文章基本信息

标题：Effectiveness of Marketing Order 906 in Promoting Sales of Texas Grapefruit and Oranges
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作者：Williams, Gary W. ; Capps, Oral, Jr. ; Palma, Marco A. 等
期刊名称：Journal of Food Distribution Research
印刷版ISSN：0047-245X
出版年度：2007
卷号：38
期号：2
出版社：Food Distribution Research Society
摘要：This study of the effectiveness of Marketing Order 906 in promoting Texas grapefruit and oranges was requested by TVCC in compliance with the FAIR Act promotion evaluation requirement. The report first provides some background on the U.S. and Texas citrus industries and the citrus promotion programs conducted by TexaSweet over the years and then presents the analytical methodology employed. Based on the statistical analysis conducted, the study concludes that the citrus promotion programs have been effective in enhancing shipments of Texas citrus and that the benefits of the promotion efforts have exceeded the costs.
关键词：Sales;Texas Grapefruit;Texas Oranges;Oranges;Grapefruits