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To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Discusses the uncertainty of marketing and tries to relate this to marketing people who act as if uncertainty does not exist. Gives an example of: an existing brand in a stagnant market; an existing brand in an existing market; and a new brand in an increasing market. Analyses a reasonably simple computer program 'Call‐Risk' asking the computer to do a lot of calculating and uses the Monte Carlo principle for supplies of data. Tabulates the results and discusses them in depth, and develops a five‐year plan, which is also tabulated. Adopts simple plans and illustrates these also. Concludes that most plans are not really good enough but the addition of uncertainty, and risk analysis, gives improved plans with better chances to be in line with reality.

The purpose of this paper is to analyse the distribution channels of vegetable sectors in Indonesia, its economic impact on the performance of vegetable sales and the factors affecting marketing channels selected by producers.

The study employed qualitative and quantitative methods. A market survey was qualitatively conducted at producer, intermediary, wholesaler, hotel and food processing company as well as retailer levels. Producer survey was quantitatively conducted at the farm level, by interviewing 556 randomly selected farm households. Structural equation modelling was employed to accomplish the objectives of the study.

Marketing channels for vegetables in Indonesia was complex and relatively long. Farmers decided to select particular channels because of business circumstance and their knowledge. Distance and gentleman’s agreement with traders limited farmers to choose the desirable marketing channel. Marketing channels affect business performance in terms of high sales and profit.

This study only pays attention to the supply side of vegetables. The effect of marketing channels also encumbers the consumers, which are beyond this study. Other studies are expected to highlight the consumer side.

This study focused on smallholder agribusiness players. This study uses two surveys as data sources: market survey and producer survey. The market survey serves as vital information to design producer surveys.

The article seeks to assist managers in low‐margin markets to grow profitability by applying principles of profit leverage.

The paper identifies a series of principles for targeting market segments and growing profits.

Gross margins are usually taken for granted by managers, but are actually key indicators of the types of marketing strategies – what the author calls “gross profit strategies” – that managers should use to leverage the growth of gross profit. Two general classes of gross profit strategies are identified – volume‐driven, and price/bundling gross profit strategies. The latter is particularly applicable to managers in low‐margin markets. The paper also discusses four subsidiary gross profit strategies and illustrates with examples of real‐world firms and situations.

The paper defines market‐driven costing and stresses the importance of measuring “true” gross margins, by measuring costs based on the cost to serve the customer, including opportunity costs. Finally, the paper explicates the relationship between true gross margins and managers' perceptions of their competitive ability to compete in the marketplace.

The global organic market is expanding, and India is in an advantageous position with the highest number of organic producers worldwide. Although many articles have been published on the value chain of organic products from India, no significant studies were found related to the value chain analysis of organic pineapple. This study aims to know the various aspects of the organic pineapple value chain, i.e. network structure, value addition at various stages of chain actors, value chain upgradation and governance structure.

The study is explorative in nature, and primary data from various actors involved in the chain is collected and analyzed. Primary data through a structured schedule and interviews are collected from farmers and traders. A multistage sampling plan has been adopted. A sample of 75 farmers was randomly selected from the study area. For traders, snowball sampling is used due to the nonavailability of the sampling frame. A total of 10 commission agents, 10 wholesalers and 20 retailers were thus selected for the study. For objectives 1 and 4, descriptive statistics are used. For objective 2, a modified formula described by (Murthy et al., 2007) is used to calculate farmer’s net price and marketing margin. For objective 3, Garrett’s ranking technique is used to identify various constraints in upgrading the organic pineapple value chain in Assam.

This study shows that the value chain of organic pineapple is in the initial stage and proper value addition is required to have a complete regulated value chain. Six marketing channel is identified, and products are sold through farmer producer company only in case of export and trade with distant buyers. The marketing efficiency for channels II and III is 1.69 and 0.99, respectively. The degree of value addition for channel II in the hands of the commission agent, wholesaler and retailer is 11.65%, 4.56% and 12.60%, respectively. In the various constraints in upgrading the value chain, farmers rank “policy support” as a major constraint. In the governance structure, trade with distant traders and exports is done formally and through written contracts.

The study performs value chain analysis of organic pineapple in Cachar district of Assam, India for the year January 2022–January 2023. Future studies are encouraged related to various aspects of the supply chain and value chain of organic pineapple from various northeastern states of India and other states.

The study will help policymakers and key actors to know the existing chain and frame a well-coordinated and regulated value chain.

This study is one of the first study to explore the value chain of organic pineapple of Cachar district of Assam, India. Implementation of these findings can help various actors to strengthen the existing value chain.

The purpose of this paper is to examine the socioeconomic determinants of profitability of fresh fish marketing in Ogun State, Nigeria.

The study was a cross-sectional survey of 120 fresh fish marketers selected randomly from four major fish markets in Ado-Odo Local Government area of Ogun State, Nigeria. Data were collected using structured questionnaire which was designed to solicit information on the marketers’ socioeconomic and marketing characteristics, operating costs and returns, and problems associated with fish marketing in the study area. A combination of descriptive statistics, marketing margin, budgetary and ordinary least square regression analyses were employed to analyze the study data.

The study showed that female (85.8 percent) dominated fresh fish marketing. The percent marketing margin of fresh fish was 34.55 percent. The percent marketing investment of 20,906.03, 20,453 per month and 1.43 were realized, respectively. The result of the regression analysis revealed that profit from fresh fish was significantly determined by education, proportion of household members involved in fresh fish marketing, marketers experience, capital, number of sales outlet and purchase price.

The findings was based on information supplied by the fresh fish marketers in the study area based on the authors memory recall since most of the respondents do not have diary where records of activities were kept before the survey.

This study contributes to the existing literature in fish marketing and will provide empirical information to policy makers in the formulation of appropriate policies. It will also serve as a guide to practicing and prospective fresh fish marketers and to researchers who may investigate further into the subject matter.

The social implications from the findings on the return on investment of 1.43 implies that for every one naira invested by fresh fish marketers, a return of 1.43 and a profit of 0.43 were obtained. The study concludes that fresh fish marketing is an economically rewarding and profitable venture in the study area. It also recommends the need to provide credit facilities to finance storage facilities of this group of marketers.

The study is original in nature and revealed the economic status of fresh fish marketing in Ogun State, Nigeria.

The purpose of this paper is to propose a new margin protection (MP) scheme for the producers of hog, cattle and dairy in the developing countries.

The proposed MP scheme is inspired by the Livestock Gross Margin (LGM) program that has been successfully implemented in US directly implementing the LGM program in developing countries can be difficult due to the rudimentary of the futures market with limited futures listing. To address this issue, the authors proxy the futures prices by relating to some relevant spot prices via an econometric model. The proxied futures prices, in turn, enable the implementation of a generalized LGM, which the authors denote as the MP scheme.

As China is the world’s largest consumption and production of pork, the authors describe the proposed MP scheme by demonstrating how a generalized LGM can be constructed for the Chinese hog producers. By empirically comparing to the pilot hog price index insurance for the Beijing’s hog producers, the authors find that the proposed MP scheme is more effective in providing MP for the producers.

The proposed MP scheme still requires the availability of some relevant spot prices in order to use an econometric model to proxy the missing futures prices.

The value of this research stems from demonstrating how an MP scheme can be constructed for developing countries that have rudimentary futures markets.

Low productivity and the prevalence of marketing and demand constraints are all interrelated problems for banana growers in East Africa. The purpose of this paper is to examine how different marketing policies can alter the incomes of banana‐growing households in the Ntungamo district of Uganda.

A partial equilibrium model and a trader profit‐maximisation model are used to analyse changes in banana market equilibrium conditions, marketing costs and market competitiveness.

The results indicate that increasing supply relative to demand reduces grower returns. It appears that reducing market power and lowering middlemen marketing costs may lead to higher grower returns. Policies facilitating lower marketing costs for traders are proposed in conjunction with strategies that promote banana processing.

Drawing on both primary and secondary data, this paper examines how increasing demand and reducing marketing costs impacts on banana‐grower returns. Furthermore, sources of price movements in the Ugandan banana industry are assessed.

Commercialization of cassava is increasing because of increased urban demand for processed products and increased recognition of the industrial potential of the crop. This study aims to examine the cassava value chain in Ghana and its implications for upgrading.

A combination of purposive, simple random and snowball sampling methods was adopted to select key actors in the cassava value chain. A semi-structured questionnaire was used to collect primary data. Analysis of the data was largely descriptive, except for profitability of cassava production in selected regions, which was examined by employing gross and net marketing margin analysis. A comprehensive value chain map was generated to show the different product pathways for cassava from the farm gate to the final consumer, and roles of key value chain actors and their relationships were summarized through simple narrations.

Evidence has shown chains of more than four different channels through which fresh cassava roots move from the farm gate to final consumers. Production of cassava in Ghana is profitable, generating positive net marketing margins across major producing centres. Processing of cassava has both dry and wet/fresh value chains depending on the derived products for the final consumer. There is weak governance system in the cassava value chain in Ghana as majority of actors use spot market transactions in dealing with trading partners. The use of standardized grading and weighing system is very limited in the chain, and limited access to credit is a critical constraint to value chain upgrading.

With the exception of results from the profitability analysis of producers, the findings on marketing margins of other value chain actors may not be generalizable. Future studies could determine the profitability associated with cassava value-adding activities like processing into various forms and explore the possibility of converting waste from processing into energy.

The study includes implications that focus on product and process upgrading efforts by smallholders in the cassava value chain. This paper recommends innovative financing models for smallholders to improve access to microcredit via internal and external funding sources.

This paper reveals specific intervention areas in which smallholders can direct efforts in an attempt to improve the cassava value chain through product, process and functional upgrading.

Using an analysis of marketing margins and the key dimensions of long‐term buyer‐seller relationships, it is possible to demonstrate that the supply chain for potatoes cultivated in the Red River Delta (Vietnam) is surprisingly efficient. While the prices paid to farmers are ultimately determined by supply and demand, the price farmers receive from traders and collector agents is influenced by tuber quality and the costs of transportation. Farmers are seldom dependent on their preferred trading partner and indicate that numerous alternative traders are available to purchase the potatoes they have harvested. While the traders similarly enjoy a strong positive relationship both with farmers and collector agents and their down‐stream customers, wholesalers report that they are much less satisfied in their exchange relationship with both the traders and the retailers. Wholesalers are more dependent on both their up‐stream and down‐stream trading partners and are more dissatisfied and less trusting of their exchange partners.