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1、TOMEVI(year2008),FASCICULE1,(ISSN1584–2665)ECONOMICALANDMARKETINGANALYSISOFPROCESSEDTRADITIONALPRODUCTSINHUNGARYNOTARIMárta,FERENCZÁrpádDEPARTMENTOFECONOMICSANDRURALDEVELOPMENT,FACULTYOFHORTICULTURE,COLLEGEOFKECSKEMÉT,HUNGARYABSTRACT:Themostpopulartraditionalpr
2、oducts,socalled„Hungaricums”producedinHungary,intheSouthPlainRegionregion:theapricotofKecskemét,cherryofKecel.Aneffortismadeintheregiontoexpandtherangeoftraditionalspecialtyproducts.Intheworldofglobalisationthedemandfortraditionalproductsisontherise.Thisiswhyan
3、effortismadeintheSouthPlainRegiontomarketspecialproductsspecifictotheregioninsteadoftheproductionofmassproducts.Theseuniqueproductsarecompetitiveontheworldmarket.WehavechosedtheSWOTanalysisfortheexaminationoftheHungaricums,whichissupplementedwithaself-evaluatio
4、n.WearepresentingapossiblemarketingstrategythroughtheexampletheapricotofKecskemét,cherryofKecel.DuringourworkwehavestudiedthespecialprocessingtechnologyofanuniqueHungarianproducttheapricotfromKecskemétonthebasisoftheaspectsofeconomyandmarketing.Inthisessayweare
5、talkingabouttheactivitiesandtheeffectivenessintheyearof2006ofaHungarianenterprisedealingwithprocessingtechnologyofanuniqueHungarianproducttheapricotfromKecskemét.Wehavehighlightedamainproductoftheenterpriseandhavefolloweditsproducingtechnology.Inthestudyweareai
6、mingatthefollowingpoints: Theprocessingtechnologyoftheproduct. Thequantityoftheproductsoldandtheacceptancepriceoftheapricotjam. Definingtheprocessingcosts,theincomeandtheindicesofresultivenessoftheproduct. Calculatingtheindicesofresultativeness:Netcost,Effectiv
7、eness(economic),Profitability,Profitpercentage.Keywords:economicalandmarketinganalysis,traditionalspecialtyproducts,SWOTanalisys1.INTRODUCTIONAftertheaccessiontotheEuropeanUnion,"Hungaricums"(specialproductscanbefoundandproducedonlyinHungary)haveemphasisedsigni
8、ficance.ThereforetheaimofourresearchwastoperformmarketingresearchesonthemarketingpossibilitiesoftheseHungaricumsandcharacteristicsofconsumersofthesesuchastheirbuyinghabits,a
