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Manuals | June 28, 2022

Marketing Basics

A SMART Skills Manual

Marketing is one of the biggest challenges for small-scale farmers in developing countries. Many farmers would like to improve their output or the quality of their products, but they need a way to sell their produce and increase profits.

This manual introduces the basic concepts of agricultural markets and marketing. It shows how field agents, extension workers and program managers can help farmers understand these ideas and how to apply them.

The ten lessons, available in EnglishFrench, Spanish and Arabic cover the following topics:

  • What is agricultural marketing?
  • Supply and demand
  • Costs, income, prices and profit
  • Types of markets
  • Adding value after harvest
  • Changes in markets
  • The value chain
  • Developing marketing strategies
  • The four Ps of marketing
  • Entrepreneurial spirit

Each lesson includes guidelines, exercises to do with a group of farmers or with development agents, and quizzes to test your understanding.

This is one manual in a series on SMART Skills—the skills that field agents need to help farmers in developing countries improve their livelihoods. A companion manual describes the steps a group of farmers can follow in marketing a product.





Marketing Basics PowerPoint


Field Exercise 1. Agricultural marketing
Field Exercise 2. Understanding profit and crop seasonal calendars
Field Exercise 3. Comparing markets and buyers
Field Exercise 4. Adding value after harvest
Field Exercise 5. Marketing strategies and managing risk