Agricultural, Allied Products, Agro Processed Products, its status in Indian Market. Emerging Issues in the business Agriculture Produces. Agriculture Marketing: Concept, Definition, Scope and Objectives, Upcoming Practices in Agriculture Marketing. Agribusiness-Emerging Branches, Non Conventional Forms of Agribusiness, Retailing & Merchandising of Agri Produces, Export Potential for farm products-Supporting Services. Role of Agencies for promotion of Exports of Agri Products, Role of Agencies for marketing of Agri Products, Standards of Agriculture Produces, Organized Retailing in Agri Inputs and Outputs. Marketing Mix of Agriculture Products, Role of Information and Communication Technology in Agriculture Marketing.

1. AGRICULTURE MARKETING
– SCOPE AND OBJECTIVES
(UNIT-2/2)

2. COVERAGE
 SCOPE
 OBJECTIVES
 NEW ROLE OF AGRICULTURAL
MARKETING
 DISTINCTION FROM MARKETING OF
MANUFACTURED GOODS

3. SCOPE
INPUT MARKETING
OUTPUT / PRODUCT
MARKETING
MARKETING FUNCTIONS

4. INPUT MARKETING
IMPROVED SEEDS
FERTILIZERS
INSECTICIDES & PESTICIDES
FARM MACHINERY
FARM IMPLEMENTS
NEW AGRICULTURAL TECHNOLOGY
CREDIT

5. OUTPUT MARKETING
CROPS
DERIVATIVES
OTHER AGRICULTURAL
COMMODITIES
SURPLUS PRODUCTIONS

6. MARKETING FUNCTIONS
AGENCIES
CHANNELS
EFFICIENCY AND COSTS
PRICES SPREAD
MARKET INTEGRATION
PRODUCERS’ SURPLUS
GOVERNMENT POLICIES
RESEARCH AND TRAINING
IMPORTS AND EXPORTS

7. OBJECTIVES
TO CREATE FLOW IN AGRI-INPUTS
TO CREATE FLOW IN AGRI-GOODS
TO HANDLE TIME CONSTRAINTS i.e. STORAGE
FACILITIES
TO ENSURE REMUNERATIVE PRICES FOR FARMERS
TO ENSURE BETTER GOVERNMENT POLICIES
TO ENSURE FOOD SECURITY FOR PEOPLE
TO HANDLE SPACE (TRANSPORT) CONSTRAINTS
TO HANDLE FORM (PROCESSING) COMPONENTS
TO HANDLE OWNERSHIP COMPONENT
TO ENSURE PRODUCTION OF SALEABLE GOODS

8. ROLE OF AGRICULTURAL MARKETING.
CHANGING AGRICULTURAL SCENARIO HAS CAUSED SEA CHANGE IN
AGRICULTURAL MARKETING DURING LAST SIX DECADES IN OUR
COUNTRY. THE ROLE OF AGRICULTURAL MARKETING OCCUPIES NEW
DIMENSION TODAY DUE TO THE FOLLOWINGS:
INCREASED AGRICULTURAL OUTPUTS CONSEQUENTLY INCREASED
MARKETED SURPLUSES
INCREASE IN URBANIZATION AND INCOME LEVELS AND THEREBY
CHANGED PATTERN IN DEMAND FOR FARM PRODUCTS AND ITS
DERIVATIVES
SLOW AND STEADY INCREASE IN LINKAGES WITH OVERSEAS
MARKETS
CHANGE IN THE FORM AND DEGREE OF GOVERNMENT
INTERVENTION IN AGRICULTURAL MARKETS

9. ROLE OF AGRICULTURAL MARKETING.
THE ROLE OF AGRICULTURAL MARKETING STARTS RIGHT FROM THE
TIME OF DECISION MAKING TO WHAT TO PRODUCE, WHICH VARIETY
TO PRODUCE AND HOW TO PREPARE THE PRODUCT FOR MARKETING
THAN LIMITING IT TO WHEN, WHERE AND TO WHOM TO SELL
CONSIDERABLE DIFFERENCES AMONG VARIOUS GROUPS OF
AGRICULTURAL COMMODITIES AS REGARDS THEIR MARKETING
REQUIREMENT DEMAND DIVERSIFIED ROLE OF AGRICULTURAL
MARKETING
FOODGRAINS – CEREALS AND PULSES
OILSEEDS, FIBRES – COTTON, JUTE ETC.
SUGAR CROPS – SUGARCANE
PLANTATION CROPS – TEA, COFFEE, RUBBER ETC.
HORTICULTURE CROPS – FRUITS, VEGETABLES, FLOWERS ETC.
LIVESTOCK PRODUCTS – MILK, MEATS, EGGS AND FISHERIES

10. ROLE OF AGRICULTURAL MARKETING
AGRICULTURAL MARKETING HAS TO PLAY A VERY SPECIAL
ROLE IN HANDLING PERISHABLE FARM PRODUCTS
IT PLAYS THE ROLE OF PROVIDING SPECIAL FACILITIES TO
HANDLE AND MARKET HORTICULTURAL AND LIVESTOCK
PRODUCTS DUE TO THEIR SPECIAL CHARACTERISTICS
IT PLAYS A CERTAIN ROLE IN CHECKING THE POST-
HARVEST LOSSES OF AGRICULTURAL PRODUCES
IT INTERVENES IN REGULATING THE PRICES RECEIVED BY
THE FARMERS

11. DISTINCTION BETWEEN MARKETING OF
AGRICULTURAL AND MANUFACTURED
GOODS
PRODUCTION SYSTEM BASED
DISTINCTION
PRODUCT BASED DISTINCTION
CONSUMPTION BASED DISTINCTION

12. DISTINCTION BETWEEN MARKETING OF
AGRICULTURAL AND MANUFACTURED
GOODS
PRODUCTION SYSTEM BASED DISTINCTION:
1. SEASONALITY OF PRODUCTION
2. IRREGULAR SUPPLY OF AGRICULTURAL
PRODUCTS OR IRREGULARITY IN
PRODUCTION
3. SMALL SCALE PRODUCTION
4. SCATTERED PRODUCTION
5. PRODUCTION IN SPECIALIZED AREAS

13. DISTINCTION BETWEEN MARKETING OF
AGRICULTURAL AND MANUFACTURED
GOODS
PRODUCT BASED DISTINCTION:
1. PERISHABILITY OF THE PRODUCT
2. BULKINESS OF PRODUCTS
3. VARIATION IN QUALITY OF
PRODUCTS

14. DISTINCTION BETWEEN MARKETING OF
AGRICULTURAL AND MANUFACTURED GOODS
CONSUMPTION BASED DISTINCTION:
1. NEED FOR PROCESSING BEFORE
CONSUMPTION
2. CONSUMPTION IS CONTINUOUS ON DAILY
BASIS
3. INELASTIC DEMAND FOR MOST PRODUCTS
4. CONSUMPTION OF PRODUCT IS NECESSARY
FROM BIRTH TILL DEATH