Seed
marketingby G. Mumby
The designations employed and the presentation of material in this publication do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries.
The use in this publication of photographs of packaging, catalogues and advertisements is solely for the purpose of illustrating the points made in the text and does not necessarily imply endorsement by FAO of the products shown.
M-62
ISBN 92-5-103598-9
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the prior permission of the copyright owner. Applications for such permission, with a statement of the purpose and extent of the reproduction, should be addressed to the Director, Publications Division, Food and Agriculture Organization of the United Nations, Viale delle Terme di Caracalla, 00100 Rome, Italy.
© FAO 1994
A definition of seed marketing
Marketing activities
The marketing mix
Chapter 2 - Approaches to seed marketing
The purpose of seed marketing
Towards developing plant varieties
Government seed policy
Approaches to seed marketing
Types of seed production and distribution organizations government departments
Chapter 3 - Understanding the market
Researching the market
Marketing information
Sources of information
Gathering information
Market segmentation
Chapter 4 - Forecasting demand
Background
The factors which affect demand
Demand forecasting techniques
Growth trends used in a commercial context
Chapter 5 - Supplying the market
Seed as a product
The seed product portfolio
Seed portfolio analysis
Product life cycle
Managing the life cycle
Developing a product marketing plan
Packaging
Labelling
Chapter 6 - Seed pricing and costing
The importance of price
The cost of seed
Pricing policy
Pricing strategies
Pricing techniques
Distributors' margins
Price lists, terms and conditions of sale price lists
Chapter 7 - The management of distribution
Background
Seed distribution systems
Seed storage and transport
Management of distribution and sales
Selection of dealers
Chapter 8 - Promotion, advertising, extension, demonstration
The promotional campaign
Advertising
Sales promotion
Personal selling
Public relations (PR)
Seed extension and demonstration
Catalogues
The promotional budget
Chapter 9 - The marketing plan
The operational marketing plan
Strategic planning
Planning procedure and timetable
Monitoring performance