Marketing 1 - the marketing process. manageing the marketing mix

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list the flowchart that takes ag commodity to a branded product.
ag commodity - added value - branded good.
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What do intermediaries do for a product?
Add value to primary products to create a consumer product
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Define the marketing margin
the difference in price that the consumer pays compared with the price to farmer receives.
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Why has the marketing margin increase and less money is received by the farmer?
Consumer lifestyles and buying behaviour. Increase in processing. Increase in H&S regulations. Improved brand promotions.
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So how can farmers become more market orientated?
Meet specific market requirements more clearly. (milling wheat)
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3 main steps to developing a plan to become more market orientated?
Review the current business. (internal and external mareting analysis). Set objectives and review current resources available. develope a business and mareting plan.
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Reviewing the current business - external factors
other competitors, suppliers, customers.macro environment - PESTLE
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Reviewing the current business - internal factors.
PPPP. Price, promotion, product, place.
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What are the 4 P's known as?
the marketing mix.
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What does reviewing the marketing mix help identify?
SWOT. Strengths, weaknesses, oppertunities, threats.
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why are some farmers not in a position to move forward in the marketing chain?
Lack of volume of output.high capital costs. rural location resulting in few target markets. lack of labour, interest, knowledge.
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Other cards in this set

Card 2

Front

What do intermediaries do for a product?

Back

Add value to primary products to create a consumer product

Card 3

Front

Define the marketing margin

Back

Preview of the front of card 3

Card 4

Front

Why has the marketing margin increase and less money is received by the farmer?

Back

Preview of the front of card 4

Card 5

Front

So how can farmers become more market orientated?

Back

Preview of the front of card 5
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