Perceptions of Marketing Strategies: Producers vs. Extension Economists

Extension marketing economists commit substantial resources to outlook and market analysis. Producers demand this information and use it to make marketing decisions. This study analyzes responses to a marketing question 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. Also, Extension marketing economists misperceive producers' goals of risk reduction in marketing strategies. Results suggest the need for increased collaboration between research and Extension economists.