eChapters

Marketing functions

The process of marketing involve a number of marketing functions. They may be grouped under:

Functions of exchange which include

1) Buying and assembling and

2) Selling.

B. Functions of physical supply which include

1) Transportation and

2) Storage or warehousing.

Price determination under perfect competition - It can be called as a market structure characterized by a complete absence of competition or rivalry among the individual firms. The sellers and buyers cannot determine the price, only the Industry decides the price of the goods. It means the forces of supply and demand determine the price of the goods

Perfect competition is defined as a market situation where there are a large number of sellers of a homogeneous product. An individual firm supplies a very small portion of the total output and is not powerful enough to exert an influence on the market price. A single buyer, however large, is not in a position to influence the market price.

Demand under perfect competition

Demand refers to the quantity of a product that consumers are willing to purchase at a particular price, while other factors remain constant. A consumer demands more quantity at lower price and less quantity at higher price. Therefore, the demand varies at different prices. Market demand means the sum of the quantity demanded by individual buyers at different prices.

According to traditional marketing concept, marketing is a mere physical process or set of activities connected with the exchange of goods or selling. According to traditional concept marketing is sales oriented. According to this concept marketing is more concerned with all those activities or operations which help the flow of goods from the producers or manufacturers to the ultimate consumers or users. From the point of production to consumption, the following steps are involved.

1. Goods have to be gathered and transported there by creating place utility.

2. Goods have to be made available to the consumers or users at the time when they are needed by consumers. This is done by storing the commodities in warehouses and cold stores etc. This creates time utility.

3. Goods are sold to consumers thereby transferring the ownership or title from the seller to the consumer. This creates “ownership utility” or “possession utility”. The various activities that help in the creation of place, time and possession utilities and help the flow of goods from the centers of production to the centers of consumption or use constitute the subject matter of marketing.

Classification of market

There are several bases on which markets are classified.

a. On the basis of location

On the basis of the place of location or operation, markets are of the following types:

Village market

A market which is located in a small village, where major transactions take place among the buyers and sellers of a village, is called a village market.

Primary markets

• These markets are located in big towns near the centres of production of commodities. In these markets, a major part of the produce is brought for sale by the producer-farmers themselves. Transactions in these markets usually take place between the producers/farmers and traders.

Goods and services are created through process of production. After production they have to be transferred or moved from the original producers to the final consumers. This involves the creation of market and the undertaking of number of activities such as buying, assembling, transportation warehousing, risk bearing, financing, selling etc. This constitutes the subject matter of marketing. Hence there is the need for the study of market.

What is market?

Market is derived from the Latin word “Marcatus” meaning trade, merchandise, ware, traffic or place of business. In the ordinary language, market is a place where buyers and sellers meet personally and make their purchases or sales. But in the language of economics, market need not be a place but it may be an area or region meant for potential exchange between a group of buyers and sellers interested in negotiating the terms of purchase and sale of goods and services and such negotiations may be done face to face at a certain place or may be done through other means of communication such as mail, phone, cable, television or through business middle men. Whatever may be the means of communication there will be free exchange or perfect communication between buyers and sellers so that a fairly uniform price prevails for a particular commodity over the whole area at any given time.

Objective: To identify agriculturally important insect orders and understand their key morphological characteristics relevant to their impact on agriculture.

Objective: To study and document the taxonomic characteristics of Siphonaptera and Trichoptera, emphasizing their unique morphological features and ecological adaptations.

Objective: To explore and document the taxonomic characteristics of Strepsiptera and Mecoptera, highlighting their unique morphological features and biological adaptations.

Objective: To identify and understand the taxonomic status and relationships of orders within Endopterygota, focusing on their distinct larval and adult stages and current sister group hypotheses.

Objective: To differentiate and document the key morphological characteristics of insects from the families Arctiidae (tiger moths) and Acrididae (grasshoppers).

Objective: To study the habitat, habits, and key morphological characteristics of Embioptera

Objective: To study the habitat, habits, and key morphological characteristics of Dermaptera (earwigs).

Objective: To differentiate and identify orthopteroid and hemipteroid groups based on their distinct taxonomic characteristics.

Objective: To elucidate the taxonomic characteristics of Psocoptera and Mallophaga, emphasizing their distinctive morphological features, ecological roles as parasites, and significance in entomology and veterinary sciences

Objective: To study and identify key taxonomic features of whiteflies in the family Aleurodidae, which are small insects crucial as vectors of plant diseases like mosaic viruses.

Objective: The objective of this practical exercise is to explore and document key taxonomic characteristics of Aphididae, focusing on specimens like cotton aphids (Aphis gossypii) and bean aphids (Aphis craccivora).

Objective: To thoroughly examine and record the fundamental taxonomic traits of insects belonging to the family Cicadellidae through detailed observation and analysis.

Objective: To explore and record the taxonomic features of insects in the family Pentatomidae through thorough examination and analysis of their morphology.

Objective: To explore and document the taxonomic characteristics of cockroaches belonging to the family Blattidae through detailed observation and analysis.

Objective: To investigate and comprehend the taxonomic traits of family Mantidae, specifically cockroaches and praying mantises, through detailed examination and diagrammatic representation.

Objective: The order Dictyoptera includes insects like cockroaches and praying mantises with netted wings. Recognizing their unique taxonomic traits is essential for precise identification and classification.

Objective: To differentiate between locusts and grasshoppers based on their morphometric measurements and behavioral traits.

Objective: This practical aims to understand the distinctive features of the insect order Mantophasmatodea and its major family, Mantophasmatidae.

Objective: Aims to understand and identify the key differences between insects belonging to the suborders Nematocera and Brachycera.

Objective: This practical aims to understand the taxonomic traits of Terebrantia and Tubilifera, focusing on their unique features and differences.

Objective: This practical aims to understand the taxonomic traits of Megaloptera and Planipennia, focusing on their unique features and differences.

Objective: Aims to investigate and understand the distinguishing features of butterflies and moths, focusing on their unique traits and examples.

Objective: To explore and compare the taxonomic traits of beetles and weevils through detailed examination and suitable examples.

Objective: To investigate and compare the taxonomic traits of Heteroptera and Homoptera, two suborders within the order Hemiptera, commonly known as true bugs.

Objective: This practical aims to familiarize students with the essential traits of Diptera and explore the agriculturally significant families within this order.

Objective: Identify and understand the distinctive features of the order Lepidoptera and its significance in agriculture through key families.

Objective: Explore and understand the key identical characteristics that differentiate the suborders Symphyta and Apocrita within the order Hymenoptera.

Objective: To comprehend the fundamental taxonomic characteristics of the order Hymenoptera and its agriculturally significant families.

The order Hymenoptera displays remarkable diversity in its insect inhabitants. The term “Hymenoptera” originates from “Hymen” meaning membrane or the God of marriage, and “ptera” meaning wings.

Taxonomic Characters

1. Hymenopterans possess mandibulate mouthparts, where the labium and maxilla’s basal sections lie closely side by side, forming a sharp transverse fold near the basal third. In bees, these structures integrate to form a lapping tongue, representing a chewing and lapping type of mouthpart.

2. The thorax is specialized for efficient flight, featuring a collar-like pronotum, an enlarged mesothorax, and a small metathorax. The prothorax and metathorax are fused with the mesothorax.

Objective: To understand the taxonomic characters and classification of the order Coleoptera, which includes beetles and weevils.

Order: Coleoptera (Coleos = sheath, Pteron = wing) Beetles and Weevils

Taxonomic Characteristics

1. Two pairs of wings, with the forewings thickened and hardened, forming protective covers called elytra, while the hind wings are membranous and protected by the elytra.

2. Both larvae and adults possess biting and chewing mouthparts.

3. Metamorphosis is complete.

4. Beetle larvae are commonly known as grubs. Snout beetle (weevil) grubs are legless (apodous).

Objective: To identify key characters of the order Neuroptera and explore the characteristics of the family Chrysopidae.

Order: Neuroptera

Etymology: Neuro (nerve) + Ptera (wings) = Wings with net-like patterns of veins

Common Members: Lacewings, Aphid Lions, Ant Lions, Alder Flies, Snakeflies

Key Features of Neuroptera

1. Neuroptera possess two pairs of similar-sized membranous wings with a complex, net-like pattern of veins.

2. They are relatively fragile insects and weak fliers.

3. Antennae are filiform, with or without a terminal club.

4. Both adults and larvae have chewing mouthparts, with larval mandibles being very strong and elongated. Some larval mouthparts are modified for piercing and sucking.

5. Larvae are compodiform and predaceous.

Objective: To explore the habits, habitats, and taxonomic features of the order Thysanoptera and the family Thripidae.

Order: Thysanoptera

Etymology: Thysano (fringed) + Ptera (wings) = Fringed-winged Insects (THRIPS)

Habitat: Terrestrial, commonly found in flowers

Habit: Phytophagous, feeding on plant material

Size: Minute to small, characterized by thin, slender elongated bodies

Taxonomic Characteristics

1. Antennae: Typically 6-10 segmented, with sensorial structures (cone like) on the 3rd or 4th segment.

2. Compound Eyes: Conspicuous, with 3-4 ommatidia in apterous forms and up to 150 in winged forms. Winged forms also exhibit 3 ocelli.

3. Mouthparts: Asymmetrical, lacking the right mandible. Adapted for lacerating, rasping, and sucking, with three stylets. The mouth cone, formed by the labrum, labium, and maxillae, extends ventrally between the fore coxae

Objective: The aim of this practical session is to explore the taxonomic features of the order Isoptera and classify its families.

Order: Isoptera (Iso = equal, ptera = wing) – Termites

Taxonomic Characteristics

1. Moderate-sized, social insects with thin skin, comprising various castes such as winged kings and queens, wingless kings and queens, workers, and soldiers.

2. Exhibits simple metamorphosis.

3. Mouthparts are of the typical biting and chewing type.

4. Wings are equal in size, long, narrow, membranous, and somewhat opaque.

5. Workers and soldiers of both sexes are wingless and sterile forms.

Objective: The objective of this practical exercise is to understand the taxonomic features of the order Orthoptera and classify its suborders and families.

Observations: Order - Orthoptera (Orthos = straight, pteron = wing) Includes grasshoppers, crickets, and locusts.

Key Characteristics

1. Presence of wings, either fully developed, shortened (brachypterous), or absent (apterous).

2. Mouthparts are of the biting and chewing type (mandibulate).

3. Hind legs are typically enlarged and adapted for jumping.

4. Two pairs of wings, sometimes reduced or vestigial. The front wings, called Tegmina, are straight and thickened, while the hind wings are membranous.

5. Exhibits gradual metamorphosis, where nymphs closely resemble adults in essential features and habits.

Objective

The aim of this practical is to categorize insects based on their wing characteristics.

Introduction: Insect classification, as outlined by A.D. Imms (1957), divides Class Insecta or Hexapoda into two primary groups:

Group 1: Apterygota: These insects lack wings, and the absence of wings is considered primitive. Metamorphosis is minimal or absent. Adults typically possess one or more pairs of pregenital abdominal appendages. The mandible of adults usually articulates with the head capsule at a single point. This group comprises four orders:

1. Thysanura - Example: Silverfish

2. Diplura - Example: Japygids

3. Protura - Example: Telson tails or proturans

4. Collembola - Example: Springtails

Introduction

Insects, classified under the Class Insecta within the Phylum Arthropoda, exhibit diverse characteristics. Sometimes, distinguishing between different arthropods is necessary to confirm their classification as insects. Biologists frequently employ dichotomous keys, systematic tools designed to assist in organism identification, to navigate this task.

Instructions

Follow the steps outlined below to identify the insects described. Utilize the provided dichotomous keys and accompanying figures to aid in the identification process.

In India, several institutions are working towards women’s empowerment and gender equality. The Ministry of Women and Child Development is the nodal agency responsible for promoting women’s rights and empowerment. The National Commission for Women (NCW) is another statutory body that works to protect and promote women’s rights. Additionally, there are various autonomous organizations such as the National Institute for Entrepreneurship and Small Business Development (NIESBUD), the Indian Institute of Entrepreneurship (IIE), and the Women’s Technology Park (WTP) that provide training and support to women entrepreneurs. Furthermore, there are numerous non-governmental organizations (NGOs) such as the Self Employed Women’s Association (SEWA), the All India Women’s Conference (AIWC), and the YWCA of India that work towards women’s empowerment and gender equality. These institutions provide a range of services including education, healthcare, legal aid, and economic empowerment programs to support women’s development and well-being.

The development discourse on women nationally and internationally as discussed above, moved from Women in Development (WID) to Gender and Development (GAD) and Women’s Empowerment. This was reflected in the Government Plans and Policy Documents in their journey through more than six decades. Since independence many schemes were launched for the emancipation of women in the country.

In the Fifth Five Year Plan (1974-79), the development approach replaced the social welfare approach. This recognized women’s productive role and her contribution. The Sixth Five Year Plan (1980-85), is a landmark in the history of women’s development by emphasising on health, education and employment. In the Seventh Five Year Plan (1985-90) priority was given for programmes to improve the status of women. A major development for the empowerment of women was the 73rd constitutional amendment to the Panchayat Raj Act in 1993. This amendment specified that one-third of the posts of Sarpanch and Chairman of the block level assemblies (Samiti) and the district assembly (Zila Parishad) will be women. Today, mobilization of women’s groups particularly in rural areas has become a major strategy in bringing them into the public domain, developing leadership and increasing their access to resources. Indian women have higher visibility in the national and state policies.

The Digital India campaign of the Government with special emphasis being laid on digital financial transactions and cloud technologies will go a long way in the evolution of better services and amenities for women, especially in agricultural domains.

Empowering women in agriculture through digital technologies can significantly enhance their productivity, economic opportunities, and overall well-being. Here are key strategies and areas to focus on:

1. Access to Information and Resources

Digital Platforms: Utilize mobile apps and websites to provide women farmers with information on weather forecasts, crop management, pest control, and market prices.

E-learning: Offer online training and tutorials on sustainable farming practices, financial management, and new agricultural technologies.

2. Financial Inclusion

Mobile Banking: Promote mobile banking services to help women access credit, savings, and insurance products. Digital financial services can make it easier for women to manage their finances and invest in their farms.

Women empowerment refers to the process of enabling women to increase their control over their lives, resources, and decision-making power. It involves promoting gender equality, challenging gender stereotypes, and addressing the social, economic, and political barriers that prevent women from reaching their full potential.

The Government of India declared 2001 as the ‘Year of Women’s Empowerment and the National Policy for the Empowerment of Women came into force from 2001. The policy approaches that were underlined in this policy concerned gender equality. The policy proposed that the legal system be made responsive and gender sensitive to women’s needs. It stated that women should be economically and socially empowered through focused efforts.

Women Empowerment has Several Dimensions

1. Economic Empowerment: Access to education, employment, credit, and other economic resources.

2. Political Empowerment: Participation in decision-making processes, leadership positions, and political representation.

3. Social Empowerment: Challenging gender stereotypes, promoting gender equality, and addressing social norms that limit women’s potential.

4. Legal Empowerment: Access to justice, legal rights, and protection from discrimination and violence.

5. Psychological Empowerment: Building self-esteem, confidence, and self-reliance.

Today, health promotion of the poor has emerged, worldwide, as a vital area for policy research and action. Healthcare is the responsibility of the constituent states and territories of India.

Food security: Gender dimensions

Standards have improved gradually over a period of years. But the burden of ill health is borne disproportionately by different population subgroups and people of lower socio-economic status, especially women, as they consistently experience poor health outcomes. Gender inequality leads to food insecurity and is also its leading cause. National food security is largely dependent on agricultural sector. The FAO articulates that food security is achieved when people at the individual, household, national, regional and global levels, at all times, have physical, social and economic access to sufficient, safe and nutritious food to meet their dietary needs and food preferences for a healthy and active life.

Rural women rarely own a control land and lack access to agricultural inputs, technology, training, extension services and marketing services. Despite being major contributors to agricultural production, they have little or no access to the means of production. They face restrictions in mobility due to social conditions, hence face a narrower range of labour markets than men including harsh working conditions and lower wage rates.

Climate change significantly impacts agriculture, altering growing conditions, crop yields, and the livelihoods of farmers. Rising temperatures and shifting precipitation patterns can lead to more frequent and intense droughts, floods, and storms, which disrupt planting and harvesting schedules and reduce crop productivity. Changes in temperature and precipitation can also exacerbate pest and disease pressures, making it harder for farmers to protect their crops. Additionally, the increased frequency of extreme weather events can damage infrastructure and soil health, further challenging agricultural systems. These effects pose serious threats to food security, necessitating the development of climate-resilient farming practices and crop varieties, as well as policies that support sustainable agricultural development and climate adaptation.

The climate change is not “gender neutral”. Women and girls experience the greatest impacts of climate change, which amplifies existing gender inequalities and poses unique threats to their livelihoods, health, and safety.

Climate change effect on women

1. Reduced Agricultural Productivity: Climate change leads to crop failures, reduced yields, and changed growing seasons, affecting women’s income and food security.

2. Increased Water Scarcity: Changes in precipitation patterns and increased evaporation lead to water scarcity, forcing women to travel farther for water, reducing their time for other activities.

3. Soil Erosion and Degradation: Flooding and erosion caused by climate change degrade soil quality, reducing fertility and affecting crop growth, further threatening women’s livelihoods.

Introduction

‘Health is wealth’ is a common saying. Every individual should take care of his physical and mental health. During work performance, if an activity leads to any health problem it is referred to as an occupational health hazard, which needs urgent attention. In agriculture, occupational health problems sometimes amount to incurable diseases/disorders.

Meaning of Occupational Health Hazards

Occupational hazard is something that causes harm to a working person, in terms of injury or ill health, damage to property, workplace environment, or a combination of both. In India, farm women contribute as farmers, agricultural workers, and entrepreneurs. As per the 2012 census data, women’s share was 55%, which is projected to be 65% by 2025. They are the backbone of the agricultural rural economy but still are one of the most vulnerable groups. Though nowadays, mechanization is gaining importance due to various reasons, it has yet not reached farm women, who are still not recognized as ‘farmers’, and the machinery is designed to suit the men’s folk. The role of women in farming operations like transplanting, harvesting, post-harvest management, and packaging, which are drudgery-prone, are on the increase. Considering these facts, the tools’ designers should give due thought when designing agricultural tools and equipment, to address farm women’s drudgery.

Gender analysis is the first and the foremost critical step towards gender responsive planning and programming. It involves collection and analysis of sex disaggregated information. It examines the differences, commonalties and interactions between women and men. Gender analysis examines women’s and men’s specific activities, conditions, needs, access to and control over resources, access to development benefits and decision-making.

Gender analysis helps to clarify the specific and often different capacities, vulnerabilities, needs and coping strategies of men and women, and indicates where opportunities for targeting effective strategies lie. Established patterns of gender inequality and inequity can be explored, exposed and addressed. This may provide opportunities and entry points to develop programs that support efforts to build more equitable gender relations. It aims to achieve positive change for women.

Elements of Gender Analysis

a) Natural: Land, water, forests, rivers etc.

b) Economic: Work opportunities, wages and remuneration, remittance, credit and production inputs.

c) Social: Formal and informal education and social services- religion and cultural norms like dress, defining private and public spaces.

Introduction

Women perform two-thirds of the world’s work hours, yet are poor in resources and are poorly represented in positions of power. Most of the low-income women in developing countries are primarily employed in agriculture, but many literatures show that men have been the primary adopters and shapers of agricultural technologies. These inequalities are seen in all parts of the world. Without acknowledging gender inequalities, economic development and globalization cannot be achieved. Gender bias is a universal phenomenon and there are a number of issues that farm women face.

Importance of Gender Mainstreaming in Agriculture

Indian Women spend 354 minutes a day, compared to 36 minutes a day by men, on household activities including cooking and child care. In developing countries, nearly 75 - 80 percent of women are involved in agriculture. They face gender issues in land ownership, access to credit, market, technology, seed, water, information, education and other services. NSSO survey (2010) revealed that 40% of male farmers want to quit farming due to less profitability. Gradually, male farmers are migrating to earn from non-farming activities. In this situation, women have to look after household as well as farming activities.

The Indian farm women have extensive workloads with triple responsibility for farm, household and community. Gradually their work is becoming harder due to climate change, degradation of natural resources, natural calamities, male migration and changing agricultural technologies. Women are extensively involved in crop production, horticulture, livestock management, post harvest operation, fisheries, agroforestry and household activities. Majority of their time is devoted towards collection of fuel, fodder and water, growing vegetables in homestead and rearing backyard poultry. They also considerably contribute for household income as agriculture wage earners and through cottage industry.

Women play a significant and crucial role in agricultural development and allied fields. The nature and extent of women’s involvement in agriculture varies greatly from region to region. But regardless of these variations, women are actively involved in various agricultural activities.

As per Census 2011, out of total female main workers, 55 per cent were agricultural labourers and 24 per cent were cultivators. However, only 12.8 per cent of the operational holdings were owned by women, which reflect the gender disparity in ownership of landholdings in agriculture. Moreover, there is concentration of operational holdings (25.7 per cent) by women in the marginal and small holdings categories. Worker Population Ratio (WPR) of women (24 %) is lower as against men (54.4 %) in the country. The workforce participation rate for rural females is higher at 30.5 percent against urban women participation rate of 20.20 percent (Mo SPI, 2022-23). As per the Annual Periodic Labour Force Survey (PLFS) Report 2022-23, agriculture had the highest estimated percentage distribution of female workers, ie. 64.3 %, with 76.2 % in rural areas and 11.7 % in urban areas.