Read more
Informationen zum Autor CAROLE R. ENGLE, Engle-Stone Aquatic$ LLC, Strasburg, VA, USA KWAMENA K. QUAGRAINIE, Department of Agricultural Economics, Purdue University, USA MADAN M. DEY, Department of Agriculture, Texas State University, IN, USA Klappentext Aquaculture, the farming of aquatic animals and plants, and other seafood businesses continue to grow rapidly around the world. However, many of these businesses fail due to the lack of sufficient attention to marketing. The Seafood and Aquaculture Marketing Handbook provides the reader with a comprehensive, yet user-friendly presentation of key concepts and tools necessary for aquaculture and seafood businesses to evaluate and adapt to changing market conditions.Markets for aquaculture and seafood products are diverse, dynamic, and complex. The Seafood and Aquaculture Marketing Handbook presents fundamental principles of marketing, specific discussion of aquaculture and seafood market channels and supply chains from around the world, and builds towards a step-by-step approach to strategic market planning for successful aquaculture and seafood businesses.This book is an essential reference for all aquaculture and seafood businesses as well as students of aquaculture. The volume contains a series of synopses of specific markets, an extensive annotated bibliography, and webliography for additional sources of information.Written by authors with vast experience in international marketing of aquaculture and seafood products, this volume is a valuable source of guidance for those seeking to identify profitable markets for their aquaculture and seafood products. Zusammenfassung Aquaculture, the farming of aquatic animals and plants, and other seafood businesses continue to grow rapidly around the world. However, many of these businesses fail due to the lack of sufficient attention to marketing. Inhaltsverzeichnis About the authors xiii 1 Seafood and aquaculture markets 1 Global trends in seafood and aquaculture markets 1 Where are most aquaculture crops produced? 4 What are the major species cultured worldwide? 5 What are the major finfish species caught and supplied to world markets? 7 What countries are the major markets for seafood and aquaculture? 8 Trade in seafood and aquaculture 9 Are aquaculture products different from agriculture products? 9 Characteristics of aquaculture products 9 Market competition between wild¿caught and farmed finfish 12 Consumption trends in seafood and aquaculture markets, expenditures, effects of income, and at¿home versus away¿from¿home purchases 13 Aquaculture market synopsis: tilapia 14 Summary 18 Study and discussion questions 19 References 19 2 Demand and supply: basic economic premises 22 What is economics? 22 Demand 23 Population 27 Income 27 Consumer tastes and preferences 28 Consumer behavior 28 Supply 29 Costs of production 31 Technology 31 Price determination 32 Elasticity 32 Demand elasticity 34 Cross¿price elasticity 36 Price elasticity and total revenue 37 Elasticity of supply 38 Market structures and implications for competition and pricing 38 Special demand and supply conditions 39 Aquaculture market synopsis: salmon 40 Summary 44 Study and discussion questions 45 References 45 3 Seafood and aquaculture marketing concepts 47 What is marketing? 47 Marketing plan 48 Market products 48 Supply chain and value chain 48 Processors 49 Market or distribution channels 50 Transportation 52 Wholesaling 53 Brokers 54 Retailing 54 Food grocers 55 Livehaulers 56 Restaurants 56<...
List of contents
About the authors xiii
1 Seafood and aquaculture markets 1
Global trends in seafood and aquaculture markets 1
Where are most aquaculture crops produced? 4
What are the major species cultured worldwide? 5
What are the major finfish species caught and supplied to world markets? 7
What countries are the major markets for seafood and aquaculture? 8
Trade in seafood and aquaculture 9
Are aquaculture products different from agriculture products? 9
Characteristics of aquaculture products 9
Market competition between wild-caught and farmed finfish 12
Consumption trends in seafood and aquaculture markets, expenditures, effects of income, and at-home versus away-from-home purchases 13
Aquaculture market synopsis: tilapia 14
Summary 18
Study and discussion questions 19
References 19
2 Demand and supply: basic economic premises 22
What is economics? 22
Demand 23
Population 27
Income 27
Consumer tastes and preferences 28
Consumer behavior 28
Supply 29
Costs of production 31
Technology 31
Price determination 32
Elasticity 32
Demand elasticity 34
Cross-price elasticity 36
Price elasticity and total revenue 37
Elasticity of supply 38
Market structures and implications for competition and pricing 38
Special demand and supply conditions 39
Aquaculture market synopsis: salmon 40
Summary 44
Study and discussion questions 45
References 45
3 Seafood and aquaculture marketing concepts 47
What is marketing? 47
Marketing plan 48
Market products 48
Supply chain and value chain 48
Processors 49
Market or distribution channels 50
Transportation 52
Wholesaling 53
Brokers 54
Retailing 54
Food grocers 55
Livehaulers 56
Restaurants 56
Direct sales 56
Profit margins 57
Economies of scale in marketing 58
Supply chain management 58
Pricing systems 59
Price determination 59
Marketing margins, marketing bill, and farm-retail price spreads 60
Pricing at different market levels 62
Price behavior, trends, and fluctuations 63
Geographic markets 64
Product storage 65
Market power 65
Advertising and promotion 66
Product grades, quality, and marketing implications 67
International trade 69
Aquaculture market synopsis: shrimp and prawns 70
Summary 76
Study and discussion questions 76
References 77
4 Market trends 80
The role of imports in U.S. seafood markets 80
U.S. seafood consumption 82
Food consumption away from home 84
Convenience in food preparation and consumption 85
Demand for healthy and wholesome foods 86
Sustainability and seafood 87
Certification of sustainability 89
The Marine Stewardship Council (MSC) 89
The Global Aquaculture Alliance (GAA) Best Aquaculture Practices (BAP) 90
The Aquaculture Stewardship Council (ASC) 90
GLOBAL Good Agricultural Practice (GLOBALG.A.P.) 91
Traceability and labeling of seafood products 91
Country-Of-Origin Labeling (COOL) 92
Ecolabeling of seafood products 93
Seafood and the "local food" movement in the U.S. 95
Organ
