male sterility, 36–37
maleic hydrazide, 114
management, 228, 239, 276, 281, 283
decisions, 150, 228
function, 269
issue, 269
system, 283
Managing Director, 280
mango 28, 151–152, 282
manure, 288
mapping techniques, 209
margin, 280
marginal implicit price, 54
marker-assisted selection (MAS), 22–23
market 59, 87, 127, 130, 146–147, 160,
174, 225, 227–228, 230, 232, 243,
246–264, 286, 301–302
chain, 229–230, 232, 235, 250
channel, 229–231
conditions, 234
demand, 49–50, 59, 228, 231
efficiency, 229
equilibrium, 54
exclusivity, 36
information, 201
knowledge 233
leader, 262
level 232
life, 93
management, 263
niche, 243
opportunity, 165
orientation, 199, 304
participant, 54, 232
price, 52, 215, 236–237
research, 125–126, 128, 205
risk, 243
saturation, 44
segment, 149–150, 241, 243, 263
share, 262–263
signal, 232, 244
strategy, 128, 207, 231
system, 241
survey, 201, 253
valuation, 232, 300–301
Market Coordination System, 283marketability, 31, 38, 133
marketing, 1, 3, 8–9, 13–14, 16–18, 32,
41, 44–45, 49–60, 63, 65, 87, 149,
154, 174, 180, 199, 205–211, 219,
227–244, 246–264,270–272, 280,
282, 285–294, 302
system, 270
technique, 231
Maslow’s hierarchy, 207–209
mastication, 165
mathematical equation, 268
matrix, 203–206, 212–213, 215–220
mature green, 28, 30
maturity, 27, 56, 98, 115, 138–141, 145,
152–153, 212, 229, 242, 272–273,
298, 300–301
measurable technical attributes, 199–220,
298
meal composition, 161
mealiness, 167–169, 173, 218–219
meat, 160, 233
mechanism, 16, 183–185, 194
medicinal, 242
medicine, 238
Mediterranean, 112
melon, 25–26, 28, 38–39, 229, 242
membrane degradation, 132
mental model, 151
menu, 277
merchandising, 302
meristematic tissue, 96
metabolism, 98, 100, 105, 107, 110–111
metal spring, 271
methionine, 28–29
mevalonate, 34
Mexico, 53, 55, 58, 282
microbial
decay, 105, 273
spoilage, 101,106
microperforated packaging, 103
microwave, 257
middle lamella, 112
mildew resistant, 165
milk, 228
millet, 58
mineral fertilizer, 287–289320 Index2317_Fruit_ch17(idx)_p309 3/6/00 9:16 AM Page 320