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Welcome to MKTG 442: Marketing of Agricultural Products! Introduction to the course Syllabus Course content The Food Marketing Process MKTG 442 INTRODUCTION Lars Perner, Instructor 1 Food Flow and Marketing Text, p. 5. From the U.S. Dept. of Agriculture. MKTG 442 INTRODUCTION Lars Perner, Instructor 2 The Value Chain—An Example CORN GROWER SLAUGHTER HOUSE HOG FARMER FOOD MANUFACRURER MARKET RESEARCH BRAND MANAGEMENT ADVERTISING/PROMOTION MKTG 442 INTRODUCTION AUCTION HOUSE WHOLESALER GROCERY STORE Lars Perner, Instructor 3 The Value Chain Different parties Add different kinds of value based on MKTG 442 Specialization (e.g., growing, processing, distributing) Location May undertake marketing activities individually and/or jointly INTRODUCTION Lars Perner, Instructor 4 The Changing Food Marketing System Laws and Government Policies Customs and Values Domestic and Global Economy FARM PRODUCTS The Food Marketing System: • Firms, Organizations • Product Flows, Distribution Channels •Management and Marketing Activities •Pricing and Exchange Science and Technology Competition Infrastructure (transport.., communication, educ.) MKTG 442 FOOD PRODUCTS Consumer Tastes and Preferences Text, figure 1-3. Copyright © 2001 Prentice-Hall. INTRODUCTION Lars Perner, Instructor 5