GROWTH AND ROLE OF MARKETING

-Durin, Christine C.
• This specialization increased the output of goods
but also broke down the self-sufficiency of the
family unit.
• They began produced more than was needed for
home consumption.
• Markets developed to facilitate the exchange of this
Marketable surplus between rural and urban areas.
• Limiting factors in the urbanization of our country has
been the development of adequate transportation and
communication facilities.
• One of the press agricultural marketing problems was
that of providing adequate transportation facilities at
reasonable cost to move the increasing output from the
farms to the consumers in our growing cities.
Here we find an early interest of government in helping the marketing system
function adequately:

Turnpikes Canal
Railroads Air Terminal
THE TWIN PROBLEMS OF FOOD PRODUCTION AND DISTRIBUTION

• Broad Mass World population passed 5 billion in 1987.

• Thomas Robert Malthus had nearly two centuries ago.
• Agricultural per capita has increased.
• Past decade, population increased 16%, agricultural
production increase 19%.
• As the world has produced more mouths to feed, farmers
have found ways to produce more for them.
• Farmers keep learning new ways of doing things and continue
to develop natural and human resources to match growth in
demand for farm products.
• As world population growth slows, and as farmers around the
world find more ways to increase their capacity to produce,
the twin problems of food distribution and reasonable returns
to farming will take precedence over concerns about how to
feed billion people.
HISTORICAL BENCHMARKS
IN FOOD MARKETING

-Pausang, Ruffa Mae F.

-The history of the growth and
development of agriculture marketing is
a rich and exciting one. Only a broad
sweeping picture of it can be presented
here but the study of marketing history
serves a very useful purpose.
-Knowing the marketing problems
confronted by our grandparents and
great grandparents will help prevent
us from believing that our current
problems are the only difficult ones
that have ever begged solution.
-The study of past developments also
helps emphasize that changes are
continually underway. New developments
from many different sources have
always challenged the existing marketing
organization to adapt or die.
-Up to the end of the first half of the nineteenth
century, the pattern was one of small industry
with transportation and communication and
other marketing problems of a largely local
nature. Tobacco, as one of our first surplus
crops, presented one of the earliest marketing
problems.
-In seeking solutions, colonial governments
and growers tried price controls, production
regulations and struggled with grading
problems. Colonials flour milling also had
problems of rate fixing monopoly, and
product adulteration.