Agricultural marketing

Agricultural Marketing refers to the teaching of marketing in the agricultural and food industry within the field of Agricultural Economics. The collective term for all of agricultural faculties scholarly disciplines is agricultural sciences.

Historical Background

During the period of National Socialism, the entire profession of agriculture, including their associations and organizations in the so-called Reichsnährstand was summarized. The prestige of farming should be as well as the supply situation improves. After the Second World War, the period of reconstruction was also influenced by supply thoughts, in essence, that made hardly needed a marketing in the traditional sense. Agricultural markets were being shaped during the first half of the twentieth century from a policy of security of supply. At the foundation of the European Union of the agricultural sector was the second area after Coal and Steel Community (ECSC ), which was subjected to a European regulation. EU payments to farmers were originally conceived as a means of achieving price stability to mitigate harvest -related price fluctuations. Later they also served in price support, ie received income support component. The resulting overproduction ( eg so-called butter mountains ) in many areas made ​​in the sequence further intervention required, for example to reduce surpluses. So agriculture today is within the European Union a highly regulated area, whose design included many elements of a planned economy and contains up today.

Development of agricultural marketing

Research and teaching of agricultural economics therefore focused until the end of the sixties of the twentieth century in the field of Agricultural Market Studies and agricultural policy. The control concept is continued in two terms. The role of farmers themselves was considered as object of research by the Agricultural Economic Sociology. It was not until in the seventies a turn to Marketing in the classical sense. The emergence of the permanent surplus production provided both economically questions on the steering effect of agricultural policy and business management after a successful acting on buyers' markets.

The farmer was in the self- understanding of the emerging agricultural marketing from the object of regulation to an autonomous operating business entity. For the other elements of the agribusiness in the upstream and downstream stages of agriculture were based on the agricultural market research for new answers to be found, for example, by looking for additional value to a decline in consumer prices of food and a decline in consumer expenditure shares for food were connected.

Typical topics in agricultural marketing include sector-specific issues such as:

  • Community Marketing
  • Regional marketing, for example, by appellation
  • Direct marketing
  • Label
  • Vertical Cooperation and Integration
  • And much more

The highly regulated field of agriculture makes the marketing of agricultural products until today to a special discipline within the business administration. Agricultural marketing is now taught in all agricultural faculties. Among the pioneers of the Agricultural Marketing belonged in Germany Otto Strecker and his student Reimar von Alvensleben.

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