the pro box. The physique of data offered during this publication also will make it a beneficial reference for even the main skilled aquaculture professional.Content:
Chapter 1 Seafood and Aquaculture Markets (pages 1–18):
Chapter 2 call for and provide, simple fiscal Premises (pages 19–35):
Chapter three Aquaculture advertising ideas (pages 37–55):
Chapter four Aquaculture Growers and their advertising offerings (pages 57–70):
Chapter five Seafood and Aquaculture Product Processing (pages 71–90):
Chapter 6 Participation and management in advertising and marketing Channels (pages 91–111):
Chapter 7 advertising by way of Farmer teams (pages 113–127):
Chapter eight Wholesaler advertising and marketing (pages 129–140):
Chapter nine industry developments (pages 141–152):
Chapter 10 The foreign marketplace for Seafood and Aquaculture items (pages 153–167):
Chapter eleven guidelines and laws Governing Aquaculture advertising (pages 169–180):
Chapter 12 making plans advertising concepts (Identifying objective Markets) (pages 181–200):
Chapter thirteen advertising study Methodologies (pages 201–227):

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Extra resources for Aquaculture Marketing Handbook

Example text

Many products are processed in some fashion before resale and consolidated by product form to provide volumes that are large enough to be traded and negotiated. Advertising programs are designed to increase demand for the product by communicating the attributes of the product and are included in the marketing process. Sales are also a part of marketing, but especially in todays complex economy, sales will not occur in the absence of the other marketing processes. PROCESSORS MARKETING PLAN Processors add what is called form utility to raw farm products by processing live sh into more convenient product forms such as llets, steaks, or nuggets.

Improved feed formulations and the development of hatchery techniques to consistently and reliably supply shrimp seed (post-larvae) were major technological breakthroughs that resulted in increases in supply. Thus, the supply curve shifted to the right, and greater quantities were produced at all prices. However, when market prices fall, shrimp farmers produce less, and some farmers go out of business if prices fall below their costs of production. In these situations, the quantity supplied decreases, representing a movement downward along the supply curve.

Prechilled oysters are shipped by air in Styrofoam boxes. Processed sh may be transported to local grocery stores or restaurants or shipped across the world. Fresh llets are chilled before packaging and packaged to avoid direct contact between llets and ice. Refrigerated transport is required for shipping frozen sh products with temperatures maintained at Ϫ30 to Ϫ25¡ C for most products. Fresh tilapia llets are own from Central America to markets in the United States, whereas frozen tilapia llets are imported into the United States from China, Taiwan, and Indonesia.

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