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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 framework of the marketing problem; Food markets and institutions; Prices and marketing costs; Functional and organizational issues; Government and food marketing; Commodity marketing.
Fluctuating commodity prices provide an opportunity to teach marketing principles from an applied perspective. That perspective is the thrust of this book. Though much of the material centers around the commodity futures market, various marketing tools are defined and described, with an explanation given for applying each tool to decision making in the marketplace. Used as a manual, Commodity Marketing can transform producers from sellers to merchandisers. The more commodity producers learn about how markets function, the better will be their marketing decision.
An analysis of the marketing of farm products, concentrating on broad trends in the market. Includes new material on formula pricing, which explains the use of standardized grading in marketing perishable commodities at decentralized markets. Contains two separate sections on beef and hogs, reflecting recent price trends, as well as authors' defense of the use of regulations and subsidies to protect small farmers from totally free market forces.