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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