Introduction to Agribusiness Marketing
Autor James G. Beierlein, George J. Seperich, Michael W. Woolvertonen Limba Engleză Paperback – 31 ian 1994
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Specificații
ISBN-13: 9780134863825
ISBN-10: 0134863828
Pagini: 298
Dimensiuni: 188 x 234 x 20 mm
Greutate: 0.52 kg
Ediția:1
Editura: Pearson
Locul publicării:Upper Saddle River, United States
ISBN-10: 0134863828
Pagini: 298
Dimensiuni: 188 x 234 x 20 mm
Greutate: 0.52 kg
Ediția:1
Editura: Pearson
Locul publicării:Upper Saddle River, United States
Descriere
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.
Cuprins
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.
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.
Caracteristici
- addresses the needs of the National F.F.A. (Future Farmers of America) high school contest in selling and marketing.
- the only text written exclusively for this purpose, it is designed to help teachers to prepare teams for success in state and national contests
- the only text written exclusively for this purpose, it is designed to help teachers to prepare teams for success in state and national contests
- focuses on agribusiness rather than production agriculture/commodity marketing.
- this broader approach is more relevant to the types of careers students are likely to have, and helps to better prepare them for both sales and traditional marketing activities like preparing a marketing plan
- this broader approach is more relevant to the types of careers students are likely to have, and helps to better prepare them for both sales and traditional marketing activities like preparing a marketing plan
- presents concepts and applications, supported with visual material such as graphs and charts, at an introductory level.
- there is a new chapter on rural development.
- emphasis is placed on developing an understanding of the problems, policy alternatives, and their consequences rather than on describing solutions to the problems