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1、0外文翻譯原文MarketsmarketingstrategiesfagrofestryspecialtyproductsinNthAmericaMaterialSource:AgrofestrySystemsAuth:M.A.GoldL.D.GodseyKeywds:AlternativecropsMarketvaluechainNichemarketsPterFiveFcesModelWoodyflalsEasternredceda

2、rAbstract:Inagrofestrymarketingisuniquefseveralreasons:manyproductstypicallylackestablishedmarketinginstitutionsmarketinfmationgradequalitystards.Allthatisknownaboutthemarketfmanyagrofestryspecialtyproductsisthatsomeonei

3、sgrowingtheproductconsumersarebuyingit.Whathappenstotheproductasitmovesthroughthevaluechainfromproducertoconsumerisunknownthe‘blackbox’ofagrofestrymarkets.Toshedlightontheblackboxstimulateadoptionofagrofestrypracticessuc

4、cessfulmarketingstrategiesmustbedeveloped.Pter’s‘FiveFcesModel’ispresentedasaviableapproachtoexplethecompetitiveenvironmentofunexpledmarkets.TheFiveFcesModellooksattheunderlyingfundamentalsofcompetitionthatareindependent

5、ofthespecificstrategiesusedbymarketcompetitsincluding:(1)potentialentrants(2)suppliers(3)buyers(4)substitutes(5)industrycompetits.Byunderstingthecompetitivefceswithinanindustrymarketstrengthsweaknessesopptunitiesthreatsc

6、anbeidentifiedsuccessfulstrategiescanbedeveloped.Stardmarketingmethodsarehighlightedtoguidethedevelopmentofspecialtyproductmarketstrategies.Woodyflalsresearchisdescribedtoillustrateasuccessfulapproachtoagrofestrynichemar

7、ketdevelopment.ResultsofeasternredcedarmarketresearcharepresentedtoillustrateuseoftheFiveFcesModelasaframewkfproducerstolookcriticallyatpotentialmarketssuccessfullyidentifyopptunitiesdevelopstrategiesavoidpitfalls.Theinf

8、mationpresentedattemptstogobeyondidentificationofthemarketparticipants(whowhatwhere)seekstoidentifythefces(howwhy)ofagrofestrymarkets.Marketingstrategy2Agriculturalcommoditymarketstudiesareapproachedatleasttwoways:analyz

9、ingthemarketingfunctions(functionalapproach)analyzingthevariousinstitutionsfirmsthatareinvolvedinthemarketingprocess(institutionalapproach)(KohlsUhl1998).Thefunctionalapproachidentifiesareaswherevalueisaddedtotheproduct.

10、Theinstitutionalapproachidentifiesdescribesthevaluechain(producersprocessswholesalersdistributioncenters).Bothoftheseapproachesaretypicallymacrolevelanalysesaredifficulttoapplytospecialtyproductswhichareoftenmicrolevelni

11、chemarkets.Conventionalfestproductmarketstudieshavefocusedonmacrolevelindustrydevelopment(Vloskyetal.1998JensenPompelli2000MangunPhelps2000)competitiveadvantageanalysis(HansenPunches1999)competitivestrategies(Hansenetal.

12、2002).Thesestudiesallincpatesomefmofcompetitiveanalysiswhetheritisidentifyingamarket’sstrengthsweaknessesopptunitiesthreats(SWOTanalysis)describingspecificmarketstrategies.Greene(1998)conductedanexplatyqualitativestudyof

13、nontimberfestproductsinsouthwesternVirginiaUnitedStatesfocusingonvalueadditionmarketoutletspricingpromotionthedistributionmarketingchainNontimberfestproductmarketingsystemsmarketplayersinsouthwestVirginia:Acasestudyofcra

14、ftmedicinalherbalspecialtywoodediblefestproducts.M.S.thesisVirginiaPolytechnicInstituteStateUniversity)(GreeneS.M.1998).DeCourley(1992)identifiedpotentialmarketopptunitiesbyunderstingtimingplacementpeople.Numerousguidesh

15、avebeenpublishedthroughuniversityextensionserviceselsewherethataredesignedtoassistproducersinmarketingproducts(GrudensSchuckGreen1991Salatin1998).Usuallythesearegeneralmarketingguidesthattypicallyfocusonthefour‘P’s’–prod

16、uctpromotionplacementpricing–arenotspecifictoanyproduct.Alloftheseefftsidentifykeyelementsofamarketthatcanbeusedtogenerallydescribemarketacteristics.Giventhenichenatureofspecialtyproductsdetailedstudiesthatfocusonspecifi

17、caspectsofthecompetitivemarketenvironmentareneededtounderstthemarketacteristicsdevelopsuccessfulproductmarketingstrategies.Competitivemarketanalysishelpstoidentifythefactsthatcodinatecontroleachuniqueproductmarket(Pter19

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