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INTRODUCTION
MARKETING, IN GENERAL, includes those functional activities that occur between
production and consumption. Included among these are storing, transporting,
processing, and financing. A market channel is the route a product follows
from producer to consumer: from producer to wholesaler to retailer to consumer.
Market studies thus are diverse, ranging from a study of the cost of transportation
to an overview of the entire marketing system. Before any marketing study
should be
undertaken, the problem area should be clearly identified.
A fish marketing study conducted in Central Luzon, Philippines, is used as
an example to illustrate the important sections in a market study process.