Agricultural Economics Department


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Published by the Department of Agricultural Economics, University of Nebraska-Lincoln. Copyright 2010 Regents of the University of Nebraska.


When you think of the word “marketing” what comes to mind? Do you think of advertising and promotional strategies in print, other forms of media or the internet? Maybe you think of direct marketing flyers, email blitzes or email newsletters?

Typically, individuals equate marketing with specific promotional tools, but in reality it is a much broader process. It traditionally starts with identifying consumer wants and needs and developing products or services to meet those needs. The next step for the business owner is to match up their product or service benefits with potential customers groups. Then one tries to find the best methods to communicate those product or service benefits to the group. Ultimately, if the product or service is a good match, there is a sale and both the business owner and consumer are happy!