Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives (Boone and Kurtz, 1998). In the context of tall fescue forage seed, marketing comprises all components of product, price, distribution, and communications to satisfy livestock and pasture owners' needs and wants (Rotfeld, 1999).

Those readers who wish to gain a detailed understanding of seed marketing should refer to Mumby (1994) and Wong (2007), who provide explanations of different approaches to seed marketing, forecasting demand, marketing plans, seed pricing and costing, promotion, advertising, extension, demonstration, and distribution. The following discussion summarizes some of the issues that directly affect the commercial relationships between suppliers (see Chapter 23) and purchasers of forage tall fescue seed.


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