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  • Chapter 2: Definition of Agricultural Marketing

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    azrul moktar
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    The document defines agricultural marketing and discusses various marketing concepts. It introduces the concepts of concentration, equalization, and dispersion in relation to the marketing process. Various definitions of agricultural marketing are provided that involve all activities associated with agricultural production, assembly, processing, and distribution of food, feed, and fiber. The key marketing concepts discussed include the production concept, product concept, marketing concept, societal marketing concept, and selling concept. The marketing mix of product, price, place, and promotion is also introduced. Finally, different types of marketing utilities such as form, time, place, possession, and information utilities are defined.

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    CHAPTER 2

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    The document defines agricultural marketing and discusses various marketing concepts. It introduces the concepts of concentration, equalization, and dispersion in relation to the marketing process. Various definitions of agricultural marketing are provided that involve all activities associated with agricultural production, assembly, processing, and distribution of food, feed, and fiber. The key marketing concepts discussed include the production concept, product concept, marketing concept, societal marketing concept, and selling concept. The marketing mix of product, price, place, and promotion is also introduced. Finally, different types of marketing utilities such as form, time, place, possession, and information utilities are defined.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    5 views1 page

    Chapter 2: Definition of Agricultural Marketing

    Uploaded by

    azrul moktar
    The document defines agricultural marketing and discusses various marketing concepts. It introduces the concepts of concentration, equalization, and dispersion in relation to the marketing process. Various definitions of agricultural marketing are provided that involve all activities associated with agricultural production, assembly, processing, and distribution of food, feed, and fiber. The key marketing concepts discussed include the production concept, product concept, marketing concept, societal marketing concept, and selling concept. The marketing mix of product, price, place, and promotion is also introduced. Finally, different types of marketing utilities such as form, time, place, possession, and information utilities are defined.

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    © All Rights Reserved
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    of 1

    Concentration

    The collection of raw materials

    Equalization 2.5 Marketing Process Performance of all


    transformation of raw materials to processed form business actives
    involve flow of food
    Khol & Uhls products &
    services
    Distribution of processed form or used products to
    customers 2.1 Definiton of Agricultural Marketing
    Dispersion

    Branson & Norwell All activities associated


    with agricultural
    production of food, feed
    and fibre assembly

    CHAPTER 2 : DEFINITION OF
    Production concept AGRICULTURAL MARKETING
    Consumer prefer product widely available and cheap

    Product concept
    Consumer favour products that offer quality, performance or
    innovative features

    Marketing concept
    Focus on needs / wants of target market and delivering value
    better
    2.4 Marketing Concept

    Determining the needs and wants of the consumers while


    considering the long term
    good of the society Societal marketing concept
    Product
    Buy product only if the company aggressively promotes or
    Price
    sells these product
    Selling concept 2.2 Marketing Mix (4 P's)
    Promotion

    Place

    Form utility

    Time utility
    2.3 Marketing Utility
    Place utility

    Possession utility

    Information utility

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