Introduction To Agribusiness Marketing
Introduction To Agribusiness Marketing
George Seperich, Michael Woolverton, James Beierlein
Mar 1994, Paperback, 298 pages
ISBN13: 9780134863825
ISBN10: 0134863828
Designed for courses in agricultural sales and marketing, the text addresses agribusiness, broadly defined to include the input supply industries, agricultural production, commodity processing, food manufacturing and food distribution, which provides employment to approximately 23 percent of the U.S. labor force. The text is clearly presented and accessible to students at the high school level.
Contents
INTRODUCTION TO AGRIBUSINESS MARKETING MANAGEMENT
1. The Agribusiness System.
2. The Role of Marketing in the Agribusiness System.
3. Evaluating the Performance of the Marketing System.
4. The Role of Marketing in the Agribusiness Firm.
II. UNDERSTANDING THE MARKETING ENVIRONMENT.
5. Understanding Consumer Demand.
6. Understanding Agricultural Supply.
7. Matching Supply and Demand in Agricultural Markets.
III. THE AGRICULTURAL MARKETING SYSTEM.
8. The Agricultural Input Industries.
9. Production Agriculture.
10. The Commodity Processing and Food Manufacturing Industries.
11. The Food Wholesaling and Retailing Industries.
12. The Food Service Industry.
13. Cooperative Agribusiness.
IV. AGRIBUSINESS MARKETING MANAGEMENT.
14. Developing the Marketing Plan.
15. Analyzing the Market.
16. Managing the Marketing Mix—The Product.
17. Managing the Marketing Mix—The Price.
18. Managing the Marketing Mix—The Place.
19. Managing the Marketing Mix—The Promotion.
20 Personal Selling and Merchandising.
21. Managing the Market Risk.
V. ORGANIZING AND MEASURING THE MARKET FUNCTION.
22. Organizing and Measuring the Market Function.
23. The Future of Agribusiness Marketing.
Glossary.
Index.
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