Production and Marketing of Coffee Crops with Special Reference to Coffee Plantations in Dindigul District

Marketing consists of the performance of business activities that direct the flow of goods and services from the producer or supplier to the consumers or end-users. Marketing is a total system of business activities designed to plan, price, promote and distribute want-satisfying goods and services to present and potential customers. According to Stanton, “Marketing mix is the term used to describe the combination of the four inputs which constitute the core of a company’s marketing system the product, the price structure, the promotional activities and the distribution system. A brief description of the four elements of marketing mix is product, Price, Promotion, and Distribution. The product itself is the first element. Products must satisfy consumer needs. The management must, first decide the products to be produced, by knowing the needs of the consumers. The product mix combines the physical product, product services, brand and packages. The marketing authority has to decide the quality, type of goods or services which are offered for sale. A firm may offer a single product (manufacture) or several products (seller).