1. The marketing operation from innitial until the final consumer such as beginning supplier to farmers, producing, processing and marketing to the final consumer.

2. Kohls and Uhls ,1996 - All business activities involved in the flow of food products and services from the point of initial agricultural production until they are in the hands of final consumers.

3. Branson & Norvell, 1983 - All activities associated with agricultural production of food, feed and fiber assembly, processing and distribution to the final consumers.

Transportation

Storage

Grading

Financing

Risks involvement

Products design

Price determination & Promotions

Distribution

Developing marketing channels

1. Self-sufficiency

2. Limited supply

3. Exchange one resource for another

1. Industrial revolution (1860’s – 1920’s)

2. Mass production increased the availability of product in the marketplace.

3. The slogan “if you create it, they will come”

Saturated demand

Products became commodities

Price became the distinguish competitive advantage

Importance of the selling process

From 1940’s – 1960’s

Research- to determine what customer needs

Marketing- Subsidiary function.

Integrated comprehensive role

The linchpins of the marketing company era

1. Understand the marketing place,customer needs and wants.

2. Design a customer- driven marketing strategy

3. Construct and integrated marketing programme

4. Build profitable relationship and create delight.

5. Capture value from customer to create profit and customer equity.

Value

Satisfaction

Exchange

Market

Choosing appropriate consumers to serve

Value Proposition

Production concept

Product concept

Selling concept.

Marketing concept.

Societal Marketing Concept

The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

Mission statements: the organization’s purpose, what it wants to accomplish

Strategic Business Units

Market penetration : increasing sales of current products to current market segments without changing the product

Market development: identifying and developing new market segments for current company products.

Product development: offering modified or new products to current market segments.

1. Product

2. Price

3. Promotion

4. Place

1. Strength- Internal capabilities that may help company reach its objective

2. Weakness- Internal limitation

3. Opportunities- External factors.

4. Threats- Current and emerging external factors.

1. Requires a new concept for marketing strategy

2. Electronic system for process of buying and selling

3. Retain and improve old skills and practice but need to add new competencies

E-commerce domains

Setting up for E-marketing

Corporate website

Marketing website

• Forms of online advertising & promotion such as banner ads & ticker.

1. Web communities

2. Email

1. Online privacy: consumer private information

2. Online security: Social Security data

3. Internet fraud: online auction fraud

4. Segmentation and discrimination: digital divide

5. Access by vulnerable or unauthorized groups: children’s access to adult sites, eBay.