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Purpose of Lecture
Marketing is an important part of a business’s strategic
plan and a key activity in downstream value-adding activities,
which focus on serving the needs of immediate customers and the
final consumer. This module presents a broad overview of the marketing
strategies available, and then focuses on how a commodity marketing
plan can be used.
Structure of Presentation
This is a lecture in two parts. The first is about the wide
variety of product marketing strategies that are available.
After broadly discussing marketing philosophies it presents
information on the six components of a marketing plan.
The second half of the presentation focuses on building
a specific marketing plan for a commodity. This focuses
components related to commodity marketing. A spreadsheet
is available for use in constructing a commodity marketing
plan.
References
Marketing's
Four P's: First Steps for New Entrepreneurs, EC-730.
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