M.B.A. II (Semester III) (Old CBCS) Examination, 2018
Group F Agriculture and Co-operative Management
paper XX, paper ii agricultural marketing
Day and Date Wednesday, 19-12-2018 Total Marks 70
Time 10.30 a.m. to 1.00 p.m.
Note All questions are compulsory.
1. Select the correct alternatives 14
The demand for goods in India and services in India depends largely on
Agriculture Rainfall
Inflation Income
India is land of agriculture and most of the population resides in
villages cities
urban areas towns
Agricultural marketing functions includes
Packaging Transportation
Warehousing All of the above
is a market in which goods are exchanged for money immediately
other than sales.
Spot market Cash market
Spot or cash market None of these
In a market structure large number of buyer and sellers are
present.
Imperfect market structure Monopoly market structure
Oligopoly market structure Perfect market structure
Which of the following market, business is done in accordance with the rules and
regulations framed by the statutory market organizations representatives
Unregulated market Informally regulated market
Regulated market Urban market
Marketing agencies includes
Farmers Producers
Middlemen All options
P.T.O.
Seat
No. Set P
Set P
SLR-CL 58 *SLRCL41*
are routes through which agricultural products move from
producers to consumer.
marketing agencies marketing institutions
marketing channels none of these
remains the world's largest industry employing over one billion
people.
Telecom Insurance
Agriculture None of these
10) can be defined as comprising of all activities involved in supply
of farm inputs to the farmers and movement of agricultural products from
the farm to the consumer.
Agricultural pricing Agricultural marketing
Agricultural farming Agricultural packaging
11) is the act of storing goods that will be sold or distributed later.
Warehousing Packaging
Transportation None of these
12) is a certification mark employed on agricultural products in India,
assuring that they conform to a set of standards approved by the Directorate
of Marketing and Inspection, an agency of the Government of India
AGMARK ISO
NAAC NBA
13) means the sorting of the unlike lots of the produce into different
costs according to quality specification laid down.
Grading Transportation
Storage Packaging
14) is the first function performed in the marketing of agricultural
commodities.
Grading Transportation
Storage Packaging
2. Write short notes on 14
Classification of markets
Rural marketing.
Set P
*SLRCL58* SLR-CL 58
3. Attempt following questions 14
Explain various characteristics of traditional agricultural marketing
system.
Describe available market channels for cereals, Oilseeds and Pulses in India.
4. Define agricultural marketing. Explain the need and scope of agricultural
marketing in detail. 14
OR
Define agricultural marketing function and explain various agricultural
marketing functions. 14
5. Case Study 14
Power Tractors Ltd. is the manufacturer of large, medium and small size (With
respect to HP.) tractors planned to market their tractors in Baitul District of
Madhya Pradesh where there are two other strong competitors already had their
stronghold. The Power Tractor Ltd. appointed Distributor and 5 retail dealers
under him in the Baitul District. The Distributor is entrepreneur. The Power
Tractor Ltd. has given the distributor total responsibility to increase the Power
Tractors market share. The Distributor made the market survey and studied
the land holding patterns, soil nature of the Agricultural land in the district and
observed that soil is sandy and major land holding is larger to medium and
those farmers prefer Higher H. P. Tractors. A few percentage of farmers are
also holding small land holdings who uses small HP Tractors.
He prepared the list of large, medium and small land holder farmers in all the
villages of the Baitul District. He divided the villages in following categories on
the basis of Population of the villages as follows.
Category of Villages A Large sized Villages
Category of Villages B Medium sized Villages
Category of Villages C Small sized Villages
After some period of starting marketing activities in Baitul District, the Distributor
have further fine-tuned the Market. He classified the villages as follows. High
Market share Villages In these villages the Power Tractor Ltd. have market
leader Position. The Distributor asked the salespersons of the company to
maintain good relations with the farmers of these villages. Here the sales of the
Power tractors are high. Competitors in these villages are trying to regain their
past leadership position with aggressive marketing strategies. Medium Market
Set P
share Villages: In these villages the Power tractor sales are average. The
Distributor asked the salespersons to conduct demonstrations of Power tractor
supported by promotional activities like Product display, farmer meetings, wall
paintings etc. Also Credit schemes are introduced in these villages for potential
buyers. All these initiatives by the company resulted into the increased sales
and enquiries for their tractors.
Low Market share Villages: In these villages the sales of Power Tractors is
negligible. So company has done only wall paintings in these villages. There are
a few enquiries started coming from the farmers of these villages about credit
schemes. The company has also tractor accessories (spare parts) division. In
the accessories /spares the company have better profit margins. The Power
Tractor Company have one retail outlet at Baitul for spares and one service
centre for tractors. The farmers use to come to Baitul for purchase of spares
and servicing the tractor. The Power Tractor Company have marginal growth
rate in sales of their tractors which is lower than the Industry Growth rate in
Baitul District.
Analyze the case
Identify the problem
Recommend alternative solution
Suggest the best solution