PROMOTING YOUTH TO COMMENCE AGRIBUSINESS

Marketing
Marketing refers to activities a company undertakes to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to consumers
or other businesses. Some marketing is done by affiliates on behalf of a company. Marketing
makes use of the "marketing mix," also known as the four Ps—product, price, place, and
promotion.

Marketing seeks to take a product or service, identify its ideal customers, and draw the
customers' attention to the product or service available. The term marketing means different
things to different peoples. In effect, marketing is about identifying and meeting human and
social needs. Marketing, thus, convert a society’s needs and wants into profitable opportunities.

According to Thomsen – the study of agricultural marketing comprises all the operations, and
the agencies conducting them, involved in the movement of farm produced foods, raw materials
and their derivatives, such as textiles, from the farms to the final consumers, and the effects of
such operations on farmers, middlemen and consumers.

According to Bateman 1976, Kotler 1994, and Ritson 1997 this definition suggests that
marketing is oriented towards the activities of firms, not governments; that satisfying the needs
of consumers are a necessary condition for the firm to achieve maximum profits. The firm tries
to satisfy the needs of chosen groups in terms of product, price, promotion and place.
Marketing is concerned with the collection and analysis of data, decision making and control,
and not merely concerned with advertising or sales promotion.