AGRICULTURAL MARKETING POLICY

Agricultural and Food Policy,

The specificity of the marketing distribution policy; diagnostic procedures in the enterprise

In the article stages of marketing distribution policy diagnostics are defined. At the first stage, it is proposed to analyse factors of enterprise internal and external environment (gathering information about general trends in the markets and factors of micro-environment (customers, competitors, suppliers, intermediaries, contact audiences). It is approved that analysis of general trends of the market’s development give an opportunity to determine the state of the enterprise macro-environment. At the same time, it is defined that the greatest influence on the marketing distribution policy provide such internal subsystems of the enterprise, as material and production, information, social, marketing and financial. At the second stage of marketing distribution policy diagnostics, researchers propose to analyse the internal system of marketing distribution policy at the enterprise. It is determined that the effectiveness of marketing distribution policy can be defined basing on indicators that can be combined in the following groups: 1) indicators of the enterprise’s market share (the market share of the enterprise, the rate of the market share increase), 2) indicators of sales activities profitability (the rate of profit from sales increase (decrease), the rate of receivables increase (decrease), product profitability, sales profitability), 3) indicators of sales expenses efficiency (sales volume of expenses, the rate of sales expenses increase (decrease), the ratio of increase (decrease) in sales from the sales costs increase (decrease), the profitability of investment in marketing and sales), 4) indicators of inventory (inventory levels, the proportion of unsold commodities in the value of the produced commodities, the coefficient of inventory turnover) and 5) indicators of service level (the rate of complaints increase (decrease), the rate of concluded contracts number increase (decrease)). And the third stage of marketing distribution policy diagnostics, it is recommended to identify internal (e.g., lack of sales personnel evaluation system, risk of marketing channels incorrect choice, risk of distribution strategies incorrect selection, risk of sales activity costs increasing, low level of assortment renovation and others) and external (e.g., foreign risk, inflation risk, tax risk, political risk, risk of legislative changes, risk of target segment incorrect selection, high level of competitive forces influence and others) sales risks that affect or may affect marketing distribution policy

The specificity of the marketing distribution policy; diagnostic procedures in the enterprise

In the article stages of marketing distribution policy diagnostics are defined. At the first stage, it is proposed to analyse factors of enterprise internal and external environment (gathering information about general trends in the markets and factors of micro-environment (customers, competitors, suppliers, intermediaries, contact audiences). It is approved that analysis of general trends of the market’s development give an opportunity to determine the state of the enterprise macro-environment. At the same time, it is defined that the greatest influence on the marketing distribution policy provide such internal subsystems of the enterprise, as material and production, information, social, marketing and financial. At the second stage of marketing distribution policy diagnostics, researchers propose to analyse the internal system of marketing distribution policy at the enterprise. It is determined that the effectiveness of marketing distribution policy can be defined basing on indicators that can be combined in the following groups: 1) indicators of the enterprise’s market share (the market share of the enterprise, the rate of the market share increase), 2) indicators of sales activities profitability (the rate of profit from sales increase (decrease), the rate of receivables increase (decrease), product profitability, sales profitability), 3) indicators of sales expenses efficiency (sales volume of expenses, the rate of sales expenses increase (decrease), the ratio of increase (decrease) in sales from the sales costs increase (decrease), the profitability of investment in marketing and sales), 4) indicators of inventory (inventory levels, the proportion of unsold commodities in the value of the produced commodities, the coefficient of inventory turnover) and 5) indicators of service level (the rate of complaints increase (decrease), the rate of concluded contracts number increase (decrease)). And the third stage of marketing distribution policy diagnostics, it is recommended to identify internal (e.g., lack of sales personnel evaluation system, risk of marketing channels incorrect choice, risk of distribution strategies incorrect selection, risk of sales activity costs increasing, low level of assortment renovation and others) and external (e.g., foreign risk, inflation risk, tax risk, political risk, risk of legislative changes, risk of target segment incorrect selection, high level of competitive forces influence and others) sales risks that affect or may affect marketing distribution policy

Tackling food marketing to children in a digital world: trans-disciplinary perspectives. Children’s rights, evidence of impact, methodological challenges, regulatory options and policy implications for the WHO European Region

There is unequivocal evidence that childhood obesity is influenced by marketing of foods and non-alcoholic beverages high in saturated fat, salt and/or free sugars (HFSS), and a core recommendation of the WHO Commission on Ending Childhood Obesity is to reduce children’s exposure to all such marketing. As a result, WHO has called on Member States to introduce restrictions on marketing of HFSS foods to children, covering all media, including digital, and to close any regulatory loopholes. This publication provides up-to-date information on the marketing of foods and non-alcoholic beverages to children and the changes that have occurred in recent years, focusing in particular on the major shift to digital marketing. It examines trends in media use among children, marketing methods in the new digital media landscape and children’s engagement with such marketing. It also considers the impact on children and their ability to counter marketing as well as the implications for children’s rights and digital privacy. Finally the report discusses the policy implications and some of the recent policy action by WHO European Member States

Smallholder Marketing Behavior and Urban Consumption Patterns in Eastern and Southern Africa

Accurate information on farmer and consumer behavior is the foundation for identifying public investments and policies that can effectively promote national food security and income growth objectives. This policy brief summarizes recent findings from a study on smallholder crop marketing behavior and urban consumption patterns in Eastern and Southern Africa.food security, africa, food policy, marketing, smallholders, consumption, Agricultural and Food Policy, Agricultural Finance, Community/Rural/Urban Development, International Development, Marketing, q18, q11, q12,

"Lose 30lbs in 30 days" : assigning responsibility for deceptive advertising of weight-loss products

Purpose &ndash; The aim of this paper is to outline key social marketing issues apparent in deceptive weight-loss advertising, from the perspective of government policy-makers, manufacturers, the media, and consumers. The purpose is to examine the complexity of one aspect of the obesity battle and provide a framework for coordinated and integrated social marketing initiatives from a multiple stakeholder perspective.Design/methodology/approach &ndash; The results of deceptive weight-loss advertising are framed using the harm chain model, and the paper offers recommended solutions based on a framework of marketing, education and policy changes across the network of stakeholders.Findings &ndash; This paper concludes that a resolution to the harm created by deceptive weight-loss advertising can be achieved by the creation of a more holistic, system-wide solution to this important health and policy issue. This networked approach must involve all aspects of harm in a multi-stakeholder solution, including both upstream and downstream integration. Specific recommendations are made for policy-makers, manufacturers, the media, and consumers to achieve this goal.Social implications &ndash; From a marketing perspective, analyzing the issue of deceptive weight-loss advertising using the harm chain allows for the creation of a more holistic, system-wide solution involving stakeholders in all aspects of harm for this important health and policy issue.Originality/value &ndash; This research examines the problem of obesity and weight-loss advertising from the unique perspective of the harm chain framework. The authors make unified recommendations for various stakeholders including industry, media, government and consumers, in order to direct integrated social marketing and consumer-oriented strategies within this industry.<br /

Stakeholder Theory and Marketing: Moving from a Firm-Centric to a Societal Perspective

This essay is inspired by the ideas and research examined in the special section on “Stakeholder Marketing” of the Journal of Public Policy & Marketing in 2010. The authors argue that stakeholder marketing is slowly coalescing with the broader thinking that has occurred in the stakeholder management and ethics literature streams during the past quarter century. However, the predominant view of stakeholders that many marketers advocate is still primarily pragmatic and company centric. The position advanced herein is that stronger forms of stakeholder marketing that reflect more normative, macro/societal, and network-focused orientations are necessary. The authors briefly explain and justify these characteristics in the context of the growing “prosociety” and “proenvironment” perspectives—orientations that are also in keeping with the public policy focus of this journal. Under the “hard form” of stakeholder theory, which the authors endorse, marketing managers must realize that serving stakeholders sometimes requires sacrificing maximum profits to mitigate outcomes that would inflict major damage on other stakeholders, especially society

Animal Disease Economic Impacts: A Survey of Literature and Typology of Research Approaches

Animal diseases such as bovine spongiform encephalopathy (BSE) are a threat to the animal product marketing sector and the broader economy. Policy makers and industry stakeholders seek a means of assessing a disease threat's economic impacts when evaluating prevention and mitigation measures. But, differences in the focus of the impact analysis (production level, market prices, welfare), level of analysis (geographically, marketing phase) and proposed policy alternatives all influence the analytical approach. This paper surveys previous research, focusing on methodological approaches and results. Drawing from past research and future economic data needs, a typology is developed to guide researchers when defining the scope and policy alternatives of various research approaches.Animal disease economics, Literature review, Marketing channel, Livestock Production/Industries, Marketing,

Broadening \u3cem\u3eJournal of Public Policy & Marketing\u3c/em\u3e’s Outreach: My Tour of Duty” as Editor

The article offers the insights of Journal of Public Policy & Marketing\u27s former editor on his tenure, objectives, and initiatives. He states that on editor tenure, he observed that a crucial time in a journal\u27s life is the handoff or transition between retiring and incoming editors. He says that the aim in his term was to provide information regarding public policy issues\u27s impact on marketing behaviors. He adds that he promoted ethnography topics during his tenure

THE COMPETITIVENESS OF TOURISM AND RURAL TOURISM OFFER IN BOSNIA AND HERZEGOVINA THROUGH APPLICATION OF THE MARKETING APPROACH

This paper considers the essence, significance and necessity of application of the marketing approach, i.e. planning, organizing and control of marketing activities in tourist and rural tourist policy, intending to add to competitiveness of the tourism offer in Bosnia and Herzegovina. The paper elaborates theoretic and substantial aspects of marketing element in tourism and rural tourism, with a special view on importance and contribution of marketing approach in competitiveness of tourism and rural tourism offer in Bosnia and Herzegovina. The marketing approach in tourism and rural tourism, presented in this work, may serve as a basis for creating policy and developing marketing approach in B&H tourism and rural tourism.marketing, tourism, rural tourism, conceptual model of tourism development, Bosnia, Herzegovina, Agribusiness, Community/Rural/Urban Development,