ABSTRACT
The chapter begins by outlining the market concept. It then reviews the evolution of marketing in the food and agribusiness industries, discussing product-, sales-, and market-driven approaches to marketing. Next, the focus turns to market planning and the SWOT analysis (strengths, weaknesses, opportunities, threats) framework. A number of example illustrations are used in the discussion. The chapter then discusses market segmentation and the differences between a mass market strategy and various market segmentation strategies, including geographic and demographic segmentation. The chapter ends by presenting the concept of positioning and introducing different approaches to gain a competitive advantage.
