青果物マーケティングの市場環境
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概要
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Marketing strategy must be systematize under the restriction of its market environment. So it is important, in advance, to study the characteristic of market environment. The aim of this paper is to study about the characteristic of market environment of fruit and vegetable marketing. Marketing comprises two aspects of competition and negotiation, however, it is restricted fundamentally by closely competitive relation among sellers and among buyers. This competitive relation implies market environment itself. As we understand market environment as competitive relation, the characteristic of market environment is divided into the degree of concentration and differentiation. The conclusion of this study is as follows. 1) Fruit and vegetable constitutes each different market territory. 2) Each market territory is within the limit of close relation in competition and negotiation. 3) In the wholesale market system, fruit and vegetable marketing manager is obliged to face the product and service market. Because the marketing manager consigns his fruit and vegetable for sale to the wholesaler, so he must buy the selling service from the wholesaler. The market territory of fruit and vegetable marketing comprises also two aspects of product and service. 4) In product market, as regards the degree of concentration, the seller is many in spite of all efforts of cooperative marketing and the buyer is many too. In service market, the wholesaler becomes the seller and the seller of fruit and vegetable becomes the buyer. In this market both seller and buyer is many. 5) In product and service market, as regards the degree of differentiation, differentiation exists to a certain extent.
- 1982-07-26
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