Presentation on theme: "Introduction to Marketing of Agricultural Product."— Presentation transcript:
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
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