ABSTRACT
Ask people what they think of when the term “marketing” is mentioned and most will answer “advertising” or “selling.” While advertising and selling may be two of the most visible marketing activities, marketing in food and agribusiness fi rms involves far more than these two methods of marketing communication. In reality, marketing includes a wide spectrum of decisions and activities that center on effectively reaching your customers, prospects, and public, and providing them with information about your products or services that satisfy their needs and wants. The full marketing process involves identifying customer needs, developing products and services to meet these needs, establishing promotional programs and pricing policies, and designing a system for distributing products and services to customers. Marketing management is concerned with managing this total process.
