The purpose of this introductory chapter is to present the marketing management process and outline what marketing managers must manage if they are to be effective. In doing so, it will also present a framework around which the remaining chapters are organized. Our first task is to review the organizational philosophy known as the marketing concept, since it underlies much of the thinking presented in this book. The remainder of this chapter will focus on the process of strategic planning and its relationship to the process of marketing planning

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AEA 202 : AGRICULUTURAL MARKETING AND MANAGEMENT
SOKOINE UNIVERSITY OF AGRICULTURE
COMBINED REVIEW QUESTIONS FROM CLASS LECTURE NOTES AND COMPENDIUM
BOOKS USED BY TEACHER : BASIC MARKETING 18th
edition by jr. perreaut (et al)
All questions solved click here to view solutions .
NOTE, only this book can make simple life in studying AEA 202 and make us able to tackle questions in
next TEST 2 and UNIVERSITY EXAMINATION correctly.
Every one should have a copy of this.
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Review questions for Unit Three and Four
1. Discuss the basic principles of cooperatives as stipulated in the Rochdale Plan.
2. What are the main differences between the agricultural marketing co-operative and the typical business
corporation
3. Discuss the factors responsible for the growth of co-operative marketing associations in developing
countries
4. Discuss the factors leading to the success and failures of marketing co-operatives in your country.
5. Explain briefly the history of agricultural co-operative marketing in Tanzania.
6. Prepare a detailed outline of the steps that should be followed in organising a co-operative marketing
association in a particular commodity field such as grain, cotton, coffee, dairy products, livestock. In
doing so, consult library references and/or nearby co-operative officials
7. Distinguish among the following kinds of co-operative marketing associations: (a) Machinery sharing
(b) Marketing co-operative and (c) Production co-operative.
8. Write an essay about the significance of small independent retail shops in the economy of Tanzania.
(Hints: what is the precise definition of a small retail shop, or how small should a shop be to be classified
as a small independent retail shop (consider annual sales, total assets, number of employees, division of
labour, forms of ownership, etc), how much percentage of all retail units in the country do independent
retail shops account for? Of all retail sales in the country, how much is accounted for by independent
retail shops? What are the advantages and disadvantages of small independent retail shops over large
retail stores?
9. With the aid of a flow chart, explain in details a commodity chain for sunflower in an area of your
choice.
10. In your own words discuss the major characteristics of supermarkets. Suggest the inherent
disadvantages of supermarkets, and indicate what can be attempted to rectify the situation.
11. There are general complaints among stakeholders in the farming sector, that supermarkets and big
hotels in Tanzania do not accept locally produced farm products. Instead they get their supplies from
abroad, mainly from South Africa. To what extent is this observation valid, and what do you think can be
done rectify the problem.
12. There is a general feeling that middlemen are exploitative in nature. They exploit producers as well as
consumers and enjoy super profits. Suppose we designed a policy to eliminate middlemen, do you think
this would increase the efficiency of the system and benefit both farmers and consumers?
13. Why should a typical commodity chain assume an 8-figure shape in terms of number of participants in
the system?
14. Discuss the rationale of rotational market days in rural communities
15. Using a commodity of your choice explain the meaning and functions of local, secondary and tertiary
market in your country.
16. By using example of one traditional cash crop and one food crop in Tanzania explain the marketing
system for agricultural products in Tanzania.
17. Compare the marketing system for tobacco and that for coffee in Tanzania. Which one is more
efficient? Why?

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Review questions UNIT 5
1. Explain what it means by marketing management, showing clearly the concept of strategic planning.
marketing management is the process of managing the marketing concept. That several components
such as planning, organizing, staffing, communicating, motivating, directing, controlling and
evaluating the effort of a group of people toward a common goal.
2.Define the marketing concept in your own words and explain why the notion of profit is usually
included in this definition.
The concept of marketing is to grab the attention of potential consumers through available
resources.The point of marketing is to generate a profit
3.Distinguish between production orientation and marketing orientation, illustrating with local
examples.
Production orientation is making whatever products are easy to produce and then trying to sell them.
They don‟t look at the needs of society. A marketing orientation means trying to carry out the
marketing concept. Instead of just trying to get a customer to buy whatever the firm produces, a
marketing-oriented firm tries to offer customers what they need. You think about a product being sold
on the television. The producer only has that one product as oppose to stores like ( put example) sell a
number of products.
4. Distinguish clearly between a marketing strategy and a marketing mix. Use examples.
5. Distinguish clearly between mass marketing and target marketing.
6. Explain, in your own words, what each of the four Ps in the marketing mix involves.
The product is the good or service for the target‟s needs. It is the features, the benefits, and the
quality level of that good or service. Place deals with reaching the target. It is concerned with all the
decisions involved in getting the “right” product to the target market‟s place. Promotion is telling and
selling the customer. It‟s concerned with telling the target market or others in the channel of distribution
about the “right” product. If the customers won‟t accept the price, all of the planning effort is wasted
7. What is price, and explain different approaches in setting price for a product.
8. What id breakeven point. Explain how it can be determined graphically and mathematically. Discuss at
least two SES of breakeven analysis.
9. Why would a business scan marketing environment of a country when making decision about
relocation or expansion? Explain with example

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Revision questions for unit 6
1. Explain how food storage contribute to time utility?
2. It is sometimes said that food processing is an alternative to storage. Explain why this is so?
3. How would improved co-ordination of food supplies and demand reduce the costs of food
storage?
4. Improvements in Transport efficiency are sometimes said to lower inventory costs.Explain
how this occur?
5. What would be the best marketing strategies for a small food processor just starting
operations?
6. What are the roles of quality grades in the food industry?
7. How can S-C-P approach assist one to analyze tomato value chain in a region?
8. What are key criteria of choosing transport mode of any agricultural produce or
commodities?
Revision question unit 7
1. Using the steps in the research process from the text, describe how you would go about
investigating the feasibility of a flour shop in your town.
2. Evaluate survey ,observation and experimentation as methods of gathering primary data in
marketing?
3. What are the key differences between qualitative and qualitative data and produces of
analyzing such data?
4. Why does a company need a marketing information?
5. How does a marketing information system differ from marketing research?
6. Carefully evaluate the relative merits of personal,telephone and mail surveys on the bases of
flexibility,amount of information obtained.accurcy. speed.cost and ease of administration.
7. Distinguish between „secondary‟ and „primary‟ sources of information and indicate thos you
would use in investigating a profitable channel of distribution.
8. Based on library reading, prepare general rules which should be employed in the
preparation of the questionnaire.Design a questionnaire illustrating these rules to determine
consumers likes and dislikes for specific product of your choice .
9. How useful is knowledge of statistics in marketing research?Discuss for or against such
knowledge in marketing research?