An overall demand for a product at a given place and time under specific conditions constitutes a market (FAO 1996). Kohls and Uhl (1980) define marketing as a system of alternative product flows called marketing channels, a variety of firms and numerous business activities. Some of the aspects of markets and marketing about which other excellent papers have been written include pre-sale and marketing procedures (Cruz et al 1993), market development (Francisco and Sumalde 1993, Pabuayom 1993), demand and market potential (Priasukmana and Dwiprabow 1990), market information and price structure (Hammet 1998, Rivera et al 1993) and production and marketing (FA)