ABSTRACT
After having studied the commodities in the last four chapters, we now turn to the entire-channel crops (Chapters 11 through 13). Exporters who sell these crops have to study the entire marketing channel, including the lower section. (As we saw, the commodity exporter could ignore this section.) The better exporters know the actors and intricacies of the lower section, the higher their price will be. Put differently, the exporters of an entire-channel crop have to make a determined effort to get their product sold: exporters have to invest in marketing skills and promotional activities. The term "marketing" in these next three chapters thus has its customary meaning of marketing management.
