1. Agricultural Economics & Extension
Department
Agricultural Marketing
2nd
Semester, 1393
Lecture 7: Agricultural Marketing Approaches
Wednesday, April 1, 2015 By: Pohanyar Mohammad Ismail Hashime 1
2. Four approaches to the study of marketing
agricultural products
1. Commodity Approach: cereals, fruits, flower, dairy products,
pulses, etc.
2. Institutional Approach: Emphasizes the “Who” of marketing
Middlemen – assemblers, wholesalers, brokers, retailers, order buyers, information providers, etc.
1. Functional Approach: Emphasizes the “What” of marketing
Functions that are performed in agricultural marketing –
exchange functions, physical functions and facilitating functions
4. Behavioral Approach: Emphasizes the interdependence and
coordination of all participants and all the functions of the
entire system – combines institutional and functional approaches
3. The Functional Approach
Exchange Functions – Buying (procurement) and selling
(merchandising)
Physical Functions – Storage, processing and
transportation
Facilitating functions – Financing, risk bearing,
standardization, intellectual property, market intelligence
gathering, advertising, insurance, research and extension.
5. Standardization
بندي درجه دمحصول اساس معیارونوپه شوو تعین د
.باندي روپونو یو ان په دیګ ګړ ځ
داسانتیاوو لپاره کوونکو دمعامله یی موخه اصلي
قیمت مناسب په محصول و داعتماد و تر دي برابرولړ څ
.ي ک لسه تر سرهړ
Let us see a video (
POTATOES SORTING AND PACKING
)
Wednesday, April 1, 2015
By: Pohanyar Mohammad Ismail
Hashime 5
6. Standardization
Standards are established on the base
of certain characteristic such as; weight,
size, color, clearance, texture, moisture,
taste, chemical and nutrient content,
etc. See video
pepper grading and packing line.mpg - Yo
Wednesday, April 1, 2015
By: Pohanyar Mohammad Ismail
Hashime 6
9. Marketing Risk
Risk is uncertainty about cost, lose, or
damage.
Risk management is about care to maintain
income and avoid/reduce loss or damage to a
property resulting from undesirable events.
The key to determining who bears risk is
finding out who will suffer a loss if something
bad happens.
دي؟ کوم او و داخطرونهڅ
Wednesday, April 1, 2015
By: Pohanyar Mohammad Ismail
Hashime 9
11. Minimization of Risk
1. Reduction in Physical loss
a) Use of fire- proof material in the storage structure
b) Use of improved storage structure
c) Use of better and quicker transportation system
d) Use of proper packaging material
Wednesday, April 1, 2015
By: Pohanyar Mohammad Ismail
Hashime 11
12. Minimization of Risk
2. Transfer of risk to insurance company
There are specialized professional agencies
to bear marketing risk,
2. Minimization of price risk
a) Fixation of minimum and maximum prices of
commodities by government.
b) Estimation and information about market
demand and supply and of the import/ export.
c) Effective system of advertising.
Wednesday, April 1, 2015
By: Pohanyar Mohammad Ismail
Hashime 12
21. مشخصات عمده کوونکو مصرف :د
1.:ترکیب دسن
Wednesday, April 1, 2015
By: Pohanyar Mohammad Ismail
Hashime 21
22. Assignment
Specific topic
Group work
Presentation
Preparation of hard and Sub copy
Submission through CD
Last date of submitting; two week
before the end of current semester
Wednesday, April 1, 2015
By: Pohanyar Mohammad Ismail
Hashime 22