The M and m of marketing for agribusiness

摘要

Marketing is an important business discipline and is often misunderstood and mis-managed. Elements of the discipline of marketing fall into one of two significant categories. At the strategic level there's what can be referred to as the "big M" elements, and at the operational or tactical level are the "small m" elements. This applies to all products whether they are value-added farm production, an agri-tourism venture or an on-farm invention. The most significant of the "big M" or strategic elementsis identification and prioritisation of market segments or niches. Deciding which segments are attractive and which are not is a critical component of marketing analysis and effectiveness. It is essential to answer the questions: "Which groups of buyers will value the benefits of my product over my competitors and have ability to pay a price premium?" and "Which market niches can I access, dominate and hold?"