MK Pengantar Agribisnis : Pemasaran Hasil Pertanian

Summary

This lecture on agricultural marketing, part of an introductory agribusiness course, covers key concepts and subsystems in the marketing of agricultural products. It explores the importance of marketing in the agribusiness system, including its functions and the creation of utility in the form of time, place, form, and possession. The presentation explains the roles of marketing channels and institutions, such as brokers, traders, and processors, in connecting producers to consumers. Different agricultural sectors—like crop farming, livestock, fisheries, and forestry—are discussed, highlighting specific marketing channels and challenges within each. The session provides a comprehensive understanding of agricultural marketing systems.

Takeaways

• 😀 Agricultural marketing is a key subsystem in the agribusiness system, following production, cultivation, and processing subsystems.
• 😀 Marketing involves creating, communicating, and delivering value to customers while managing relationships, both beneficial for producers and consumers.
• 😀 The term 'marketing' is derived from the English word 'market', which refers to a place or condition where buyers and sellers interact.
• 😀 Agricultural marketing includes the movement of agricultural products from production points to consumers, while adding value through various functions.
• 😀 The four types of utility created in marketing are form, place, time, and possession, which enhance the usefulness of agricultural products.
• 😀 Form utility involves transforming products into more useful forms, such as turning cassava into chips or flour.
• 😀 Place utility refers to moving products from production areas to places where they are needed, increasing their usefulness.
• 😀 Time utility extends the shelf life of perishable goods through methods like freezing, enabling consumption over a longer period.
• 😀 Possession utility involves transferring ownership of products, such as when farm products are sold from producers to consumers.
• 😀 Marketing functions include exchange (buying and selling), physical (storage, transportation, processing), and facilitation (grading, risk management, financing).
• 😀 Marketing channels describe the path products take from producers to consumers, involving intermediaries and institutions at each stage to facilitate the process.

Q & A

What is agricultural marketing according to the American Marketing Association?

Agricultural marketing, according to the American Marketing Association, is the process of creating, communicating, and delivering value to customers, while managing relationships in a way that benefits both the company and the customer.

What are the four types of utility created in the marketing process?

The four types of utility created in the marketing process are form utility (value added by changing the shape of a product), place utility (value added by moving products to a more convenient location), time utility (value added by making products available at the right time), and possession utility (value added by transferring ownership).

What is form utility in agricultural marketing?

Form utility in agricultural marketing refers to the process of changing the form of a product to make it more useful or valuable. For example, cassava can be processed into chips or flour to increase its value.

How does place utility affect agricultural marketing?

Place utility in agricultural marketing refers to the process of moving agricultural products from one location to another, making them more accessible. For example, crops harvested in the field are transported to markets or stores for consumer purchase.

What is the role of physical functions in agricultural marketing?

Physical functions in agricultural marketing include activities such as storage, processing, and transportation. These functions create place, time, and form utilities by ensuring that products are available in the right place, at the right time, and in the right form.

What are the different marketing channels in agricultural marketing?

Marketing channels in agricultural marketing refer to the routes through which agricultural products move from producers (like farmers) to end consumers. These channels involve various intermediaries such as collectors, wholesalers, retailers, and sometimes processors, depending on the type of product.

What is the importance of marketing functions like exchange, physical, and facilitation in agricultural marketing?

The marketing functions—exchange (buying and selling), physical (storage, processing, transportation), and facilitation (standards, grading, risk management, financing)—work together to ensure that agricultural products are efficiently delivered to consumers and that their needs are met in terms of timing, location, and quality.

How do brokers contribute to agricultural marketing?

Brokers in agricultural marketing are intermediaries who facilitate transactions between buyers and sellers without taking ownership of the products. They earn commissions by connecting parties and negotiating deals.

How does the marketing of crops like rice or onions differ in terms of channels?

The marketing of crops like rice or onions typically involves multiple stages. For instance, in the case of rice, the product moves from farmers to middlemen (traders or wholesalers) and then to retailers, while onions follow a similar path but may involve slightly different intermediaries, like bulk buyers or specialized handlers.

What role do trade associations play in agricultural marketing?

Trade associations in agricultural marketing, such as those for coffee or export industries, help by gathering and evaluating information, creating market opportunities, and facilitating connections between producers, traders, and consumers. They often provide a platform for collective bargaining and promote agricultural products.