Fisheries Marketing and
Agribusiness
FIMS 4207
Lecture Prepared By
Smriti Chakraborty
Assistant Professor
Dept. of FIMS
NSTU
Marketing
The process by which companies create value for customers and
build strong customer relationships in order to capture value from
customers in return.
Marketing Management Orientations
There are five alternative concepts under which organizations design and
carry out their marketing strategies:
1. Production concept
The idea that consumers will favor products that are available and
highly affordable and that the organization should therefore focus on
improving production and distribution efficiency.
2. Product concept
The idea that consumers will favor products that offer the most quality,
performance, and features and that the organization should therefore
devote its energy to making continuous product improvements.
3. Selling concept
The idea that consumers will not buy enough of the firms
products unless it undertakes a large-scale selling and promotion
effort.
4. Marketing concept
The marketing management philosophy that holds that achieving
organizational goals depends on knowing the needs and wants of
target markets and delivering the desired satisfactions better than
competitors do.
5. Societal marketing concept
The idea that a company marketing decisions should consider
consumers wants, the company requirements, consumers long-run
interests, and society long-run interests
Global Market Research
Marketing research
The systematic design, collection, analysis, and reporting of data
relevant to a specific marketing situation facing an organization.
1. Defining the problem and research
objectives
Exploratory research
Marketing research to gather preliminary information that will help
define problems and suggest hypotheses.
Descriptive research
Marketing research to better describe marketing problems,
situations, or markets, such as the market potential for a product or
the demographics and attitudes of consumers.
Causal research
Marketing research to test hypotheses about cause-and-effect
relationships.
2. Developing the Research Plan
Secondary Data
Information that already exists somewhere, having been collected
for another purpose.
Primary Data
Information collected for the specific purpose at hand.
Commercial Online Databases
Computerized collection of information available form online
commercial sources of via the internet
3. Research Approaches for Primary
Data Collection
Observational Research
Gathering primary data by observing relevant people, actions and
situations.
Ethnographic Research
A form of observational research that involves sending trained
observers to watch and interact with consumers in their natural
habitat.
Survey Research
Gathering primary data by asking people questions about their
knowledge, attitudes, preferences, and buying behaviour.
Experimental Research
Gathering primary data by selecting matched groups of subjects,
giving them different treatments, controlling related factors and
checking for differences in group responses.
Focus group interviewing
Personal interviewing that involves six to ten people to gather for a
few hours with a trained interviewer to talk about a product, service,
or organization.
Online Marketing Research
Collecting primary data online through internet surveys, online
focus groups, web-based experiments, or tracking consumers online
behaviour.
Online Focus Groups
Gathering a small group of people online with a trained moderator
to chat about a product, service, or organization and gain
qualitative insights about consumer attitudes and behaviour.
Sample
A segment of the population selected for marketing research to
present the population as a whole
Marketing Channel
A set of interdependent organizations that help make a product or
service available for use or consumption by the consumer or business
user.
Marketing channels perform many key functions. Some help complete
transactions while others help to fulfill the completed transactions:
Information: Gathering and distributing marketing research and
intelligence information about actors and forces in the marketing
environment needed for planning and aiding exchange.
Promotion: Developing and spreading persuasive communications about
an offer
Contact: Finding and communicating with prospective buyers
Matching: Shaping and fitting the offer to the buyer's needs,
including activities such as manufacturing, grading, assembling,
and packaging.
Negotiation: Reaching an agreement on price and other terms of the
offer so that ownership or possession can be transferred.
Other intermediaries help to fulfill the completed transactions:
Physical distribution: transporting and storing goods.
Financing: Acquiring and using funds to cover the costs of the
channel work
Risk Taking: Assuming the risks of carrying out the channel work.
Number of Channel Levels
Channel Level
A layer of intermediaries that performs some work in bringing the
product and its ownership closer to the final buyer.
Direct Marketing Channel
A Marketing channel than has no intermediary levels.
Indirect Marketing channel
Channel containing one or more intermediary levels
Thanks for
Patience