VOLUME n 

 TABLE OF COWTENTS 



Page 



CHAPTER VI - MARKETING 1 



Trends in Distribution 2 



Market Channels 3 



General considerations 3 



Fresh shrin^) k 



Frozen shrimp — — 6 



Canned shrimp 6 



Dried shrin^) and shrimp meal 7 



Market Agents ■ 7 



Sales terms and agreements — 9 



Wholesale and retail operations— introductory 10 



Wholesale operation — 10 



Transportation from wholesaler to retailer ~ 11 



Retail operation 13 



Survey of Wholesale and Retail Distribution lii 



Secondary wholesalers' practices Ik 



Functions performed 15 



Channels of distribution 15 



Availability of product 17 



Processing and marketing — 18 



Distribution problems 18 



Prices and markups 19 



Product preference and product competition — ~ 19 



Promotion and consumer demand 19 



Audit of retail store operations 22 



Extent of distribution 22 



Retail sales 25 



Retail inventories 27 



Retail activity in shrimp products 29 



Prices and gross profits 29 



Investment in retail inventories and turnover rate — 3k 



Retail merchandising experiment — — — — 35 



Summary of results — 35 



Detailed observations — — — — — 36 



Retailers' practices — 39 



Trade channels 39 



Recent consumer sales trends — — — — kO 



Availability of product kl 



Processing and marketing — — — k2 



Distribution problems — — - k3 



Prices and markups k3 



Product preference and product competition — - — — — k3 



Promotion and consumer demand — kS 



Selected References — 50 



vii 



