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英文文献：The Economic Effects of New Product Beef Promotion in Guatemala-危地马拉新产品牛肉推广的经济效应
英文文献作者：Leister, Amanda M.,Capps, Oral, Jr.,Rosson, C. Parr, III
英文文献摘要：
The implementation of the Central America-Dominican Republic Free Trade Agreement (CAFTA-DR) has expanded trade opportunities for U.S. agricultural producers. U.S. beef is an important product affected by the agreement, and the United States Meat Export Federation (USMEF) invested in a new product promotion program to increase exports of U.S. beef to Guatemala. Consumer responsiveness and the effectiveness of the U.S. branded beef promotion program are analyzed in this study. Demand responses to promotion activities that launched three new U.S. beef value cuts in Guatemala’s Hotel, Restaurant and Institutional (HRI) sector were estimated by applying the Parks Model of Generalized Least Squares regression to pooled, time-series and cross sectional data. Results show a negative relationship between own price and sales quantity, while the effect of advertising on quantity sold is positive. Demand for the U.S. beef value cuts increased as a result of the promotion, although the costs of the promotion program exceeded the additional revenue generated as a result of promotion activities.
《中美洲-多米尼加共和国自由贸易协定》(CAFTA-DR)的实施扩大了美国农业生产者的贸易机会。美国牛肉是受该协议影响的一种重要产品，美国肉类出口联合会(USMEF)投资了一项新的产品推广计划，以增加美国牛肉对危地马拉的出口。本研究分析了美国品牌牛肉推广计划的消费者响应性和有效性。对危地马拉的酒店、餐厅和机构(HRI)部门发起的三次新的美国牛肉价值削减促销活动的需求响应进行了估计，方法是使用Parks模型对合并的、时间序列和横截面数据进行广义最小二乘回归。结果表明，广告对产品销售数量的影响为正，而产品价格与产品销售数量呈负相关关系。尽管促销计划的成本超过了促销活动带来的额外收入，但对美国牛肉价值削减的需求却因促销活动而增加。
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