Product management - an integral part of the marketing mix

摘要

Incorporated into the marketing concept is the marketing mix, which mainly consists of the 4 Ps: product, price, place and promotion. Product decisions are the most important aspect of the marketing decisions that an organisation makes, because unless there is true demand for a product, it will not succeed, no matter how good it is. Even in commodity marketing (animal feed), the generic rules can be applied. Agribusiness is, "all those businesses and management activities performed by organisationsthat provide inputs to the farm sector, produce farm products and/or process. transport. finance handle or market farm products" (David Downey and Erikson, 1987). The marketing concept, a business philosophy defined as. "the key to achieving organisational goals, consists of determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors" (Kotler, 1991).