1. Welcome to MKTG 442: Marketing of Agricultural Products!
Introduction to the course
Syllabus
Course content
The Food Marketing Process

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

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

4. 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

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