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    This document provides an introduction to food marketing. It discusses: 1) Food marketing involves the physical handling, storage, processing and transfer of raw and finished goods as they move from producers to consumers as well as the exchange and price setting processes. 2) There are three key players in the food industry - food producers who want the highest returns, food marketing firms who seek the greatest profit, and food consumers who want the highest value at the lowest price. 3) Marketing provides various utilities to consumers like changing the form of raw materials, timing and availability of products, assisting consumers in acquiring products, and transferring foods from production to consumption areas.

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    Agricultural marketing

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    Introduction-to-Food-Marketing_mkt314_c1 (1)

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    This document provides an introduction to food marketing. It discusses: 1) Food marketing involves the physical handling, storage, processing and transfer of raw and finished goods as they move from producers to consumers as well as the exchange and price setting processes. 2) There are three key players in the food industry - food producers who want the highest returns, food marketing firms who seek the greatest profit, and food consumers who want the highest value at the lowest price. 3) Marketing provides various utilities to consumers like changing the form of raw materials, timing and availability of products, assisting consumers in acquiring products, and transferring foods from production to consumption areas.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    9 views9 pages

    Introduction To Food Marketing - mkt314 - c1

    Uploaded by

    raihan.patwary
    This document provides an introduction to food marketing. It discusses: 1) Food marketing involves the physical handling, storage, processing and transfer of raw and finished goods as they move from producers to consumers as well as the exchange and price setting processes. 2) There are three key players in the food industry - food producers who want the highest returns, food marketing firms who seek the greatest profit, and food consumers who want the highest value at the lowest price. 3) Marketing provides various utilities to consumers like changing the form of raw materials, timing and availability of products, assisting consumers in acquiring products, and transferring foods from production to consumption areas.

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    © All Rights Reserved
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    of 9

    Introduction to

    Food
    Marketing

    Mashiat Zahin

    Assistant Professor

    Department of Marketing
    Food marketing

    – The physical handling, storage, processing and transfer of raw and


    finished goods as they move from producers to consumers.
    – The exchange and price setting processes in the market system.

    Complexity Expensive
    Farm products are
    not only perishable, Extra stages in
    but they vary in marketing activities
    quality

    Farm products must


    be collected, stored
    and swiftly moved High labor costs
    to market or stored
    for later use
    Three key players in food industry

    • Want the highest possible returns from the


    Food producers sale of their products

    • Seek to earn the greatest profit possible


    Food marketing firms

    • Interested in securing the highest food


    Food consumers value at the lowest possible price
    Form utility: Place utility:
    changing the form
    transferring foods
    of raw materials
    from production to
    and creating
    something useful
    consumption
    areas. Marketing as a
    for consumers.
    value-added
    Possession process
    Time utility: utility: marketing
    timing and activities that
    availability of assist the
    products altered by consumer in
    marketing acquiring and
    activities. taking title to
    desired products.
    Alternative perspectives
    of Food Marketing
    • Macromarketing (Big picture of food marketing)
    - How the food system is organized
    - How well it performs its economic and social tasks
    - How the food system is changing over time
    • Micromarketing ( Individual decision maker in food industry)
    - Food producer, a business manager, or a food consumer is
    making choices and decisions about how, when, where and what
    to buy or sell
    Growth and Role of Marketing

    INCREASED ADEQUATE SIMPLER AND INCREASED


    SPECIALIZATION TRANSPORTATION INEXPENSIVE MARKETING PRODUCTIVITY
    FACILITIES SYSTEM
    Food Marketing in the Market
    Economy
    – Recognize private property
    – Decentralized price system Limitations:
    – Emphasize competition • Excess resource waste and pollution
    – Freedom of choice • Freedom of choice but not equal
    – High value on satisfying consumers • Does not eliminate unemployment
    – Limited role of government • Maintain a balance between
    government involvement and
    private freedom
    Thank You

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