[Presentations on Marketing Themes]

Because marketing is fundamental for sustainable rural development, small rural producers must learn to identify opportunities in the market and take advantage of them.

Marketing theory is usually thought of as being directed to the sector of large or multinational organizations.  Such thinking is not necessarily valid, as such knowledge can and should be applied by organizations of small rural producers.

In this context, the organizational segment and alternative trade are highly pertinent.

Presentations on Marketing Themes

Download the following RAD Project Documents (PDF): if English versions are available, check English titles.

• An Overview of Alternative Trade (1110 kb)
  [Panorama del Comercio Alternativo] (804 kb)
  Starts with a definition of alternative trade and lists the main segments, organizations, and trends. A more in-depth discussion is given on each segment identified, such as organic trade, fair trade, ethical trade, or ecological trade.

• Marketing Basics for Rural Agroenterprises (2545 kb)
  [Fundamentos del Mercadeo] (3391 kb)
  Combines traditional concepts of agricultural marketing with the more advanced concepts of marketing of agroindustrial products and mass consumption.

• Product Design (1133 kb)
  [El Diseño de Productos] (976 kb)
  Explains the concepts of product and product design. Presents several options for classifying and for making decisions about products. Defines the concept of product line.

• The Price (1131 kb)
  [El Precio] (1148 kb)
  Studies the company to analyze the internal and external factors for assigning a price to a product. Explains the concept “equilibrium point” and presents strategies for adjusting prices.

• Distribution (1127 kb)
  [La Distribución] (604 kb)
  Lists the functions of intermediaries and channels, establishing categories of wholesale and retail dealers. Explains the concept of levels in the distribution channel, gives an idea of costs involved, and presents trends in distribution channels.

• Promotion (1078 kb)
  [La Promoción] (953 kb)
  Presents the promotional mixture: publicity, personal sale, sales promotion, and public relationships. Explains concepts such as communication model and positioning.

• Market Research and Information Systems]
  [La Investigación de Mercados y Sistemas de Información (813 kb)
  Explains the difference between an information system and intelligence and market research. Presents the process from its beginning (that of defining the problem) to interpreting the results.

• New Product Development (505 kb)
  [Desarrollo de Nuevos Productos] (604 kb)
  Explains the importance of developing new products, and describes the stages of their development, which are generating and screening ideas, developing and testing selected concepts, marketing strategy, financial analysis, prototype development, testing the market, and commercialization. Also includes concepts on the product’s life cycle. 

• The Marketing Plan (308 kb)
  [El Plan de Mercadeo] (327 kb)
  Describes its importance and proposes its contents: executive resume, current situation of the industry or sector, analysis of threats and opportunities, general objectives and problems, general marketing strategy, strategy and plan of action for the marketing mix, projected financial statements, and controls.

• Introducing Aggregate Value
  [Introducción al Valor Agregado] (1102 kb)
  Explains what it means and how to plan for it within the terms of the market. Also describes its advantages and describes products obtained through this methodology.