tailieunhanh - How to develop a sustainable agroforest Marketing strategy

The approach is applied to sustainable social marketing channels for agroforest commodities, notably non -timber products and services. Their development will often benefit the poor social minorities living near or in forests but will not succeed unless other markets – for inputs, credit, labor, and even foreign exchange – exist and are free of inappropriate policies. | How to Develop a Sustainable Agroforest Marketing Strategy Peter Calkins CRÉA Laval University Canada Abstract In the past product identification and promotion for market have been policy-led. This paper demonstrates how to develop an alternative demand-led strategy. The approach is applied to sustainable social marketing channels for agroforest commodities notably non-timber products and services. Their development will often benefit the poor social minorities living near or in forests but will not succeed unless other markets - for inputs credit labor and even foreign exchange - exist and are free of inappropriate policies. The successive stages of developing a strategy are presented in turn. These include the acquisition of a new managerial outlook the four p s strategic targeting grids verification of input and complementary markets detailed market channel and margin analysis and Bayesian decision trees to evaluate new information. Key words agroforestry marketing strategies social marketing market research 1 Introduction Undervalued strategic marketing tools in many economic analyses Many government agencies and economic developers consider economics and marketing to be roughly synonymous. In reality they reflect two very differert if reconcilable mindsets that can be useful in overall socioeconomic development. More specifically there are two key problems with limiting analysis of markets to that of standard economics the conclusions are not normally strategic and they are not normally based upon environmental and social sustainability. Standard economics approaches consumer behavior from the point of view of price and income elasticities of demand and the Engel share of the consumer s income that goes to such commodity classes as food clothing housing and so on. While these measures are extremely useful and must continue to be estimated business schools and private firms have developed other approaches to marketing which rely upon factorial and discriminate