Department of agribusiness and natural resource economics school of agricultural sciences college of agricultural and environmental sciences



Download 0.6 Mb.
Page1/94
Date15.02.2021
Size0.6 Mb.
  1   2   3   4   5   6   7   8   9   ...   94






ABM 7201: AGRICULTURAL MARKETING MANAGEMENT

Module





DEPARTMENT OF AGRIBUSINESS AND NATURAL RESOURCE ECONOMICS

SCHOOL OF AGRICULTURAL SCIENCES

COLLEGE OF AGRICULTURAL AND ENVIRONMENTAL SCIENCES

MAKERERE UNIVERSITY












Agricultural Marketing Management Module by Makerere University is licensed under a


Creative Commons Attribution 3.0 Unported License.
Based on a work at www.oerafrica.org

July 2011


Table of Contents


SECTION A: ORGANIZATIONAL COMPONENT v

1. Module objectives v

2. Expected learning outcomes v

v

3. Contact information vi



4. Study materials vi

SECTION B: STUDY COMPONENT viii

1. Module structure viii

2. Module description viii

TOPIC 1: What is agricultural marketing management? 1

1.1 Introduction 1

1.2 Concepts in marketing 1

1.2.1 Marketing and marketing system 1

1.2.2 Functions of marketing 2

1.2.3 The marketing mix 4

1.3 Importance of agricultural and food marketing 5

1.4 What is the link between agriculture and the food industry? 6

1.5 Concluding remarks and activity 8

TOPIC 2: Commodity marketing 11

2.1 Introduction 11

2.2 Stages in a commodity marketing system 11

2.3 The milk marketing system in Uganda 12

2.3.1 The informal milk marketing channel 12

2.3.2 The formal milk marketing channel 14

2.4 The maize marketing system in Uganda 15

2.4.1 The maize grain marketing channel 17

2.4.2 The maize flour marketing channel 18

2.5 Concluding remarks and activity 19



TOPIC 3: New product development 21

3.1 Introduction 21

3.2 Innovation 21

3.3 The new product development process 21

3.3.1 Steps in new product development 23

3.3.2 Adoption and diffusion processes 24

3.4 Concluding remarks and activity 26

TOPIC 4: Product management 30

4.1 Introduction 30

4.2 The product 30

4.3 The product mix 31

4.4 Product line extensions 32

4.5 Product line deletions 33

4.6 Branding products 33

4.6.1 The advantages and disadvantages of branding 33

4.6.2 Branding decisions 35

4.7 Concluding remarks and activity 37



TOPIC 5: Consumer behaviour and market segmentation 40

5.1 Introduction 40

5.2 Consumer behaviour 40

5.3 The consumer buying decision process 41

5.4 Market segmentation 42

5.4.1 Bases for market segmentation 43

5.4.2 Strategic approaches to market segmentation 43

5.5 Concluding remarks and activity 43



Topic 6: Pricing decisions 47

6.1 Introduction 47

6.2 Pricing objectives 47

6.3 The laws of supply and demand 49

6.4 Elasticity 50

6.4.1 Price elasticity of demand 50

6.4.2 Cross-price elasticity of demand 51

6.4.3 Income elasticity of demand 51

6.5 Theory of costs 52

6.6 Pricing strategies 54

6.7 Concluding remarks and activity 54

Topic 7: Channel management and physical distribution 57

7.1 Introduction 57

7.2 Key decisions in channel management 57

7.3 Types of distribution systems 58

7.4 The importance of middlemen 59

7.5 Power and conflict in distribution channels 59

7.6 Physical distribution 59

7.7 The total distribution concept 60

7.8Concluding remarks and activity 60

Topic 8: Marketing communications 63

8.1 Introduction 63

8.2 Objectives of marketing communications 63

8.3 Forms of marketing communications 64

8.3.1 Advertising 64

8.3.2 Sales promotion 64

8.3.3 Public relations 64

8.3.4 Personal selling 65

8.4 Factors influencing the communications mix 65

8.4.1 Nature of the market 65

8.4.2 Nature of the product 66

8.4.3 Stage in the product life cycle 66

8.4.4 Price 66

8.4.5 Promotional budget 67

8.5 Developing the message 67

8.6 Selecting the media 67

8.7 Concluding remarks and activity 67

Topic 9: Marketing costs and margins 70

9.1 Introduction 70

9.2 Measures for assessing performance of the marketing system 70

9.3 Market effectiveness 71

9.4 Marketing efficiency 71

9.5 Marketing costs 71

9.6 Marketing margins 71

9.7 Concluding remarks and activity 72







Share with your friends:
  1   2   3   4   5   6   7   8   9   ...   94




The database is protected by copyright ©essaydocs.org 2020
send message

    Main page