AEM 716.pdf - AEM 716 MODULE 1 NATIONAL OPEN UNIVERSITY OF NIGERIA COURSE CODE:AEM 716 COURSE TITLE AGRICULTURAL MARKETING AND COOPERATIVES 1 AEM 716

AEM 716.pdf - AEM 716 MODULE 1 NATIONAL OPEN UNIVERSITY OF...

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AEM 716 MODULE 1 1 NATIONAL OPEN UNIVERSITY OF NI GE RIA COURSE CODE :AEM 716 COURSE T I TLE : AGRICULTURAL MARKETING AND C OOPE RA T IV E S
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AEM 716 AGRICULTURAL MARKETING AND COOPERATIVES 2 COURSE GUIDE AEM 716 AGRICULTURAL MARKETING AND COOPERATIVES Course Code AEM 716 Course Title Agricultural Marketing and Cooperatives Course Developer/Writer Prof. P.B Imoudu Dept. of Agricultural Economics & Extension, Federal University of Technology, Akure, Nigeria. Course Coordinator Dr. N.E. Mundi National Open University of Nigeria Programme Leader Prof. A. Adebanjo National Open University of Nigeria
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AEM 716 MODULE 1 3 NATIONAL OPEN UNIVERSITY OF NIGERIA National Open University of Nigeria Headquarters 14/16 Ahmadu Bello Way Victoria Island Lagos Abuja Office: No.5 Dar-es-Salaam Street Off Aminu Kano Crescent Wuse II, Abuja e-mail: [email protected] URL: National Open University of Nigeria 2009 First Printed 2009 ISBN: All Rights Reserved Printed by …………….. For National Open University of Nigeria
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AEM 716 AGRICULTURAL MARKETING AND COOPERATIVES 4 CONTENTS PAGE Introduction……………………………………………… 1 The Course………………………………………………. 1 Course Aims……………………………………………... 2 Course Objectives……………………………………….. 2 Working through the Course……………………………. 2 Course Material…………………………………………. 2 Study Units……………………………………………... 3 Text Books……………………………………………… 4 Assessment……………………………………………… 4 Tutor-Marked Assignment……………………………… 4 End of Semester Examination………………………….. 4 Summary………………………………………………... 4 Introduction There is hardly a single, universally accepted definition of agricultural marketing. The concept has been defined in a variety of ways. It is often defined as the series of services involved in moving an agricultural commodity from the point of production to the point of consumption. This definition takes into account the activities of many organizations, and governments involved in commodity marketing in the developing world. However, this approach to agricultural marketing omits two key elements of any definition of marketing production to effuse the marketing concept: a customer orientation and inbuilt sustainability. In the light of this development, an alternative definition of agricultural marketing has emerged, which overcomes the problems posed by these two omissions. It has now been defined as a management orientation focusing all the activities of the organization on satisfying customer needs and wants thereby helping achieve the organization’s long-term objectives. The latter definition promotes both customer orientation and the organization’s long-term sustainability. Thus, the marketing concept is that an organization achieves its goals through the provision of customer satisfaction. Agricultural marketing is also acknowledged as in integrative force that matches production to customer needs and satisfaction in the agricultural sector. It is instructive to note that the definition of agricultural marketing does not preclude non-profit organizations, including cooperatives. Therefore, agricultural marketing and cooperatives will be examined in a broad context in this course, highlighting their contributions to the agricultural sector.
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