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Concept and Definition::

The term agricultural marketing is composed of two words -agriculture and marketing. Agriculture:- is a science, art, business, culture ,and technique of raising field crops and livestock rearing for economic purpose Agriculture:- in the broadest sense, means activities aimed at the use of natural resources for human welfare, i.e., it includes all the primary activities of production. But, generally, it is used to mean growing and/or raising crops and livestock. Concept and Definition:


Continued… Marketing:- It is the economic process by which goods and services are exchanged their value determine in terms of money prices market includes all the activity involved in creation of place, time and place, possessing utility concerned. Philip Kotler has defined marketing as a human activity directed at satisfying the needs and wants through exchange process. American Marketing Association defined marketing as the performance of business activities that directs the flow of goods and services from producers to users.


AGRICULTURAL MARKETING Definition According to Thomsen , the study of agricultural marketing, comprises all the operations, and the agencies conducting them, involved in the movement farm produced foods, raw materials and their derivatives, such as textiles, from the farms to the final consumers, and the effects of such operations on farmers, middlemen and consumers. This definition does not include the input side of agril. Agricultural marketing is the study of all the activities, agencies and policies involved in the procurement of farm inputs by the farmers and the movement of agricultural products from the farms to the consumers. The agricultural marketing system is a link between the farm and the non – farm sectors. It includes the organization of agricultural raw materials supply to processing industries, the assessment of demand for farm inputs and raw materials, and the policy relating to the marketing of farm products and inputs.


Continued… According to the National Commission on Agriculture (XII Report), Agricultural marketing is a process which starts with a decision to produce a saleable farm commodity, and it involves all the aspects of market structure or system, both functional and institutional, based on technical and economic considerations, and includes pre-and post-harvest operations, assembling, grading, storage, transportation and distribution. Agricultural marketing , therefore, can be defined as comprising of all activities involved in the supply of farm inputs to the farmers and movement of agricultural products from the farms to the consumers.

Scope and Subject Matter of Agricultural Marketing::

Scope and Subject Matter of Agricultural Marketing: The subject of agricultural marketing includes product marketing as well as input marketing. The subject of output marketing is as old as civilization itself. The importance of output marketing has become more conspicuous in the recent past with the increased marketable surplus of the crops following the technological breakthrough. The farmers produce their products for the markets. Farming becomes market oriented. Input marketing is a comparatively new subject. Farmers in the past used such farm sector inputs as local seeds and farmyard manure. These inputs were available with them; The purchase of inputs for production of crops from the market by the farmers was almost negligible.


Conti… The importance of farm inputs-improved seeds, fertilizers, insecticides and pesticides, farm machinery, implements and credit-in the production of farm products has increased in recent years. The new agricultural technology is input-responsive. Thus, the scope of agricultural marketing must include both product marketing and input marketing. The subject of agricultural marketing includes marketing functions, agencies, channels, efficiency and costs, price spread and market integration, producer's surplus, government policy and research, training and statistics on agricultural marketing.

Objectives of the Study / Need for understanding:

Objectives of the Study / Need for understanding Producers: Consumers: Market Middlemen and Traders: Government:

Difference in Marketing of Agricultural and Manufactured Goods::

Difference in Marketing of Agricultural and Manufactured Goods: Perishability of the Product: Seasonality of Production: Bulkiness of Products: Variation in Quality of Products: Irregular Supply of Agricultural Products: Small Size of Holdings and Scattered Production: Processing:

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Prepared By: Bheemaraya UG11AGR1453

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