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Jennifer Drew, Chengyan Yue, Neil O. Anderson, and Philip G. Pardey

innovations via other forms of legal protection such as trademarks ( Aguirre, 2006 ; Schoellhorn, 2009 ). There has been a lack of consistency in how trademarks are used in connection with cultivar names where proper use, marketing, policing, and ingenuity

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S. Alan Walters, Kurt T. Range, Bradley H. Taylor, and Wanki Moon

, 1995 ). Consumer attitudes and the purchasing habits of Asian vegetable crops are generally poorly understood; and, in the past, consumer surveys have aided the development of new, unusual, or unique horticultural crop marketing opportunities

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Robert F. Brzuszek, Richard L. Harkess, and Lelia Kelly

plant marketing. An e-mail letter of invitation detailing the project was sent to Master Gardener state coordinators in Georgia, Alabama, Mississippi, Louisiana, South Carolina, and Texas. Because the questionnaire asked about native plant species

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Bridget K. Behe, Melinda Knuth, Charles R. Hall, Patricia T. Huddleston, and R. Thomas Fernandez

the two nations, among them business ethics ( Wood, 2000 ). Information from this investigation could inform marketing strategies of U.S. producers of landscape plants that use less water in the landscape as well as retail point-of-purchase displays

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Shuoli Zhao, Chengyan Yue, Mary H. Meyer, and Charles R. Hall

study the impact of marketing activities on consumer purchasing behavior on soft drinks. More recently, Bett et al. (2013) employed the Heckman two-step model to estimate consumer preferences for underused chicken products and found age, income

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Chengyan Yue and Cindy Tong

Intense competition from large-scale growers has forced small-scaled farmers to find new niche markets for their commodities through value-added marketing. To discover the right niche market is a complicated task because demand is highly segmented

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Julie Campbell, Alicia Rihn, and Hayk Khachatryan

competition within the home lawn fertilizer industry as firms look to expand their market share and increase sales. One means of firms gaining a competitive advantage is to align their fertilizer traits with receptive market segments (i.e., target marketing

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Charles R. Hall, Benjamin L. Campbell, Bridget K. Behe, Chengyan Yue, Roberto G. Lopez, and Jennifer H. Dennis

, transportation container, sometimes marketing vehicle as well as propagation and production receptacle and therefore must be strong, compatible with automation, horticultural uses, and able to be formed to essentially any size, shape, and color ( Evans and

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Robert F. Brzuszek, Richard L. Harkess, and Susan J. Mulley

North American cities and communities with water restrictions for landscape use has promoted the use of adapted native plants. Better marketing techniques for native plants within the green industry, as well as greater public awareness, have also

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Alicia L. Rihn, Chengyan Yue, Bridget Behe, and Charles Hall

technique to reinvigorate sales is to implement an innovative marketing strategy; that is, to introduce the product to a segment that currently does not use the product. Lack of use among younger consumers gives marketers an opportunity to stimulate