Fruit marketing channels | Kanali marketinga voca
2008
Radosavljevic, K.
The differences between fruit and fruit products marketing channels have been considered and compared to industrial products channels in this monograph. The work also considers issues related to participants in these products channel, both wholesalers and retail dealers, as well as specialized participants. Special reference is dedicated to the issue of the proposed marketing channel for raspberries and cherries. The aim of the researches is revealing the fruit marketing channel structure, as well as displaying the failures in its organization. They confirm the assumptions that merchandize structures of basic agricultural - food products differ in marketing channel organization. From thoe arises the necessity to consider specific features for each agricultural product. The position of marketing channels within agricultural industry marketing strategy is also determined. The preconditions for adjusting marketing channels to other marketing mix instruments are also defined, based on the examples of Jugoprom Company and Arilje Cooperative (Serbia).
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