Organic Marketing

MODULE V

ALTERNATIVE MARKETING VENUES
(weeks 8, 9 and 10)

MODULE OVERVIEW

Introduction

In this Module we take the theoretical material about Supply Chain Management presented in Module IV, and cast it in a practical setting. We will explore a number of alternatives for food marketing, each of which can have a marked impact in the agribusiness sector on such things as the operation of markets, market power, and marketing costs and profits. As you'll also learn, each of the alternatives to be examined is associated with a different degree of ownership concentration, ranging from complete vertical integration at one extreme to completely open competition at the other. We shall examine these marketing alternatives to establish the relative strengths and limitations of each.