TEXTBOOK OF AGRICULTURAL MARKETING, TRADE AND PRICES

Description ABOUT  THE  BOOK The agricultural marketing system plays a dual role in economic development in countries whose resources are primarily agricultural. Increasing demands for money with which to purchase other goods leads to increasing sensitivity to relative prices on the part of the producers, and specialization in the cultivation of those crops on which the returns are the greatest, subject to socio-cultural, ecological and economic constraints. It is the marketing system that transmits the crucial price signals. On the other hand, and in order to sustain the growth of the non-agricultural sector, resources have to be extracted from the agricultural sector – physical resources to guarantee supplies of food and raw materials for the agro-industry and financial resources for investment in nonfarm economy as well as for re-investment in agriculture. An efficient agricultural marketing system leads to the optimization of resource use and output management. An efficient marketing system can also contribute to an increase in the marketable surplus by scaling down the losses arising out of inefficient processing, storage and transportation. A well-designed system of marketing can effectively distribute the available stock of modern inputs, and thereby sustain a faster rate of growth in the agricultural sector. The need for providing adequate incentives for increased production is, therefore, very important, and this can be made possible only by streamlining the marketing system. This book attempts to cover the entire syllabus for the course entitled AGRICULTURE MARKETING, TRADE AND PRICE prescribed by the 5th Dean’s Committee of ICAR. CONTENT No PARTICULARS PAGE PREFACE 3-4 SYLLABUS 5-6 ABOUT THE BOOK 9 ABOUT THE AUTHOR 10 CHAPTERS 1 Overview of Agricultural Marketing 11-18 2 Marketing and Market 19-26 3 Importance of Marketing 27-34 4 Market and its Classification 35-42 5 Characteristics of Agricultural and Marketable Surplus 43-47 6 Selling Behaviour of Farmers 48-50 7 Marketing Structure 51-55 8 Approaches to the Study of Marketing 56-58 9 Marketing Functions 59-67 10 Facilitating Functions 68-76 11 Marketing Channel 77-92 12 Marketing Costs 93-95 13 Market Integration 96-108 14 Regulated Markets 109-117 15 Co-Operative Markets 118-129 16 Forward Trading / Future Trading 130-131 17 Role of Government in Promoting Agricultural Marketing 132-138 18 Stabilization of Agricultural Prices 139-149 19 Agricultural Prices 150-154 20 Marketing Risk Management 155-163 21 Contract Farming/Contract Marketing 164-169 22 Market Mix-Product 170-175 23 New Product Development 176-179 24 Product Life Cycle 180-184 25 Product  Brand and  Packaging 185-187 26 Wholesaling 188-192 27 Marketing Mix  Promotion 193-200 28 Sales Promotion 201-209 29 Personnel Selling 210-213 30 Publicity 214-217 31 New Product Development 218-221 32 Product Brand and Packaging 222-224 33 International Trade 225-240 34 International Market Entry Strategies 241-245 35 Product and Price Elements 246-251 36 Place and Promotion Elements 252-257 37 The Marketing Organization Structure 258-264 38 World Trade Organization 265-280 39 GATT 281-287 40 Cooperative Agricultural Marketing Institutions 288-294 41 Integration, Efficiency, Cost of Marketing 295-298 42 Marketing Efficiency 299-302 43 Marketing Costs, Margins and Price Spread  303-320 44 Producer’s   Surplus 321-325 45 Agricultural Product Prices 326-328 46 Challenges of and Opportunities in Agricultural Marketing 329-334 47 Market Functionaries  335-339 LITERATURE  CITED 340   ABOUT THE AUTHORS Dr. Dropati Saran obtained her B. Sc Ag. (Hons) in 2015, M.Sc. Ag. (Agricultural Economics) in 2017 and Ph.D. (Agricultural Economics) in 2021 from Swami Keshwanand Rajasthan Agriculture University, Bikaner.  Presently she is serving at Department of Agricultural Economics, Maharaja Agarsen Agriculture College, Suratgarh, (Sri Ganganagar) as Assistant Professor (Ag. Economics). She has been exclusively working on different aspect of Ag. Economics for the last 5 years. She published many research papers in national and international journals, Seminar/ Symposia and popular articles in national level magazines. She has been recipients of many awards and recognitions and also sitting member to many professional societies. Dr. Balbir Singh Khadda presently serving as Deputy Director (Training) at KVK, SAS Nagar (Mohali). He has been exclusively working on different aspect of Animal Husbandry for the last 22 years. He has worked in 16 externally funded research projects.  The remarkable and notable contributions in the form of publication are 84 research articles in National and International Journal of repute, 69 papers presented in seminar/ symposia, 31 popular articles, 12 bulletins, 12 extension folders, 9 book chapters, 5 training manuals 4 books and 2 compendiums. He has been recipients of many awards, recognitions and fellowship including work appreciation award – 2018 given by Gujarat State Administration. He is sitting member to many professional societies and has organized 3 National seminars and 2 International seminars. He has also delivered 22 Radio-talks on important/ burning topics of the agriculture and animal husbandry at AIR, Godhra. L. Lal Somani is Retired Director, Resident Instructions, MPUAT, Udaipur. He went To Waite Agricultural Research Institute, Adelaide, Australia to undertake Post-doctoral work (1975-77). He has over 400 research and technical articles to his credit. He has authored/edited over 18 dozen of books related to Agriculture.