Agribusiness Management Worktext

2015
Pangasinan State University
LINGAYEN CAMPUS
Lingayen, Pangasinan
PANGASINA
N
STATEU
NIVERSIT
Y
PANGASINA
N
STATE U
NIVERSITY
1979
AGRIBUSINESS
MANAGEMENT
Jameson N. Estrada
WORKTEXT

Agribusiness Management with the course code Econ 124 deals with the fundamentals of
managing agribusiness ventures. It is concerned also with the management of problems and
opportunities of agribusiness firms and related industries especially on the integrative arrangements
that relate to decisions and operations of agribusiness firms and major commodity systems. To
ensure the course objectives would be achieved, a need for a teaching resource material is
necessary. Thus, this worktext has been prepared.
The worktext is intended for use by students of AB Economics program taking up the subject
Econ 124 with the objective of providing them with a comprehensive understanding about
agribusiness management. Likewise, it has been designed as an instrument for learning development
and assessment, providing students with a practical approach to applying the knowledge learned in
the lectures. Each worktext covers exercises that is built upon the lessons of all the chapters with
the following course outcomes:
1. Gain understanding on the fundamental agribusiness concepts and principles related to operation and
management of agribusiness venture.
2. Discuss the basic frameworks in analyzing the logic, structure, conduct and behavior of agribusiness
commodity system
3. Examine the nature and scope of agriculture.
4. Appreciate the vital role of the agribusiness sector in the Philippine economy and be motivated in the
agribusiness activities which would initiate an opportunity for a better economy.
5. Explain the function and dynamics of the agricultural market by looking at the demand and supply
analysis of agricultural products.
6. Learn how the agribusiness firms produce, process and market agricultural products to consumers.
7. Assess financial management strategies related to operation of agribusiness ventures.
8. Comprehend some business and management principles, tools, and functions.
9. Understand the nature and purpose of planning and analyze how to manage the planning process
effectively necessary to operate agribusiness successfully.
10. Understand the nature and purpose of organizing and analyze how to manage the organizing process
11. Understand the nature and purpose of leading and analyze how to lead effectively necessary to operate
agribusiness successfully.
12. Understand the nature and purpose of controlling and analyze how to manage the controlling process
Bear in mind that it takes sustained effort – and some dedicated patience – to study and learn
the subject. But, it is assured that the effort is well worth it. It is hoped this modest work helps you.
So, the best of luck as you begin your journey in answering the worktext exercises!
PREFACE

1 Introduction to Agribusiness Management
4 Agribusiness System
9 Nature and Scope of Agriculture
14 The Philippine Agricultural Sector and the
Agribusiness Industry
18 The Market for Agricultural Products
21 Agricultural Market
24 Financial Management in Agribusiness
28 Management Today in Agribusiness
31 Planning and Decision Making in Agribusiness
35 Organizing in Agribusiness
38 Leading in Agribusiness
40 Controlling in Agribusiness
PAGE CONTENT
TABLE OF CONTENTS

EXERCISE 1
Fill in the blanks. Write the correct answer on the blank provided
for to complete each of these statements.
1. ____________ studies how business firms manage
agricultural business enterprise focusing on the
managerial functions performed throughout the
agribusiness sector.
2. Agribusiness management is a dynamic decision-making
process that tends to maximize ____________
consistent with the agribusiness firm’s objectives.
3. Seeds, animal feeds, fertilizers, and farm equipment
used in farm production are considered ____________
industry of agribusiness.
4. In essence, agribusiness consists of all industries
surrounding food production, ultimate end-user is the,
__________ with marketing as the driving force behind
all profitable activities.
5. Commodity processing, food manufacturing and food
distribution comprise the __________ industries of
agribusiness.
6. “__________ to produce” pertains to agribusiness
decision of choosing the agricultural or food product to be
produced.
7. Agricultural __________ are various resources, supplies
and services, which are used by agricultural producers to
produce agricultural products.
8. In the agribusiness industry shelf life is important
because agribusiness products are __________.
9. __________ involves all economic activity in the food
system, which encompasses production distribution,
processing and marketing of agricultural and food
products.
10. Farmers who cultivate crops and livestock raisers are
considered agricultural __________.
11. The agribusiness value chain starts with __________ as
inputs to a production process.
12. __________ is a built-in function of agribusiness.
EXERCISE 2
Classification. Determine the discipline in which the following
topics are most likely covered. Write A for agriculture, E for
economics and M for management.
13. Strategic planning _______
14. Marketing _______
15. Organizational control _______
16. Quality control _______
17. Demand and supply of agricultural products _______
18. Aquaculture _______
19. Crop and livestock _______
20. Providing purposeful direction to the firm _______
21. Managing for innovation _______
22. Food processor _______
EXERCISE 3
Classification. Determine whether the following forms of
business is considered agribusiness. Write Y for yes and N for
No.
23. Farming _______
24. Petroleum and oil refinery _______
25. Electronic commerce _______
26. Seed supply _______
27. Agrichemicals (pesticides and fertilizers) _______
28. Selling of real properties _______
29. Software development _______
30. Farm equipment and machinery _______
31. Business process outsourcing _______
32. Food processing _______
33. Electricity or sewage treatment _______
34. Restaurants _______
35. Repair shops and motor fuel filling stations _______
NAME: _______________________________________ SCORE: ___________________________________
YEAR AND COURSE: ___________________________ DATE: ____________________________________
Republic of the Philippines
Lingayen Campus
WORKTEXT 1 : INTRODUCTION TO AGRIBUSINESS MANAGEMENT
Econ 124 – Agribusiness Management
4

EXERCISE 4
Classification. Identify what category of agricultural resource or
input does each of the following belong. Write LD for land, LR for
labor, CL for capital and EP for entrepreneurship.
36. Tractor _______
37. Pesticides _______
38. Farm manager _______
39. Fishermen _______
40. Poultry housing _______
41. Animal feed _______
42. Grazing land _______
43. Drip irrigation _______
44. Rancher _______
45. Seeds _______
EXERCISE 5
Classification. Determine whether the following is a crop or a
livestock. Write C for crop and L for livestock.
46. Pigs _______
47. Pineapples _______
48. Moringa _______
49. Wheat _______
50. Goat _______
51. Maize _______
52. Strawberries _______
53. Rice _______
54. Horses _______
55. Cows _______
EXERCISE 6
Classification. Determine whether each of the following is
agricultural product or food product. Write AP for agricultural
product and FP for food product.
56. Ketchup _______
57. Soybeans _______
58. Vinegar _______
59. Meat products _______
60. Cattle _______
61. Tomatoes _______
62. Potato Chips _______
63. Corn Flakes _______
64. Tobacco _______
65. Cigarettes _______
EXERCISE 7
Classification. To which category of agribusiness industry does
each of the following belong? Write I for input industry, A for
agricultural production industry, V for value-added industry and S
for support industry.
66. Seed supply _______
67. Agricultural machinery _______
69. Forest products _______
70. Food preservation _______
71. Agricultural cooperative _______
72. Farmers’ loans from banking institutions _______
73. Agrichemicals (pesticides and fertilizers) _______
74. Farm subsidies from the government _______
75. Crop insurance and consultancy _______
EXERCISE 8
Enumeration. Enumerate the following.
A. Four Functions of Management
B. Business Decision Questions of Agribusiness Management
C. Consumption-related Features of Agricultural Products
D. Production-related Features of Agricultural Products
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86.
87.
88.
89.
90.
5

EXERCISE 9
Analysis Questions. Provide a concise explanation on the
following questions.
91. Explain why agribusiness is an essential part of any economic
system.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
92. Explain the following statement: “Only one thing that can bring
our nation down – our dependence on foreign countries for food
and energy. Agriculture is the backbone of our economy.” – John
Salazar, Colorado Commissioner of Agriculture.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
93. Identify one agribusiness firm and describe what makes it an
agribusiness and how it operates in agribusiness system.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
94. Explain the difference between agricultural commodity and
food product. Give five examples each.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
95. Differentiate agribusiness product from other forms of products
by describing the features and characteristics of agricultural
products.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
96. Explain the role that management plays in the overall success
of agribusiness firms.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
97. Explain how the four functions of management work together
to make an agribusiness firm successful.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
98. Interview a livestock raiser or a crop producer. Ask his or her
job roles and daily activities in managing the agribusiness.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
99. By using internet sources, choose one agricultural or food
product and outline the market for that product over the next ten
years.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
100. Access the internet and locate a research study on
agribusiness. Copy or print the abstract or research summary.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
JNE 11/18/14
6

EXERCISE 1
Modified True or False. Determine whether the following
statements is true or false. If false, underline the word or phrase to
make the statement correct. Write your answer on the blank
provided after the question
1. Agribusiness only covers various businesses involved in
the production of agricultural products. ______________
2. Agribusiness has usually large-scale operations which
are run like an industry as opposed to small-scale family
farming. ______________
3. The agribusiness system paradigm was first outlined by
Davies and Goldberg in 1925. ______________
4. Agribusiness system has economic viability and
commercial sustainability at its core because of its market
focus. ______________
5. Farmers rely on the input industries to provide the
resources they need to produce agricultural
commodities. ______________
6. Agricultural production sector is the first subsystem from
which all other agribusiness subsystems emanate.
______________
7. The processing subsystem is concerned with the transfer
of agricultural products from source to end-user.
______________
8. The marketing sector sector of the agribusiness
subsystem consists of all the key actors that provide
services crucial to the success of an agribusiness
venture. ______________
9. The distribution element of the agribusiness chain
includes wholesalers, importers and exporters.
______________
10. The consumption component of the agribusiness chain
pertains to various types of consumers with different
income levels and purchasing power. ______________
11. Agribusiness stakeholders are the key players who affect
or can be affected by agribusiness system’s action.
______________
12. The intermediate marketing link in the chain includes
transport and storage service providers in chains
associated with international markets. ______________
EXERCISE 2
Classification. To which subsystem of agribusiness system does
each of the following belong? Write AI for agricultural input, AP
for agricultural production, FP for food processing, AM for
agricultural marketing and AS for agricultural support.
13. Seeds supply _______
14. Farm equipment and machineries _______
16. Post-harvest equipment and facilities
17. Rice production _______
18. Food preservation and packaging _______
19. Irrigation system
20. Agricultural cooperative _______
21. Farmers’ loans from banking institutions _______
22. Pesticides and fungicides_______
23. Farm subsidies from the government _______
24. Crop insurance and consultancy _______
25. Farm-to-market roads
EXERCISE 3
Classification. To which subsystem of agribusiness system does
each of the following agricultural inputs, goods and services go?
Write AI for agricultural input, AP for agricultural production, FP
for food processing, AM for agricultural marketing and AS for
agricultural support.
26. Fertilizers ________
27. Post-harvest facilities ________
28. Product branding ________
29. Beef and pork ________
Lingayen Campus
WORKTEXT 2 : AGRIBUSINESS SYSTEM
NAME: _______________________________________ SCORE: ___________________________________
7

30. Animal feeds ________
31. Wines ________
32. Cheese production ________
33. Prawns ________
34. Delivery trucks ________
EXERCISE 4
Classification. Determine what sector of agribusiness commodity
system is considered in each of the following transactions of JNE
Foods, an agribusiness firm producing and processing pineapples.
36. JNE buys fertilizers for its pineapple plantation.
__________
37. JNE develops the irrigation system to maintain vegetation
of disturbed soils in dry areas of pineapple farms.
__________
38. JNE typically uses two tons of pesticides for its entire
pineapple farms. __________
39. JNE builds a farm-to-market road that connect pineapple
plantation areas to market towns. __________
40. JNE receives farm subsidies from the government.
__________
41. JNE packages harvested fresh pineapples to be
pineapple chunks.__________
42. JNE manufactures canned pineapple juices and supplies
these to supermarket chains. __________
43. JNE purchases new production equipment for its
pineapple food processing. __________
44. JNE keeps newly harvested pineapples in a cooling
storage to extend the time span of pineapples.
__________
45. JNE processes pineapple leaves to produce piña textile
fiber. __________
46. JNE supplies fresh pineapples to well-known restaurants
for their wide array of food desserts. __________
47. JNE plants pineapples in a 200-hectare land.
__________
48. JNE employs salesforce to market its pineapple food
products. __________
49. JNE borrows loans from a commercial bank for the
purchase of new farm equipment. __________
50. JNE exports pineapples to Asian countries. __________
EXERCISE 5
Agribusiness Stakeholders. Identify the stakeholder of the
agribusiness system in the statements below by choosing the
correct answer in the following box.
51. _____________ plays an important role in providing a
policy environment that is favorable to agribusiness
enterprises such as policies on prices, imports, exports
and general trading
52. _____________ buys and consumes of agribusiness
products produced different income levels and
purchasing power
53. _____________ sells agribusiness products produced
in home country to international markets.
54. _____________ buys agricultural products in large
quantities from producers or importers and then sells
smaller quantities to the end-user.
55. _____________ is a business organization owned and
operated by a group of farmers for their mutual benefit.
56. _____________ engaged in agriculture, who raises
livestock or produces crops.
57. _____________ is hired to work in the agricultural farm.
58. _____________ utilizes methods and techniques to
transform agricultural commodities into food products
for consumption.
59. _____________ moves or transfers agricultural goods
from production site to the market via modes of
transport.
60. _____________ provides economic services to
agribusiness firms like banks, insurance companies and
lending institutions.
61. _____________ supplies and distributes resources
needed in agricultural production like seeds,
agrichemicals and farm equipment.
62. _____________ produces, manufactures and sell
agribusiness products.
63. _____________ raise domesticated animals raised in
an agricultural setting.
64. _____________ distributes and sells food products to
market channels (restaurants, supermarkets, etc.) for
use and consumption by consumers.
65. _____________ uses management and entrepreneurial
skills to handle the farm business.
8

EXERCISE 6
Analysis Questions. Answer what is asked and required in the
following.
66. Discuss the importance of agribusiness system flow in
analyzing the agricultural commodity/industry?
67. Choose an agribusiness firm located within your area and
identify the actors or stakeholders involved in the following links:
68. Choose one agribusiness firm below. Search the internet and
provide the brief company profile of the chosen firm. Discuss its
agribusiness commodity system.
 McDonald
 Jollibee
 Del Monte
 Dole
 Nestle
 Pigrolac
 San Miguel Corporation
 Dizon Farms
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
69. Give at least three food products processed through the
following agricultural commodities.
Agricultural Product Food Product
Tomatoes
Pineapples
Corn
Milkfish
Cow
Soybeans
Strawberries
Chicken
Eggplant
Potatoes
70. Interview a livestock raiser or a crop producer and fill out the
table below depicting his or her costs incurred on agricultural
inputs.
Name of agribusiness: _________________________________
Nature of agribusiness: ________________________________
Agricultural Inputs Costs (in pesos)
Agricultural machinery/equipment
Seeds/
Fertilizers
Animal Feed
Agrichemicals (pesticides, fungicides,
etc.
Buildings
Rent
Hired labor (farm workers)
Post-harvest facilities
Veterinary care for livestock
Handling and storage facilities
Transportation
Crop insurance
Taxes
Others
Agribusiness Links/Channels Stakeholder
Supplier of farm inputs (seeds,
animal feed, etc.)
Suppliers of machinery and
equipment
Purchaser of products
Distributors of products
Providers of technical services
Providers of financial services
9

1
WORKTEXT 4 : Philippine Agriculture and Agribusiness Sector Econ 124 – Agribusiness Management
www.jamesonestrada.com
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EXERCISE 1
True or False. Write True if the statement is correct and False if it
is incorrect.
1. Philippines is a country with a large agricultural sector
dominating the economy.
2. Philippines imports agricultural products from other
countries. __________
3. Japan is the top importer of agricultural commodities
produced in the Philippines. __________
4. The top agricultural export of the Philippines is coconut.
__________
5. Corn is the second most important crop in the Philippines.
__________
6. Because the country is archipelagic, domestic
transportation costs are high. __________
7. Philippines leads the world in producing and exporting
rice. __________
8. The Philippines is now many years behind some Asian
countries like Thailand in integrating small farms into
larger agribusiness enterprises. __________
9. Agriculture or agribusiness belongs to the tertiary sector
of the economy. __________
10. Most Filipinos live in rural areas and support themselves
through agriculture. __________
11. Domestic demand for fish is more substantial than meat
consumption. __________
12. The Medium-Term Philippine Development Plan for
2011-2016 reaffirms the importance of agricultural
development for inclusive growth. __________
13. Supply of Philippine crops is affected annually by strong
typhoons hitting the country. __________
14. Philippine exports of industrially processed foods such as
canned tuna and pineapples are on the rise. __________
15. Organic farming is practiced in the Philippines.
__________
EXERCISE 2
Multiple Choice. Encircle the one alternative that best completes
the statement or answers the question
16. It is the sector engaged in the cultivation of the soil, planting
of crops, growing of fruits trees, raising of livestock, poultry, or
fish, including the harvesting and marketing of such farm
products, and other farm activities and practices.
A. Manufacturing sector B. Industrial sector
C. Real estate sector D. Services sector
E. Agricultural sector
17. Which of these belongs to the agricultural sector of the
economy?
A. Forestry B. Transportation
C. Manufacturing D. Real estate
E. Business process outsourcing
18. The country's agriculture sector is made up of four sub-
sectors except
A. forestry. B. farming.
C. agribusiness. D. fisheries.
E. livestock.
19. According to World Bank statistics, agriculture sector makes
up what percentage of Philippine GDP in 2013?
A. 12% B. 50%
C. 32% D. 25%
E. 6%
20. According to World Bank statistics agriculture sector employs
what percentage of the Philippine labor force as of 2013?
A. 12% B. 50%
C. 32% D. 25%
E. 6%
21. It is considered as the most important food crop in the country.
A. Corn B. Sugar
C. Coconut D. Rice
E. Mangoes
22. All of these fruit crops produced in the Philippines have high
export volume and value except
A. mangoes. B. pineapples.
C. coconuts. D. bananas.
E. strawberries.
Lingayen Campus
WORKTEXT 4 : PHILIPPINE AGRICULTURE AND AGRIBUSINESS SECTOR
NAME: _______________________________________ SCORE: ___________________________________
10

23. The top export of the Philippines in the fisheries sector is
A. milkfish. B. prawns.
C. tuna. D. seaweed
catfish.
24. Which of these is one of the top trading partners of the
Philippines?
A. Nigeria B. Germany
C. Japan D. Ireland
E. Mexico
25. This Philippine region contains the largest plain in the country
and produces most of the country's rice supply, dubbed as “Rice
Granary of the Philippines”.
A. Region I B. Region II
C. Region III D. Region IV
E. Region V
26. All of the these are food products being processed in the
Philippines except
A. tocino and longanisa B. fruit juice
C. strawberry jam D. peanut butter
E. durian
27. To be an exporter of an agricultural product the country must
have its domestic price of the product be
A. higher than the foreign price
B. lower than foreign price
C. equal to foreign price.
D. lower than equilibrium price.
E. higher than competitor price.
28. The value of agricultural exports for 2009 in the Philippines is
amounted to $3.2 billion and the value of imports is amounted to
$5. billion. Based on the data, the Philippines suffers from
A. trade surplus. B. trade deficit.
C. positive next export. D. budget deficit.
E. budget surplus
29. Which of the following is a problem in the Philippine agricultural
sector?
A. Conversion of agricultural land into real properties.
B. Inefficient supply chain and logistics systems
C. Inadequate irrigation and farm-to-market infrastructure.
D. Lack of financial support or subsidies from the government.
E. All of these.
30. All of the following are forms of farm infrastructure in the
Philippines except
A. Farm-to-market roads B. Food terminal
C. Seed supplies D. Food processing factories
E. Post-harvest processing facilities
31. Environmental damage is a major concern in agriculture sector
in the country. Which of these does not belong to the group?
A. Coral-reef destruction B. forest destruction
C. Siltation and soil erosion D. Organic farming
E. Pollution of coastal and marine resources
32. The executive department of the Philippine government
responsible for boosting the income of farmers as well as reducing
the incidence of poverty in the rural sector is
A. DPWH. B. DSWD.
C. DAR. D. DA.
E. DOF.
33. The “Agriculture and Fisheries Modernization Act of 1997 is
otherwise known as
A. RA 8435. B. RA 6657.
C. RA 10409. D. RA 6050.
E. RA 4356.
34. Which of the following does not include the principle of
"Agriculture and Fisheries Modernization Act of 1997” which
empowers the development and sustainability of the agriculture
and fisheries sectors.
A. Poverty alleviation B. Rational use of resources
C. Global competitiveness D. Sustainable development
E. Unfair Competition
35. A principle of "Agriculture and Fisheries Modernization Act
pertaining to the ability of the Philippines to compete in terms of
price, quality and volume of agricultural products relative to those
of other countries.
A. Poverty alleviation B. Rational use of resources
C. Global competitiveness D. Sustainable development
E. Unfair Competition
EXERCISE 3
Classification. Determine whether each of the following
situations affects Philippine agribusiness or agricultural sector. P
a () mark if yes a (x) if not.
36. Rice farmers in Nueva Ecija improve their post-harvest
processing. _________
37. Trucking costs of corn have gone down substantially due
to improved farm infrastructure. _________
38. Department of Agriculture provides farm equipment to
sugar farmers. _________
39. Farm producers in Davao produce 3,200 metric tons of
pineapples in 2013. _________
40. A range from 360,000 to 390,000 hectares of farmland
are devoted to sugarcane production. _________
41. The fisheries sector contributes P80.4 billion at current
prices this quarter. _________
42. Prices of banana and mango increased by 7.87 percent
and 5.87 percent, respectively, because of sustained
demand from both local and foreign markets.
_________
43. Farm lands are abused with the excessive use of
chemical fertilizers and pesticides that contributes to
poor harvest. _________
44. The livestock subsector which shared 16.11 percent in
total agricultural production. _________
45. On the average, prices of agricultural commodities
increased by 6.17 percent in the first half of the year.
_________
11

EXERCISE 4
Matching Type. Match each Philippine province with its primary
agricultural product having absolute advantage. Write the letter of
your choice in the box provided before each number.
46. Pangasinan A. Coffee
47. Masbate B. Corn
48. General Santos C. Banana
49. Ilocos Norte D. Pineapples
50. Bukidnon E. Tobacco
51. Davao F. Tuna
52. Bulacan G. Coconut
53. Benguet H. Rice
54. Batangas I. Castle
55. Aurora J. Tilapia
56. Guimaras K. Mangoes
57. Negros Occidental L. Sugar
58. Nueva Ecija M. Potatoes
59. Cagayan N. Lanzones
60. Camiguin O. Salt
EXERCISE 5
Analysis Questions. Provide a concise explanation of the
following questions.
61. Provide the statistics for the past three years (2011 – 2013) of
the following economic indicators used to monitor the performance
of the Philippine agricultural sector.
62. Discuss the importance of agribusiness sector in the
Philippine economy.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
63. Explain why service sector dominates the Philippine economy
of though the country has an economy with a large agricultural
sector.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
64. Explain the roles of the Philippine government in managing
the agribusiness sector.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
65. Research on agricultural policies being implemented by the
Philippine government used in providing services to the following
areas of agricultural sector.
Economic Indicators 2011 2012 2013
GDP Share of Agriculture sector
Employment Share of Agriculture
sector
Exports
A. Crops
B. Livestock and Poultry
C. Fisheries
Exports
A. Crops
C. Fisheries
Average Prices
A. Crops
C. Fisheries
A. Crops
Area
Agricultural
policies
Agricultural prices (Price floor)
Agricultural research
Soil and water conservation
Farm credit
Crop insurance
Agricultural machineries and facilities
Subsidized sale of farm products
12

66. Discuss the advantages and disadvantages of Philippine
agribusiness products in terms of global competitiveness.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
67. Discuss the economic performance of the Philippine
agriculture sector in the 1st
half of 2014 by providing facts and
statistics.
.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
68. Name and discuss five issues and problems that agribusiness
sector in the Philippines is facing.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
69. Provide at least five recommendations on how to resolve the
problems and improve the overall condition of the Philippine
agricultural sector.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
70. How do you see the status of Philippine agricultural sector over
the next ten years?
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
EXERCISE 6
Market Analysis. Research on the industry and market profile,
status and prospects of the following agribusiness products in the
Philippine context. You may use a separate paper for this section.
Agricultural Products Industry Profile,
Status and
Prospects
71. Abaca
72. Coffee
73. Milkfish
74. Garlic
75. Beef
13

WORKTEXT 5 : Market for Agricultural Products Econ 124 – Agribusiness Management
EXERCISE 1
True or False. Write True if the statement is correct and False if it
is incorrect.
1. Agricultural producers seek highest prices while
consumer seek lowest prices. _________
2. Most agricultural products are differentiated. _________
3. The price of agricultural product is determined by supply
and demand. _________
4. The demand for agricultural products remains relatively
less elastic. _________
5. Purchase of more inputs actually facilitates more
production. _________
6. Over time, the supply of farm products has declined
rapidly because of technological progress. _________
7. During the harvest season, the supply of agricultural
products is low. _________
8. If supply of agricultural products exceeds demand, a
shortage occurs. _________
9. The quantity to be demanded for an agricultural product
rises if the price falls. _________
10. A supply curve shows all the various prices of a product
that agricultural producers are willing to buy. _________
11. Farmers will have to sell agricultural products in the short
run even at very low prices because supply tends to be
inelastic. _________
12. The price elasticity of demand for agricultural products is
low. _________
13. The market for goods such as meat and fresh vegetables
is reasonably elastic. _________
14. During harvest, when supply is high, prices particularly at
the farm level are expected to fall. _________
15. The demand for agricultural products has increased
slowly, because it is elastic with respect to income.
_________
.
EXERCISE 2
Multiple Choice. Encircle the one alternative that best completes
the statement or answers the question.
16. Which of the following is most accurately characterized as a
market for agricultural products? The market for
A. crop insurance. B. farmland.
C. greenhouses. D. sales agents.
E. cotton.
17. The observation “as a price of beef falls, consumers buy
more of it” is best known as
A. diminishing marginal utility. B. consumer surplus.
C. the law of demand. D. substitution effect.
E. market equilibrium.
18. If a devastating typhoon hit the country, what happens to the
market of agricultural products?
A. Supply will increase. B. Supply will decrease.
C. Supply will stay the same. D. Demand will decrease.
E. Price will decrease.
19. Many Filipinos have decreased their consumption of meat and
switched to fish or vegetables during holy week. The determinant
of demand that is considered in the statement is
A. consumer’s expectation
B. price of a substitute.
C. income.
D. tastes and preference.
E. consumption.
20. At a price of P35 per kilo, a farmer of calamansi is willing to
produce 8,000 units per harvest. At a price of P80 per kilo, it is
likely that the calamansi farmer will be willing to produce
A. 8,000 kilos per harvest.
B. 1,800 kilos per harvest.
C. less than 8,000 kilos per harvest.
D. more than 8,000 kilos per harvest.
E. none.
21. Potatoes are a major ingredient in making potato chips. When
the price of the former increases,
A. the demand for potatoes decreases.
B. the demand for potatoes increases.
C. the demand for potatoes will not change.
D. the quantity of potatoes demanded increases.
E. the quantity of potatoes demanded decreases.
Lingayen Campus
WORKTEXT 5 : MARKET FOR AGRICULTURAL PRODUCTS
NAME: _______________________________________ SCORE: ___________________________________
14

22. Which of these would lead to an increase in the demand for
carrots in Baguio City?
A. A decrease in farm costs of producing carrots.
B. A decrease in the price of lettuce and cabbage.
C. A decrease in demand for vegetable salads in restaurants.
D. An increase in the number of tourists in Baguio City
E. An increase in price per kilo of carrots.
23. Assuming banana lakatan (Good A) and banana senorita
(Good B) are closed substitutes, a decrease in the price of banana
lakatan will affect the demand curve for banana senorita to
A. shift to the left as consumers switch from good A to good B.
B. shift to the right as consumers switch from good A to good B
C. move leftward as consumers switch from good A to good B.
D. move rightward as consumers switch from good A to good B
E. remain unchanged, because good A and B are substitutes.
24. In 2009, Benguet was affected by two disastrous typhoons –
Ondoy and Pepeng. Benguet is the major producer of several
agricultural products in the Philippines. As a result, Benguet
reduced some of its vegetable products for domestic consumption.
In the context of the domestic supply-demand model for the
affected agricultural commodities we should see
A. Decreased supply and unchanged demand.
B. Decreased demand and unchanged supply.
C. Decreased supply and increased demand.
D. Increased supply and decreased demand.
E. Increased demand and increased supply.
25. What affects the increase in quantity supplied on the market
for canned sardines?
A. The new canning technology for sardines is applied.
B. The price of canned sardines falls.
C. The income of consumers rises.
D. The cost of tomato sauce and soybean oil increases.
E. The price of corned beef and canned tuna declines.
26. Chinese exporters of garlic offered low prices such that
domestic producers of garlic were driven out of business. As the
number of garlic producers reduced,
A. the market supply of garlic increased.
B. the market supply of garlic decreased.
C. the market demand of garlic decreased.
D. the market demand of garlic decreased.
E. there was no change in the supply of garlic.
27. Analyze the market for sugarcane. Suppose that sugarcane
workers form a farmers’ cooperative and receive a wage increase
of P100 per day.
A. The demand for sugarcane will increase.
B. The demand for sugarcane will decrease.
C. The supply of sugarcane will decrease.
D. The supply of sugarcane will increase.
E. The supply of sugarcane will remain constant.
28. A livestock raiser can raise either goat or pig. If the price of
pigs in the market sharply goes up, we can expect the supply of
goats will
A. increase.
B. decrease.
C. increase and decrease.
D. decrease and increase.
E. remain the same.
29. The market for agricultural products is in equilibrium if the
A. supply and demand are equal.
B. price equals costs plus a profit.
C. rate of technological change is steady.
D. quantity supplied equals quantity demanded.
E. price and quantity of a good are equal.
30. When costs of fertilizers and pesticides in producing
strawberries in La Trinidad fall, the equilibrium price of
strawberries ________ and the equilibrium quantity of
strawberries ________.
A. rises; increases
B. rises; decreases
C. falls; increases
D. falls; decreases
E. falls; remained constant
31. A decrease in the demand for pork sisig with no change in its
supply will create a _______ of pork sisig at today’s price, but
gradually the price will _______.
A. surplus; fall
B. shortage; fall
C. surplus; rise
D. shortage; rise
E. surplus; remain constant
32. When the price of coffee rose 25% the quantity of coffee sold
fell 30% and the sale of creamer also fell 20%. This set of facts
implies that
A. the demand for coffee is price elastic.
B. the demand for creamer is price elastic.
C. the cross price elasticity between coffee and creamer is
negative so the two are complements.
D. the cross price elasticity between coffee and creamer is
positive so the two are substitutes.
E. Coffee and creamer are inferior good.
33. If the income elasticity of demand for tuyo is - 0.25 and the
income elasticity of demand for tuna is 1.2
A. tuyo and tuna are substitutes.
B. tuyo and tuna are complements.
C. tuyo is a normal good and tuna is an inferior good.
D. tuyo is an inferior good and tuna is a normal good.
E. tuyo and tuna are both normal good.
34. At a price of P120 per kilo the quantity demanded of bangus
(milkfish) is 400 per day, and at P60 the quantity demanded is
500 per day. The price elasticity of demand for bangus is
A. 1.30
B. 0.33
C. 2.45
D. 0.21
E. 0.82
35. Which of the following agricultural goods would be expected
to have the highest price elasticity of demand?
A. mango
B. beef
C. Del Monte pineapple juice
D. canned sardines
E. cauliflower
15

EXERCISE 3
Classification. Determine whether each of the following
characterizes agricultural market. Put a () mark if yes an (𝑥) mark
if not.
36. Prices are volatile or remain unstable.
37. Many products are highly perishable.
38. Products are unique or heterogeneous.
39. Agricultural producers are price maker.
40. Demand for most farm products is elastic.
41. Production period of most agricultural products is short.
42. There are few sellers and buyers.
43. Technology increases yield and thus supply.
44. There are limited ways to exit the market.
45. Only a few buyers and sellers act at any one time, within
one price range, at any one location.
46. Prices are relatively high and few pay with cash.
47. Most products are produced only in certain season.
48. Quality and quantity of products vary according to the
productivity of land, season and climate.
49. When demand suddenly drops, existing supply cannot
be removed.
50. There is no central market for most agricultural products.
EXERCISE 4
Classification. Determine whether the following pairs of
agricultural goods is substitutes or complements. Write S for
substitutes, C for complements and N for neither substitutes nor
complements.
51. Pineapple juice and orange juice ________
52. Corned beef and beef ________
53. Black tea and coffee ________
54. Ice cream and condensed milk ________
55. Soy sauce and soybeans ________
56. Magic Sarap and Knorr Granules ________
57. Lobsters and crabs ________
58. Tuna and egg________
59. Wheat and bread ________
60. Potatoes and French fries ________
EXERCISE 5
For each of the following, determine if the good has high or low
elasticity of demand. Then provide an explanation in your
answer.
61. Milk ________
62. Corn ________
63. Beef ________
64. Black pepper ________
65. Red wine ________
66. Mozzarella cheese ________
67. Bacon and ham ________
68. Cashew nut ________
69. Sweet potatoes ________
70. Pickles ________
EXERCISE 6
Classification. Determine whether each of the following will have
effect on the change in demand or change in supply of agricultural
products. Write CD for change in demand and CS for change in
supply. Indicate what variable or factor causes the change.
71. The price of fertilizers and pesticides in producing
potatoes increases. _________
72. The number of farmers producing cabbages in La
Trinidad increases. _________
73. The price of coffee rises so people buy less refined
sugar. _________
74. Agricultural wholesalers import garlic from China.
_________
75. The government provides subsidies to milk producers.
_________
76. Meat processors improve their meat packaging
technology. _________
77. The birth rate in the country increases thus the demand
for milk increases. _________
78. Fruits such as rambutan and lanzones are in season.
_________
79. People affected by typhoon prefer canned food and
instant noodles. _________
80. The price of palm oil increases thus people purchase
more corn oil. _________
81. The wage of farm workers planting sugarcane rises.
_________
82. The incomes of families buying fruits and vegetables
sharply rise. _________
16

83. Plenty imported grapes and oranges are dumped into
the country. _________
84. Sin taxes are placed on the sales of tobacco and liquor
products. _________
85. Del Monte advertises its product line of pineapple juices.
_________
EXERCISE 7
Problem Analysis. You are analyzing the market for watermelons
in Pangasinan. Refer to the following illustrations depicting how
each of the following events affects the demand and supply of
watermelons. Write the letter of your choice on the blank provided
after the number and indicate the factor that may cause the
change.
86. Many fruit buyers do not like the tastes of newly
introduced varieties of watermelons_________
87. Watermelon with red flesh is a significant source of
lycopene and beta carotene. Consumers become health-
conscious in eating fruits. ___________
88. Food processors increase their order for watermelon to
process pickled watermelon and wine watermelon.
89. Better-trained and productive farm workers are hired in
watermelon production_________
90. Many farmers farm watermelons, as they perceived
lucrative business in watermelon production. _________
91. The incomes of families buying fruits sharply
fall.________
92. The cost of watermelon seeds and fertilizers increases.
_________
93. A devastating typhoon hit Pangasinan affecting the
yield of watermelon farmers. _________
94. Imported watermelons from China are dumped into the
Philippine market. _________
95. During December, many purchase watermelons because
the fruit is in season. _________
96. There is an oil price roll back thus the transportation and
delivery costs of watermelon decrease. _________
97. Fruit vendors expect the price of watermelon per kilo to
increase from P50 to P80 next week. _________
98. Crop producers encounter problems in irrigation system.
_________
99. Most fruit stands offer a lowered price of cucumber and
melons, closed substitutes for watermelon.
100.Supermarket chain in Pangasinan like CSI and Magic
buy bulk orders of watermelon from watermelon traders.
101.Farm-to-market roads are built connecting watermelon
plantation areas to market towns. __________
102.Watermelon producers receive farm subsidies from the
local government. _________
103.Agricultural machineries in watermelon production are
upgraded. _________
104.Farmers anticipate a dramatic increase in the price of
watermelons next month. _________
105.Pests damage most of the watermelon farms. ________
EXERCISE 8
Market Analysis. Analyze and answer what is required in the
following problems.
A. Suppose the market for tuna in General Santos City,
Philippines is described by the accompanying diagram.
106.In the diagram, what is the curve that slopes downward?
107.What is the quantity of tuna demanded if price is P250?
108.What is the quantity of garlic supplied if price is P300?
109.What is the price of tuna if quantity supplied is 300
thousand kilos?
110.What is the equilibrium price?
111.What is the equilibrium quantity?
17

112.At a price of P280, is there a shortage or a surplus of
tuna? By how many units?
113.At a price of P90, is there is a shortage or a surplus of
tuna? By how many units?
114.What is the demand equation for this diagram?
115.What is the supply equation for this diagram?
B. Assume the market supply and demand for goat meat in
Pangasinan is represented by the following schedule. (Price in
pesos and quantity in thousand kilos)
Price Quantity
Demanded
Quantity
Supplied
120 70 10
140 60 20
160 50 30
180 40 40
200 30 50
220 20 60
116.Draw a graph of the market for goat meat and mark in the
equilibrium price and quantity.
117.If the price of goat meat is P120 per kilo, describe the
situation in the milkfish market.
118.If the price of goat meat is P180 per kilo, describe the
situation in the milkfish market.
119.Suppose that there is high demand from “kambingan”
eateries and the quantity of meat goat demanded
increases by 20 thousand kilos a month at each price.
Create a new demand schedule representing higher
demand for goat meat. Explain what happens in the
market and draw a graph to illustrate the changes.
120.Suppose that many livestock raisers engaged in goat
industry, as they perceived lucrative business in goat
production and the quantity of meat goat supplied raises
by 40 thousand kilos a month at each price. Create a new
supply schedule representing higher supply of goat meat.
Explain what happens in the market and draw a graph to
illustrate the changes.
C. Suppose the market for tocino in Pangasinan per month is
expressed by the following demand and supply functions, where
𝑄 is in thousand kilos and 𝑃 is in pesos:
𝑄 𝑑 = 1,250 − 2𝑃 and 𝑄𝑠 = 600 + 3𝑃
121.What is the quantity supplied if the price is Php 85?
122.What is the quantity demanded if the price is Php 170?
123.What is the price if the quantity supplied is 670 units?
124.What is the highest price to be paid for this commodity?
125.What quantity will be demanded if the commodity is free?
126.What is the equilibrium price?
127.What is the equilibrium quantity?
128.What is the price elasticity of demand if the price of tocino
increases from P120 to P100.
129.If the demand function shifts to 𝑄𝑑 = 1,150 − 2𝑃, find
the equilibrium price and quantity.
130.Graph on the same set of axes the demand and supply
curves. Indicate the point of equilibrium and show on the
same diagram the change in demand.
EXERCISE 8
Market Analysis. Do a market analysis by determining the
factors that may cause the change in demand and supply of the
following agricultural and food products. Use a separate paper to
answer this section.
JNE 12/11/14
Agricultural / Food
Products
Demand
Analysis
Supply
Analysis
131. Catfish
132. Broccoli
133. Balut
134. Dried mangoes
135. Onions
136. Buko juice
137. Cane vinegar
138. Moringa
139. Lansones
140. Palm oil
18

1
WORKTEXT 6 : AGRICULTURAL MARKETING Econ 124 – Agribusiness Management
EXERCISE 1
True or False. Write True if the statement is correct. If false,
change the underline word/phrase to make the statement correct.
1. Agricultural marketing includes all channels and services
involved in moving an agricultural product from the farm
to the ultimate consumer. __________
2. Production sector comprises the intermediaries who
perform necessary marketing services. __________
3. Demand is the sole end purpose of all production.
__________
4. Agricultural firms that are inefficient and can deliver
quality products are those that succeed in agribusiness
ventures. __________
5. The farmer's interest is focused on getting the best return
from his produce, which equates to minimum price for
unlimited quantities. __________
6. Financing supports the marketing process because
without financial capital there can be no consumption.
__________
7. Activities in marketing agricultural products such as
harvesting, processing, storage, distribution, advertising
and sale are not interconnected. __________
8. Processing is a way of adding returns to an agricultural
product. __________
9. Institutional approach of marketing deals with the study
of industry players of the marketing system. _________
10. Commodity approach of marketing organizes the
activities that occur in the marketing process according
to function. __________
11. Promotion includes every aspect of advertising,
packaging and sales methodology. __________
12. The 4Ps of marketing include product, price, place and
promotion. __________
13. The marketing concept holds that the needs of the
farmers are of paramount importance. __________
14. The commodities who are graded and standardized fetch
lower prices in the market. __________
15. Introduction stage for a product is period of slowdown in
sales growth. __________
EXERCISE 2
Identification. What agricultural marketing concept is being
described in each of the following? Write the answer in the boxes
provided after the statement.
16. Stages or categories of activities in the movement of
food and fiber from farm to the consumer.
17. The physical movement goods to various locations in the
marketing process.
18. The end user who buys agricultural and food products
produced.
19. The conversion of agricultural commodities to different
forms of food products.
20. Massing quantities of farm products from several
producers and the delivery of farm products to a central
location.
21. The specific location where suppliers and potential
buyers meet for the purpose of trade by purchase and
sale.
22. The amount of money a buyer will pay for an agricultural
commodity.
23. The chain marketing activities that a product follows on
its way from producer to consumer.
24. A physical marketing function that assure uniformity of
products by quality, size, species, or other criteria
25. The set of marketing tools that the firm uses to pursue
its marketing objectives in the target market.
Lingayen Campus
WORKTEXT 6 : AGRICULTURAL MARKETING
NAME: _______________________________________ SCORE: ___________________________________
19

EXERCISE 3
Classification. Suppose you are analyzing the marketing system
of JNE Farms, an agribusiness firm producing fruits and
vegetables. Determine what function of agricultural marketing
system is considered in each of these cases. Write E for exchange
function, P for physical function and F for facilitating function.
26. JNE Farms ensures the quality of produced fruits and
vegetables. ________
27. JNE Farms minimizes its shipping costs as much as
possible. ________
28. JNE Farms establishes long-term relationship with its
supermarket buyers. ________
29. JNE Farms wishes to meet the needs of importing
countries who buy its agricultural products. ________
30. JNE Farms processes pickles, jams and jellies that add
value to the produced fruits and vegetable. ________
31. JNE Farms conducts marketing research to identify and
analyze marketing opportunities and problems.
________
32. JNE Farms maintains proper packaging to protect crops
for distribution and sale. ________
33. JNE Farms considers alternative routes and types of
transportation, with a view to achieving delivery timelines.
________
34. JNE Farms makes sure that uniform measurements of
produce quality and/or quantity is maintained. ________
35. JNE Farms buys fertilizers and other farm inputs for its
vegetable and fruit production ________
36. JNE Farms ensures that newly harvested crops are kept
in a cooling storage to extend their time span. ________
37. JNE Farms supplies fresh fruits and vegetables to local
retailers and wholesalers.________
38. JNE Farms secures loans from a commercial bank to
finance the business. ________
39. JNE Farms incurs losses due to physical risk like pests
and floods. ________
40. JNE processes pineapple leaves to produce piña textile
fiber. __________
EXERCISE 4
Classification. To what sector or institution of marketing system
does each of the following interconnected activities belong? Write
I for input sector, F for farm production sector, P for processing
sector and S for support sector.
41. Seeds and seedlings ________
42. Technology commercialization ________
43. Milling ________
44. Meat processing ________
45. Farm machineries ________
46. Animal feed ________
47. Livestock raising ________
48. Crop farming ________
49. Fruit and vegetable preservation ________
50. Transport and assembly ________
EXERCISE 5
Classification. To what sector of agribusiness marketing system
does each of the following market participants or stakeholders
belong. Write P for production sector, M for marketing sector, and
C for consumption sector.
51. Corporate farms ________
52. Processors ________
53. Institutional buyers ________
54. Retailers ________
55. Contract buyer ________
56. Cooperatives ________
57. Consumers ________
58. Transporters ________
59. Exporters________
60. Farmers ________
EXERCISE 6
Classification. The following are competitive strategies
undertaken by competitors in the market to defend their market
position. Determine what category of competitor is described for
each of these competitive strategies.
61. Mobile defense ________
62. Frontal attack ________
63. Counterfeiter ________
64. Imitator ________
65. End-user specialist ________
66. Vertical-level specialist ________
67. Preemptive defense ________
68. Bypass attack ________
69. Adapter ________
70. Guerilla attack ________
20

EXERCISE 7
Classification. Determine what model of marketing mix (product,
price, place and promotion) is involved in each of these indicators.
71. Agricultural or food product is produced in a high quality.
________
72. Price is offered lower than competitors. ________
73. Products are influenced by consumer preference.
________
74. Products are showcased or exhibited in trade fairs.
________
75. A product is well-packaged for sale. ________
76. Price points for products are established. ________
77. Presence of retailers, wholesalers, distributors in selling
agricultural products. ________
78. Use of media advertising in marketing the product.
________
79. Having strategic and accessible selling location.
________
80. Giving discounts during Holiday seasons. ________
81. Selling the products through the Internet. ________
82. Farm producers analyze how price sensitive are the
consumers in the price change of products. ________
83. Granting gift items or freebies to customers. ________
84. Keeping the business environment clean, convenient,
comfortable & welcoming. ________
85. Application of sales promotion like holding contest, raffle
draws, etc. ________
EXERCISE 8
Classification. Identify what stage of agricultural product life cycle
is characterized in each items below. Write I for introduction stage,
G for growth stage, M for maturity stage and S for saturation stage.
86. Increase in competitors entering the market. ________
87. Sales volume of products decreases. ________
88. Production costs are very high. ________
89. Costs decline due to economies of scale. ________
90. Price falls because of increased competition. ________
91. Costs are lowered as a result of production volumes
increasing. ________
92. Profits fall. ________
93. Costs become counter-optimal. ________
94. Sales volume peaks and market saturation is reached.
________
95. Profitability starts to rise. ________
EXERCISE 9
Illustrate in a process the marketing channel for the following
agricultural products.
96. Marketing Channel
of Dragon Fruit
of Tilapia
of Beef
of Fish Feeds
100. Marketing
Channel of Cabbage
21

EXERCISE 10
Analysis Questions. Interview an agribusiness firm in your area.
Ask the firm the questions that follow. Write the answers and
responses in the blanks provided for.
Agribusiness Business Name ___________________________
Nature of Agribusiness ________________________________
Owner/Entrepreneur __________________________________
Business Location ___________________________________
101. What are the products you are selling and marketing?
Describe the market for these products.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
102. What are the interconnected marketing activities of your firm?
Discuss each of these activities.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
103.Are there products that the firm currently markets to which
more value could be added? If yes, which processes would be
needed to achieve this (sorting and selection, preserving,
processing, packaging, trademark, etc.)?
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
104. Where and how do you buy your raw materials, processing
and packaging inputs, and the technology you used in production?
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
105. What do you do to defend your market position or to be
competitive over competitors?
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
106. What are the different promotional practices by the firm in
marketing agribusiness products? Which is the most effective?
Why?
_______________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
107. Explain the marketing channel and process of your
agricultural products.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
108. What are the marketing functions the firm carries out? How
does the firm execute these functions?
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
109. Who are the stakeholders or key players of the firm in the
agribusiness marketing system? Discuss their respective roles.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
110. What are the marketing problems your agribusiness firm
faces? Discuss how you are able to resolve the problems.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
JNE 1/7/15
22

A. BOOKS AND E-BOOKS
Beierlein, James G., PRINCIPLES OF AGRIBUSINESS MANAGEMENT, 4th Edition, Cengage Learning,
New York USA, 2011
Besanko, D., D. Dranove, M. Shanley and S. Schaefer. Economics of Strategy. 5th Edition. New York, NY:
John Wiley and Sons, Inc., 2010
Burkett, Charles William, et. al., AGRICULTURE FOR BEGINNERS REVISED EDITION,
www.gutenberg.org, USA, 2007
Burrow, James L. et. al. BUSINESS PRINCIPLES AND MANAGEMENT 12th Edition, Thomson Higher
Education, Ohio, USA, 2008
Debertin, David L., AGRICULTURAL PRODUCTION ECONOMICS, Macmillan Publishing Company, New
Jersey, USA, 2012
Downy, David W., et.al. AGRIBUSINESS MANAGEMENT, 2nd Edition. New York: McgrawHill Book
Company, 1987.
Goodman, John W., et. al AGRICULTURAL ECONOMICS, 2nd Edition. Virginia Reston Publishing
Company, Inc., 1982.
Kotler, Philip and Keller, Kevin Lane, MARKETING MANAGEMENT, 14th Edition, Pearson Education, Inc.,
New Jersey, USA, 2012
Mason, John, SUSTAINABLE AGRICULTURE, 2nd Edition, Landlinks Press, Australia, 2003
Pingali, Prabhu L., AGRICULTURAL ECONOMICS, et. al., Elsevier BV, The Netherlands, 2010.
Ray, Herren V., THE SCIENCE OF ANIMAL AGRICULTURE, 4th Edition, Delmar, Cengage Learning,
New York, USA, 2012
B. OTHER SOURCES
Asian Productivity Organization, (1990), MARKETING SYSTEMS FOR FARM PRODUCTS IN ASIA AND
THE PACIFIC, Asian Productivity Organization, Tokyo
Pilar Santacoloma MATERIALS FOR AGRICULTURAL MANAGEMENT, MARKETING AND FINANCE,
Food And Agriculture Organization Of The United Nations Rome, 2009
R.A. 8435, THE AGRICULTURE AND FISHERIES MODERNIZATION ACT 1997.
C. ONLINE SOURCES
http://www.fao.org/docrep/
http://www.agribusiness-with-smallholders.net/fileadmin/user_upload/publications/Guide-
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www.eolss.net/sample-chapters/c10/e5-15a-14.pdf
www.afr-sd.org/publications/103swazi.pdf
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https://www.ifama.org/publications/journal/vol14/cmsdocs/14i4.pdf
REFERENCES
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