ABSTRACT
Knowledge of the marketing process is required for locating markets for new and established products, for price determination, and for setting quality standards for aquacultural products. The marketing function may be described as follows: Some form of institutional structure must be in place for the movement and exchange of goods to take place. The marketing channel is the network linking the producer to the final consumer. The marketing channel for all species follow similar movements as the fish pass from producer to consumer. Choosing the right marketing channel is essential to successful marketing. Promotion involves programs to encourage sale and increase market share at any point in the channel by influencing potential purchasers. Distribution of the product to locations used by customers wishing to purchase the product is a market function. Marketing analysts argue that market-related horizontal integration has been a more successful route to growth than vertical integration.
