Marketing to Farm Businesses

Marketing to Farm Businesses (MFB) is an intensive three-day course designed for managers responsible for developing and/or implementing marketing programs to farm businesses and/or businesses that sell to farmers. Participants who take this course will learn

•The role of marketing in determining and meeting buyer needs

•How to attract new customers and retaining existing customers

•How to analyze and select profitable growth opportunities

•How farm businesses make purchasing decisions and how this can be used in building marketing programs

•Practical approaches to segmenting markets and selecting high potential targets

•How products and services can be designed to create value for targeted customers

•How to manage products and services through their product life cycles from market introduction to growth and maturity

•Effective approaches to establishing profitable pricing strategies

•How to build integrated marketing communication programs using a broad range of promotional techniques

•Easy-to-use, yet powerful approaches to determining the financial success of marketing plans

•How the market environment in agriculture is changing and the implications of this for developing marketing plans

•How to build a marketing plan for a local, regional or national market

Participants learn the fundamentals of marketing and market planning, and then using case studies, they learn to apply these concepts to current agricultural marketing situations. This approach has been proven to increase the ability of participants to make real-life decisions pertaining to their own businesses.

Who Should Attend:

Marketing to Farm Businesses is appropriate for people in manufacturing, distribution or retailing organization whose products and services are ultimately targeted to farm businesses. It is particularly attractive to

•Owners/managers of retail outlets

•Senior sales representatives

•Technical sales representatives

•Junior account managers in marketing services organizations

•Marketing assistants/associates

•Brand, product, and marketing managers with little or no formal marketing training