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Courses in Marketing
Author(s) -
Taylor Henry C.
Publication year - 1924
Publication title -
american journal of agricultural economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.949
H-Index - 111
eISSN - 1467-8276
pISSN - 0002-9092
DOI - 10.2307/3180216
Subject(s) - business , marketing
Marketing may be viewed in the very narrow sense of selling what one has produced for sale. It may be broadened to include all those activities and institutions involved in the handling, storing, transferring, transforming and ultimate sale to consumers of specific products. To this enlarged concept may be added that of finding ways and means of improving the present marketing system. These may include standardization, a better adjustment of shipments to the demands for the specific products in the various markets at a given time and a better equalization of shipments throughout the season. It may include methods of sale and methods of settling disputes such as public inspection services, systems of arbitration, and in this day of movements for self help among farmers in their efforts to solve their marketing problems, the science and the art of cooperative marketing comes in for a large share of the time and attention of the student of agricultural marketing. But even this broad concept does not include all that is included in the present-day discussion of the farmer's marketing problem. So broad is the concept as used today as to include the whole problem of a fair share for the farmer in the national income. This includes, therefore, property rights, contracts, credit, custom, competition, monopoly, legal restrictions of various kinds and the standards of living of the various groups of population as they affect the distribution ot wealth. When viewed from the broad standpoint of the basic problems of the distribution of wealth, the student of marketing problems finds himself facing the whole field of economics, both theoretical and applied. How far the student should enter this field depends upon the end he has in view. If he contemplates entering the actual work of marketing a specific product and does not expect to try to solve the deeper problems of marketing, the courses may be limited to the geography of production, the centers of consumption, the methods of handling the specific product, the marketing institutions involved, whether boards of trade.