LIVESTOCK MARKETING

• References:• 1- Philip Kotler & Kevin Keller, Marketing

Management 12th ed. New Jersey: Pearson Prentice Hall, 2006.

• 2- Kenneth W. Bailey, Marketing and Pricing of Milk and Dairy Products in the United States. Iowa: Iowa State University Press, 1997.

• 3- Richard L. Kohls & Joseph N. Uhl, Marketing of Agricultural products 9th ed. New Delhi: Prentice Hall of India , 2002.

What is livestock

• The word “livestock” is an umbrella term used for domesticated animals raised in an agricultural environment, with the intent of providing food, textiles, labor, or fertilizer to their owners. Common examples are horses, pigs, goats, cows, sheep, and poultry, although numerous other semi-wild animals including reindeer, yaks, camels, and emus could also be considered livestock. Humans have coexisted with domesticated animals for centuries, and the rise of farming and keeping animals probably contributed to a major shift in human culture.

• The word can be taken to have several meanings, depending on interpretation. Livestock is sometimes referred to as “stock,” in shorthand, reflecting the idea that the animals are property in addition to living beings. These animals are both living stock, or inventory, and the stock, or basis, of life for farmers and the people who rely on them. Raising animals is an important part of life for people all over the world.

• Purely domesticated animals such as cows and horses are radically different than their wild counterparts. In some cases, the wild ancestors of domesticated livestock are actually extinct, because humans have selectively bred domesticated versions for so long. Domesticated livestock would probably have difficulty surviving in the wild, because it has been bred to be smaller and more docile than a wild animal would be. Semi-wild animals used as livestock, such as rabbits, have thriving wild populations in addition to domestic ones.

• The uses for livestock is food, in the form of meat, dairy, and egg products. Few animals, however, are raised purely for their meat; the most notable exception to this is the pig, which is primarily a food animal. Most animals also contribute something else to the farm. Sheep, for example, have thick wool coats which are annually sheared to make textiles, and cows can provide physical labor as draft animals in addition to being a source of food. All livestock also produces plentiful amounts of manure, in the form of excrement, thus helping out in the farm garden as well.

http://www.wisegeek.org/what-is-livestock.htm

• Some of these animals are also kept as pets, and enjoy privileged positions in human society. Horses, for example, are widely ridden and used as work animals, and in many cultures they have a status which borders on the sacred, while others have no difficulties eating their horses. In areas where living conditions are difficult, such as Tibet, a single livestock animal like the yak may provide the bulk of food, shelter, and companionship; therefore, the animals are highly valued.

Define marketing from your own point of view

Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others.

Kotler and Armstrong (2010).

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007)American Marketing Association Board of

Directors. Accessed 2012.

Who markets?• Marketers & Prospects: a marketer is someone

who seeks a response (attention, a purchase, a vote, a donation) from another party called the prospect.

• Marketers are responsible for demand management they seek to influence the level, timing, and composition of demand to meet the organization’s objectives.

The Exchange process

Markets

• Traditionally, a market was a physical place where buyers and sellers gather to buy & sell goods.

• Economists: a market is a collection of buyers and sellers who transact over a particular product(e.g., the housing market, or grain market)

• Marketers: use the term market to cover various groupings of customers. They talk about need markets (diet- seeking market), product market (shoe market), demographic market ( youth market), geographic market (French market).

Marketplace ,market space & metamarket

• Marketplace: is physical as when we shop in a store.

• Market space: is digital as when we shop on the internet.

• Metamarket: a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.

• Marketing people are involved in marketing 10 types of entities: goods, services, experiences, events, persons, places, properties, organization, information, and ideas.

• Services: include the work of airlines, hotels, car rental, as well as professionals working within or for companies such as accountants, bankers, lawyers etc.

• Places: Cities, States, regions and whole nations compete actively to attract tourists, factories, company headquarters, and new residents.

• Ideas: Every market offering includes a basic idea.• • Events: Marketers promote time-based events, such as major trade

shows, artistic performances, and company anniversaries. Global sporting events such as the Olympics or World Cup are promoted aggressively to both companies and fans.

•Persons: Celebrity marketing is a major business. Properties: Properties are intangible rights of ownership of either real property (real estate) or financial property (stocks and bonds). Goods: Physical goods constitute the bulk of most countries production and marketing effort.

Experiences: By orchestrating several services and goods, a firm can create, stage, and market experiences. Walt Disney World Magic Kingdom represents experiential marketing. Organizations: They actively work to build a strong, favorable and unique image in the minds of their target publics.

What is the difference between a good and a

service?

Marketing mix (MM)

Also popular as

4Ps

Marketing activities come in all forms - one traditional depiction of these activities is in terms of the MARKETING MIX.

McCarthy classified these tools into four broad groups which he called the marketing mix.

(The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives)

Marketing mix strategy

• Marketing mix strategy is about achieving your marketing objectives through proper analysis of the 4 Ps or elements of marketing, namely:

• Product• Price• Place• Promotion

Marketing mix strategy

7 Ps

Four Cs (Robert Lauterborn)

Needs Wants & Demands

NEEDS:The basic

human requirements-food, water,

shelter to survive.

WANTSNeeds become

wants when they are

directed to specific object

that might satisfy the need.

DEMANDSAre wants for specific

products backed by

an ability to pay.

Question ?

Satisfaction and Value

Do you think there is a difference between marketing & selling????

Selling• The last step in the chain of

commerce where a buyer exchanges cash for a seller's good or service.

HOMEWORK

• Trace the marketing route of Hamri sheep from producers to consumer in Khartoum specifying production areas, animal selection methods, types of suppliers etc.