The document discusses markets and marketing. It defines the market as the place where exchange of goods and services occurs between buyers and sellers. Products flow from producers to consumers through various intermediaries in the marketing cycle. More complex markets involve more intermediaries. Supply and demand are also discussed - supply is the amount a producer can provide at a given price, while demand is the customer's desire to purchase at that price. A variety of factors can influence both supply and demand.

1. UNDERSTANDING MARKET
OPPORTUNITIES
JOSALYN T. JOMUAD
Market Specialist III

2. OUTLINE OF PRESENTATION
• Differentiate market and
marketing
• Flow of products and
money
• Differentiate supply and
demand

3. THE MARKET

4. •IT IS THE PLACE WHERE THE EXCHANGE OF
GOODS AND SERVICES TAKES PLACE.
•THE MARKET IS MADE UP OF BUYERS,
SELLERS, PRODUCTS AND PRICES

6. THE FLOW OF PRODUCTS AND
MONEY IN THE MARKETING CYCLE
MARKETING
FARMER as
Seller/Producer Buyers
PRODUCTS

7. MARKETS CAN BE SIMPLE, COMPLEX
AND SOPHISTICATED. But they all operate
on the same basis; they all involve a process
of sellers (farmers) offering a product to
buyers in exchange for money.
MORE COMPLEX MARKETS INVOLVE MORE
INTERMEDIARIES BETWEEN THE SELLER
AND BUYER.
THE MORE COMPLEX THE MARKET, THE
MORE THE FARM MUST BE RUN AS A
BUSINESS.

8. ACTIVITY
1. WHO IS YOUR FINAL CONSUMER?
2. WHAT ARE THE DIFFERENT WAYS TO
MARKET THIS PRODUCT?
3.WHAT ARE SOME OF THE
CONSTRAINTS OR PROBLEMS YOU
MIGHT EXPERIENCE WHEN SELLING
THE PRODUCT?

9. PRODUCT
•A PRODUCT MAY PASS THROUGH A VARIOUS
STAGES OR NUMBER OF HANDS TO GET FROM THE
FARMER TO THE FINAL CONSUMER OR END USER.
AT EACH OF THESE STAGES, A VALUE IS ADDED TO
THE PRODUCT. AND AT EACH STAGE A COST IS
ALSO ADDED. THE COSTS INCLUDE THINGS LIKE
TRANSPORT, STORAGE, PACKAGING AND
HANDLING FEES.
•A PRODUCT ONLY EXIST IS SOMEONE IS WILLING
TO PAY
•A PRODUCT CAN BE SOLD ONLY IF IT HAS A
CUSTOMER

13. UNDERSTANDING SUPPLY AND DEMAND
•SUPPLY AND DEMAND IS THE GIVE AND TAKE
OF ANY BUSINESS.
•THE MARKET WOULD NOT SURVIVE IF
PRODUCER DO NOT PROVIDE A PRODUCT
AND CONSUMERS DID NOT BUY THOSE
PRODUCTS.

14. SUPPLY
•AMOUNT OF PRODUCT THAT A
COMPANY/PRODUCER CAN PROVIDE TO
CUSTOMERS AT A SPECIFIC PRICE

16. DEMAND
•IS THE CUSTOMER’S DESIRE
TO PURCHASE THE
PRODUCT AT THAT PRICE

17. FACTORS AFFECTING THE QUANTITY OF
PRODUCE THAT CONSUMERS WANT TO
PURCHASE
•PRICE OF GOODS
•TASTES AND PREFERENCES OF THE
CONSUMERS
•NUMBER OF CONSUMERS
•INCOMES OF CONSUMER
•PRICES OF COMPETING PRODUCE
•RANGE OF PRODUCTS AVAILABLE TO
CONSUMERS

18. FACTORS AFFECTING THE
QUANTITY OF PRODUCERS
SUPPLY
• PRICE OF THE GOODS/PRODUCTS ON
THE MARKET;
• INPUTS/COSTS OF PRODUCTION
• TECHNOLOGICAL FACTORS
• CLIMATE
• STORAGE POSSIBILITIES