" The performance of ll business activites involved in the flow of food products and services from the point of initial agricultural production until in the hand of final consumers"

" Agricultural marketing covers all activities associated with agricultural production of food, feed and fiber consumers, including analysis of consumers and motivation, purchasing and consumer buying behaviour"

Related to business activities and for the purpose of the consumer satisfaction in exchange of goods and monetary value between the producer and the customer

buying and selling

transportation

storage

grading

financing

risks involvement

product design

price determination of product

promotions, distribution and developing marketing channel

self suffiency, enough for one's self and family food supply

limited supply

exchange one resources for another

industrial revolution (1860s-19202)

mass production increased the availability of product in the marketplace

"if you create it, they will come"

saturated demand, all existing business meet all current demand of the product

products becomes commodities and prices became the distinguish competitive advantage

importance of selling process

1940's-1960s

research is used to determine customer needs

Marketing is subsidary function (second importance or function in the process)

intergrated comprehensive role