PERCEPTIONS OF MARKETING STRATEGIES: PRODUCERS VERSUS EXTENSION ECONOMISTS

Extension marketing economists commit substantial resources to outlook and market analysis. Producers demand this information and use it to make production and marketing decisions. This study analyzes responses to a marketing survey of producers and extension marketing economists to discern similarities and differences in their perceptions regarding market timing, futures market efficiency, and risk management. Producer and extension perceptions are consistent with regard to several marketing issues, although they are not always consistent with published research results. Both producers and extension economists disagree that producers will receive a lower average price by forwarding contracting, and many do not believe hedging reduces risk and lowers expected return. Extension marketing economists rate risk reduction as a less important goal of marketing strategies than do producers.


Issue Date:
1998-07
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/31181
Published in:
Journal of Agricultural and Resource Economics, Volume 23, Number 1
Page range:
279-293
Total Pages:
15




 Record created 2017-04-01, last modified 2017-08-24

Fulltext:
Download fulltext
PDF

Rate this document:

Rate this document:
1
2
3
 
(Not yet reviewed)