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[Virtual Presenter] We are here today to learn about the fundamentals of Agricultural Marketing. Throughout this presentation, we will gain an understanding of concepts such as needs, wants, demand, products, exchanges, markets, and transactions. We will gain a better understanding of the definition of key marketing terms..

[Virtual Presenter] In this lecture, we'll be looking at Agricultural Marketing, a course that will introduce you to concepts and theories related to the marketing of agricultural products, such as pricing, product promotion and distribution. We'll explore strategies for developing successful marketing plans and analyze the effects of different marketing campaigns. Additionally, we'll look at how to identify market opportunities and challenges and how to adjust strategies in response to changes in the market. Moreover, we will discuss strategies for managing customer relations and building customer loyalty. It should be an interesting journey..

[Audio] Marketing plays a pivotal role in the success of any organization, sector, or industry, involving the coordination of a set of activities that aim to deliver superior value to consumers, and build market share and brand equity. A marketing-oriented approach ensures the organization or industry is delivering what the customers want, by understanding customer needs, designing and developing suitable products and services, and delivering them at competitive prices to targeted markets..

[Audio] We discuss the definition of key marketing terms such as needs, wants, demands and so on. Understanding them clearly is vital to executing successful marketing strategies as it impacts the marketing process. We will be looking at the differences between these terms and the implications it has..

[Audio] Exploring the basic concepts that form the foundation of Agricultural Marketing, we will define key marketing terms such as needs, wants and demands and examine the overall agricultural market. Considering the interactions between different stakeholders, the factors that drive prices and the market forces that shape the agricultural industry will also be discussed..

[Audio] Agricultural marketing is a vital component of the agricultural industry which bridges the gap between production and consumption. The goal of agricultural marketing is to ensure that consumers receive the right goods at the right price and the farmers get the best price for the goods they produce." Agricultural marketing is an important part of our food supply chain. It is the process of getting goods from the farm to the consumer, such as through retailers and wholesalers. It helps to ensure that the farmers get the best price for their goods and that consumers have access to fresh, high-quality products. It also helps to create a efficient and effective supply chain so that consumers have access to safe and affordable foods..

[Audio] Marketing is a process of understanding the needs and wants of customers and providing the most effective and profitable solutions for them. It covers a range of activities from product design to distribution, promotion and pricing. It forms an integral part of any organization's business strategy since it enables the creation and maintenance of relationships with customers..

[Audio] Defined by the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Understanding the needs and wants of these parties, developing a plan to meet them in a productive and efficient way, and thinking strategically and innovatively are key components of marketing. The environment and customer preferences are always changing, making it necessary to stay agile and adjust plans accordingly..

[Audio] Agricultural marketing combines two concepts - agriculture and marketing. Agriculture encompasses a range of activities, from production to growing and raising crops and livestock, whereas marketing is a set of actions that help move goods from production to consumption. These actions include creating time, place, form and possession utility. Agricultural marketing, in essence, is the use of natural resources to benefit humanity and ensure goods reach their consumers..

[Audio] Agricultural marketing is an important concept in farming. It involves the process of connecting buyers and sellers of agricultural products and services. This involves a wide range of activities such as planning, organizing, directing, controlling and evaluating all activities related to the procurement, pricing, promotion and distribution of farm products. In addition, it involves the collaboration of different actors in a market system, including farmers, buyers, processors, wholesalers, retailers and consumers..

[Audio] Agricultural marketing is a process of uniting consumer requirements and producer offerings. It calls for cultivation, processing, distribution and marketing of agricultural products for optimal employment of agricultural resources. This involves setting up of marketing tactics and a host of activities that make sure such products can reach their designated customers, according to the needed amount, at the appropriate place and time..

[Audio] Agricultural marketing is the process of providing crops and livestock with a platform to access the market, where it can be sold to the consumers. It involves activities like pricing, product innovation, promotion, and distribution of products. This course will teach you the fundamental principles of agricultural marketing and the strategies and techniques used in the market place." Agricultural marketing is an important aspect of the agricultural industry. It is the process of connecting producers and consumers through the marketing of products derived from crop and livestock production. This course will give you a comprehensive overview of the principles of agricultural marketing. From product innovation and promotion, to pricing and distribution strategies, you will learn the essential tools and techniques required to become a successful agricultural marketer..

[Audio] Agricultural products, such as crops and livestock, are bought and sold through a process called agricultural marketing. This involves understanding the needs of producers, consumers, and other stakeholders so that the correct commodities are produced, in the correct quantity and quality, at the appropriate place and time, for the most advantageous price. To be successful, agricultural marketing necessitates understanding of the production process, the formulation of marketing tactics, and the management of resources to make sure that products are sold in an economically beneficial manner..

[Audio] A market is a place or platform where goods and services are bought and sold. Agricultural marketing encompasses a range of activities to ensure that goods produced by farmers get to the appropriate consumers, at a competitive price, in the needed quantity and in the proper place. It is an intricate process involving multiple participants and stakeholders, including government ministries and agencies, input suppliers, market intermediaries, and the eventual consumer..

[Audio] A market is an organized system that brings together buyers and sellers of goods and services. It can refer to a physical location, like a farmers market, but more often in the agricultural sector, it is the marketplace for commodities like corn, beef, or soybeans. Exploring production, distribution, finance, and consumer needs is key to understanding how the market works and its potential for growth..

[Audio] A market is a place where buyers and sellers come together to exchange goods and services. It is an essential factor of our economic system and plays a significant role in the production, distribution, and consumption of goods and services. Market structures, such as pricing, demand and supply, are essential tools in understanding the workings of a market, and how to create successful businesses within them..

[Audio] The word market has several meanings. It can refer to a physical place where goods and services are bought and sold, a potential group of buyers and sellers of a product, an organization that provides facilities for the exchange of commodities, or a course of commercial activity. All these meanings are derived from the Latin word marcatus. We will be exploring these different meanings of the word market in this class..

[Audio] As can be seen, this slide gives us the definition of "market" in Kenya. As an old English saying goes, two women and a goose may make a market. More generally, a market is any place where people meet to buy and sell items for their needs. In Kenya, the word for market is "Soko..

[Audio] Agricultural marketing is the process of connecting producers and consumers in a market economy, a complex interplay of relationships between producers, processors, wholesalers, retailers, shippers and consumers. It requires producers to understand consumer preferences and anticipate consumer needs in order to design marketing plans that will be successful in selling their products. Additionally, it involves understanding the competitive landscape, developing market channels and devices, and managing risks associated with crop production and offerings..

[Audio] Moving onto slide 20, the concept of markets is important to understand for marketing and agricultural production. Markets refer to the places where buyers and sellers interact for the purpose of exchanging goods and services. They are also known as economic systems that enable the exchange of goods and services with an agreed-upon value..

[Audio] A market can exist when certain conditions are present. These include a good or commodity being transacted, buyers and sellers, a price of exchange, business relations between buyers and sellers, and a demarcation of area..

TWO TYPES OF MARKET. Dr. Clive Mairura (PhD). 22.

[Audio] Agricultural markets vary widely and can have a big impact on agricultural production, consumption, and trade. From small, local farmer's markets to larger, sophisticated global commodity exchanges, a working knowledge of the various types of markets can be beneficial for effectively managing, producing, and distributing agricultural products..

[Audio] The topic of this slide is supply and demand, essential to any business and of great importance to agricultural marketing. It defines the price of a product, as well as its availability. When demand is higher than supply, price is higher. Therefore, it is important to understand the dynamics of the supply and demand of the markets operated in..

[Audio] An in-depth look at the process of agricultural marketing awaits you in this course. Starting with production and the complexities of today's agricultural industry, you'll develop an understanding of economics, including market strategy and competitive analysis. Additionally, you'll explore the components of a successful agricultural marketing system, such as market structure, pricing strategies, and technology's role in modern marketing. Furthermore, you'll gain an understanding of customer needs and learn to develop effective marketing plans. Upon completion of this course, you'll have the necessary skills to become an efficient agricultural marketer. It's a great opportunity to gain essential knowledge in this vital field..

[Audio] Agricultural Marketing is a key area of study to gain knowledge on how to effectively manage resources used to cultivate and distribute agricultural goods. Complying with market structures, the knowledge of this field can foster greater accessibility to inputs, and create enhanced opportunities for producers, suppliers, and consumers. Utilizing marketing approaches which abide by the guidelines of sustainable agriculture can secure conservation of resources and settled prices for agricultural commodities. This course delves into the fundamentals of marketing within the agribusiness sector..

[Audio] Agricultural marketing is essential for any farmer seeking to maximize their returns from their production activities. It is a customer-focused approach to ensure that all involved are able to make a profit. This process involves a series of activities and services that bridge the gap from the farm to the consumer. It is a means of connecting these two parties to provide buyers with what they desire, while also making a profit for the farmer. With adequate marketing knowledge, farmers can achieve the highest possible profits for their produce..

[Audio] Agricultural marketing involves a range of activities, such as pricing agricultural goods, understanding where to market them, and how to promote them. It also requires knowledge of how consumers react to these goods and services. Having a thorough understanding of these aspects is necessary to ensure the production of quality, cost-effective agricultural goods and services for the market..

[Audio] Focusing on both the production and business sides of the agricultural industry, agriculturalists must have a strong understanding of research, policy, marketing, and economics in order to be successful. To improve efficiency, productivity, and profitability in the agricultural industry, agriculturalists must have exceptional organizational skills, as well as effective communication and problem-solving abilities..

[Audio] Agriculturalists focus on understanding the principles of producing, managing and marketing agricultural products. To increase productivity, improve crop yields, and create new markets for agricultural products, they research and apply cutting-edge methods and technologies. Furthermore, they develop sustainable and profitable agricultural systems capable of supporting a global population while striving to create policy solutions to the challenges of climate change, food insecurity and poverty..

[Audio] Agricultural marketing activities can be classified into two main categories. The first is branding, which is the practice of using symbols, logos, or other artwork to create a recognizable brand name, as well as marketing campaigns to promote the product. The second is advertising, which refers to the use of television, radio, and Internet campaigns to inform the public about the product. Both of these activities are essential for businesses that want to extend their reach and build a customer base." Agricultural marketing activities are integral to any business engaged in agricultural production. Branding and advertising are both important tools to get your product known to a broader audience. Branding increases the visibility of your product, making it easier to find when customers are looking for it. Advertising allows for promotions and campaigns that create an emotional connection with potential customers and increase sales. By utilizing these marketing activities, businesses can ensure their products are seen by their target audience..

[Audio] Market segmentation is an essential element of marketing an agricultural product. It involves recognizing various subgroups of potential customers with similar needs and tastes. By segmenting the market, you can direct specific segments of customers with marketing strategies that suit their individual needs. This approach provides you with a greater likelihood of success in the agricultural marketing industry..

[Audio] Reaching the topic of characteristics of marketing agricultural produce, let's discuss the key processes associated with marketing agricultural produce. A better understanding of the types of activities involved and their impacts will be gained. Furthermore, examples of successful applications of these processes will be provided. Having a good grasp of these concepts will help equip individuals to apply them to similar marketing situations..

[Audio] Identifying, analyzing, predicting and responding to consumer, competitor and distributor behaviors and needs, and strategically planning, engaging and interacting with stakeholders to maximize market success are all essential components of the agricultural marketing system. This system involves the application of marketing techniques, principles and strategies to develop and implement marketing plans for agricultural products and services. Understanding and efficiently managing the marketing system is crucial for any agricultural marketing venture to be successful..

[Audio] Agricultural marketing plays an important role in the overall economy that manages the production, distribution, and use of agricultural items. These subsystems involve the production of farm items and inputs, suppliers buying those items and inputs, consumers purchasing those outputs, distribution involving the transport and storage of input and products, and markets for exchanging those inputs and products. Knowing these various subsystems of the marketing system can help us comprehend the significance of marketing in the agricultural industry..

[Audio] Agricultural and food marketing systems are large and complex, which can potentially lead to conflicts of interest in areas such as product promotion, pricing, discounts, and other incentives. To ensure fairness among all stakeholders in the marketing chain and prevent undisclosed interests, it is important to consider the potential implications of any conflict of interest and find solutions to ensure a fair, equitable, and sustainable agricultural marketing system. Additionally, it is essential to guarantee that consumers are able to purchase safe and healthy products at fair prices..

[Audio] Agricultural Marketing plays an important role in the development of countries. It enables the control of prices, regulation of supply and demand, and assurance of quality standards. This Group Discussion and Presentation will look into why Agricultural Marketing is essential for developing countries, as well as how it can be used most effectively..

[Audio] Agricultural marketing is imperative for the global economy, as it aids in making food accessibility more reliable and affordable. By mediating between farmers and buyers, it enables farmers to receive fair prices for their goods and buyers to obtain high quality goods at affordable costs. Additionally, such linkage of farmers and buyers boosts local economic growth in rural areas..

[Audio] Importance of agricultural marketing cannot be overstated, particularly when it comes to international agricultural trade. Transport and exchange of goods are necessary for successful trade. Taking advantage of different climates, soils and market opportunities of various locations requires the ability to move goods from one producer to another. Market research, product promotion, and pricing strategies all aim to improve efficiency and profitability of the agricultural industry. All these measures result in improved growth and development on the world scale..

[Audio] Marketing utility refers to the benefits consumers gain from any product. It can refer to tangible benefits, such as the physical use of a product, or intangible benefits, such as consumer satisfaction. Different products have different utility values to different consumers, and understanding how to make a product attractive to the consumer is a key component of marketing. Understanding the utility of a product can help marketers in making decisions about its pricing, promotion, and placement..

MARKETING UTILITY CONT…. Dr. Clive Mairura (PhD).

[Audio] Agricultural marketing plays a vital role in economic and social progress. It grants farmers the capability to search for new markets and to get fair prices for their goods. This slide looks into several elements that have spurred the expansion of agricultural marketing, including technology and infrastructure, government policy, and education and training. Examining these elements helps us further appreciate the vital significance of agricultural marketing and its effects on our economy..

[Audio] Agricultural marketing is an essential component of farming, requiring a comprehensive understanding of markets and their different types. This slide identifies three dimensional classifications of markets: geographic, product, and institutional. Geographic markets focus on the location of an agricultural product, product markets consider the quality and characteristics of the product, and institutional markets take into account the institutions involved in agricultural marketing such as the government and marketing boards. To be successful, agricultural markets must be understood in terms of these three dimensions..

[Audio] Financial Instruments for Risk Management in Agriculture Financial instruments offer a viable solution to managing risk and uncertainty in the agricultural sector. The use of insurance, futures, options and other contracts can help farmers protect their incomes and access working capital. In this slide, we will look at some of the advantages and disadvantages of using financial instruments to manage risk in the agricultural industry. " Good morning everyone. Financial instruments have become an increasingly prevalent approach to managing risk and uncertainty in the agricultural sector. Insurance, futures, options, and other contracts are just a few of the tools available to protect income and access working capital. As we will soon learn in this slide, there are both advantages and disadvantages to using financial instruments to manage risk in the agricultural sector..

[Audio] Exploring the concept of market efficiency and its application in agricultural marketing, we will dive into how different factors, such as supply, demand, and external forces, can influence product price. We'll learn how to apply these principles to our own marketing strategies. Our journey of understanding this concept and its application in agricultural marketing will surely yield interesting results..

[Audio] Organic food has seen a surge in popularity in recent years due to its potential health benefits and eco-friendly production methods. As its popularity continues to grow, it is necessary to market the product on a greater level in order to reach a wider pool of potential customers. In this course, we will discuss the marketing strategies that can be used for organic food. We will explore the advantages of organic food, examine possible target audiences, and consider successful techniques for connecting with these markets. At the conclusion of this course, you will have a better understanding of the principles of marketing organic food. Let's begin..

[Audio] In this course, you will learn about defining target markets and understanding customer needs to be able to create an effective agricultural marketing plan. You will also study pricing strategies, market share strategies, retailing, distribution and promotion." In this course, you will learn about creating effective agricultural marketing plans by understanding customer needs and defining target markets. We will cover topics such as pricing strategies, market share strategies, retailing, distribution and promotion. This course will equip you with the skills needed to develop a comprehensive agricultural marketing plan..

[Audio] Agricultural marketing is integral to the success of sustainable farming, and affects the marketability of farms' products. This slide will look at the factors that distinguish different markets such as size, location, product offered, and the level of competition. Each factor shapes agricultural marketing, and understanding them provides farmers with a better understanding of the strategies needed to bring their produce to market..

[Audio] When it comes to agricultural marketing, location is an important factor that affects the success of any activity. To maximize effectiveness of the strategy, one must consider the geographic location of the target market, understand the local needs and preferences of the consumers, and ensure that the product and services are accessible..

[Audio] The village market holds great importance in the food system. It serves small-scale farmers and local communities by providing access to essential inputs such as agricultural products, fertilizers, and other items. By increasing the availability of goods and services to local communities, village markets can promote rural development and help reduce poverty. We have come to the end of this course on Agricultural Marketing. Thank you for following along..