livestock marketing conceps

1. LIVESTOCK MARKETING

3. • References:
• 1- Philip Kotler & Kevin Keller, Marketing
Management 12th ed. New Jersey: Pearson
Prentice Hall, 2006.
• 2- Kenneth W. Bailey, Marketing and Pricing of
Milk and Dairy Products in the United States.
Iowa: Iowa State University Press, 1997.
• 3- Richard L. Kohls & Joseph N. Uhl, Marketing
of Agricultural products 9th ed. New Delhi:
Prentice Hall of India , 2002.

4. What is livestock
• The word “livestock” is an umbrella term used for
domesticated animals raised in an agricultural
environment, with the intent of providing food,
textiles, labor, or fertilizer to their owners.
Common examples are horses, pigs, goats, cows,
sheep, and poultry, although numerous other semi-
wild animals including reindeer, yaks, camels, and
emus could also be considered livestock. Humans
have coexisted with domesticated animals for
centuries, and the rise of farming and keeping
animals probably contributed to a major shift in
human culture.

5. • The word can be taken to have
several meanings, depending
on interpretation. Livestock is
sometimes referred to as
“stock,” in shorthand,
reflecting the idea that the
animals are property in
addition to living beings.
These animals are both living
stock, or inventory, and the
stock, or basis, of life for
farmers and the people who
rely on them. Raising animals
is an important part of life for
people all over the world.

6. • Purely domesticated animals such as cows and
horses are radically different than their wild
counterparts. In some cases, the wild ancestors
of domesticated livestock are actually extinct,
because humans have selectively bred
domesticated versions for so long.
Domesticated livestock would probably have
difficulty surviving in the wild, because it has
been bred to be smaller and more docile than a
wild animal would be. Semi-wild animals used
as livestock, such as rabbits, have thriving wild
populations in addition to domestic ones.

7. • The uses for livestock is food, in the
form of meat, dairy, and egg products.
Few animals, however, are raised
purely for their meat; the most notable
exception to this is the pig, which is
primarily a food animal. Most animals
also contribute something else to the
farm. Sheep, for example, have thick
wool coats which are annually sheared
to make textiles, and cows can provide
physical labor as draft animals in
addition to being a source of food. All
livestock also produces plentiful
amounts of manure, in the form of
excrement, thus helping out in the
farm garden as well.

8. http://www.wisegeek.org/what-is-livestock.htm
• Some of these animals are also
kept as pets, and enjoy
privileged positions in human
society. Horses, for example,
are widely ridden and used as
work animals, and in many
cultures they have a status
which borders on the sacred,
while others have no
difficulties eating their horses.
In areas where living
conditions are difficult, such as
Tibet, a single livestock animal
like the yak may provide the
bulk of food, shelter, and
companionship; therefore, the
animals are highly valued.

10. Define marketing from your
own point of view

11. Marketing is the social process by
which individuals and organizations
obtain what they need and want
through creating and exchanging value
with others.
Kotler and Armstrong (2010).

12. Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offerings that have
value for customers, clients,
partners, and society at large.
(Approved October 2007)American Marketing Association Board of
Directors. Accessed 2012.

14. Who markets?
• Marketers & Prospects: a marketer is someone
who seeks a response (attention, a purchase, a vote,
a donation) from another party called the prospect.
• Marketers are responsible for demand management
they seek to influence the level, timing, and
composition of demand to meet the organization’s
objectives.

15. The Exchange process

17. • Traditionally, a market was a physical place where
buyers and sellers gather to buy & sell goods.
• Economists: a market is a collection of buyers and
sellers who transact over a particular product(e.g.,
the housing market, or grain market)
• Marketers: use the term market to cover various
groupings of customers. They talk about need
markets (diet- seeking market), product market
(shoe market), demographic market ( youth market),
geographic market (French market).

18. Marketplace ,market space &
metamarket
• Marketplace: is physical as when we shop in
a store.
• Market space: is digital as when we shop on
the internet.
• Metamarket: a cluster of complementary
products and services that are closely related in
the minds of consumers but are spread across a
diverse set of industries.

19. What is
marketed
• Marketing people are
involved in marketing
10 types of entities:
goods, services,
experiences, events,
persons, places,
properties,
organization,
information, and
ideas.

20. • Services: include the work of airlines, hotels, car rental,
as well as professionals working within or for companies
such as accountants, bankers, lawyers etc.
• Places: Cities, States, regions and whole nations
compete actively to attract tourists, factories, company
headquarters, and new residents.
• Ideas: Every market offering includes a basic idea.
•
• Events: Marketers promote time-based events, such as
major trade shows, artistic performances, and company
anniversaries. Global sporting events such as the
Olympics or World Cup are promoted aggressively to
both companies and fans.

21. •Persons: Celebrity marketing is a major
business.
Properties: Properties are intangible rights of
ownership of either real property (real estate) or
financial property (stocks and bonds).
Goods: Physical goods constitute the bulk of most
countries production and marketing effort.
Experiences: By orchestrating several services and
goods, a firm can create, stage, and market
experiences. Walt Disney World Magic Kingdom
represents experiential marketing.
Organizations: They actively work to build a strong,
favorable and unique image in the minds of their target
publics.

22. What is the
difference
between a
good and a
service?

25. Marketing mix (MM)

26. Also popular as
4Ps

27. Marketing activities come in all forms - one
traditional depiction of these activities is in
terms of the MARKETING MIX.
McCarthy classified these tools into four
broad groups which he called the
marketing mix.
(The tools available to a business to gain the
reaction it is seeking from its target market in
relation to its marketing objectives)

29. Marketing mix strategy
• Marketing mix strategy is about achieving
your marketing objectives through proper
analysis of the 4 Ps or elements of marketing,
namely:
• Product
• Price
• Place
• Promotion

30. Marketing mix strategy

31. 7 Ps

32. Four Cs
(Robert Lauterborn)

33. Needs Wants & Demands
NEEDS:
The basic
human
requirements
-food, water,
shelter to
survive.
WANTS
Needs become
wants when
they are
directed to
specific object
that might
satisfy the need.
DEMANDS
Are wants
for specific
products
backed by
an ability to
pay.

36. Do you think there
is a difference
between marketing
& selling????

37. Selling
• The last step in the chain of
commerce where a buyer
exchanges cash for a
seller's good or service.

38. • Trace the marketing route of Hamri sheep from
producers to consumer in Khartoum specifying
production areas, animal selection methods,
types of suppliers etc.