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Why Marketing is Important; Price Movement Over Time; The Deadly Micro-Macro Trap in Production Agriculture; Trace in Futures & Options; Basics in Managing Price Risk; Forward Pricing & Marketing Strategies for Crops; Forward Pricing & Marketing Strategies for Livestock; Analyzing the Markets; A Changing Marketplace; Marketing Skills are Critical.
The ninth edition of "Marketing of Agricultural Products" contains completely updated content, tables, figures, and references including the 1997 Census of Agriculture and Business, as well as Trade data, and U.S. Department of Agriculture studies. It blends marketing and economic theory with real world analytical tools to assist readers in better understanding the food system and making profitable marketing decisions. This edition includes increased treatment of food value-adding and marketing management, including advertising, new product development, sales promotion, pricing, and logistics. For farmers, consumers, or those in food marketing.
Agricultural marketing deals with the services involved in the movement of agricultural products from the farm to the consumer. It is concerned with the planning, organizing, directing and handling of agricultural products to satisfy the farmer, producer and consumer. Agricultural marketing consists of various activities and services such as production planning, growing, harvesting, grading and packing as well as transporting, storage, food-processing and distribution of the products. It also includes the advertising and sale of agricultural produce. It provides market information to help direct these services. Modern agricultural marketing focuses on developing new marketing links between agribusiness, large retailers and farmers, through contract farming, group marketing and other collective actions. This book provides comprehensive insights into the field of agricultural marketing. It presents researches and studies performed by experts across the globe. It will serve as a reference to a broad spectrum of readers.
Introduction to agricultural and agribusiness marketing-and its goals; What is marketing?; Identifying marketing objectives; Agricultural marketing; Agricultural market structure; The cost and efficiency of marketing: a public concern; Price discovery in agricultural markets; Price risk and uncertainty; Government marketing services; Direct participation by government in marketing; Producer's marketing alternatives and strategies; Agribusiness marketing; Agricultural marketing and the agribusiness firm; The marketing environment and the agribusiness firm; Developing a marketing strategy; Agribusiness products; Packaging and branding; Managerial pricing of agribusiness products: tools of analysis; Managerial pricing tactics in agribusiness market situations; Promotion of agribusiness products; Agribusiness managers and channels of distribution; Evaluating the agribusiness marketing program; Dynamics of marketin systems; Dynamics and innovations in agricultural marketing systems; International agribusiness marketing; Marketing of agribusiness inputs; Glossary; Index.
This is a revised edition of the well established book on the subject. Undergraduate and postgraduate students, as well as, teachers and research scholars, specialists in marketing, policy makers and those interested in the welfare of the farmers can benefit from this book. Contents: Agricultural Marketing - Definition and Scope / Markets and Market Structure / Agricultural Marketing and Economic Development / Marketing Functions / Marketing Agencies, Institutions and Channels / Marketing of Farm Inputs / Government Intervention and Role in Agricultural Marketing / Cooperation and Cooperatives in Agricultural Marketing / Marketing Integration, Efficiency, Costs, Margins and Price Spread / Training, Research, Extension and Statistics in Agricultural Marketing / External Trade in Agricultural Products.
Marketing is defined as the business activities associated with the flow of goods and services from production to consumption. The marketing of agricultural products begins on the farm, with the planning of production, and is completed with the sale of food or other goods to consumers or manufacturers. Agricultural marketing also includes the supply to farmers of fertilizers and seeds as inputs for production. Overall, marketing is an essential component of successful agriculture but its importance is often underestimated, especially in developing countries. This book brings together the most significant writings on agricultural and food marketing as related to development over the last 40 years. The editor has selected key sections of significant books and papers, grouped them by their overall theme, and provided introductory commentaries. The book is intended for students of food and agricultural marketing in the developing countries and will also interest professionals in this subject area.
This open access book examines the interactions between India’s economic development, agricultural production, and nutrition through the lens of a “Food Systems Approach (FSA).” The Indian growth story is a paradoxical one. Despite economic progress over the past two decades, regional inequality, food insecurity and malnutrition problems persist. Simultaneously, recent trends in obesity along with micro-nutrient deficiency portend to a future public health crisis. This book explores various challenges and opportunities to achieve a nutrition-secure future through diversified production systems, improved health and hygiene environment and greater individual capability to access a balanced diet contributing to an increase in overall productivity. The authors bring together the latest data and scientific evidence from the country to map out the current state of food systems and nutrition outcomes. They place India within the context of other developing country experiences and highlight India’s status as an outlier in terms of the persistence of high levels of stunting while following global trends in obesity. This book discusses the policy and institutional interventions needed for promoting a nutrition-sensitive food system and the multi-sectoral strategies needed for simultaneously addressing the triple burden of malnutrition in India.
As in many other sectors, in agribusiness major changes are taking place. On the demand side, consumers are changing lifestyles, eating and shopping habits, and increasingly are demanding more accommodation of these needs in the supermarket. With regard to the supply: the traditional distribution channel dominators - manufacturers of branded consumer products - are trying hard to defend their positions against retailers, who gather and use information about the consumer to streamline their enterprises and strengthen their ties with the consumer. The agricultural producers, meanwhile, face increased regulations with regard to food additives, pesticides, and herbicides. Pressures rise as their business becomes more specialized and capital-intensive than that of their predecessors. Finally, the larger political climate is not so favorable to agriculture, which now has to compete in the global market without significant government support. This title describes and interprets changes in the domain of agriculture and food. The contributors develop the theme of taking an interdisciplinary approach to coping with these changes, using concepts and methods developed in general marketing, which are adapted so as to apply to the particular characteristics of the food and agriculture sector. This book is published to honor the distinguished career of Professor Mathew T.G. Meulenberg from Wageningen Agricultural University, on the occasion of his retirement in September 1996. As a scientist, teacher, and advisor to the agribusiness and the government, Professor Meulenberg has made an important contribution to the development of marketing, inside and outside the domain of agriculture.
"It is estimated that the world will need to produce as much food in the next forty years as it did in the past 8,000 years. Moving that food to where it is needed will require a massive investment in logistics, in port and transport infrastructure, as well as in distribution, processing and packaging networks within countries. Governments will not make those investments. Instead the task will fall on the world's investments. Instead the task will fall on the world's commodity trading (merchandising) companies. When most people think of agricultural commodity merchangs, traders and speculators, they imagine dubious characters manipulating markets and pushing up food prices for the world's poor. Few people understand what agricultural traders actually do, and how their markets function. This book is intended to at least partly correct that situation. It is aimed at students, journalists, legislators, regulators, and at everyone who would like to learn more about the sector."--Quatrième de couverture