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1. Chapter 3 The Role of Marketing
2. The Role of Marketing in the Economy
3. The Mission of Marketing Bridge the gap between the conflicting needs of producers and consumers by completing the production process
4. How the Marketing System Evolved
5. The Role of Marketing in the Economy The five barriers to consumer satisfaction:
6. The Role of Marketing in the Economy The nine marketing functions:
The buying function
The selling function
The storage function
The transportation function
The processing function
The grades and standards function
The financing function
The risk-taking function
Market information function
7. The Role of Marketing in the Economy Marketing provides four utilities:
8. The Role of Marketing in the Future of Agribusiness
9. The Marketing Approach Based on the premise that a firm’s success does not come from producing a technically superior product, but from profitably satisfying consumers’ needs
10. The Prerequisites to an Efficient Economic System A free market economy
Prices reflect the full value of resources
A high degree of interaction between consumer and producers
11. The Criteria Used to Evaluate Market Performance Efficiency: How efficiently goods and services flow from producers to consumers
Fairness: How well the marketing systems meet the needs of consumers
12. The Structure-Conduct-Performance Model
13. Structure Sufficient number of firms in the market; firms are large enough to have low operating costs per unit of output
Few barriers to entry or exit from the market
Firms differentiate and improve products over time
14. Conduct Enough firms in the market to create some uncertainty in the minds of firms’ managers as to whether their price changes will be followed by their competitors
No unjustified price discrimination by firms
No collusion among firms
No unfair trade practices
Product claims are truthful
15. Performance The optimum level of output is being produced at the minimum cost per unit
Profits are reasonable
Product and process innovations are encouraged
The levels of investment, reinvestment of profits, and research and development are reasonable
16. Discussion Questions Describe marketing in your own words. Explain why you think marketing is not well understood. Explain why you feel it is important for people to understand marketing.
Describe the forces that lead to the development of the marketing system.
17. Discussion Questions Explain how completing the production process resolves the conflicting needs of producers and consumers, and leads to greater consumer satisfaction.
Define the five barriers to consumer satisfaction, the nine marketing functions, and four utilities of marketing. Explain how they combine to raise the level of economic efficiency in the economy.
18. Discussion Questions The goal of the U.S. marketing system is to dispose of what farmers have produced as quickly and efficiently as possible. Do you agree or disagree? Explain the reasons for your answer.
Define the marketing approach. Discuss its relevance to the agri-food system.
19. Discussion Questions Explain why a society should spend time evaluating the performance of its marketing system.
Define the prerequisites to an efficient economic system. Explain why they are important.
What criteria should be used to evaluate the performance of a marketing system? How do these criteria relate to the structure, conduct, and performance of a market?
20. Discussion Questions Explain why an agribusiness manager should be interested in understanding market performance.
Explain the role of government in keeping markets fair and efficient. Give examples of when this occurred and describe why it worked or not.