Seed marketing


Table of contents


by G. Mumby

 

The designations employed and the presentation of material in this publication do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries.

The use in this publication of photographs of packaging, catalogues and advertisements is solely for the purpose of illustrating the points made in the text and does not necessarily imply endorsement by FAO of the products shown.

M-62
ISBN 92-5-103598-9

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the prior permission of the copyright owner. Applications for such permission, with a statement of the purpose and extent of the reproduction, should be addressed to the Director, Publications Division, Food and Agriculture Organization of the United Nations, Viale delle Terme di Caracalla, 00100 Rome, Italy.

FAO 1994


Contents


Preface

Chapter 1 - Introduction

A definition of seed marketing
Marketing activities
The marketing mix

Chapter 2 - Approaches to seed marketing

The purpose of seed marketing
Towards developing plant varieties
Government seed policy
Approaches to seed marketing
Types of seed production and distribution organizations government departments

Chapter 3 - Understanding the market

Researching the market
Marketing information
Sources of information
Gathering information
Market segmentation

Chapter 4 - Forecasting demand

Background
The factors which affect demand
Demand forecasting techniques
Growth trends used in a commercial context

Chapter 5 - Supplying the market

Seed as a product
The seed product portfolio
Seed portfolio analysis
Product life cycle
Managing the life cycle
Developing a product marketing plan
Packaging
Labelling

Chapter 6 - Seed pricing and costing

The importance of price
The cost of seed
Pricing policy
Pricing strategies
Pricing techniques
Distributors' margins
Price lists, terms and conditions of sale price lists

Chapter 7 - The management of distribution

Background
Seed distribution systems
Seed storage and transport
Management of distribution and sales
Selection of dealers

Chapter 8 - Promotion, advertising, extension, demonstration

The promotional campaign
Advertising
Sales promotion
Personal selling
Public relations (PR)
Seed extension and demonstration
Catalogues
The promotional budget

Chapter 9 - The marketing plan

The operational marketing plan
Strategic planning
Planning procedure and timetable
Monitoring performance

FAO technical papers