Agricultural marketing
The term agricultural marketing
is composed of two words – agriculture and marketing. Agriculture, in the
broadest sense, means activities aimed at the use of natural resources for
human welfare, i.e., it includes all the primary activities of production.
But, generally, it is used to mean growing and/or raising crops and livestock.
Marketing encompasses a series of
activities involved in moving the goods from the point of production to the
point of consumption. It includes all activities involved in the creation of
time, place, form and possession utility.
Philip Kotler has defined marketing as “ a human activity directed at
satisfying the needs and wants through exchange process”.
Agricultural marketing is the
study of all the activities, agencies and policies involved in the procurement
of farm inputs by the farmers and the movement of agricultural products from
the farms to the consumers.
Agricultural marketing system in
developing countries including India can be understood to compose of two major
sub-systems viz., product
marketing and input (factor)
marketing.
Market – Meaning
The word market originated from the latin word 'marcatus' which means merchandise or trade or a place where business is conducted.
The word market originated from the latin word 'marcatus' which means merchandise or trade or a place where business is conducted.
Terms used for describing markets in India are Haats, Painths, Shandies and Bazar.
A market may be :
1. A market is the sphere within
which price determining forces operate.
2. A market is the area within which the forces of demand and supply converge to establish a single price.
3. The term market means not a particular market place in which things are bought and sold but the whole of any region in which buyers and sellers are in such a free intercourse with one another that the prices of the same goods tend to equality, easily and quickly.
4. Market means a social institution which performs activities and provides facilities for exchanging commodities between buyers and sellers.
5. Economically interpreted, the term market refers, not to a place but to a commodity or commodities and buyers and sellers who are in free intercourse with one another.
6. The American Marketing Association has defined a market as the aggregate demand of the potential buyers for a product/service.
7. Philip Kotler defined market as an area for potential exchanges.
2. A market is the area within which the forces of demand and supply converge to establish a single price.
3. The term market means not a particular market place in which things are bought and sold but the whole of any region in which buyers and sellers are in such a free intercourse with one another that the prices of the same goods tend to equality, easily and quickly.
4. Market means a social institution which performs activities and provides facilities for exchanging commodities between buyers and sellers.
5. Economically interpreted, the term market refers, not to a place but to a commodity or commodities and buyers and sellers who are in free intercourse with one another.
6. The American Marketing Association has defined a market as the aggregate demand of the potential buyers for a product/service.
7. Philip Kotler defined market as an area for potential exchanges.
Components of a
market
1. The existence of a good or
commodity for transactions (physical existence is, however, not necessary);
2. The existence of buyers and sellers;
3. Price at which the commodity is transacted or exchanged
4. Business relationship or intercourse between buyers and sellers
5. Demarcation of area such as place, region, country or the whole world.
2. The existence of buyers and sellers;
3. Price at which the commodity is transacted or exchanged
4. Business relationship or intercourse between buyers and sellers
5. Demarcation of area such as place, region, country or the whole world.
Dimensions of a Market
Any individual market may be classified in a twelve-dimensional space.There are
various dimensions of any specified market.
These dimensions are:
1. Location or place of operation
2. Area or coverage
3. Time span
4. Volume of transactions
5. Nature of transactions
6. Number of commodities
7. Degree of competition
8. Nature of commodities
9. Stage of marketing
10. Extent of public intervention
11. Type of population served
12. Accrual of marketing margins
CLASSIFICATION
OF MARKETS
ON THE BASIS OF LOCATION
VILLAGE
MARKETS
PRIMARY MARKETS
SECONDARY
WHOLESALE MARKETS
TERMINAL MARKETS
SEA-BOARD
MARKETS
ON THE
BASIS OF AREA
OR COVERAGE
LOCAL/VILLAGE MARKETS
REGIONAL
MARKETS
NATIONAL MARKETS
WORLD/INTERNATIONAL
MARKETS
ON
THE BASIS OF TIME SPAN
SHORT PERIOD MARKETS
PERIODIC MARKETS
LONG PERIOD MARKETS
SECULAR
MARKETS
ON THE BASIS OF VOLUME OF TRANSACTIONS
WHOLESALE
MARKETS
RETAIL MARKETS
ON THE BASIS OF NATURE OF TRANSACTIONS
SPOT/CASH MARKETS
FORWARD MARKETS
ON THE BASIS OF NUMBER OF COMMODITIES TRANSACTED
GENERAL
MARKETS
SPECIAL MARKETS
ON THE BASIS
OF DEGREE OF COMPETITION
PERFECT MARKETS
MONOPOLY
MARKETS
DUOPOLY MARKETS
OLIGOPOLY MARKETS
MONOPOLISTIC
COMPETITIVE MARKETS
ON THE BASIS OF
NATURE OF COMMODITIES
COMMODITY MARKETS
CAPITAL MARKETS
ON THE BASIS
OF STAGE OF MARKETING
PRODUCING
MARKETS
CONSUMING MARKETS
ON THE BASIS OF EXTENT OF PUBLIC
INTERVENTION
REGULATED MARKETS
UN-REGULATED MARKETS
ON THE BASIS
OF TYPE OF POPULATION
SERVED
URBAN
MARKETS
RURAL MARKETS
ON THE BASIS
OF MARKET FUNCTIONARIES AND ACCRUAL
OF MARKETING MARGINS
FARMERS
MARKETS
CO-OPERATIVE MARKETS
GENERAL MARKETS
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