Chapter 1 Agricultural And Food Marketing

Agricultural And Food Marketing

Chapter Objectives
Structure Of The Chapter

The importance of agricultural and food marketing to developing countries
The marketing concept and marketing systems

Marketing sub-systems
Marketing functions

Links between agriculture and the food industry
Agricultural and food marketing enterprises


Marketing boards in developing countries
Co-operatives in the agriculture and food sectors

Control and management of secondary co-operatives
The weaknesses of co-operatives

Selling arrangements between co-operatives and their members
Summary
Chapter 3 Marketing Strategy, Planning And Control

Chapter objective
Structure of the chapter

Strategy, policy and planning
Strategic business units

The need for marketing planning
The process of marketing planning

Contents of the marketing plan
Monitoring, evaluating and controlling the marketing planning

Marketing controls
Marketing plan control

Efficiency control
Summary
Chapter 4 New Product Development

Chapter Objectives

Structure Of The Chapter

The impetus to innovation

The new product development process
The adoption process

The effect of products characteristics on the rate of adoption
Summary
Chapter 6 Commodity Marketing

Chapter objectives
Structure of the chapter
Stages in a commodity marketing system

Grain marketing
Challenges for grain marketing system

Livestock and meat marketing
Poultry and eggs marketing

The marketing of fresh milk
Summary
Chapter 7 Product Management

Product management
Chapter objectives

Structure of the chapter
The product

The product mix
Product line extensions

Product line deletions
Branding products

The advantages and disadvantages of branding
Branding decisions

Brand loyalty models
Homogenous first-order markov models

Higher-order markov models
Packaging

The functions of packaging

Packaging technology

Recent developments in packaging
Chapter summary
Chapter 8 Pricing Decisions

Pricing decisions
Chapter objectives
Structure of the chapter

Pricing decisions
Pricing objectives

The laws of supply and demand
Sunflower oil

Elasticity of demand
Cross-price elasticity of demand

Practical problems of price theory
Cost - revenue - supply relationships

The meaning of price to consumers
Price as an indicator of quality

Pricing strategies
Cost-plus methods of price determination

Breakeven analysis
Market-oriented pricing

Psychological pricing
Geographical pricing

Administered pricing
Chapter summary
Chapter 11 Marketing Research

Chapter objectives
Structure of the chapter
Marketing research

The market research brief
The purpose of the research

The research proposal

Step 1, review the research problem
Step 2, hypotheses generation
Step 3, select the type(s) of study

Exploratory research
Descriptive research

Causal research
Step 4, select the data gathering method

Problems with secondary sources
Primary research

Physiological measurement
Step 5, development of an analysis plan

Step 6, data collection
Step 7, performance of the analysis

Step 8, reaching conclusions and recommendations
Summary