A new paradigm is needed in extension marketing programs. Attempts to help producers time the market, either through … cask sales or futures trading, appear to be of little benefit. Marketing extension programs need to place less emphasis on … outlook and futures trading and more emphasis on simple marketing strategies that people really use. An empirical example of …

about consumers' WTP and to identify potential marketing strategies for the introduction of the disease-resistant tree. On …, and income had significant effects on the WTP. Marketing implications include the need to provide information at the point …