Marketing . . . . . . . . . . . . . . .512
Marketing Plan . . . . . . . . . . . . 513
Visual Displays . . . . . . . . . . . . 514
Sales . . . . . . . . . . . . . . . . . .514
Walk-In Sales. . . . . . . . . . . . . 514
Phone Sales . . . . . . . . . . . . . 514
Internet Sales. . . . . . . . . . . . . 515
Wire Services. . . . . . . . . . . . . 516
Sales Tax . . . . . . . . . . . . . . . 517
Sales Etiquette . . . . . . . . . . . . 518
Appendix 522
Floral Design Competitions. . . . . . 522
State Flowers . . . . . . . . . . . . . 528
Geometrical Designs . . . . . . . . . 534
The Victorian Language of Flowers . 536
Anniversary Flowers and Gifts . . . . 540
Noteworthy Weddings . . . . . . . . 541
Flower Glossary
Cross Reference . . . . . . . . . . 542
Foliage Glossary
Cross Reference . . . . . . . . . . 548
Dried Botanicals Glossary
Cross Reference . . . . . . . . . . 552
Potted Plants Glossary
Cross Reference . . . . . . . . . . 522
Postharvest and Storage Guidelines
for Foliage . . . . . . . . . . . . . 557
Postharvest and Storage Guidelines
for Flowers . . . . . . . . . . . . . 560
Glossary 570
Index 583
Applications . . . . . . . . . . . . . .471
Garden Plants . . . . . . . . . . . . 471
Ornamental Plants . . . . . . . . . . 471
Using Pot Covers . . . . . . . . . . 472
Terrariums . . . . . . . . . . . . . . 473
Setting Up a Terrarium . . . . . . . 475
Dish Gardens. . . . . . . . . . . . . 476
Creating a Dish Garden . . . . . . . 477
Creating a European Dish
Garden . . . . . . . . . . . . . . . 478
Holiday Plants . . . . . . . . . . . . 479
Green Walls . . . . . . . . . . . . . 479
Adding Flowers
to Planters . . . . . . . . . . . . . 480
Interiorscaping . . . . . . . . . . . .481
Potted Plants Glossary. . . . . . . 485
Chapter 18
Floriculture Marketing, Pricing,
and Sales 501
General Retail Operations . . . . . 502
Financial Management
and Accounting. . . . . . . . . . . 502
Capital and Cash Flow . . . . . . . . 503
Operating Expenses . . . . . . . . . 504
Purchasing . . . . . . . . . . . . . . 504
Inventory Control . . . . . . . . . . . 507
Shop Efficiency . . . . . . . . . . . . 507
Pricing Products . . . . . . . . . . . 508
Weddings . . . . . . . . . . . . . . .510
Estimating and Planning . . . . . . . 510
Pricing Wedding Orders . . . . . . . 511
Ordering . . . . . . . . . . . . . . . 511
Delivery, Installation,
and Removal . . . . . . . . . . . . 512
xxv