By Nkemakolam, Ikenna John
Marketing concept oan be reglarded as "the alpha and omega" of any
orgnnioittiond ouccens, whether the firm lo in conmmor, inrluatrial,
international or agricultural marketing business,
It has, been a general assumption that marketing i s 'or i ly uoeful and
applicable when there is surplus produced by the company particularly
agricultural commodities where scuroity leads to immediate purohase
and consumption from .the company's farmgate,
To t h i s fact the application of'the marketing concept is unnecessary
in agricultural development since what is produced by the farmer or
company is immediately consumed irrespective of its quality, price
changes, distribution system or whether the consumers are consulted
or not. 1