eChapters

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.

Marketing is a critical component of loose flower production because flowers are highly perishable and subject to substantial seasonal price fluctuations. This chapter examines important local and national markets, export opportunities, transportation systems and marketing channels. It explains direct marketing, commission-agent systems, wholesaler-retailer networks and emerging contract arrangements. The role of APMC markets in price discovery, grading, auctioning and market access is discussed along with online trading, e-commerce and digital payment systems. The chapter also considers institutional support, export promotion, value addition and crop insurance. Improved packaging, cold-chain infrastructure, processing and market information systems are highlighted as important strategies for reducing losses and improving farmer profitability.

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. What ever 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.

Marmalade: Marmalade is a fruit jelly in which peels of the fruits is in suspended forms. This product is generally prepared from citrus fruit like orange and lemon. The citrus marmalade can be classified into jelly marmalade and jam marmalade. 1 kg pectin extract required 750g sugar and 62g shredded peel.

Marriage and family dynamics concern the structures, relationships, roles and processes through which families function and change. This chapter examines forms of marriage and family, mate selection, family authority, role allocation, communication, adjustment and decision-making. It considers changing family patterns, marital relationships, parenting styles, family life-cycle stages, conflict, divorce and the influence of social and cultural factors. Questions also address family welfare, interpersonal relationships, responsibilities, values and the challenges experienced by contemporary families. By connecting theoretical concepts with everyday family situations, the chapter helps learners understand how individuals and families adapt to transitions, maintain relationships and promote the well-being of their members.

Marula nut (Sclerocarya birrea subsp. caffra) is a highly valued tree in most parts of Southern Africa because of its medicinal and nutritional properties. The marula tree is adapted to the semi-arid conditions that characterize most parts of sub-Saharan Africa and renders them unsuitable for conventional crop agriculture (Moyo Mack, 2009). The unique nutritional properties of marula and its high tolerance to dry conditions provide opportunities for its development into a plantation crop. On the other hand, the demand for marula plant parts, mainly the bark and roots as medicinal remedies, poses a great threat to wild populations. In the long term, the growing demand of marula products in the food, pharmaceutical and cosmetic industries will not be sustainable from wild populations alone. A rich genetic diversity in Sclerocarya birrea has  reported by Muco et al.

Health benefits of fish consumption

Fisheries and aquaculture play an important role in providing food and nutritional security. Fish is a rich source of quality animal proteins, omega- 3: poly-unsaturated fatty acids (PUFAs), minerals, and vitamins. Fish is a superfood that is rich in all nutrients except carbohydrates, and its combination with rice or wheat makes it a complete food, forming a balanced diet with the right combination of macronutrients (quality proteins, fats, and carbohydrates) and micronutrients (minerals and vitamins), which are essential for good health.

Aquaculture is one of the fastest-growing food production sectors. India is bestowed with all types of aquatic habitats; freshwater, including the cold waters in the highlands, brackish waters, and the marine system. Being a tropical country, India is a biodiversity hotspot. It is rich in a wide variety of fish fauna, and wherever there is water, there are fish. Thus, fish is widely available in India, Thus, India is the third largest fish producing country and ranks second in aquaculture production. In comparison to other sources of animal proteins, fish is more chicken, mutton, beef, pork, etc., as affordable is available in wide varieties in the markets. Therefore, the common man can afford to consume fish regularly and provide his family with a balanced and healthy diet.

As a diet, fish is important for all age groups of humans. Fish oil, especially the omega-3 PUFAs, EPA, and DHA, keeps away several preventable human ailments (Table 1).

1. Farm Publication

Is a class of publications prepared by the extension agency in printed form, containing information relating to the improvement of farm and home. Farm publications are of various types such as leaflet, folder, bulletin, newsletter, journal and magazine. Farm publications may be used singly or in combination with other extension methods.

Objectives

1. To reach a large number of people quickly and simultaneously at a low cost.
2. To provide accurate, motivating, credible and distortion free information.

2.1 INTRODUCTION

Mass flow and diffusion are processes which cause the redistribution of many components within the soil profile. They are usually investigated because they cause a redistribution of materials such as fertilizers and pesticides which are added to the soil, or because of the need to reduce salt concentrations to levels safe for crop growth. This has given an economic incentive to the investigations, but the processes are also basic to our understanding of the development of soil properties. For example, diffusion is the main process for the movement of gases into and out of the soil, which in turn affects many soil properties (Chapter 7), and mass flow of water is an important cause of the formation of horizons in soil profiles (Chapter 8). Hence there are both academic and economic reasons for attempting to understand the way the processes operate in soils.

Over the last few years our understanding has increased considerably. It is the purpose here to give the principles which have been evolved in this recent work, and to discuss their application. It will also be shown that many problems remain to be solved.

Diffusion means a spreading out, and is caused by random thermal motion, as is the Brownian movement of colloidal particles observable under the microscope. In unstirred liquids, which are our main concern in this chapter, all the molecules and ions of the solvent and solute have this random movement (molecules and ions in gases and some solids behave similarly). As a result of this motion, which occurs randomly in all directions, any irregularities in the concentration of a solution or mixture of gases eventually disappear.

1. Raw Materials

Culture of Bacillus subtilis

Talc powder - 300 mesh

I. In vivo culturing technique

In vivo culturing means culturing of entomopathogenic nematodes (EPN) in the host. Generally rice meal moth, Corcyra cephalonica and greater wax moth, Galleria mellonella are used as insect hosts for rearing EPNs.Insect hosts such as Spodoptera, Helicoverpa and Bombyx mori are also used for culturing Steinernema and Heterorhabditis but these insects need plant host especially leaves for culturing. Corcyra can be grown in broken cumbu grains and Galleria in honey comb or artificial diet.