THE APPLICATION OF THE MARKETING CONCEPT IN THE MARKETING OF AGRICULTURAL (POULTRY) PRODUCTS

CHAPTER ONE

1.0     INTRODUCTION

It was become quite evident that agriculture has become the most important sector among numerous sectors of the economy in Nigeria.  as a result, all other sectors depend largely on agriculture for their success.  Agriculture is therefore defined as all the processes involved in the production of plant and animal product for man’s use.  It entails the cultivation of crops of reaving of domestic animals, harvesting those crops and reaving of domestic animals.  Processing as well as delivering them to the final users at the right time, place and at affordable price. From the above definition of agriculture one may rightly deduce that it include all the national gifts, which God freely endows us with.  They include land, trees, and all the raw materials gotten from land for the manufacturing of numerous agricultural products.  It also includes the industrial crops that serve as raw materials to agro – based industries.  Agriculture is basically divided into two major parts namely: crop production and animal production.  Crop production deals with the production of all classes of crops e.g carrels, legumes, roots, tubers, vegetables and fruits, while under animal production otherwise known as livestock production deals with the production of all kinds of domestic animals like poultry diary, fisheries etc. Infact, there are in existence numerous agricultural products.  We discover that most of the goods sold in most markets are agricultural goods.  Since agricultural products are vast, we are narrowing it to a sector, which will help us to limiting our scope of study so as to achieve a better result on the concept under study, which is the application of the marketing concept in the marketing of agricultural products.  When this is verified, we can now attribute it to the other agricultural products and know how they relate to the marketing concept.  In this vein, therefore the researcher is narrowing down the study to poultry production to see how the marketing concept is upheld and applied in the business.