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trả lời câu hỏi ôn tập học kỳ marketing nông nghiệp chương trình tiên tiến VNUA Discussion question: CHAPTER 1 1. How would you explain food marketing to someone who is unfamiliar with this subject? First of all, Food marketing means different things to different people (consumer, farmer, middlemen etc.) We will define food marketing as the performance of all business activities involved in the flow of products and service from the point of initial agriculture production until they are in the hands of customers. For example, fiftysix companies are involved in making one can of chicken noodle soup. These businesses include not only chicken and vegetable processors but also the companies that transport the ingredients and those who print labels and manufacture cans. The food marketing system is the largest direct and indirect nongovernment employer in the United States. 2. Some people associate food marketing with everything that happens outside the farm gate? Do you agree or disagree? It is disagreed that food marketing with everything that happens outside the farm gate because food marketing as the performance of all business activities involved in the flow of products and service from the point of initial agriculture production until they are in the hands of customers. There is no doubt that marketing begins with production decisions on the farmer and the firm, what kind of tree should farmer plan, how much to produce, how to produce, and how to distribute the production, How the product package and how they come to customer hands. Finally, this is all reason for us to believe that food marketing is everything happens inside and also outside the farm gate.
Discussion question: CHAPTER 1 How would you explain food marketing to someone who is unfamiliar with this subject? First of all, Food marketing means different things to different people (consumer, farmer, middlemen etc.) We will define food marketing as the performance of all business activities involved in the flow of products and service from the point of initial agriculture production until they are in the hands of customers For example, fifty-six companies are involved in making one can of chicken noodle soup These businesses include not only chicken and vegetable processors but also the companies that transport the ingredients and those who print labels and manufacture cans The food marketing system is the largest direct and indirect non-government employer in the United States Some people associate food marketing with everything that happens outside the farm gate? Do you agree or disagree? It is disagreed that food marketing with everything that happens outside the farm gate because food marketing as the performance of all business activities involved in the flow of products and service from the point of initial agriculture production until they are in the hands of customers There is no doubt that marketing begins with production decisions on the farmer and the firm, what kind of tree should farmer plan, how much to produce, how to produce, and how to distribute the production, How the product package and how they come to customer hands Finally, this is all reason for us to believe that food marketing is everything happens inside and also outside the farm gate What does this mean to say that farmers and food marketing firms are mutually interdependent? There is no doubt that farmers and food marketing firms are mutually interdependent because marketing begins with production decisions on the farm Specifically, farmers want the highest possible returns from the sale of their products They want their food to be solved with the highest profit and want to introduce it to customer to let them know about their product And foods marketing middlemen or firm seek to earn the greatest profit possible for farmer , for detail they package farmer food, make marketing strategy to introducing farmer’s product to customer, transfer it to customer In addition, the farmer also bring food marketing firm benefit from solve food for farmer So it is so true to say that farmers and food marketing firms are mutually interdependent How to improve transportation and communication influence the food marketing process? Nowadays, there are so many way to improve the influence of transportation and communication in food marketing process Because of the trends in agriculture, to a large extent, are the result of advancing technologies likes transportation technology combining an awareness of potential buyers with the ability to deliver to them, producers begin to recognize an opportunity for additional demand Thus information and transportation technologies have added consumers to the producer's market Consumers can use a similar combination of information and transportation to increase the number of suppliers they can access There is no doubt that without effective marketing communications the consumer remain unaware of products and services they need, who might supply them and the benefits which both product and suppliers can offer Moreover, it is impossible to develop effective and efficient marketing systems without first establishing channels of communication Even the best products not sell themselves Marketing communications serve five key objectives: the provision of information the stimulation of demand differentiating the product or service underlining the product's value, regulating sales Marketing communications takes four forms - advertising, sales promotion, personal selling and publicity These must be formulated within a co-ordinated marketing communications plan If there is more than one target market then there will need to be more than one communications programmer Like all other elements of the marketing mix, it must be tuned to the characteristics and needs of the target market So how to develop a marketing communications program ? Once the overall marketing strategy has been determined and the marketing plan has been outlined, it is necessary to develop a set of operational communication objectives It is only when this is done that an appropriate marketing communications mix can be designed There are, however, a number of intervening factors to be considered before the communications mix is finalized These include the nature of both the product and the market, the stage at which the product lies in its life cycle and the relative value of the product in terms of its price to potential purchasers Having decided upon the communications mix, the promotional message can be determined and the medium or media best suited to delivering this message can be chosen At this point, the budgetary implications of the decisions made so far have to be considered If the cost of the communications program exceeds the resources available to the organization, then there may have to be an adjustment in the communications mix In some instances, the organization may conclude that it can adjust the communications mix to reduce the cost to an affordable level but that the revised communications package is unlikely to achieve the original objectives Faced with this situation, the organization may resort to revising its marketing communications objectives Once the budget has been set the program can be implemented The effectiveness of the program has to be measured against its objectives and, if necessary, adjustments or wholesale revisions of the program will be made Be Authentic, have a Conversation, Create Buyer Personas, Provide Relevant Content, Focus on Quality Engagement Over Quantity, Finally be helpful Discussion question: CHAPTER Can you think of any food marketing activities not included in the list of marketing function provides in this chapter? There are some activities like market research, consumer’s behavior research, food trend research Comment on the meaning of statement “you cannot eliminate the middleman” Under what circumstances can middle man be eliminate? It’s a commonly believed that you cannot eliminate the middleman In most caces this statement is true because you cannot eliminate the middleman producers especially in food market farmers want the highest possible returns from the sale of their products and middlemen seek to earn the greatest profit possible, middleman distribute the product to large area, make the product flow from producers to consumers We have found that the core function of intermediaries is to deliver goods to the consumers when and where they want them To achieve this, they buy the products from the producers, store them as they search for viable markets, and then transport them to the consumers In the process, they assume any risks facing the goods for instance, theft, perishability and other potential hazards In addition, middlemen promote the goods to the consumers on behalf of the producers Specifically, Intermediaries are very important players in the market Both the consumers and producers gain immensely from the roles of middlemen, who ensure that there is a seamless flow of goods in the market by matching supply and demand Intermediaries provide feedback to the producers about the market, thus influencing the decisions made by the manufacturers Buyers, on the other hand, gain from the services offered by intermediaries, such as promotion and delivery Buyers can get the right quantity they want, as intermediaries are able to sell in small units Middleman is an important element in the whole production-distribution-consumption process But in some cases middleman can be eliminate With some products is can be preserve a long time Easily to transfer to customer, like industrial product Or the best way to eliminate middleman it is using the new way to distribute product For example using Internet (click and mortal), to bring all information of product to consumers, and solve it without going through middleman How farmer and consumers decide which of the marketing function to perform for themselves? Marketing is sometimes thought of as simply the process of buying and selling Its tasks are much more extensive than this simple description For a marketing system to be operative and effective, there are three general types of functions which it must provide · Exchange functions: - buying - selling - pricing · Physical functions: - assembling - Transport and handling - Storage - Processing and packaging - Grading and standardization · Facilitating functions: - Financing and risk-bearing - Market information - Demand and supply creation - Market research Exchange functions are what is commonly thought of as marketing They involve finding a buyer or a seller, negotiating price and transferring ownership (but not necessarily physical transfer) These functions take place at the "market" - that is, the physical meeting point for buyers and sellers at the point of production or via some other means of communication At this point, formal or informal property rights are important to ensure the reliable transfer of ownership and to guarantee legality (e.g those animals on sale were not stolen and will not be reclaimed) Physical functions enable the actual flow of commodities through space and time from producer to consumer and their transformation to a form desirable to the consumer Assembling or concentrating the product at convenient points allows its economical transport (i.e getting enough animals together to transport cheaply) This is a valuable function which is often overlooked in the public perception of traders Storage allows the commodity to be held until peak season demand, thereby stabilizing supply Processing transforms the commodity into the products desired by the consumers Grading and standardization allow the consumer to be more confident of the characteristics of the good being purchased Financing and risk-bearing are two important facilitating functions The owner of goods at any marketing stage must sacrifice the opportunity to use the working capital needed to buy those goods elsewhere Or the owner must borrow that capital In either case, capital must be provided by the trader or by some lending source Regardless, cost is involved Further, there is an implicit cost in the risk of losing all or part of that capital through theft, spoilage, mortality or changing market conditions Without the willingness to provide the capital and to bear these costs, no stage of the market chain could function Other facilitating functions enable producers to respond to consumer needs and thus provide goods in the locations, quantity and form desired These functions create the marketing environment, whose elements are: · Market and facilities - including the entire physical infrastructure that a market may depend on · Market information and intelligence - including informal and formal communication systems, and standard weights and grades on which market information depends · Institutional environment - including the government policy environment, regulations and supporting legislation In conclusion, for all reason above to decides the performance function farmer and consumer must depend on the product they produce, or want to buy How the product go to consumers or to be produce, including informal and formal communication systems, and standard weights and grades on which market information depends Why are there so many different kinds of food marketing institution? Because increasing sales and expanding a farming operation maybe more difficult than it sounds While farmer market or truck stands might be viable option for some, most people purchase their food from grocery, stores, restaurants or other outlets If sales of locally frown food are to increase, farmer need to break into new market so they need new, and different kind of marketing institution How sovereign are food consumers? Increase or decrease? CONSUMER SOVEREIGNTY: The notion that consumers ultimately determine what goods and services are produced and how the economy's limited resources are used based on the purchases they make Consumers thus reign over the economy as sovereign rulers Like most notions this one captures an essential dimension of economic behavior, but it also has a notable qualification Consumers are King Consumer sovereignty means that buyers ultimately determine which goods and services remain in production While businesses can produce and attempt to sell whatever goods they choose, if the goods fail to satisfy the wants and needs, consumers decide not to buy If the consumers not buy, the businesses not sell and the goods are not produced Suppose, for example, that Manny Mustard's House of Sandwich introduces a new menu item a sandwich made with fried squash, sweet pickle relish, blue cheese dressing, sliced cabbage, and pumpernickel bread Manny, the proprietor of this establishment, thoroughly enjoys this sandwich and thinks his patrons will as well If they do, then business increases, profits are higher, overdue business loans can be paid off, and he can finally send his unruly step-son away to military school Manny's business success, however, depends on his patrons Will they like his new fried squash, sweet pickle relish, blue cheese dressing, sliced cabbage, pumpernickel bread sandwich? If they not, then his step-son will continue his unruly behavior The consumers are king! They ultimately decide Manny's business fate Consumers as Pawns Consumers are sovereign as long as they know what they want and are able to act upon their desires If consumers are tricked or fooled into making purchases that not satisfy their wants and needs due to limited information or deceitful business practices, then consumers might not be the rulers of the economic realm They might be pawns Consider the case of Curious Curt's Curio Corner The Curio Corner sells nick-knacks, jewelry, posters, and assorted novelty items Curt's latest novelty offering is a magnetic mood pendant purported to improve the wearer's state of mind and outlook on life and it sells for only a dollar The Curio Corner's marketing efforts are boosted by an intense advertising campaign promoting the psychological benefits of the magnetic mood pendant Millions of consumers hear about the magnetic mood pendant and are swayed sufficiently by the advertising to give it a try After all, it only costs a dollar Unfortunately the magnetic mood pendant has no impact on state of mind or outlook on life It is just a magnet It does not work It does not really anything Deluged by advertising consumers buy Millions believe it works But it does not And sales of the magnetic mood pendant persist Gullible consumers keep buying Curious Curt continues to sell But it does not work It does not provide the consumer satisfaction that buyers expect Consumers are not king They are pawns Discussion question: CHAPTER It is sometimes argued nutrition is the most importance factor in buying food I partly agree with the opinion One the one hand, I agree that nutrition is one of the core value for us to make decision before buying food It’s the nutritional choices that we make every day that will determine how healthy we will be in the long run Too much food can make us obese, while too little nutrition can lead to malnourishment The right foundation to good health is to choose food products that are rich in nutrients and have a balanced amount of nutrients like vitamins, minerals, protein, carbohydrates and a little bit of fat as well If you choose your foods wisely, you will be able to enjoy the experience of eating, as the right foods will help you remain healthy On the other hand, I not think that nutrition is the most importance factor Like I said before Nutrition is just one of core value to choose what should we buy But it’s not the most importance thing Because, belong to the opinion of different people with different income and sometime is just different knowledge about food nutrition balance with dealing with hunger, creating the most importance factor in buying food For example people with very low income in not development country the most important factor for them may be very simple it’s dealing with their hunger every daily meal Conclusion, I only partly agree with this argue Because everybody have different opinions and views personally about nutrition and the most important factor in buying food and we need to respect it ... Personas, Provide Relevant Content, Focus on Quality Engagement Over Quantity, Finally be helpful Discussion question: CHAPTER Can you think of any food marketing activities not included in the list... provide the consumer satisfaction that buyers expect Consumers are not king They are pawns Discussion question: CHAPTER It is sometimes argued nutrition is the most importance factor in buying