Notes_4_Jan26 - e.g., December corn market A product --...

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AEB 3300 1 Market Structure, Conduct and Performance Module 1 Module 1 Notes 4 Notes 4 Chapters 12-13 Chapters 12-13
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AEB 3300 2 Questions to discuss in detail… Where do markets come from? How might markets be structured? How do we create the “S” of “S-C-P”? How do we evaluate market structure? What are the main “components” of a market? What’s the difference between “market structures” and “marketing”?
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AEB 3300 3 What is marketing? Business school perspective Product, price, place, promotion Ag/food Marketing perspective “the performance of all business activities involved in the flow of food products and services from the point of initial agricultural production until they are in the hands of consumers (text, p. 7).”
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AEB 3300 4 What are the “components” of a market? A physical place -- e.g., farmers’ market, the Mall A time –
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Unformatted text preview: e.g., December corn market A product -- e.g., fresh tomatoes At least one buyer/consumer, at least one seller e.g., college students and UF Book Store A level in the marketing system e.g., retail, wholesale, or input supplies A underlying legal system of rights distribution and enforcement of those rights AEB 3300 5 Examples of market structures Auctions English vs. Dutch vs. sealed bid Retail outlets Brick-n-mortar vs. virtual Contracted Pricing Forward contracts, cost-plus, fixed cost Integration Markets internalized within firms AEB 3300 6 How many ways to slice a pie? Thinking horizontally Industry studies Competitive Analysis Thinking vertically Supply Chains Market channels...
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Notes_4_Jan26 - e.g., December corn market A product --...

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