Orderly Marketing for Lemons: Who Benefits?
研究联邦营销令下四种柠檬营销策略对生产者、批发商、零售商及消费者的影响，发现恒定价格策略对生产者和消费者整体有利，但部分生产者和中间商从恒定周销量中获益更多。
Abstract The orderly marketing goal of federal marketing orders may deal with price stability or uniform flow of product to market, a choice which can have important economic implications. This study examines the impact of four fresh lemon marketing strategies on returns at the producer, FOB, and retail levels, together with marketing margins and consumer surplus. Producers, as a group, and consumers should favor a constant price strategy. Some individual producers and middlemen, however, enjoyed higher returns with constant weekly sales. Explanations of the shift in lemon sales patterns which occurred during the 1970s is examined in light of these results.