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Perceptions Of Marketing Strategies: Producers Versus Extension Economists

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Author Info

  • Schroeder, Ted C.
  • Parcell, Joseph L.
  • Kastens, Terry L.
  • Dhuyvetter, Kevin C.

Abstract

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.

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Bibliographic Info

Article provided by Western Agricultural Economics Association in its journal Journal of Agricultural and Resource Economics.

Volume (Year): 23 (1998)
Issue (Month): 01 (July)
Pages:

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Handle: RePEc:ags:jlaare:31181

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Web page: http://waeaonline.org/
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Related research

Keywords: Marketing; Teaching/Communication/Extension/Profession;

References

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  1. Elam, Emmett W., 1992. "Cash Forward Contracting Versus Hedging Of Fed Cattle, And The Impact Of Cash Contracting On Cash Prices," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 17(01), July.
  2. B. Wade Brorsen & John Coombs & Kim Anderson, 1995. "The cost of forward contracting wheat," Agribusiness, John Wiley & Sons, Ltd., vol. 11(4), pages 349-354.
  3. Kastens, Terry L. & Schroeder, Ted C., 1996. "Efficiency Tests Of July Kansas City Wheat Futures," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 21(02), December.
  4. Brorsen, B. Wade & Irwin, Scott H., 1996. "Improving The Relevance Of Research On Price Forecasting And Marketing Strategies," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 25(1), April.
  5. Brorsen, B. Wade & Anderson, Kim B., 1994. "Cash Wheat Marketing: Strategies for Real People," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 12(2).
  6. Lapan, Harvey E. & Moschini, GianCarlo, 1994. "Futures Hedging Under Price, Basis and Production Risk," Staff General Research Papers 10041, Iowa State University, Department of Economics.
  7. Anderson, Kim B. & Mapp, Harry P., Jr., 1996. "Risk Management Programs In Extension," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 21(01), July.
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