Principle of Agricultural Marketing - PowerPoint PPT Presentation

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Principle of Agricultural Marketing

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Principle of Agricultural Marketing Author: jaa Last modified by: nutz Created Date: 6/5/2006 10:03:03 AM Document presentation format: On-screen Show Other titles: – PowerPoint PPT presentation

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Title: Principle of Agricultural Marketing


1
????? 2???????????????????????????
?.?????? ??????????
2
2.1 ??????????????????????????????????????(Approac
hes to the study of Agricultural products and
food Marketing) -The Functional Approach -The
Institution Approach
3
?????????????????????????(The Functional
Approach) ?????????????????????? (Exchange
Function) 1. ??????? (Buying) 2. ??????
(Selling)
4
?????????????????????????(The Functional
Approach) ???????????????? (Physical
Function) 3. ???????????? (Storage) 4.
???????? (Transportation) 5. ?????????
(Processing)
5
?????????????????????????(The Functional
Approach) ??????????????????????????
(Facilitating Function) 6. ?????????????
(Standardization) 7. ??????? (Financing) 8.
???????????????? (Risk bearing) 9.
???????????????????? (Market Intelligence)
6
?????????????????????? (Exchange Function)

?????????????????????? ??????????????????????????
????????????????????????????????
???????????????????????????? ?????????????????????
? ???????????????????????????????????????????????
?????????? ?????????? ????????????????
?????????????????? ???????????????????????????????
???????????????????? ?????????????????????????????
?
7
1. ??????? (Buying)

????????????????????????????????
????????????????? ??????????????????????
?????????????????????????????????????
????????????????????????????????????????
???????????????????????????????
(????????????????? ???????????????????????/??????
?????????????????????????????????)
8
2. ?????? (Selling)

???? ????????????????????? (Merchandising)
????????????????????????????????
????????????????????????????????????????????
?????????? ?????? ????????????????????????????????
?????? ?????? - ???????????? (?????????????) -
????????/??????(????????????????????????) -
??????????????????????????? -
????(??????????????????) ??????????
9
???????????????? (Physical Function)

?????????????????? ??????????????????????????????
????? ?????????????????????????????????????
?????????????????? ?????????????????
?????????????????? ???????????????????????????????
???????????? - When ???????????????????? - What
????????? - Where ???????????
10
3. ????????????(Storage)

????????????????????? gt ??????? Time
Utility(???????? When) ??????????????????????????
??- ???????????????????????????????????????????-
???????????????????????????????????-
?????????/??????? ?????????????????????
11
4. ???????? (Transportation)

????????????????? gt ??????? Place
Utility(???????? Where) ?????????????????????????
????????????? ??????????????????????
?????????????? - ??????????????????????????????
?????????????????? (???? ???? ??????)
???????????????? ??????????????????????????
(?????????????????????????? ????????????????)
12
5. ????????? (Processing)

?????????????????? gt ??????? Form
Utility(???????? What ???????????????)
??????????????????????????????????????????????????
?????????????????????? ???? ??????????????????????
?????????? ???????????????????????????????
??????????????????? ?????????????????????
???????????? ????????????????????????????????
????????????????????????????????????
???????????????????
13
?????????????????????????? (Facilitating
Function)

?????????????????????????? ??????????????????? 2
functions ????????????????????????????????????????
?????????????????? ???????????????????????????????
???????????????
14
6. ????????????? (Standardization)

?????????????????????? ??????????????????????????
????????????????????????????????????????? ????
???? ?????????? ??????????????? ???? ?? ?????
?????????? ???????? gt ??????????????????????????
???????????? gt ?????????????????????? gt
?????????????????????????????????
???????????????????????????????????????
???????????????????????????
15
7. ??????? (Financing)
????????????????? ??????? ????????????????????????
? ? ?????????????????????????? gt
?????????????????????????????????????/????????????
???? (?????????????????????? Buying Selling
function)gt ?????????????? gt Storage Function
??????????????????????????????? ???????????????
??????????????????? ?????????????????????????????
??????????????????????????????????? Credit
??????????????????????????

16
8. ???????????????? (Risk bearing)
??????????????????????? ??? ??????????????????????
???????????????????????????????????????????
???????????????? ???????????? 2 ????
??? ???????????????????(Physical Risk) ???
??????????????????????????????????????????????????
??? ? ???? ?????? ?????????? ???? ???????????????
??(Market Risk) ??? ??????????????????????????????
????????????????????????????? ? ???????
???????????????????????????????????????
????????????????????????? ??????????????????????
?????? ?????????????????????????????
???????????????????????????????????????????
???????????????? ?????????????????????????????????
?????? ?????????????????????????????

17
9. ????????????????????(Market Intelligence)

?????????????????????????????? ???
?????????????????? ????????? ?????????????????????
???????????????????????????? gt
??????????????????????????????????????????????????
????????????????gt ???????????????????????????
???????? ????????????? ???????????????????????? ?
??????????????????????? ??????????????????????????
????????gt ??????????????????????????????
???????????????????????????????????????????
???????????????????????????????
18
??????????????????????????????(The Institutional
Approach) ????????????(Merchant middleman) 1.
?????????? (Retailer) 2. ?????????
(Wholesalers) Agent middleman 3. ???????
(Broker) 4. ????????? (Commission Man)
Speculative middleman ????????????????????????
(Processors and Manufacturers)
???????????????????????????????????(Facilitative
organizations)
19
????????????(Merchant middleman) ?????????
??????????????????????? ??????????????????????? 1
. ?????????? (Retailers) ??????????
??????????????????????????????????????????????????
??? ?????? Supermarket, Restaurants, Convenience
Stores, ???????????? 2. ????????? (Wholesalers)
??? ????????????????????????????
??????????????????? ????????? ????????????????????
??????????????????????????????????????????????????
???????????????????? ??????????????
???????????????????????????????????????
???????????????????????????? ?????????????????????
?????????????(Local Market Center)
???????????????????????????????

20
gtgtAgent Middleman ????????? ????????????????????
???????? ?????????????????????????????
??????????????????????????????? (Fee)
????????????? (Commission) ???????????????????????
?????????? ????????????????????????????????
??????????????????????????????????????????????????
?????????????????????????? ???????????????????????
?????????????????????????????????????????????
????????????????????????????????????????????????

21
  • gtgtAgent Middleman
  • ??????? (Brokers) ??? ???????????????????????????
    ??? ????????????????????????????????
    ????????????????????????????? ????????????????????
    ???????????????
  • 2. ????????? (Commission Man) ???
    ?????????????????????? ??????????????????????????
    ???????????????? ????????????????????
    ??????????????????????????????????????????????????
    ??


22
gtgtSpeculative middleman ?????????
??????????????????????? ??????????????????????????
??????? ?????????????????????????????
?????????????????????????????? ?????????
???????????????????? ????????? ?????????????
??????????? ????????? ????????????????????
????????? ?????????????

23
gtgt???????????????????????? (Processors and
Manufacturers) ????????? ???????????????????????
??????? ??????????? time, form, place and
possession ????????????????? ?????????????????????
??????????????????????? ??????????????????????????
?????????????????????????? ??????? Packaging,
Branding and Promotion ???????????????????????????
? ?????????????????????????????????????????????

24
gtgt??????????????????????????????????? (Facilitativ
e organizations) ????????? ?????????????????
?????? ?????? ????????? ?????????????? ????
???????????? ???????? ????????????????????????????
??????????? ??????????????????????????????????????
? ????????????????????????????????????????????????
?

25
2.2 ?????????????????????Marketing Management
26
????????????????????? ??? ???????????????????????
?????????? ???????????????????????????????????
??????????????????????????????????????????
?????????????? How firm compete .. How
respond to changing
27
  • Marketing Manager must do
  • analyze the market - plan for the future -
    develop marketing strategies - focus marketing
    needs and desires.

28
  • Marketing Concept
  • Find wants and fill themWhat do consumer
    want?Not What can we make?
  • Not all consumers want the same product gt
    Product differentiation???????????? -
    Quality - Price - Packaging -
    Brand - Service
  • Market segment(who share similar needs and
    wants)gt Target market segment

29
???????????????? (Marketing Mix)
4Ps 4Ps 4Cs 4Cs
Product ??????????????? Customer needs and wants ????????????????????????????????? Customer needs and wants ?????????????????????????????????
Price ???? Cost ?????????????????????????
Place ??????????????? Convenience ????????????????????????
Promotion ?????????????????? Communication ???????????????????????
30
Marketing Mix
Target market segment
Marketing Strategy
31
2.3 ??????????????????????????????????????Analyz
ing Market Performancein The Food Industry
32
????????????????????? ????????????? -
??????????? ????????? ?- ???? ???????????????????
?? ? ?????????? - ??????????????-
????????????????????????????????????????-
??????????????????????????????????????????????????
??????????????
33
  • Market Structure Research
  • Market Structure
  • Market Conduct
  • Market Performance

34
2.4 ??????????????????????????Food Marketing
Efficiency
35
?????????????????? (Marketing Efficient) ???????
?????????????????????????????????????????????outp
ut gt benefits ???????????????????????????i
nput gt cost ??????????????????????????????
???????
36
  • ??????????????????
  • (Marketing Efficient)
  • ????????????????????????? (Operation Efficiency)
  • ?????????????????????????????????????????????????
    ????????????????? ????????????????????????????????
    ????????? ??? ????????????????????????????????????
    ?????????? ?????????????????????

37
?????????????????? (Marketing Efficient) 2.??????
???????????? (Price Efficiency)
???????????????????????????????????????????
??????? ??????????????????????????????????????????
????????????????????????????????????
????????????????????????????????????????????????
gt ???????????? gt ????????????????????????????
?????????
38
2.5 ???????????????????Food Marketing Trends
? ????????????????????? ??????????????????????
- ?????????????????? - ??????????????????
- ?????????????????????
39
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