Convincing growers to fund cooperative marketing activities: insights from the New York wine grape industry

Article Abstract:

The defeat of a marketing order for New York state wine growers is examined through an analysis of the voting patterns that emerged during the referendum. Support for the marketing order had failed to reach the legislated 65% threshold level. Data analysis reveals that the measure failed because non-networked voters generally opposed the tax. The use of social marketing techniques is suggested in future attempts to pass a marketing order referendum.

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MarketTools: an educational commodity marketing game

Article Abstract:

MarketTools is a software package that was designed to facilitate record keeping and teach a systematic approach to marketing. The program is expecially recommended for use in conducting games that elucidate on the workings of market competition. Agriculture marketers could profit from the software as it can help them develop alternative scenarios for different environments having different degrees of risk.

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A discrete/continuous model of fruit promotion, advertising, and response segmentation

Article Abstract:

Data from a household and purchase-occasion panel is used to investigate what influences consumer choice when buying apples and to analyse their responses to advertising and promotional activities.

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