Agricultural marketing covers all goods and services related to agriculture, including real estate, equipment, storage, and delivery services. It involves creating a viable product, identifying consumers, and arranging means of delivery. Market trends must be closely monitored to respond productively.
Agricultural marketing is a form of marketing that includes all goods and services related to the agricultural sector. All of these products directly or indirectly support the effort of producing and delivering agricultural products from farm to consumer. The range of this type of marketing includes products as varied as real estate support, equipment used in growing and harvesting, storage facilities for harvested crops, and delivery services that transport the crop to consumers. Furthermore, the financial services that make it possible to guarantee the products necessary for the functioning of agriculture are normally included in the ambit of agricultural marketing.
Within this broad type of marketing, nearly every aspect of the agricultural process is addressed. Financial services allow farmers to secure and develop properties where crops can be planted, grown and harvested. Financing equipment that allows you to get the tools to work the land is also part of this aspect. From there, resources that connect with buyers are also part of the overall agricultural marketing process and often involve the use of marketers to more efficiently identify and utilize these types of business relationships.
Storage of harvested crops is also part of the agricultural marketing process. This is especially true when the crops involved are linked to commodity futures contracts. Once harvested, the crops can be transported to storage facilities, where the contract holder can then arrange to sell them, resulting in a return on investment. The agro-marketing effort continues, allowing those investors to connect with buyers and complete transactions that are ultimately beneficial to all parties involved.
As with most forms of marketing, agricultural marketing focuses on creating a viable product, identifying one or more groups of consumers who might purchase that product, and then arranging the means to deliver that product to those consumers. Along the way, this involves careful consideration of what kind of crops to plant, where to plant them, how best to grow them, and determining what kind of price these crops can command once they’re ready for sale. Changes in customer preferences, changes in the political climate, natural disasters, and even innovations in agricultural practices can impact exactly how the job of agricultural marketing is accomplished. For this reason, the strategies and approaches used in one sector of the market may be inappropriate for a different sector or group of targeted consumers, a fact which requires market participants to pay close attention to market trends and respond to them in the most productive as possible.
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