How the 4 Ps of Marketing Can Be Used to Help Small Scale Farmers to Market Their Agricultural Produce

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2. THE 4 Ps OF MARKETING The major marketing management decisions can be classified in one of the following four categories: Promotion, produce, price and place. These variables are known as the marketing mix or the 4 P 's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The marketing mix is portrayed in the following diagram: The Marketing Mix Product | | | Place | | | | | | | | | Target Market | | | | | | | | | | Price | | | Promotion | | The firm attempts to generate a positive response in the target market by blending these four marketing…show more content…
It is therefore important for farmers to know when, where, and what amount of produce to sell, bearing in mind the market price. Ideally, they should be able to get the most out of the existing prices. In order to do so, they must have access to information on markets and prices. How pricing mechanism influences the income of farmers If producers know what prices are quoted in his area of production beforehand, they can better negotiate with dealers or take their products to the markets where prices are higher rather than sell them to the local dealer. In this way, they can also decide to stockpile produce if harvests in the neighboring countries or in other regions of the country have not been good and prices are likely to rise in the near term. That is why Market Information Services are useful. Their role is to provide producers, as well as dealers and especially consumers, with information on the availability of products and on the prices charged in production as well as in consumption areas They can also tell producers where the potential buyers are, what their preferences are in terms of processing, delivery, packing, etc. They can help producers to plan their production, to seek out the best markets and the best prices for their crops. To be useful, MISs must provide information on prices in the short term and on the places and markets where it is more convenient to sell They

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