Professional Documents
Culture Documents
Agriculture Marketing
The bridge that links producer & consumer
What Is Marketing?
The process of determining the needs
and wants of consumers & being able to
satisfy those needs & wants
Marketing includes all of the activities
necessary to move a product from the
producer to the consumer
What Is a Market?
Buyers Sellers
What Is a Market?
A market is made up of buyers & sellers
Buyers are people who need or want a
product or service and have the money
to buy it
A market must also have sellers who are
willing & able to produce goods &
services for sale
Two Types of Markets
Input market Product market
The input market This is the market where
includes items like final products are sold to
metal, fertilizer, seed & consumers
wood Eggs and potatoes from
These types of products farms
are purchased by Shoes from shoe stores
producers
Types of Agricultural Markets
Input markets Product markets
Supply and Demand
The price of a product is determined by
the value that buyers place on the product
When many buyers want a certain product
the price will be higher
If few buyers want a product the price will
be lower
Supply and Demand
Low quality High quality
Agricultural Marketing
Agricultural marketing generally means the
marketing of agricultural products to the
first handler.
o food,
o feed, and
o fiber assembly,
o processing, and
o distribution to final consumers,
including analyses of consumer’s
needs, motivations, and purchasing and
consumption behavior.
Agricultural marketing covers the services involved in
moving an agricultural product from the farm to the
consumer.
Numerous interconnected activities are involved in doing
this, such as
• Planning production,
• Growing and harvesting,
• Grading,
• Packing,
• Transport,
• Storage,
• Agro- and food processing,
• Distribution,
• Advertising and sale.
Agricultural marketing
circle
First circle: Refers to the final consumer or
targeted customer.
Second circle: Factors that can be controlled
known as marketing mix (product, price, place,
and promotion).
Third circle: Environmental factors that cannot
be controlled (political and legal, economic, law
and regulation, social & culture, technologies, &
demographic).
Agribusiness marketing
Competition
Infrastructure(transport, Consumer Tastes
communication, FOOD PRODUCTS and Preference
education, etc.)
The changing food market system
It shows the agricultural marketing
system starting with the farmer.
The nature and way in which this
production is initially offered to the
marketing system has a major influence
on the organization and operation of the
system itself.
At the same time, the dynamics of the
marketing process may have a direct
influence on agricultural production.
A good example of this two way flow of
effects can be seen in the dairy industry.
The extreme perishability and bulkiness
of milk once required a costly assembly
system of trucks picking up the milk in
cans at the farm each day.