MARKETING AUSTRALIAN BEEF AND EXPORT DIVERSIFICATION SCHEMES*

The Australian Meat Board (AMB) can influence the quantities sent to and the prices received for Australian beef and veal in the domestic and various export markets. Through its power to grant export licences and the conditions to be met in obtaining export licences the AMB can adopt the role of a price discriminating monopolist without supply control. This paper evaluates the price, quantity, efficiency and distribution effects of the export diversification scheme introduced by the AMB in 1968, of some modified schemes proposed in 1976, and of an alternative system whereby rights to export to premium export markets with quota restrictions are auctioned.     

THE COST OF FOOD MARKETING*

There exists a wealth of statistical data in the Ministry of Agriculture, Fisheries and Food on agricultural structure and production, and on the consumption of food, much of which is well known and readily available to research workers outside. But much less is known about the manufacturing and distribution costs of food between the farm gate and the consumer. The purpose of this paper is to present aggregate data relating to food marketing, in much the same way that earlier contributions, notably to this Journal, have covered agricultural output and net income, and farm structure. Changes in the food marketing sector since the end of rationing are briefly set out and, following discussion of some of the conceptual problems involved, estimates are presented of the value added to food between farm or port and the retail level, and of the magnitude of the flows within the sector     

AN ECONOMETRIC ANALYSIS OF THE SUPPLY AND MARKETING OF APPLES IN NOVA SCOTIA*

The supply of apples in Nova Scotia is disaggregated in two dimensions: by variety–namely, fresh, processing, and dual purpose apples and by number of bearing trees and yield per tree. Using regression techniques, price distributed lags explained tree planting decisions. Market variables and climatic factors such as frost, sunshine, and wind explained yield. Simulation studies indicate (I) a relative stability in the population of apple trees, (2) a noticeable sensitivity of yield to climatic factors, especially wind in unfavorable cases and sunshine in favorable ones, and (3) that the buffering effect of dual purpose apples and the relative inelasticity of demand for processing apples both help maintain relative overall stability in the industry in the face of unpredictable climatic variations. On divisé?apprivisionmemenl des pommes de la Nouvelle Ecosse en deux: ?abord par varietés, la pomme de consommalion, la pomme industrielie, les pommes peuvent servir 1'un ou I'autre de ces fins et ensuiie par le nombre de pommiers et le rendement par arbre. Employant une technique regressive, ?on peut comprendre que le nombre de pommiers planter dépendent directement du prix des pommes sur le marché. Par variations dans le marché et les conditions climatiques telle que le gel, ?énsoleillement el le vent expliquent le rendement. Des études controlées nous indique: 1. Une stabilityé relative dans le nombre des pommiers 2. Une variation marquée suivant les conditions climatiques, spéciallemenl le vent, (condition infavourablejet lesoleil(conditionfavorable) 3. Que I'effet amortissônt des pommes a double fins et ?inélasticicité de la demande pour les pommes preparées a la consommalion aident à maintenir une certaine stabilityé dans cette Industrie aux prises avec les changements climatiques imprévisibles     

MARKETING AGENCIES AND THE ECONOMICS OF MARKET SEGMENTATION*

Increasing importance is being attached to market segmentation strategies as a means of increasing producer returns. In this paper, a generalised model of price discrimination without supply control is developed to analyse the implications of optimal segmentation strategies for non-homogeneous products. It is shown that the magnitude of producer returns is dependent on demand and supply conditions, with increases in returns falling as price elasticities of demand and supply increase. The model is applied to the New Zealand sheep meats industry to reveal that returns to producers from market segmentation strategies could be quite low in the long run.     

农产品品牌营销路径研究

农产品品牌营销作为一种新型的市场营销模式,对我国农产品增强国际竞争力,拓展国际市场,走向世界具有重要的促进作用。文章通过文献查阅及实地调研,在农产品市场需求和供给市场方面阐述了农产品品牌营销的必要性,通过对国内外品牌营销模式(文中论述的是"国外品牌特性以及我国品牌营销路径研究进程")的了解,详细阐述了我国农产品营销中存在的主要问题,并在此基础上提出了具有针对性的建议,例如加大科技投入,强化政府引导,因地制宜发展优势农业,加强宣传等手段,以期为我国农产品品牌营销提供一定理论指导及实践借鉴。     

THE ROLE OF GOVERNMENT IN AGRICULTURAL MARKETING

The author considers the question ‘What is a marketing improvement and how can it be recognised?’ and finds it a more difficult question to answer than it might first appear. Yet government is constantly urging ‘improvement’ on the industry. Rejecting the notion that government is somehow better placed than people in the market to decide what should be the pattern of the future, the author suggests that a proper role for government is to create the context within which the natural, self-adjusting mechanisms of the market economy can function properly, and explores the implications of such a role. He also argues a case for reconsidering the structure and role of the bodies which represent sectoral interests.     

农产品营销体系的构建

随着国际市场竞争强度的不断加剧以及经济下行压力的影响,我国农产品市场结构已经发生了巨大变化。文章对我国农产品产地营销现状进行分析发现,目前我国农产品营销体系已经初具规模,营销主体和中介组织发展迅速。但还存在着营销渠道复杂、营销体系不健全、交易方式单一、产销信息沟通不畅等问题。通过实地调研及资料分析,该文从培育多元化营销主体;强化品牌意识,推动农产品向标准化方向发展;抓好农产品市场信息体系建设;优化农产品营销体系,构建多元化营销系统;完善营销管理机构职能等方面提出了一系列构建农产品营销体系的策略。     

浙江特色农产品营销模式发展策略

作为一种健康、无污染的新型农产品特色农产品越来越受到人们的青睐,做强特色农业,扩大特色农产品的销售渠道以及拓宽特色农产品的营销模式对于促进特色农产品的销售有着极为重要的意义。为了扩大特色农产品在相关市场当中的市场份额,增强特色农产品的市场竞争力,并最终提高人们的生活质量,在特色农产品销售过程当中必须对特色农产品营销策略进行系统的研究与分析。在研究当中,通过实地调研、调查问卷等形式对浙江省舟山市、杭州市、上虞市以及宁波市等地的特色农产品营销体系以及相关特色农产品营销策略进行了较为全面系统的分析。在此基础上,文章从浙江省实际情况出发,结合浙江省相关特色农产品的优势以及不足,从强化品牌意识、优化销售渠道、完善营销理念、整合优势资源等方面对浙江省特色农产品营销模式进行了细致的分析,以期通过上述建议为促进浙江省特色农产品的销售提供一定的理论指导。     

THE MILK MARKETING BOARD'S AWARD SCHEME FOR STUDY IN AGRICULTURAL ECONOMICS

This article sets out the background and general record of operation of the Milk Marketing Board Awards Scheme in Agricultural Economics since its inception in 1955. Over 100 awards have been given and holders were selected from nearly 1,300 applications. The process of selection is analysed in some detail. It is suggested that the work of award holders is a reflection of the general directions of interest in postgraduate studies in the subject and that the analysis of subsequent careers provides an indicator of the demand for the services of those trained in Agricultural Economics.     

AN ANALYSIS OF THE ROLE OF UNCERTAINTY IN THE MARKETING OF PERISHABLE PRODUCTS

This paper analyses the problem of marketing uncertainty for producers of perishable products. It argues that there are two main features to this marketing uncertainty: uncertainty of demand at the market price due to quality considerations; and uncertainty of transport services associated with the independence and cost of such services. Moreover a negative correlation between the uncertainties of demand and transport services may be shown theoretically to be an additional cost for producers, and as such may be sufficient to create a reversal of supply response to a given change in market conditions.     

A FURTHER STUDY IN THE DEMAND FOR FATSTOCK*

This paper has been prepared in an attempt to interpret some of the price-supply complexities in the Pork, Beef and Bacon markets. Previous writers have tackled the subject working out price flexibilities on a three monthly, half-yearly or annual basis. It appeared that the price-supply relationships could, with advantage, be examined on a monthly basis-the statistical significance of the results would not be as high as with previous work, but it was felt that the contribution would be worthwhile so long as the conclusions were supported by circumstantial evidence. The pork market has been examined in detail and evidence found suggesting that during the period 1955 to 1965 there have been two shifts in the demand curve, both appearing to result from a coincidence of a period of high pig numbers with one of low beef supply. The beef analysis did not reveal anything of note in the way of shifts in the demand curve, but there was a very marked seasonal pattern of prices in the period 1955 to 1960 with some of the months of high prices having a temptingly low price flexibility suggesting scope for profitable expansion of supplies during these months. The main months when this occurred were after the peak period of fattening stock from yards and before grass fed stock come on the market. Supplies have increased rapidly in this period and moved away from the last three months of the year when price flexibility was large and prices relatively low. The bacon analysis has been done at the wholesale level rather than at the farm gate. Price flexibilities are high and in practically every month of the year expansion in supply results in a decrease in total value of sales. Unless a change in demand can be brought about there would appear to be little scope in expanding total supplies of bacon. The best course for the home producer would appear to be to attempt to expand the U.K. share of the market.