Sjemenarstvo, Vol. 12 No. 1, 1995.
Izlaganje sa skupa
IMPORTANCE OF MARKETING IN SEED INDUSTRY
Ante Kolega
; Zavod za marketing u poljodjelstvu, Agronomski fakultet Sveučilišta u Zagrebu
Sažetak
Marketing as a new scientific discipline in a company economics places the consumer in the centre of interest and its system of production, sales and information is completely adapted to the demands and wishes of the consumer. Consequently, the marketing system of a seed company is based on meeting the demands of buyers and consumers according to the aims of its business policy. Such system must primarily ensure a very close connection between the sales and production function of the producer. All the production or products must be planned in view of consumption, i.e. on the ground of production plans of the marketing service. In order to make the best sales and production plans it is necessary to investigate the consumption which means the consumer. Research within seed companies or family seed growing farms and outside companies in institutes and agencies must be a permanent activity in the new marketing system of seed companies. Thus defined marketing has not been established in any seed company. Integral marketing is the aim of big companies. We can say that the degree of marketing comprehension in a big firm is also the degree of a guarantee that the aims of the business policy of a firm will be achieved. Marketing in big seed companies in the world is directed by the creation, sales and promotion of products, their relation and communication with the public and no business decision is made without research into the consumption. Future size and structure of seed production could be adapted to the demands of domestic and foreign market only by applying marketing in seed companies.
Ključne riječi
Hrčak ID:
167766
URI
Datum izdavanja:
26.2.1995.
Posjeta: 639 *