Adopting marketing approach

Adoption of the marketing approach by agribusiness firms is important for success. Firms that adopt it are more likely to survive and prosper. Those that do not will perish. Adoption of the marketing approach calls for a commitment to a whole new way of doing business. Marketing becomes the eyes and ears of the business and gives direction to everything it does. It is the job of management to make this happen. Management must implement the marketing approach and see to it that it reaches every corner of the firm, every day. The act of satisfying a consumer need is what gives a business its right to earn a profit. To do this successfully and profitably requires a coordinated effort on the part of all people in the business, regardless of what they do.

B) Say what text says about importance of adopting marketing process.

VII. Choose the best word from the brackets to fill the gaps.

1. Firms in the agri-food system have changed their market approach from a mass……………….(marketing/business) to a target marketing approach.

2. Mass marketing operates on the idea that all ………(staff/consumers) have the same ………..(needs/dreams).

3. A firm can produce and use a single marketing approach to ……...(develop/meet) needs of all its customers.

4. Mass marketing is low-cost,…………………(efficient/correct), and easy to do.

5. Target……….( needs/marketing) operates on the idea that consumers do not all have the same needs.

6. To gain the benefits of target marketing, producers must be able to correctly identify and assess the profit potential of these market ……….(segments/elements).

7. The result of the market……..(research/complex) may end up like this: consumers are looking for healthy, low-calorie, handheld snack food that can be prepared in a microwave.

8. Market potential is the total level of sales possible in a…….(aim/target) market for all firms.

9. Market ………..(share/stock certificate) is the percentage of total sales from a target market achieved by a single firm.

10. One way to estimate market ……….(stock/potential) is to derive the consumption of a product from an easily obtained macroeconomic statistics such as gross domestic product (GDP).

VIII. Look at the following marketing and advertising activities. Can you add any?

Doing market research	Liaising with a sales department	Providing support for customer service	Drawing up a marketing plan
Writing press releases	Commissioning advertising	Creating advertisements	Presenting at a trade fair
Speaking to journalists	Reading trade magazines	Showing visitors around the company	Talking to customers

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