Global Agricultural Marketing Management. (Marketing and Agribusiness texts - 3)













Table of Contents


S. Carter

FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS
Rome, 1997

This publication has previously been issued as
ISBN 92-851-1004-5
by the FAO Regional Office for Africa.

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.

M-62
ISBN 92-5-104013-3

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, Information Division, Food and Agriculture Organization of the United Nations, Viale delle Terme di Caracalla, 00100 Rome, Italy.

© FAO 1997

This electronic document has been scanned using optical character recognition (OCR) software and careful manual recorrection. Even if the quality of digitalisation is high, the FAO declines all responsibility for any discrepancies that may exist between the present document and its original printed version.


Table of Contents


Preface

Chapter 1: Introduction To Global Marketing

Chapter Objectives
Structure Of The Chapter
The evolution of global marketing
The international economic system
Impetus to global marketing involvement
Planning to meet the opportunities and challenges of global marketing
Framework for international analysis
Product life/market life cycle
Chapter Summary
Key Terms
Review Questions
Review Question Answers
References

Chapter 2: The Economic Environment

Chapter Objectives
Structure Of The Chapter
Overview
The global economy
Chapter Summary
Key Terms
Review Questions
Review Question Answers
References

Appendix 2A: European Union

Consumers
The changing structure of the retail trade
Changes to the wholesale trade
Packing requirements for self-service
Market overview
Barriers to trade in the EU

Appendix 2B: Southern African Development Community

Historical development

Appendix 2C: The Preferential Trade Area Of Eastern And Southern Africa

Institutions of the PTA

Chapter 3: The Cultural Environment

Chapter Objectives
Structure Of The Chapter
What is culture
The elements of culture
Chapter Summary
Key Terms
Review Questions
Review Question Answers
References

Chapter 4: The Legal, Political/Trade Environment

Chapter Objectives
Structure Of The Chapter
Laws, rules, and standards
Issues
The political environment
The legal environment
Terms of access
Winds of change
Chapter Summary
Key Terms
Review Questions
Review Questions Answers
References

Chapter 5: Identifying Market Opportunities Through Marketing Information Systems And Research

Chapter Objectives
Structure Of The Chapter
Elements of the information system
Sources of global information
Chapter Summary
Key Terms
Review Question
Review Question Answers
References

Chapter 6: A Competitive Analysis And Strategy

Chapter Objectives
Structure Of The Chapter
Competition
Industry analysis
Competitive strategy
Sourcing
Chapter Summary
Key Terms
Review Questions
Review Question Answers
References
Bibliography

Chapter 7: Market Entry Strategies

Chapter Objectives
Structure Of The Chapter
Entry strategies
Special features of commodity trade
Chapter Summary
Key Terms
Review Questions
Review Question Answers
References
Bibliography

Chapter 8: Product Decisions

Chapter Objectives
Structure Of The Chapter
Basic concepts
Product design
Production decisions
Branding and trademarks
Chapter Summary
Key Terms
Review Questions
Review Question Answers
References
Bibliography

Chapter 9: Pricing And Financing

Chapter Objectives
Structure Of The Chapter
The international financial system
Pricing products
Global pricing
Financing of exports
Malawi - Export Credit Guarantee System
Pre- and Post-Shipment Support Facility
Currency transactions
Option
Concluding comments
Chapter Summary
Key Terms
Review Questions
Review Question Answers
References
Bibliography

Chapter 10: Distribution Decisions

Chapter Objectives
The Structure Of The Chapter
Channels
Channel structure
Cotton marketing
Physical distribution
East Africa horticulture marketing
Chapter Summary
Key Terms
Review Questions
Review Question Answers
References
Bibliography

Chapter 11: Promotion Decisions

Chapter Objectives
Structure Of The Chapter
The nature of global promotion
Global promotion
Campaign design
Chapter Summary
Key Terms
Review Questions
Review Question Answers
Carmel of Israel
References
Bibliography

Chapter 12: Global Marketing, Logistics - Access And Documentation

Chapter Objectives
Structure Of The Chapter
Complexity
Terms of access
International trade
Special trade terms in export sales
Export documentation
Commercial documents
Official documents
Insurance documents
Transport documents
Financial and financing documents
Export financing
Collection arrangements
Letters of credit
Conflict of law
Chapter Summary
Key Terms
Review Questions
Review Question Answers
References
Bibliography

Chapter 13: Organising, Planning And Controlling Global Marketing Operations

Objectives Of The Chapter
Structure Of The Chapter
Agricultural systems: organisation, coordination and performance overview
Global marketing planning
Global marketing control
Formal control methods
Informal control method
Variables influencing control
Chapter Summary
Key Terms
Review Questions
Review Question Answers
Fruit and vegetables marketing - the future
Key statistical data on horticultural marketing
References
Bibliography

Appendix 13A: Export control - The Malawi case

Glossary of marketing terms

Technical note: A short introduction to exchange traded options*

Futures and hedging trading in cotton *