A complex economic evaluation of fairs / exhibitions can be considered as a novelty in the current literature. In this novel approach, each stakeholder group involved in a fair is evaluated in numerical terms, taking into account the specific cash inflow and outflow categories of that group. The net cash flow is considered as the economic value since it filters out the accumulations. Adding together all the categories, the so-called complex economic value and effectiveness is established regarding the fair surveyed. A numerical model entitled KAVA was developed in order to carry out the calculations for the complex economic effectiveness of the fair. A practical example of using the model is also shown in the paper.

The objective of this article is to show honey consumption patterns in the Eastern part of Hungary based on consumers' purchase habits. Within the framework of a primary research 902 people were interviewed randomly by questionnaire. Data collection was carried out personally in hypermarkets as well as fruit and vegetable markets (in Debrecen, Nyíregyháza, Szolnok). Altogether 821 questionnaires were evaluated. Cross tables were created according to sex, age, qualifications, and income. Data coherences were analysed through the Kruskal-Wallis statistical method. Many different types of honey are produced in Hungary, but people don't know too much about them and they consume only a few of them. Mainly the so-called traditional acacia and flower honey are consumed. Analysing the variables there were no significant differences in the different groups; the most important criteria when purchasing honey are quality, price, type of honey, and quality of packaging. Older people consider the price, name of the producer, and size of packaging. Most consumers purchase honey only a few times per year, or monthly, and mainly in hypermarkets or directly from the producer. Based on these facts in the near future more targeted marketing is needed in order to emphasize honey as a healthy product and improve consumption per capita per year in Hungary.

This paper discusses the experiences with the newly-developed KAVA-model. This model works on cash basis and evaluates cash inflow, outflow and NCF in connection with four different interest groups connected to the given exhibition. The model was tested also on four different exhibitions: Farmerexpo (Debrecen, Hungary) in 2005 and 2006, OMÉK (Budapest, Hungary) from 2005 and Polagra-Farm (Poznan, Poland) 2006. The different fairs can be compared by their relative „economic values” that makes the auditing more reliable. The model in the everyday teaching process has already been introduced based on an electronic lecture note. The basic version of the model is suitable to run tests (including what-if analyses, as well) and evaluate them by the students.

Rural development has become more and more important issue in Hungary since rural areas also contribute to the efficiency of the national economy. Development of rural areas also very important issue in the European Union, which could contribute to the improvement of profitability of small family businesses, higher employment rate in rural areas as well as slow down the migration of people from rural into urban areas. Nowadays the bee-keeping– as one of the activities can provide alternative income for small businesses in rural areas– has become more and more important topic in Hungary. Bee-keeping sector provides income roughly 15 thousands families in Hungary. At the same time it takes important role in the preservation of rural landscape, traditions and their regional values. However, the sector has serious problems, as well (for instance quality issues, competitors on the market, etc.). It can be stated that the market position of Hungarian honey can be preserved through the improvement of quality assurance and product development. These developments can be carried out by the utilization of national and European Union funds.

Bee-keeping and honey production has a long history in Hungary. The honey production has important role in rural life. It is confirmed by researchers' studies that plant pollination by honey bees has significant positive external impacts on potential yields in orchards.Although the contribution of honey production to the GDP in Hungary is only a few per cent, other benefits play a more important role.This paper focuses on secondary research methods, gathering and evaluating figures regarding the positive external impacts of plant pollination by honey bees as well as finding possible solution for the problem that bee-keepers have a lot of costs in connection with carrying honey bees to orchards, while farmers "only" benefit from the positive externality of plant pollination in their fields. To evaluate its economic effects a numerical HEEM-model was developed and applied for the Hungarian situation. The financial outcome of the bee-keeping sector contributes considerably to the rural development in Hungary.

AGRIMBA started 14 year ago as a successful Tempus project with the participation of universities in Warsaw (Poland) and Prague (Czech Republic). University of Debrecen (Hungary) joined quite soon to the Network. Since that time the Network has developed into an efficient way of upgrading the management knowledge of young managers mainly in Central and Eastern Europe. However, the main message of this paper is that the MBA is not only a way of improving the business skills of the students but also an effective way of intensifying the participating teaching staff’s contacts (personal and web based) within the Network, as well as with the globalised world of agribusiness. In this way AGRIMBA works as a highly needed medium of communication in the field of agribusiness between theory and practice and therefore is an effective tool in life long and e-learning

Bee-keeping and honey production has a long history in Hungary. Honey is an important and healthy food of people and it can be consumed without any human processing. The honey production has important role, too. Some researchers say that if honey bee will extinct the humanity in the world would also extinct. It is true since plant pollination by honey bees is very important. It is confirmed by researchers’ studies that plant pollination by honey bees has significant positive external impacts on potential yields in orchards. Although the contribution of honey production to the GDP in Hungary is only a few per cent, other benefits play more important role. One of them is the positive external effect – mentioned above – and the other is the contribution to the biodiversity of the nature. This paper focuses on secondary research methods, gathering and evaluating data regarding the positive external impacts of plant pollination by honey bees as well as finding possible solution for the problem that bee-keepers have a lot of costs in connection with carrying honey bees to orchards while farmers “only” benefit from positive externality of the plant pollination of their fields. This is an unsolved question in Hungary and in a lot of countries in the world nowadays.

Nowadays it is extremely important for agricultural production, food industry and trading to follow the continuously changing consumer behaviour. Price plays a very important role in consumers‘ decisions, but other factors also influence the final decision. In addition to it, one of the most important questions of the successful marketing activity of enterprises operating in food industry is to know the latest trends in consumer behaviour. The inadequate knowledge of high quality Hungarian honeys on our most important export markets and also in Hungary supports the importance of the ongoing research. The main objective of this research is to develop a medium-term marketing strategy for Hungarian honey that could serve as a basic for product policy decisions and common marketing steps, as well.

The principal achievement of this paper is the combinative use of two market institutions: public warehousing and commodity exchange and how their joint application is beneficial for the players on the grain market. Based on a theoretical foundation, a calculation model was developed in order to assist short and long-term marketing decisions. This electronically developed and working model allows all the three participants of the market: producers, consumers and traders, to use this model in immediate calculations in price decisions and business transactions. The model can be used to analyze factors influencing the establishment of price; therefore, it can be also used for policy-making decisions and applied in our undergraduate and graduate education.

This article aims to analyze the present situation in the wine sector by identifying the interest of producers regarding collective export promotion, exploring the reasons why producers should join the export promotion fund, and identifying benefits of the export promotion fund, based on the Croatian case study. Data were analysed using univariate statistics, bivariate correlations, and factor analysis. In the work quantitative and qualitative research methods were used: SWOT analysis and quantitative data analysis. The study contributes to greater knowledge of the willingness of Croatian wine producers for association and it is the first research about collective export promotion of wine in Croatia.

This paper discusses the first experiences with the newly-developed KAVA-model. This model works on cash basis and evaluates cash inflow, outflow and Net Cash-Flow (NCF) in connection with four different interest groups connected to the given exhibition. The model was tested on four different exhibitions: Farmerexpo (Debrecen, Hungary) in 2005 and 2006, OMÉK (Budapest, Hungary) from 2005 and PolagraFarm (Poznan, Poland) 2006.The different fairs can be compared by their relative „economic values” that makes the auditing more reliable.

Rural development has become more and more important issue in Hungary since rural areas also contribute to the efficiency of the national economy. Development of rural areas also very important issue in the European Union, which could contribute to the improvement of profitability of small family businesses, higher employment rate in rural areas as well as slow down the migration of people from rural into urban areas. Nowadays the bee-keeping - as one of the activities can provide alternative income for small businesses in rural areas – has become more and more important topic in Hungary. Bee-keeping sector provides income roughly 15 thousands families in Hungary. At the same time it takes important role in the preservation of rural landscape, traditions and their regional values. However, the sector has serious problems, as well (for instance quality issues, competitors on the market, etc.). It can be stated that the market position of Hungarian honey can be preserved through the improvement of quality assurance and product development. These developments can be carried out by the utilization of national and European Union funds.

The marketing kind of analysis in the domestic and international markets of Tokaj’s wine speciality has not happend yet. The present research scientific method supportedly defines the consumers of Tokaj’s wine speciality and it determinates the overlay receipt. The basis of the questionnaire research at the wine consumers cirlce is a representative sample of 1179 people. It confirms the truthfulness with factos and cluster dissection. On the hungarian market 5 sections can be devided, which has been determined by the earning category, the wine savvy and the referene price interval. Tokaj Wine Specialities named “late vintage” are also available. This name can be confusing for the consumer, some do not understand in what they differ from other Tokaj Wine Specialities, as actually all Tokaj Wine Specialities are late vintage wines; particularly, wine is harvested later than usual, occasionally in October or November. The findings obtained during the research can beutilised in practice, too. In accordance with the results and conclusions, we have several practical suggestions. Our methodological suggestion is that the result of the cluster analysis based upon a large number of representative sample should be cross-checked with focus group tests; what is more, upon justification and verification, a detailed analysis of the given segments can also be performed better with this method. It would be worth studying the exact reasons for the popularity of wines with the name ”late vintage”. Such types of Tokaj Wine Specialities should be given higher priority in marketing terms. My suggestion is that the type of wine accepted and liked by consumers should be kept count of as TokajWine Specialities officially, too. The future marketing strategy has to be developed by knowing the sections and by it’s further research which has to integrate to the strategy of Tokaj’s wine region.

In the perspective of an increasing liberalization in the trade and taking into account future accession to EU, Croatia would appear to be a potentially very open market. The main aim in the paper is to analyse present situation in Croatian wine sector and to indicate possible marketing strategy for wine producers with emphasis on small wine producers based on quantitative research. Evaluated are the External and Internal Factor Evaluation Matrix in order to abstract the external as well as the internal factors that could influence Croatian wine sector. Based on the results of the research it could be concluded that 73.57% of producers sell their wine only on domestic market. Remaining 26.43% of producers sell their wine on domestic and international market. Only 13.1% of small producers export their wine and on the other hand 72.7% of the biggest Croatian producers export their wine. Results of IE Matrix recommend hold and maintain strategies so market penetration and product development could be suggested as a marketing strategy for Croatian wine sector.

At auditing a fair the measure and evaluation of the exhibitors’ distance is a important task and can be used for further promotion of the fair. In analyzing the attraction radius of different fairs one can discover some figures that may raise questions regarding a simple averaging of the attraction distances. According to the research of the author, the bias in the attraction radius can be caused by to factors: the size of the attraction region and the distance from the region’s business center. Authors explored the bias factors and suggest a correction method to remedy it. A theoretical correction model was applied to evaluate three agribusiness fairs. It is established that the corrected attraction radius gives more realistic result than the simple averaging of exhibitors’ distance.

his booklet that has caught your attention contains basic information about the AHEAD project sponsored by the EU’s TEMPUS grant. This project was carried out between University of Zagreb (and other Croatian partners) and four EU-based universities. The project was very ambitious and it is my pleasure to state that the great majority of the objectives were carried out with high quality during the 3 years project time span. The main results of the AHEAD project can be found in this booklet, and I would like to mention just a few of them: • A new MBA training started in Zagreb with international recognition • 61 subjects of 3 BSc/MSc trainings were reviewed and modified, • a study was created in order to determine the short – and long – term expert demand of the Croatian national economy, • computers, equipment and modern textbooks were purchased from European grant and • finally a personal note: it was spectacular to see the rapid development of University of Zagreb and generally the whole Croatia during the last 3 years. If our project contributed just a little bit to it, the effort certainly was worthwhile.