Introduction to Marketing of Agricultural Product

Marketing Defined The performance of all business activities involved in the flow of food products and services from the Pont of initial agricultural production until they are in the hand of consumer

Food Flow and Marketing Text, p. 5. From the U.S. Dept. of Agriculture.

The Value Chain—An Example CORN GROWER FOOD MANUFAC- RURER AUCTION HOUSE HOG FARMER SLAUGHTER HOUSE WHOLE- SALER MARKET RESEARCH BRAND MANAGEMENT ADVERTISING/PROMOTION GROCERY STORE

The Value Chain Different parties Add different kinds of value based on Specialization (e.g., growing, processing, distributing) Location May undertake marketing activities individually and/or jointly

The Changing Food Marketing System FARM PRODUCTS FOOD PRODUCTS The Food Marketing System: Firms, Organizations Product Flows, Distribution Channels Management and Marketing Activities Pricing and Exchange Science and Technology Domestic and Global Economy Competition Customs and Values Laws and Government Policies Consumer Tastes and Preferences Infrastructure (transport.., communication, educ.) Text, figure 1-3. Copyright © 2001 Prentice-Hall.

Market Location Product Time An institutional

Value added Form

Place

Place and forms

Time

Possession

Marketing process Movement : It is the series of actions and events that take place in some sequence Coordination: It is the series of events and activates is necessary if goods are to move in some of orderly fashion from the farm to the fork

Movements

Coordination Pricing

Coordination Various arrangement Contact producers Terminal market Trade Assoc Marketing news