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Benjamin L. Campbell and Charles R. Hall

important indicator of how to price this year may fail to incorporate key information regarding the present market conditions, thereby potentially lowering sales. Recent research has addressed changes associated with marketing practices within the Green

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Shuoli Zhao, Chengyan Yue, James Luby, Karina Gallardo, Vicki McCracken, James McFerson, and Desmond R. Layne

marketing channels. Cultivars that were originally bred in California are highly susceptible to bacterial spot disease ( Xanthomonas arboricola pv. pruni ), a very serious disease in the wet and humid climate of the eastern United States ( Ritchie et al

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Bridget K. Behe

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Bridget K. Behe, R. Thomas Fernandez, Patricia T. Huddleston, Stella Minahan, Kristin L. Getter, Lynnell Sage, and Allison M. Jones

” ( Davenport and Beck, 2001 ). From a marketing standpoint, the gap in correlating purchases to viewed stimuli ( Pieters and Warlop, 1999 ; Russo and Leclerc, 1994 ) is closing faster than when Treistman and Gregg (1979) first documented it. Current eye

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Morgan M. Jenkins, Kimberly A. Williams, and Laura A. Brannon

floral preservatives. Because 73% of the respondents were in Gen Y, we can extrapolate that this generation would respond favorably to marketing efforts that emphasized use of floral preservatives. Educating Gen Y about floral preservatives could

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Gwendolyn Hawkins, Stephanie E. Burnett, and Lois B. Stack

marketing plants as locally grown, could be a valuable niche market. Organic growers are motivated because they consider growing organic “the right thing to do” rather than because of perceived price premiums for organic products ( Burnett and Stack, 2009

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Rebecca H. Wehry, Kathleen M. Kelley, Robert D. Berghage, and James C. Sellmer

consumers. Successful programs, like the highly regarded Texas Superstar, have a dynamic marketing strategy. As a result of Texas Superstar marketing efforts, 90,374 Tagetes erecta L. ‘Antigua’ were sold in 1990, and 96,460 plants were sold in 1991

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Donald V. Schlimme

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Carolyn A. Collins, Barbara Fails, and Oliver Schabenberger

Comprehensive industry statistics are valuable tools for small business owners and managers. The traditional full-service retail florist competes with supermarkets, limited-service flower shops, corner vendors, and telemarketing, catalog, and Internet firms. Although some retail florist business information does exist on a national basis, none specifically addresses Michigan florists. In Mar. 1996, a comprehensive mail survey of Michigan full-service retail florists was conducted with the cooperation of the Michigan Floral Association. The survey focused on 1995 general business operations, delivery services, advertising and marketing practices, staffing and wages, and financial status. Statistical analyses showed total wage expenses and occupancy costs to be major factors controlling net profits. The cost of delivery service and wire service membership also affected profitability. Full-service retail florists must examine and modify the cost structure of their businesses to generate the highest possible net profits.

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Chengyan Yue and Bridget K. Behe

Production and marketing of ornamental plants are becoming increasingly important components of the U.S. agricultural sector. With a diverse set of retailers marketing floral products, competition is intensifying while channels of distribution are