ABSTRACT
The chapter begins with a discussion of the marketing mix: product, price, promotion, and place. It then discusses ways to create value for customers and the product life cycle in agribusiness markets. Various pricing strategies are presented, complete with example illustrations to enhance student understanding. Methods of product promotion and market communications are discussed, with an exploration of personal selling as an element of the marketing strategy of an agribusiness. The final section of the chapter reviews and discusses channels of distribution in agribusiness and the changes those channels are undergoing in this dynamic industry.
