Sales and Marketing: Agricultural Growth Program-Agribusiness and Market Development (AGP-AMDE Ethiopia)
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Date
2013
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Abstract
The Agro-Inputs Business Manual Part 3 focuses on the fundamental principles of marketing in the agricultural input sector, providing a comprehensive guide for agribusinesses. It introduces key marketing concepts such as product, price, place, and promotion, also known as the Four Ps of marketing, along with a fifth element: policy environment. The manual discusses the evolution from traditional to social marketing, emphasizing the balance between consumer satisfaction, company profits, and social welfare. It highlights the importance of market analysis, consumer segmentation, and strategic positioning. Additionally, the manual stresses the significance of developing a strong salesforce, maintaining accurate bookkeeping, and managing various business records to ensure operational success and sustainability in the competitive agro-inputs industry.
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Keywords
Market analysis, Agribusiness