eChapters

What new research is needed, what trials and how will the ultimate consumer and Industry benefit?
 
In Brazil, the sales of functional foods amounts to US $ 500 million per year representing about 1% of the total sale of the Brazilian food processing industry. According to a report the interests are mainly for dairy products, nutraceuticals and soy-based products. ABIA forecasts a substantial growth of 4.5-5% for this segment of the market (Stanton et al., 2001). In order to exert the health benefits beyond inherent basic nutrition, it is necessary that the activity of the probiotic culture should be maintained at very high levels during the shelf life of the product.

Market-Led Extension is an approach that ensures the extension system supports farmers throughout the entire value chain—from providing production-related recommendations to facilitating the sale of produce directly to consumers. The goal is to enable farmers to secure fair and profitable prices for their produce.
Axioms of Market-Led Extension
As outlined by Singh, Swanson, and Singh (2006):
1. Farmers should only be encouraged to produce a specific crop or product if a viable market exists for it.
2. If a product cannot be easily transported to market, alternative products with better market accessibility should be identified.
3. Crops or products unsuitable for local agro-climatic conditions should be avoided, and the focus should shift to those that are well-adapted to the district’s environment.
4. Promoting diversification across various high-value crops or products tailored to the preferences of Farmer Interest Groups (FIGs) or Women Interest Groups (WIGs) within the district is essential. Diversification reduces risk by preventing market saturation with a limited number of products, which can drive prices down.

Concept and Meaning of Market

Agricultural marketing management offers key insights into the agricultural and rural development today. Agricultural marketing and its management is an essential element of every economic activity. It is a most creative, dynamic and challenging activity for every kind of enterprises. Agricultural marketing management has significantly changed and it comprises numerous aspects of the needs of the customers over the selling and distribution of agricultural goods and services to customer and adds value to agricultural products and facilitates marketing and agribusiness opportunities in the economy. It deals with identifying and meeting human and social needs.

The word ‘market’ is a derivative of the Latin word _____

a) Marcatus

b) Markus

c) Marcat

d) Martus

2. ‘Marcatus’ is a _____ word.

a) Greek

b) Latin

c) French

d) Spanish

3. The word ‘Marcatus’ means 

In India, about 46 per cent of the milk produced is either consumed at the producer level or sold to non-producers in the rural area, the balance 54 per cent of the milk is available for sale to organized and unorganized players. The organized sector comprises of Government, Producers’ Owned Institutions (Milk Cooperatives & Producer Companies), and Private players which provides a fair and transparent system of milk collection round the year at the village level. The unorganized/informal sector involves local milkmen, dudhias, contractors, etc. and they are mostly found to be opportunistic, as there is no uniformity of milk price paid to producers and it varies depending upon the situation. The possibility of adulteration of milk is higher among these unorganized groups. In the areas where competition is high and the presence of the formal sector is strong, the unorganized sector generally gives higher prices and at the same time, the unorganized sector doesn’t offer remunerative prices to the producers where the organized sector is not present.

In India, we have mostly two types of standards, which govern the sale of foods including milk and milk products.

These are: Legal standards and Quality standards.

Legal standards

Legal standard means the specifications or the requirements which pertain to the law of the Govt. and are set up by the Govt. to meet certain minimum requirements in terms of chemical quality (i.e. composition), bacteriological quality (i.e. hygienic quality), and labelling and packaging requirements.

In our country, legal standards are given under Prevention of Food Adulteration (PFA) Rules, 1954-1955 (which are amended from time to time). Legal standards or PFA standards prescribe the minimum requirements for all types and categories of food. These standards are consistent with the minimum quality that is attainable under Indian conditions by the majority of the farmers, producers, processors, sale agencies etc. Further, any food that does not confirm to the minimum standards laid down by the legal rulers (PFA rules) is said to be adulterated, irrespective whether anything has been added to or removed from the original food.

1.1. Concept and definition

1.1.1. Marketing

Process of getting right goods or services or ideas to right people at right place, time, and price using right promotion techniques and utilizing appropriate people to provide customer service associated with those goods, services, or ideas.

To elevate natural beekeeping from a basic subsistence activity to a sustainable and profitable venture, strong marketing approaches and entrepreneurial drive are essential. These elements enable producers to expand their customer base, enhance the value of their offerings, and establish distinctive brands that reflect the purity and ecological integrity of their products.

There is increasing interest in natural bee products both within India and globally, fueled by heightened consumer awareness around health, sustainability, and eco-friendly lifestyles. Beekeepers must identify and understand their core markets—ranging from local health-conscious buyers and organic stores to international importers—and align their product presentation, packaging, and positioning to meet specific consumer preferences. Conducting market research can help pinpoint specialized segments like organic-certified honey, therapeutic propolis, or royal jelly supplements.

Entrepreneurial opportunities go beyond harvesting raw honey. Value addition can take many forms: creamed or infused honey, honeycomb packs, artisanal beeswax candles, cosmetic products made with propolis, or balms infused with bee-derived ingredients. Packaging innovations, sustainability certifications, and appealing brand narratives further enhance consumer trust and market differentiation. Diversifying products also helps minimize risk and stabilize income.

In a commercial horticultural enterprise, if the product is not marketed properly, safely and beneficially, all the investment, inputs, hard work goes in vain. Basically every commodity that is produced should reach the consumer and marketing is all about how the commodity reaches the consumer. There is no fun of producing any commodity if it does not reach the consumer.

The word market has been derived form Latin word “marcatus” meaning merchandise, where people conduct business. Market therefore refers to place where goods/ commodity and services are bought and sold.

Marketing is a sum total of business activities through which the goods and services are either bought or sold. Cundiff and Still defined marketing as “the business process by which products are matched with markets and through which transfer of ownership are affected.

Why Marketing of Fruits and Vegetables is Complex and Risky as Compared to Other Goods

Marketing is one of the most important factors in determining the success of any vegetable farming enterprise. Marketing includes all the operations and decisions taken by the producers. These decisions range from determining the most marketable crops for production to deciding how to best deliver quality produce to the consumers at a profit. However, contrary to popular belief, marketing does not begin after a crop is produced. Instead, marketing alternatives need to be considered even before the start of production.

However, vegetable marketing in India has not yet been organised so far. The long route from the grower to the retailer and ultimately to the consumer involves a chain of middlemen, transport contractors and wholesale merchants. Very often, there arises stagnation of the produce in the peak season or in the year of good production. The large number of intermediaries in the vegetable marketing channel grab maximum share of the consumer’s price and as a result, the producers’ profit becomes marginal. Vegetable cultivation is a capital intensive venture, and huge production alone cannot fetch profit for the growers. Organised marketing, storage and transport facilities are the key factors for making vegetable farming profitable which ultimatily boost vegetable cultivation.

Rabbit-based cuisine has been made and enjoyed on a regular basis since the first early civilisations in the Mediterranean region. Rabbit is an easy-care plant that grows well in backyards and on farms. There are notable differences in rabbit production between nations. In 2020, Asia produced 70.5% of the world's rabbit meat, with Europe coming in second. Based on estimated figures obtained from FAOSTAT, there was a 24.1% decline in the global production of rabbit meat between 2010 and 2020.

Introduction

Marketing and promotion are important for any organization that provides services to consumers. Marketing and promotion allow an organization to inform, remind, or persuade the consumers by sharing information about goods or services, community involvement, or societal impact. Simply stated, these efforts encompass anything libraries do to let the community know who they are, what they do, and what they offer. The goal of marketing is to keep the product in the minds of the customer: in the case of libraries it is to keep the customer aware of the library, to provide them with knowledge about the library’s physical features, resources, services, programs, and events, and to let them know about the benefits libraries offer. Marketing and promotion benefit the library by increasing usage, educating users, and increasing or at least maintaining a positive perception of the library.

Demand and Supply of Horticulture Produce

India’s horticulture production rose 30 per cent in the last five years — an impressive rise, considering growth in the preceding five years stood at about 23 per cent. India is currently producing 257.2 million tonnes of horticulture produce from an area of 23 million ha.The area under horticulture grew by about 3.8% per annum but production rose by 7.6% per annum. Improvement in productivity of horticultural crops was noted by about 28% between 2001-02 and 2011-12. Of the 140 million farmers in the country, horticulture engages about 20 million and also contributes about 30 per cent of India’s agricultural GDP. Horticulture contributes 37% of total exports of Agricultural commodities. India is among the foremost countries in horticulture production, just behind China.

The world trade in flavour and fragrances in 1987 was US $ 7,000 million and at present, it is estimated at more than $ 10,000 million annually. In 1975, perfume was used by one woman in ten, but today it is used by eight out of ten women; even reticent Japanese women are adopting the habit (Anonymous, 1995 c). The average annual industry growth rate in perfumes of India is valued at about US $ 20 million with an annual growth rate of 12% (Murty, 1993),while the UK market is Rs. 2000 crores and the US market supersedes it by Rs. 4000 crores (Walia, 1997). However, the domestic luxury perfume market is estimated to grow at a rate of 20-25 % (Biswas, 2012). Besides domestic market, India earns a lot of foreign exchange from the export of total essential oils and perfumes and is fast growing as it is showed from the trends in export earnings of Rs. 11.1 corers in 1982-83 rose to 4-fold in 1986-87 of Rs. 41.1 crores (CHEMEXCIL, 1988). According to a market survey report, Ahmed (1999) reported that the daily turn over of the attar market in India is more than 50 crores.

Middle East countries continue to be the big buyers of our traditional perfumes. Kewda flavour which is used in pan masala and tobacco is a familiar one in this part of the world. Kewda essence, being one of the few flavouring oils, has a good scope for export to other developed countries where the food flavouring industry is well developed. India is the leading producer of kewda perfumes in the world and the market for kewda perfumes is fast expanding specifically in the Arab countries. India exported the kewda water of Rs. 266.2 lakhs in 1986-87 which rose to Rs. 276.4 lakhs in 1987-88 (CHEMEXCIL, 1990). Anonymous (2007) reported that about 140 distilleries (bhattis), both local and outsider, earn about Rs.1.3 crore by way of extraction charges and annually they extract 332 kgs of kewda oil (Rs.8.3 crore), 7823 kgs of kewda attar (Rs.15.65 crores) and 150 MTs of kewda water (Rs.4.47 crore), the total coming to around Rs.28 crore. For extracting attar , the extractors use about Rs. 8 crore worth of sandal wood oil procured mainly from other states, while Rs.18 crore goes to the plantation owners as flower cost and to the flower collectors.

Ornamental fish culture has made giant strides in many countries in recent years. The industry is growing in leaps and bounds with involvement of even increasing number of aquarium hobbyists. A lucrative export market and high domestic demand have made ornamental fish industry a potential source for income generation. The range of species of ornamental fish available to the hobbyists is very large, with estimates of up to 1,500 species. As popularity of ornamental fish keeping has gained momentum, the need to transfer ornamental fishes from the resource abundant places to resource deficient places resulted in the marketing of ornamental fishes. In order to assess the marketing opportunities for ornamental fish, it can be classified as:

Indian dairy sector has made significant progress over the last few decades. Despite three decades of cooperative movement in India, however, a large proportion of milk and milk products in India continues to be marketed through the ‘informal or unorganized sector’. Although the share of organized market has steadily increased over the last few decades, the informal sector comprising middlemen, private milk traders and direct sale from producer to consumer, still accounts for nearly 80 percent of existing milk marketing pattern in the country. Milk contributes more to the national economy than any other farm commodity more than 10.5 billion dollars in 1994-95 (Dairy India 1997). In the context of poverty and malnutrition, milk has a special role to play for its many nutritional advantages as well as providing supplementary income to some 70 million farmers in over 500,000 remote villages (Dairy India 1997).  In their study, Datta and Ganguly (2002) reported that if the current growth continues for the next twenty years (the nation has been growing at a rate between 5 and 7 percent over past five years), milk consumption is likely to more than double by 2020. So above the discussion drives us to analyse the marketing behaviour of dairy farmers.

The study area, Tamilnadu, was selected purposively and out of seven agro-ecological zones in Tamil Nadu, western region has been selected purposively as it highest share in both the bovine population and milk production in the state. And both organized and unorganized milk marketing system working in this zone with largest number of milk plants.

Introduction

India is the second-largest producer of vegetables in the world after China. India accounts for 16 percent of the world’s production of vegetables. India home to 17.74% of the world’s population has only accounted for about 2.4% of the world’s geographical area and 4% of its water resources. Vegetables play an imperative role in nutritional security, economic viability and fit well into the predominant intensive cropping systems prevailing in different parts of our country. More than 60 kinds of vegetables are grown in India in tropical, subtropical and temperate agro-climates. India is the largest producer of okra and ranks 2nd in the production of potato, onion, cauliflower, and cabbage. During 2013-2014, India produced 162.19 million tonnes of vegetables and vegetable export from our country was worth Rs. 5462.93 crores. For a balanced diet, an adult who works moderately needs about 300 grams of vegetables per day, of which about 50 grams should comprise root vegetables, 50 grams of leafy vegetables and 200 grams of other kinds of vegetables as per Dietary Guidelines for Indians, NIN, 2011.

The vegetable is one of the important crops of Jharkhand, which is being cultivated on a commercial scale. About 3.2% of the gross cropped area of the State is devoted to vegetable crops. Vegetable development depends not only on production but also on the marketing system. Vegetable cultivation being labour intensive can substantially increase employment and livelihood avenues too. Vegetable growers face many challenges in the course of marketing their products and their marketing behaviour varies under different circumstances. Keeping this in view, the present investigation entitled “Marketing Behaviour of vegetable growers in East Singhbhum district of Jharkhand” was undertaken.

Marketing Channel

Marketing Channel is an organised network of agencies and institutions which in combination perform all the activities required to link producers with users to accomplish the marketing tasks.
Marketing channel is the route taken by a product as it moves from the producer to the consumer.
It is a part of value chain – what the customers are prepared to pay for goods and services and all activities carried out in chain.
Marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use/consumption. Channels normally describe a forward-movement of products from sources to user. Reverse flow channels is used to reuse or recycle products, and to recycling or disposal of solid waste (ecological goods).

1. Price spread will be the minimum in

a) Coconut

b) Rice

c) Milk

d) Green leaves

2. Farmers share in consumer rupee will be the minimum in

a) Gram

b) Milk

c) Cotton

d) Rice

3. Marketable surplus is equal to

22.1 What is Livestock Product Marketing?

Livestock Products Marketing is the change of ownership of livestock derived food products. It links the livestock production and food consumption. There are three aspects of livestock market transactions:

1. Spatial – transactions occur across space

2. Temporal – transactions occur across time

3. Form – transactions occur in a certain form

Effective marketing channels are essential for ensuring the timely availability and accessibility of quality fish feed across India’s diverse aquaculture systems. The distribution network typically involves a multi-tiered structure, including manufacturers, distributors, wholesalers, retailers, and direct-to-farm supply, connecting producers with end-users. The Indian fish feed landscape comprises both large-scale national manufacturers and numerous small and medium-sized regional producers. Large companies often rely on a structured distribution model involving regional distributors and wholesalers who then supply products to retailers, particularly in rural and semi-urban areas. Retailers serve as key intermediaries, not only selling feed but also advising farmers on feeding techniques and aquaculture practices. In several regions, cooperatives, Farmer Producer Organizations (FPOs), and aquaculture clusters help streamline feed supply by utilizing collective bargaining to obtain better prices and ensure quality consistency. Direct sales from manufacturers to large commercial farms are also gaining traction, particularly in intensive and semiintensive aquaculture settings. The rise of digital tools has further enhanced reach—ecommerce platforms and mobile ordering systems are now offering convenient and timely delivery solutions, even to remote locations.

Marketing channel can be defined as the path that a livestock commodity follows from the farmer?s gate to the consumer?s plate. A marketing channel involves a set of separate but interdependent organizations involved in the process of making a product available to consumers.

Importance of Marketing Channels

1. Little attention by companies or enterprises to marketing channels may damage profit, brand and number of customers.

2. Companies can change their products, advertising and pricing easily but it is not easy to change marketing channels.

3. Marketing channels are particularly convenient when the producer does not have time or financial means to carry out direct marketing.

4. Intermediaries in marketing channels are usually able to make the product widely available and accessible because they are specialized, have experience and contacts. They also have a better understanding of the market. Intermediaries take the risks involved in marketing and also pay for the produce immediately.

3.1 Communicating to the Customers

Philip Kotler defined IMC as, “the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent message”.

The Marketing Communications Mix consist of eight Major modes of communications which includes advertising, Sales Promotion, Events and Experience, Public relations and Publicity, Direct marketing, Interactive Marketing, Word of mouth Marketing and personal selling.

3.1. Marketing efficiency

Degree of market performance.

Whether it fulfills objectives assigned or maximizes fulfillment of objectives with given level of resources (or costs)

Whether it is responsive to impulses generated through environmental changes and whether impulses are transmitted at all levels in the system.

For example

Farmers expect quick market clearance and higher prices for their produce

Consumers expect ready availability of products in form and quality desired at lower prices

Traders and other functionaries expect steady and increasing incomes

Government expects system to safeguard interest of all three sections to maximize welfare of society.

3.1. Marketing efficiency

Degree of market performance.

Whether it fulfills objectives assigned or maximizes fulfillment of objectives with given level of resources (or costs)

Whether it is responsive to impulses generated through environmental changes and whether impulses are transmitted at all levels in the system.

For example

Farmers expect quick market clearance and higher prices for their produce

Consumers expect ready availability of products in form and quality desired at lower prices

Traders and other functionaries expect steady and increasing incomes

Government expects system to safeguard interest of all three sections to maximize welfare of society.

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.

Marketing Information System (MIS)

Market information is crucial to effective marketing management. Business success now requires a sustainable and cutting-edge knowledge base. Information becomes knowledge when it is discriminated, classified, processed and assembled in an appropriate manner. Knowledge is the final entity in the sequence.
Marketing decisions are based on marketing information and research. The scientific decisions are based always on the facts and figures. The information based decisions are useful for solving day to day problems. Marketing information are the facts and figures required for taking the marketing decisions. Marketing information assists marketing decisions in right perspectives. The marketing managers are expected to get all the relevant information. They have to evaluate the information for their purposes. The utilities of each source of information are assessed to have optimum use of the resources. Good information improves decision making process. The marketing managers have to make decisions based on available information and try to collect adequate and correct information from all sources. Establishment of an effective marketing information system (MIS) is essential for adequate and correct marketing decisions.

1. Government is concerned with the marketing system for

a) The quality of commodities at the lowest price

b) Maximum price for surplus produce

c) Steady income from marketing of commodities

d) Safeguard the interests of the groups associated in marketing

2. Which of the following statements are correct ?

i) The Jute Corporation of India is providing minimum price support that assists jute cultivators in all the states of India.

ii) The company purchases jute at the fixed minimum price when market prices declined and later sells to jute mills.

iii) The jute industry suffers from wide fluctuations in supply and price due to changes in the cultivated area and due to the effects of the factors associated with weather.

a) i and ii only

b) i and iii only

c) ii and iii only

d) All of the above

Marketing management refers to distribution of the firm’s product or service to the customers in order to satisfy their needs and to accomplish the firm’s objectives.

Marketing includes developing the product or service, pricing, distribution, advertisement, merchandising, doing personal selling, promoting and directing sales and service to customers.

Marketing is an essential function because unless the firm has a market, or can develop a market for its product or service, other functions of staffing, producing and financing are futile. Marketing functions are schematically given below :

5.1 Introduction

India ranks 10th in the world in pesticide consumption as its total consumption amounts to about 500 million tonnes. India is presently the largest manufacturer of basic pesticides among the South Asian and African countries, with the exception of Japan. The Indian pesticides market is the 12th largest in the world with a value of US $ 0.6 bn, which is 1.6% of the global market pie. India is one of the most dynamic generic pesticide industries in the world, having a total installed capacity of technical grade pesticides consisting of large and medium scale and 400 pesticide formulators (of all sectors) spread all over the country for use in agriculture, public health, household and plant protection. Overall, it can be said that there is a bright future for agro-chemical companies in India in the post-patent era. This paper focuses on the opportunities arising for companies dealing in pesticides because of the agrarian nature of the Indian economy. Besides, it presents a conceptual framework of the situation prevailing in the marketing of pesticides in India with special reference to Punjab.February 13,2009 (FPRC) — Indian Pesticides Industry - Vital for ensuring food security. Agriculture is the lynchpin of the Indian economy. Ensuring food security for more than 1 bn Indian population with diminishing cultivable land resource is a herculean task. This necessitates use of high yielding variety of seeds, balance use of fertilisers, judicious use of quality pesticides along with education to farmers and the use of modern farming techniques. It is estimated that India approximately loses 18% of the crop yield valued at Rs.900 bn due to pest attack each year. The use of pesticides help to reduce the crop losses, provide economic benefits to farmers, reduce soil erosion and help in ensuring food safety & security for the nation. The Indian pesticide industry with 85,000 MT of production during FY 07 is ranked second in Asia (behind China) and twelfth globally. In value terms, the size of the Indian pesticide industry was estimated at Rs.74 bn for 2007, including exports of Rs.29 bn.Globally, due to consolidation in the industry, the top five global MNCs control almost 78% of the market. In India, the industry is very fragmented with about 30-40 large manufacturers and about 400 formulators.The per hectare consumption of pesticide is low in India at 381 grams when compared to the world average of 500 grams. Low consumption can be attributed to fragmented land holdings, low level of irrigation, dependence on monsoons, low awareness among farmers about the benefits of usage of pesticides etc. India, being a tropical country, the consumption pattern is also more skewed towards insecticides which accounted for 64% of the total pesticide consumption in FY 07.

Introduction

Livestock sector has been an integral component of Indian agriculture since time immemorial due to its multifarious contributions to the society in the form of nutrient-rich food products, clothing, drought power, income and employment. India has huge population of livestock. Of the total livestock population of the world, India alone has about one-fifth cattle population. As per the 20th livestock census estimate, total livestock population in the year 2019 was over 535 million. Among the livestock products, milk is the most important. India has a glorious history of outstanding achievement in transforming itself from milk deficit country to world’s biggest milk producer over the span of three decades. With over 300 million bovines and producing over 198 million tonnes of milk in 2019-20, the Indian dairy sector exhibits strong growth potential. Despite COVID-19 induced restrictions, which has thrown the smallholder milk producers from the frying pan to fire, the organized dairy sector showed positive growth rate of around 1% in the last f iscal– the lowest in a decade. Despite these proud boasts, poor productivity potential of Indian milch herd is a major cause of concern that may threat its numero one position in future.

The major causes of low milk productivity in India are both intrinsic (low genetic potential) and extrinsic (poor nutrition/feed management). Empirical studies in India have shown that enhancing quality and quantity of feed and fodder has greater impact than breed improvement on increasing milk productivity (Lalwani, 1989; Gaddi and Kunal, 1996; IAEA, 2006; Roy et al., 2020). The timely unavailability of nutritionally rich feed and fodder is a major hitch that impinges on the productivity growth of farm animals in the country. Nonetheless, with increase in agricultural production over the time, the animal feed availability has also improved, but its supply always falls short of the aggregate demand. At national level, the recent reported shortage in green fodder, dry fodder and concentrates is 11.24%, 23.4% and 28.9%, respectively (Roy et al. 2019), and the scenario is more unnerving in few Indian states where the fodder deficit is above 25% (Fig 1).

4.1 Introduction

Issues of productivity growth and patterns of substitution in the fertilizer sector as well as in other energy intensive industries in India have been discussed from various perspectives. Historical estimates vary from indicating an improvement to a decline in the sector's productivity. The variation depends mainly on the time period considered, the source of data, the type of indices and econometric specifications used for reporting productivity growth. Regarding patterns of substitution most analyses focus on inter fuel substitution possibilities in the context of rising energy demand. Not much research has been conducted on patterns of substitution among the primary and secondary input factors: Capital, labour, energy and materials. However, analyzing the use and substitution possibilities of these factors as well as identifying the main drivers of productivity growth among these and other factors is of special importance for understanding technological and overall development of an industry.In this paper we contribute to the discussion on productivity growth and the role of technological change. We introduce the fertilizer industry in more detail taking into account industry specific aspects such as structural composition, production, technologies, energy consumption within processes, sector specific policies etc. This following we derive both statistical and econometric estimates of productivity growth for the fertilizer sector over time. For the statistical analysis we develop the Kendrick and Solow indices while for the econometric analysis a translog cost function approach using both cross-state and national thime series data is employed. The results are then interpreted within a broader context of structural and policy changes in the sector as well as other sector specific aspects.

1. Introduction

Libraries and information services have traditionally been seen as quiet sanctuaries of knowledge and learning. However, in today’s rapidly evolving digital age, libraries must actively market their services to ensure they remain relevant and accessible to diverse user groups. Marketing these services involves not only promoting the library’s offerings but also effectively communicating its value to the community. Marketing in case of libraries is necessary to offer benefits to users’ want, reduce barriers to use and access, persuade and inform the users, and carefully plan to satisfy users’ needs effectively. “Marketing is so basic that it cannot be considered a separate function within the library. Marketing is a central dimension of the entire library. It is the entirety of the library’s operations and services seen from a point of view of its final result, that is, from the customer’s point of view” (Gupta and Savard, 2010). Marketing library and information service is an established sub-set of management practices which identifies customer wants and needs and meets those needs within the resources of the organization (Gupta, Koontz & Massisimo, 2013).

Marketing of perishable and non perishable products

Agriculture and livestock products like food grains, vegetables, meat, eggs etc. are highly perishable over time. Under ambient conditions they get spoiled with in a few hours, days or months as the case may be. Livestock products particularly milk is perishable within a few hours if not preserved under refrigeration. Same is the case of meat. Eggs also get spoiled within a few days if not preserved under cold storage. Because of these reasons perishable products pose special marketing problems. Unfortunately in a country like India most of the agriculture and livestock products are produced by large number of small producers and the process of marketing is to a large extent is in the unorganised sector. Fortunately in our country a number of states like Karnataka, Tamilnadu, Maharastra, Gujarath and others, milk is marketed through cooperatives. For example in Karnataka, milk is procured by primary milk producers’ cooperative societies, transported, processed and marketed through milk unions located at district level and coordinated at state level by state milk federation that is Karnataka Milk Federation(KMF). Some states also have slightly different marketing organisation for egg marketing also. In the unorganised sector these products go through wholesalers, semi wholesalers, private vendors, retailers and ultimately reach the consumers.

The main purpose of establishing a nursery is to supply plants whether to one’s own garden or to out station indentors to fetch good income. To obtain adequate returns on the investment made by a nurseryman, one should have fair idea about lifting, packing and storage of the nursery plants.

Lifting of nursery plants

The plants grown in the nursery are to be lifted for establishment at their permanent place or for sale purpose. The careless lifting may affect adversely the establishment of nursery plants. For getting higher rate of success of evergreen plants in the field, it is always advisable to lift the saplings with a ball of earth intact particularly for mango, guava, citrus and litchi etc. However, the deciduous plants like peach, grape, apple, kiwi fruit, hazelnut, pecan nut, cherry, almond, walnut etc. can be lifted bare rooted during dormant conditions. If possible, it is advisable to irrigate the nursery 3-4 days before the actual date of removing the plants in order to prevent root damage. 

Marketing of Poultry and Poultry Products

Marketing involves the exchange of produce for an agreed sum of money and is a critical commercial process that encompasses promoting, selling, and distributing products. At its core, marketing is about understanding customer needs and providing products that meet these needs profitably. It is an essential business function that focuses on customer satisfaction and business growth.

Objectives of Marketing

1. Employment Generation: Marketing creates gainful employment opportunities for millions, thereby increasing income levels.

2. Demand Enhancement: It aims to boost the demand for poultry products, which in turn generates more employment opportunities in rural areas.

3. Improved Standards of Living: By providing essential nutrients like amino acids, fatty acids, vitamins, and minerals through poultry products, marketing contributes to the better health and standard of living of poultry farmers. 4. Efficient Supply: Ensures that poultry products are available at the right time, place, quantity, and price.

Poultry meat and eggs have high nutritive value. Egg is used as a standard for measuring the quality of other food proteins. It is a well balanced source of nutrients. Similarly poultry meat is easily digestible, high in protein and low in fat content. It contains all the essential amino acids. Though the poultry meat and egg production have tremendously increased in India during last few decades however due to lack of organized marketing channels poultry producers are not getting reasonable returns. Indian broiler and egg markets are in a disorganized state. In last few decades various efforts have been made so as to organize and co-ordinate marketing channel of poultry meat and eggs. Through these efforts producers are also benefited but only in some particular areas. Therefore, there is need to expand it further covering the country.

What is Marketing?

Marketing may be defined as exchange of a produce for an agreed sum of money. It is a commercial process involved in promoting, selling and distributing a product. In simple words marketing is finding out what customers want and supplying it at a profit. Marketing is a business in terms of customer needs and their satisfaction. As per P. Taylor, marketing is not simply providing products or services; it is essentially about providing changing benefits to the changing needs and demands of the customer.

Raw cashew nuts are a seasonal commodity and the trading season is from March to May. Growers usually supply the primary or village markets where small traders collect and supply the urban markets. The cashew trade is seldom handled by exclusive traders. Usually, those traders who collect other plantation products also trade in cashew. Due to the highly competitive nature of the cashew trade, growers have few marketing problems. When large quantities are collected by middlemen, the processors enter the marketing chain and make wholesale purchases. Grades and standards for cashew are yet to be introduced in India. Quality is generally determined by appearance and cutting tests that traders employ prior to purchase. The raw cashew nut market involves a large amount of capital where nearly 80 per cent of the produce is transacted within a period of 35 days. The current value of Indian production is estimated at around Rs. 10,000 million. This capital is made available by industry for procurement and processing operations.

There are no growers’ cooperatives or organizations for cashew marketing. In Kerala, however, the government has been involved in the procurement process and supply to large-scale processors. This adversely affected the cashew trade and has now been replaced by a free market policy.

In addition to the local production of nearly 7 lakh tonnes, India also imports a considerable quantity of raw nuts from several African and South-east Asian countries to satisfy the national processing capacity of about 12-14 lakh tonnes established in the country.

2.1 Introduction

Government provides various subsidies for agricultural produce. And seeds are also subsidized products. Anyone would like to buy for cheap. Can you imagine what role the government can play in making a product subsidized and making it available for consumption? Let's look at seeds in particular. To understand how the government reaches the rural corners, we need to understand the government model for distribution and control. Every District has a District Development Administrator (DDA) / District Agriculture Officer (DAO). Every district comprises of approximately five Block Offices. Now every Block office has a Subject Matter Specialists (SMS), an Agriculture Development Officer (ADO) and some Agriculture Extension Officer (AEO). Each AEO is assigned a circle to work in (i.e. a designated area). The AEO collects the demand of his circle and reports to the ADO. The ADO confirms the same from every AEO and sends the final report to the SMS. The SMS forwards the demand to the DDA. Every block office is in charge of at least 50 panchayats and every panchayat has 5 villages. So this is how the government reaches the rural population.

3.1 Introduction

The green revolution has no doubt provided great increase in the production of food crops, but has led to a sizeable increase in energy use. With the cost of energy raising constantly and shortage faced in developing countries, the energy conservation given a special importance. It has been estimated that potential for conservation of commercial energy is around 20% in transport, 25% in industrial and 30 percent in agriculture. In a country like India where about 70% of people depend on agriculture for their livelihood. Agriculture being the primary sector has got its importance. Mechanisation of agriculture is inevitable for farm productivity. Mechanization of agriculture has two forms job requiring traction work, mobile mechanization need the use of machines for such jobs as pulling and drawing efforts e.g. plowing and tillage operations like harrowing, leveling, rolling, seeding, harvesting and hauling .

5.1 Descriptive Analysis for Marketing Decisions

Measures of Location

In the previous chapters it was discussed how to understand and reach customer. Now lets explore the numerical data through their properties to understand customers and markets. Descriptive statistics is analysis of data that helps describe, summarize data in a meaningful so that the business people get new and deeper insights into the problems and situations. For example a buying pattern for your products might emerge and there could be difference based on gender. This will help the business people to come out various strategies separately for each gender. Data can be easily handled with spreadsheets. One of the very widely used spreadsheets by many business organisations is Microsoft - Excel. MS-Excel is used for various purposes from just maintaining records to finding out relationships between databases. Some organisation use this spreadsheet software for generating memos, track sales trends and other business data. Lets in this chapter explore how excel sheet can be used to perform basic data analysis that can help us to get greater insights.

5.1. Meaning and importance of risk

Hardy defined as uncertainty about cost, loss or damage.

Inherent in all marketing transactions.

Destruction of produce by fire, rodents or other elements, quality deterioration, price fall, change in tastes, habits or fashion, and risk of placing commodity in wrong hands or area.

Longer the time lag, greater will be the risk.

Cannot be dispensed with and be ar the risk in marketing process.

One who holds commodity in process is risk bearer, because of which he may be better off or worse off

Introduction

Traditionally, Indian economy was characterised as an agrarian economy for the reasons that majority of the population were dependant on agriculture and allied activities and more than fifty per cent of the Gross Domestic Product (GDP) was derived from agricultural sector. However, paradoxically, despite a drastic decline in the share of agricultural sector to GDP wherein it declined from 56.5 per cent in 1950-51 to 15.11 per cent in 2016-17 (Statisticstimes.com) Indian economy is still characterised as an agrarian economy. But, it would not be inappropriate to state that Indian agricultural sector is at crossroads, or it would be rather safe to comment that for any further advancement of the agricultural sector, value addition is imperative. During the post independence period, the sector had witnessed commendable progress attributing to a shift from an undesirable situation of ‘ship to mouth’ to ‘farm to mouth’. It is obvious that as a result of various programmes, projects and schemes tailored for development of agricultural sector, India had attained self sufficiency in food crops and other agricultural/horticultural products. However, the darker side is that the Indian peasants are still deprived of a remunerative price for their products as well as a respected status in the society which in turn is arresting further advancement and progress of the sector. Thus, it could be concluded that future of agricultural sector in India vests on the adoption of appropriate marketing strategies, supply chain management and value addition initiatives for the prosperity of our farming community in specific and agricultural sector in general. It is in this backdrop, the NITI Aayog has proposed various reforms in India’s agriculture sector, including liberal contract farming, direct purchase from farmers by private players, direct sale by farmers to consumers, and single trader license, among other measures, in order to double rural income in the next five years. Ministry of Agriculture, Government of India, has been conducting various consultations and seeking suggestions from numerous stakeholders in agriculture sector, in order to devise a strategy to double the income of farmers by 2022.

Introduction

In India Agriculture was practiced formerly on a subsistence basis; the villages were self sufficient, people exchanged their goods, and services within the village on a barter basis. With the improvement in rural infrastructure all these goods and services has become commercial in character, resulting in development of Micro-enterprises and requirement of their business promotion.
Businesses with five or fewer employees, called micro-enterprises, support many rural and urban households in developing nations. The term marketing connotes a series of activities involved in moving the goods from the point of production to the point of consumption. 
Marketing is an integral part of micro-enterprise products to encourage them to make more investment and to increase production. Thus there is an increasing awareness that it is not enough just to produce however it must be marketed as well.

1. INTRODUCTION

Marketing is a general term used to describe the activities that lead to the sale of your product. It is the process of planning and executing pricing, promotion and distribution programs to satisfy customer needs. It involves collecting information, analyzing alternative market outlets, developing different product forms, pricing products to compete in the marketplace, defining the scope of the proposed market area and meeting consumers’ needs. So marketing is more than just selling a product or service. It is an essential part of any business. Without a good marketing program, even the best businesses fails.

Value-added agricultural groups typically don’t pay enough attention to marketing. Selling agricultural commodities usually only involves hauling the commodities to a market where there is usually a willing buyer. So farmers often spend their time analyzing brick and mortar issues associated with processing and manufacturing (making the product rather than marketing the product). Often the attitude is that, if we make the product, someone will come along and buy it. So value-added agricultural businesses consistently fail because they do not understand the importance of designing and implementing a good marketing program.

As a first step, ‘A Marketing Primer and Marketing Basics’ will help you with a basic understanding of marketing. Successful marketing involves designing and implementing a marketing strategy for your product. Marketing Strategies provide generic strategies for various types of products and product buyers. In a simple term, marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products.

Marketing Strategy

Marketing strategy is an integral part of marketing planning. In modern day business terms, strategy refers to the matching of the activities of an organization to the environment in which it operates and to its own resource capabilities.

Definition: Marketing strategy is the complete and unbeatable plan, designed especially for attaining the marketing objectives of the firm/business unit. The marketing objectives indicate what the firm wants to achieve, the marketing strategy provides the design for achieving them. e.g. marketing objective of a business unit in the next year (2016) to achieve sales revenue of Rs. 2,000 crore and net profit will be 15 per cent on sales revenue. Then it is the job of marketing strategy to indicate how and where from this sale and profit will come, which product lines/products/brands will accomplish this task and how?

The greater the distance between producer and consumer, the more complex is the marketing organization required to ensure that eggs reach consumers in the form, place and time desired. Producers may decide to market their produce directly to consumers - direct marketing - or may choose from a variety of marketing organizations that make up a marketing channel.
8.1 Direct Marketing
Direct marketing includes the following methods of selling:
• Sales from the farm (farm gate)
• Door-to-door sales
• Producers’ markets
• Sales to local retail shops

The final chapter examines the commercial, institutional and policy dimensions of the Indian cut flower industry. It discusses domestic and international markets, export opportunities, grading, packaging, cold-chain requirements and India's competitive position. Institutional support from ICAR, APEDA, National Horticulture Board, MIDH, financial institutions and Centres of Excellence is explained. The chapter also covers Agri Export Zones, Export Oriented Units and crop insurance mechanisms relevant to commercial floriculture. Current challenges include freight costs, cold-chain limitations, quality standards and international competition, while opportunities arise from protected cultivation, precision farming, automation, AI, IoT, exports and premium flower markets.

This chapter introduces the economic and commercial systems through which wool moves from producer to processor and consumer. It examines wool marketing channels, auction systems, private sales, sale by description and the role of objective measurement in establishing market value. The chapter discusses the relationship between fibre diameter, quality and price and considers India's wool economy, including coarse carpet wool and fine-wool imports. Traceability, provenance branding and improved preparation are presented as important strategies for increasing producer returns.

Meaning of Marketing

Marketing is an important function of management. Marketing makes the economy strong. Production is meaningless unless the goods and services are exchanged for money. Marketing is related with movement of good from producer to consumer.

Various people have defined marketing differently. A majority of people consider it as selling while some people prefer to call it shopping. Similarly, some people call it merchandising. All these meanings of marketing are partially correct.

Marketing is the sum total of all those activities which move goods and services from the producers to the consumers.