The paper is an attempt to explain the complexity of the internal relations governing the agricultural produce. It is an analysis of raspberry specific nature, its marketing channel structure, the problems of forming prices and of promotion depending on marketing channels relations, conducted through the benchmarking analysis of these two factories. Sprecific features of fruit marketing channels are presented thoughout the marketing process or through individual marketing activities having in mind the characteristics of certain sorts of fruit.

Mr Katica Radosavljević