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A marketing mix framework focuses on delivering the right product, at the right price, using the right promotion strategy, choosing an appropriate distribution channel, and fostering long-term relationships with customers. Traditional literature in the field focused on 4P's (Product, Price, Place, and Promotion) as the drivers of marketing.
Congestion at a market in Abidjan A typical market in Africa. Efforts to develop agricultural marketing have, particularly in developing countries, intended to concentrate on a number of areas, specifically infrastructure development; information provision; training of farmers and traders in marketing and post-harvest issues; and support to the development of an appropriate policy environment.
Africa Agriculture Status Report – An annual publication highlighting the major trends in African agriculture, the drivers of those trends, and the emerging challenges that Africa's food systems face. [29] Food Security Monitor – A monthly publication providing the food security outlook in AGRA's focus countries of around Africa. [30]
Participatory rural appraisal (PRA) is an approach used by non-governmental organizations (NGOs) and other agencies involved in international development. The approach aims to incorporate the knowledge and opinions of rural people in the planning and management of development projects and programmes. [1] [2] [3]
The focus is on management, agricultural companies, and wealthier farmers, while the poorest farmers, and in fact the bulk of farmers, are ignored. Little attention was given to strategies which may aid the bulk of the farmers in the region, such as improved roads, labor, marketing, and land co-operatives. [7]
Agricultural extension is the application of scientific research and new knowledge to agricultural practices through farmer education.The field of 'extension' now encompasses a wider range of communication and learning activities organized for rural people by educators from different disciplines, including agriculture, agricultural marketing, health, and business studies.
Agricultural production is sometimes undertaken as a consequence of government subsidies, rather than because it is inherently profitable. The reduction or removal of those subsidies, whether direct or indirect, can have a major effect on farmers and provide a significant incentive for diversification or, in some cases, for returning to ...
The International Fund for Agricultural Development (IFAD) is an international financial institution and a specialised agency of the United Nations that works to address poverty and hunger in rural areas of developing countries. It is the only multilateral development organization that focuses solely on rural economies and food security. [2]