June 28, 2022

The Seven Steps of Marketing

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 outlines seven steps that field agents, extension workers and program managers can follow to help farmers improve their marketing. The steps comprise a total of 21 lessons, each with guidelines, exercises to do with a group of farmers or with development agents, and quizzes to test your understanding.

The Seven Steps of Marketing - English English PDF

Manual • 334 Pages

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Les sept étapes du marketing French PDF

Manual • 336 Pages

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Los 7 pasos del mercadeo Spanish PDF

Manual • 334 Pages

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The manual is broken into four booklets:

Booklet 1: Organizing Groups for Marketing

Getting organized
Identifying products and organizing groups

Booklet 1: Organizing Groups for Marketing English PDF

Manual • 83 Pages

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Booklet 2: Business Plan

Collecting information for the business plan
Building a business plan

Booklet 2: Business Plan English PDF

Manual • 142 Pages

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Booklet 3: Marketing as a Group

Booklet 3: Marketing as a Group PDF

42 Pages

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Booklet 4: Reviewing Performance

Reviewing agro-enterprise performance
Scaling up

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 on marketing basics describes the ideas that underlie the seven steps in this manual.

Booklet 4: Reviewing Performance PDF

Manual • 92 Pages

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E-learning versions of the curriculum

For CRS staff

Log into CRS Learns to take the e-course in English, Français, and Español.

For staff of CRS implementing partners

Register on CRS Learns to take the e-course in English, français, and español.

Powerpoints

7 Steps of Marketing Booklet 1: Organizing Groups for Marketing English PPTX

Manual • 118 Pages

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7 Steps of Marketing Booklet 2: Business Plan English PPTX

Manual • 198 Pages

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7 Steps of Marketing Booklet 3: Marketing as a Group English PPTX

Manual • 86 Pages

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7 Steps of Marketing Booklet 4: Reviewing Performance English PPTX

Manual • 68 Pages

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Field Exercises

Exercise 1. Explaining the agroenterprise process English DOCX

Manual • 1 Page

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Exercise 2. Visioning “basic sessions” English DOCX

2 Pages

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Exercise 5a. Choosing food products and market products English DOCX

Manual • 3 Pages

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Exercise 5b. Let’s think about new products English DOCX

Manual • 3 Pages

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Exercise 5c. Assessing risks of product and marketing options English DOCX

Manual • 1 Page

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Exercise 7a. Market mapping English DOCX

Manual • 2 Pages

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Exercise 7b. Market survey English DOCX

Manual • 5 Pages

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Exercise 7c. Analyzing market information English DOCX

Manual • 3 Pages

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Exercise 8. Choosing a production technology package English DOCX

Manual • 2 Pages

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Exercise 9. Identifying and prioritizing service needs English DOCX

Manual • 4 Pages

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Exercise 10a. Calculating costs of production and marketing English DOCX

Manual • 3 Pages

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Exercise 10b. Calculating income and profit English DOCX

Manual • 2 Pages

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Exercise 11. Calculating the cost of a loan English DOCX

Manual • 2 Pages

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Exercise 12. Choosing a product and market English DOCX

Manual • 3 Pages

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Exercise 13a. Visioning English DOCX

Manual • 4 Pages

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Exercise 13b. Market mapping English DOCX

Manual • 4 Pages

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Exercise 13c. Problem analysis English DOCX

Manual • 2 Pages

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Exercise 14. Using the canvas to build a business plan English DOCX

Manual • 8 Pages

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Exercise 15. Filling in the business plan English DOCX

Manual • 2 Pages

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Exercise 16. Preparing an implementation plan English DOCX

3 Pages

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Exercise 17a. Working out transportation costs English DOCX

3 Pages

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Exercise 17b. A traders time is the farmers’ money English DOCX

Manual • 2 Pages

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Exercise 17c. Let’s talk about side-selling English DOCX

Manual • 2 Pages

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Exercise 15. Filling in the business plan English DOCX

Manual • 2 Pages

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Exercise 16. Preparing an implementation plan English DOCX

3 Pages

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Exercise 17a. Working out transportation costs English DOCX

3 Pages

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Exercise 17b. A traders time is the farmers’ money English DOCX

Manual • 2 Pages

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Exercise 17c. Let’s talk about side-selling English DOCX

Manual • 2 Pages

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Exercise 18. Farmer and trader pricing English DOCX

3 Pages

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Exercise 19. Calculating costs, income, and profits English DOCX

Manual • 1 Page

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Exercise 21. A plan for scaling up English DOCX

Manual • 3 Pages

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