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Nouvelles tendances de la recherche en marketing aux Etats-Unis

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  • Kenneth E. Ogren

Abstract

[fre] D'importants changements affectent la commercialisation des produits agricoles aux Etats-Unis. Le mode de vie des consommateurs s'est modifié ; la consommation collective représente une part accrue de la consommation totale ; les moyens de transport se sont améliorés ; les produits agricoles subissent de plus en plus souvent des transformations ; l'appareil de distribution s'est renouvelé. A tous les stades, la taille des entreprises tend à croître. . L'agriculteur remplit moins de fonctions commerciales, mais doit s'intéresser plus à la commercialisation. Dans les dépenses alimentaires la part due au coût du produit diminue au profit de celle due au coût de commercialisation. . L'amélioration de l'efficacité de la commercialisation, du mécanisme des prix, le développement du marché doivent orienter la recherche. Fonds public et privés sont indispensables. La solution des « grands problèmes » nécessite la collaboration des chercheurs de toutes les disciplines.

Suggested Citation

  • Kenneth E. Ogren, 1965. "Nouvelles tendances de la recherche en marketing aux Etats-Unis," Économie rurale, Programme National Persée, vol. 64(1), pages 67-73.
    • Handle: RePEc:prs:recoru:ecoru_0013-0559_1965_num_64_1_1893
    DOI: 10.3406/ecoru.1965.1893
    Note: DOI:10.3406/ecoru.1965.1893
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