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Agri-Input Marketing

Course Objective
The course highlights various ways and means to enhance access to rural

markets for Agri-inputs, innovations and strategies for marketing and


maintenance of these inputs
After undergoing this course, you will be able to understand the market

environment of Agri-input and develop suitable market mix strategies.

Evaluation

Attendance
(5 Marks)

Group
Assignments
(10 Marks)

Exam
(75 Marks)

Class
Participation
(10Marks)

AGRI-INPUT MARKETING

Consumer Behaviour
Market Potential
& Demand
Assessment

Market
Segmentation
Pricing Decisions

Scope & Importance


Product Decisions

Agri-Input Marketing

Market Promotion

Marketing Channels

Mapping of CO with PO and PEO


Course: 5.1 Agri-Input Marketing
Course Outcome
(CO)

Understand
the
different
competitive environments in which
various Agri-input companies are
operated.
Identify the trends and the
behavior of consumers, marketers
and the Agri-input market segments
Explain how price is determined
and how farm, wholesale and retail
prices are related.
Discuss
different
market
promotion and marketing channel
for effective distribution of Agriinputs

Programme Outcome
(PO)

Programme Education Outcome


(PEO)

1.
1. Conceptual
Conceptual
Understanding
Understanding
2.
2. Critical thinking
3.
3. Theory
Theory Application
Application
4.
4. Knowledge
Knowledge
Integration
Integration
5.
5. Optimal
Optimal Decision
Decision
making
making

The
The main
main aim
aim of
of the
the course
course is
is to
to
enhance
enhance the
the understanding
understanding and
and
analytical
capabilities
with
analytical
capabilities
with
respect
respect to
to products,
products, market
market
environment
environment &
& operational
operational issues
issues
in
in marketing
marketing of
of Agri-inputs.
Agri-inputs.

Vision
Vision
&
&
Mission
Mission

Text Books
T1.

Kotlar, Philip, Marketing Management, Prentice Hall, New Delhi

T2.

Badi and Badi, Rural Marketing, Himalaya Publishers

T3.

Pingali Venugopal: Agri-input marketing in India, SAGE Publications

T4.

Acharya, S. S. and N. L. Agrawal. Agricultural Marketing in India. Oxford and IBH


Publishing Company Pvt. Ltd., 66 Janpath, New Delhi.

T5.

Gupta, A. P. Marketing of Agricultural Produce in India. Vora and Company


Publishers Pvt, Ltd., 3, Round Building, Kalbadevi, Mumbai

Journals
Journal of Rural Marketing

References
R1.

McCarthy, E.J., Basic Marketing: A managerial approach, Irwin, New York

Indian Journal of Marketing


Indian Journal of Fertilizer
Fertilizer Marketing News
Pestology

R2.

Hand Book of Fertilisers & Agribusiness, A. F. Gustafson, 2002

R3.

Manures & Fertilisers, P. c. Das, 2002, Kalyani Publishers India

R4.

Fertilisers A Text Book, R.K. Barak, 2002, Kalyani Publisers India

R5.

Krishnamacharyulu CGS & Lalitha Ramakrishnan, Rural Marketing Text and Cases
Pearson Education.2002