Seafood and Aquaculture Marketing Handbook

Editor/Author Engle, Carole R., Quagrainie, Kwamena K. and Dey, Madan M.
Publication Year: 2016
Publisher: Wiley

Single-User Purchase Price: $150.00
Unlimited-User Purchase Price: $225.00
ISBN: 978-1-118-84550-9
Category: Agriculture, Aquaculture & Food Sciences
Image Count: 92
Book Status: Available
Table of Contents

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.

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Table of Contents

  • List of Tables
  • List of Illustrations
  • About the authors
  • Chapter 1: Seafood and aquaculture markets
  • Global trends in seafood and aquaculture markets
  • Are aquaculture products different from agriculture products?
  • Aquaculture market synopsis: tilapia
  • Summary
  • Study and discussion questions
  • References
  • Chapter 2: Demand and supply: basic economic premises
  • What is economics?
  • Demand
  • Supply
  • Price determination
  • Elasticity
  • Market structures and implications for competition and pricing
  • Special demand and supply conditions
  • Aquaculture market synopsis: salmon
  • Summary
  • Study and discussion questions
  • References
  • Chapter 3: Seafood and aquaculture marketing concepts
  • What is marketing?
  • Marketing plan
  • Market products
  • Supply chain and value chain
  • Processors
  • Market or distribution channels
  • Transportation
  • Wholesaling
  • Brokers
  • Retailing
  • Direct sales
  • Profit margins
  • Economies of scale in marketing
  • Supply chain management
  • Pricing systems
  • Price behavior, trends, and fluctuations
  • Geographic markets
  • Product storage
  • Market power
  • Advertising and promotion
  • Product grades, quality, and marketing implications
  • International trade
  • Aquaculture market synopsis: shrimp and prawns
  • Summary
  • Study and discussion questions
  • References
  • Chapter 4: Market trends
  • The role of imports in U.S. seafood markets
  • U.S. seafood consumption
  • Food consumption away from home
  • Convenience in food preparation and consumption
  • Demand for healthy and wholesome foods
  • Sustainability and seafood
  • Traceability and labeling of seafood products
  • Seafood and the “local food” movement in the U.S.
  • Organic seafood
  • Wholesale-retailer integration in the food system
  • Electronic Data Interchange (EDI)
  • The Efficient Consumer Response (ECR)
  • The Efficient Food service Response (EFR)
  • E-commerce
  • Aquaculture market synopsis: Pangasius spp. (swai, basa, and tra)
  • Summary
  • Study and discussion questions
  • References
  • Chapter 5: Seafood market channels
  • Market channels for primary seafood products
  • Price discovery for primary commodities
  • Participation in food market channels
  • Channel ownership and control for secondary products
  • Consolidation and channel control
  • Channel coordination and leadership for secondary products
  • Channel agreements
  • Channel conflict
  • Aquaculture market synopsis: trout
  • Summary
  • Study and discussion questions
  • References
  • Chapter 6: Seafood and aquaculture product processing
  • Processing
  • Structure of the seafood and aquaculture product processing industry
  • Plant location
  • Law of market areas
  • Capacity utilization
  • Innovation and branding
  • Challenges in aquaculture product processing
  • Aquaculture market synopsis: U.S. channel catfish
  • Summary
  • Study and discussion questions
  • References
  • Chapter 7: The international market for seafood and aquaculture products
  • The basis for trade
  • Dimensions of the international market
  • Trade policy tools
  • Trade policy in seafood and aquaculture
  • U.S. Antidumping
  • Byrd Amendment, Continued Dumping and Subsidy Offset Act of 2000
  • Salmon trade conflicts
  • Blue crab conflict
  • U.S. crawfish and China
  • U.S. catfish and Vietnamese basa
  • Mussel conflicts
  • Shrimp conflicts
  • The Convention on International Trade in Endangered Species (CITES)
  • Aquaculture market synopsis: ornamental fish
  • Summary
  • Study and discussion questions
  • Appendix 7A: The U.S. Antidumping Law
  • References
  • Chapter 8: Marketing by aquaculture growers
  • Fish species and markets
  • Production systems and intensification
  • Sizes of producers
  • Supply response and biological lags
  • Commodities, markets, and niche markets for differentiated products
  • Farmers’ marketing alternatives
  • Marketing by fisher/farmer groups
  • Marketing cooperatives
  • Marketing cooperatives as marketing agents
  • Marketing cooperatives as processing groups
  • Farmers' bargaining groups
  • Marketing orders
  • Futures markets for aquaculture products?
  • Generic advertising of seafood and aquaculture products
  • Aquaculture market synopsis: oysters
  • Summary
  • Study and discussion questions
  • Appendix 8A: The Capper-Volstead Act
  • References
  • Chapter 9: Marketing strategies and planning for successful aquaculture businesses
  • Current market situation analysis
  • Analysis of business strengths and weaknesses
  • Developing the marketing strategy
  • The marketing plan
  • Aquaculture market synopsis: mussels
  • Summary
  • Study and discussion questions
  • Appendix 9A: A sample market plan (hypothetical)
  • References
  • Chapter 10: Marketing research methodologies
  • Types of research and design
  • Data collection
  • Research on attitudes and preferences
  • Product research
  • Market share research
  • Advertising research
  • Sales control research
  • Value chain research
  • Data analysis
  • Aquaculture market synopsis: baitfish
  • Summary
  • Study and discussion questions
  • References
  • Chapter 11: Seafood demand analysis
  • Demand theory
  • Theoretical properties of demand
  • Approaches to modeling fish and seafood demand
  • Commodity grouping and separability
  • Other issues pertaining to estimating demand for seafood
  • Data
  • Elasticities and flexibilities of seafood demand
  • Estimates of elasticities and flexibilities of seafood demand
  • Aquaculture market synopsis: crawfish
  • Summary
  • Study and discussion questions
  • References
  • Chapter 12: Policies and regulations governing seafood and aquaculture marketing
  • Regulatory frameworks for seafood and aquaculture
  • Food safety
  • Organic standards
  • Green labeling and standards
  • Marketing and transportation of live aquatic animals
  • Aquatic animal health and biosecurity
  • Aquaculture market synopsis: mariculture of grouper, snapper, tuna, and cobia
  • Summary
  • Study and discussion questions
  • References
  • Glossary
  • Annotated bibliography of aquaculture marketing information sources
  • Annotated webliography of sources of data and information for aquaculture marketing