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Margaret Balbach

The traditional content in introductory horticulture courses emphasizes plant structure, physiology, and production. At Illinois State Univ., however, the course work has been designed to meet University Studies requirements as well as departmental needs. The students taking the course are viewed as a market, and basic principles of marketing are used to gain and keep the interest of a wide variety of students, few of which have had any previous contact with horticulture. Extensive coverage is given to the historical, social, and economic status of horticulture in the United States. This nontraditional approach has been successful in the view of students and faculty. Postcourse surveys found that 98% of students felt that they had gained a good working knowledge of horticulture, and that 95% believed they would be a more knowledgeable consumer. Some departments use the University Studies program as a means of recruiting new majors, and this potential was not ignored in designing a marketing approach to the course content.

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Thomas L. Prince, Harry K. Tayama, and John R. Grabner Jr.

1 Postdoctoral Fellow. 2 Professor of Horticulture. 3 Associate Professor, Faculty of Marketing, College of Business, The Ohio State Univ., Columbus, OH 43210. Salaries and research support provided by state and federal funds appropriated to the

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Margaret Balbach

Introductory Horticulture at Illinois State University is approved for inclusion in the University Studies Program. This program is comprised of courses whose content is considered of general importance to the educated layperson, rather than to the specialist in the field. Departments may use the University Studies Program as a means of attracting students to the field. This has been done with fair success with Introductory Horticulture. Because the course must provide personal enrichment, be broad in scope, offer a systematic design for further learning, and assure a breadth of knowledge and understanding, this course has been designed to focus on the economies of the various horticultural industries, how they are related to the socioeconomic history of the various regions of the country and how the marketing of horticultural products and enterprises affects the personal life of individuals. Acceptance of this approach has been two-fold: first: student evaluations are positive, a steady enrollment has been maintained, and the course has steadily provided 10% to 15% of new Horticulture students, and second: the University Studies review committee has twice affirmed the “tenure” of Introductory Horticulture in spite of increasingly stringent guidelines that discourage many traditional science courses.

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Hiroyo Mihira, Cathy Sabota, and Ann Warren

106 POSTER SESSION (Abstr. 498–503) Marketing and Economics

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Houchang Khatamian and Alan Stevens

125 ORAL SESSION 34 (Abstr. 251–254) Cross-commodity: Marketing and Economics

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Thomas L. Prince, Harry K. Tayama, and John R. Grabner Jr.

1 Postdoctoral Fellow. 2 Professor of Horticulture. 3 Associate Professor, Faculty of Marketing, College of Business, The Ohio State University, 1775 College Rd., Columbus, OH 43210. Salaries and research support provided by state and

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Neil O. Anderson and Natalie J. Walker

marketplace was not a widely known fact, despite marketing by Florigene, resulting in silent response by florists and wholesale distributors as they were slowly made aware of the new technologies in flower color modification. The Florigene Moon™ carnation

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David S. Conner and Kathleen Demchak

’ experiences using this technology. The interviews provided insight into farmers’ motivations for tunnel adoption as well as the perceived benefits and challenges to production and marketing. Specifically, we address the following research questions: What are

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Clarence Johnson Jr.

Most horticultural students at Fort Valley State College (1890 land grant college) have little or no background in aspects of horticultural marketing. We offer a course in Marketing Technology to address this lack of background in horticultural marketing. In this course, students learn how to obtain a business license and a tax number. The significance of financial planning is stressed through practice. Students learn the strategies involved in merchandising and pricing, the proper display techniques, and the importance of advertising. Field-trips to local horticultural businesses allow for students to interact with professionals in horticulture. Students are required to do reports on each field-trip taken in the course.

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Teresa Olczyk, Juanita Popenoe, Ed Skvarch, and Alejandro Bolques

to depend on marketing, plant materials produced, and business management. Successful strategies Some of the successful strategies practiced by nursery operators in Florida included diversifying services and marketing. Innovative marketers are able to