Carole R. Engle, Kwamena K. Quagrainie, Madan M. Dey

Seafood and Aquaculture Marketing Handbook (eBook, ePUB)

• Format: ePub

Produktbeschreibung

SEAFOOD AND AQUACULTURE MARKETING HANDBOOK Aquaculture, the farming of aquatic animals and plants, and other seafood business 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 with 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 seafood business 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 for 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.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 416
• Erscheinungstermin: 20. Juli 2016
• Englisch
• ISBN-13: 9781118859278
• Artikelnr.: 45519903

Autorenporträt

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

Inhaltsangabe

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